Samsung is one of the world’s biggest mobile brands, with a global market share of around 21 percent in 2022. It has traditionally beaten Apple in markets outside of the USA because it has a wider range of models aimed at diverse demographics.
The Korean conglomerate has eyed the booming Indian market as the place to be, with over one billion people in the country needing internet-ready devices. However, at the moment, the company is losing ground to other providers among Indian users. Samsung may need to adjust its strategy to gain a stronger hold of the market in India.
Smaller Brands are Finding Great Success in India
With the internet spreading rapidly around India, people in the country need devices that can get them online. A large portion of the country needs those devices to be reasonably priced, but they should also be capable of accessing all the things they want to do online. Research has shown that around 96 percent of people in the country use the internet for entertainment, so they need mobiles that have the power to stream the content they want to watch or play. Some of the brands that are thriving in India now include Xiaomi, Vivo, Realme, and Oppo, all of which have low-end offerings geared to the masses.
Nowadays, you don’t need to buy an expensive model to have access to the internet and all the most popular web services. Indeed, some of the world’s most successful branches of entertainment have flourished because of this. The mobile gaming market has traditionally consisted of simple titles designed to keep people busy for brief spells. Most of the top titles like Clash of Clans, Candy Crush, and Angry Birds can all be played on low-end smartphones.
The online casino sector is another popular form of entertainment in India, and the basic offerings from Xiaomi et al can easily handle the games at these sites. Thanks to HTML5, players can run them all easily through their web browsers, meaning that they can seamlessly switch between review pages and casinos. Indian players tend to search for the best online casino bonuses at aggregator sites to find deals like live casino free bets and free spins. They can then click a link to join and play and get redirected to the casino they like the look of. The fact that there are such rewarding bonuses on offer highlights how bustling the market is, and Indians are eager to get mobile devices so they can access these sites.
Shifting Production to the Country Could Help
If all these entertainment sites required state-of-the-art technology to enjoy them, Samsung would be able to reign supreme as its devices are famously superior to a lot of the competition – especially the cheaper models. The Korean company has realised that it needs to find other ways to get the edge, and the decision to move production to the country is a move forward in the right direction.
It was reported last year that Samsung was considering moving its main overseas base to India. It already has an Indian headquarters, but the plan is to invest more than $90 million extra into that location in Noida. This would enable it to increase its production numbers greatly, and it would be able to cope with the increasing demand in India and the surrounding nations. It would also mean that it wouldn’t have to pay shipping costs to bring products to the subcontinent, and this could allow the company to pass those savings on to end users. This would be an excellent way to compete with lower-end smartphones.
The Indian market is hugely important for the world’s biggest tech companies to compete in, and it’s only going to get bigger over the next decade. Indeed, the country has been described as the next frontier for technology. Therefore, Samsung needs to make massive moves now to stay on top.
The next few years will be pivotal for Samsung, and it will need to do more to win back customers it lost to the other phone brands. Pumping more money into the India manufacturing facility will be a huge step in the right direction for the company.
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