In a strategic move to elevate its smartphone sales in the UAE, Samsung has adopted an unconventional approach with the early launch of its flagship Galaxy S24 series, coupled with a strong emphasis on Artificial Intelligence (AI) integration. Fadi Abu Shamat, Head of Mobile Experience Division at Samsung Gulf Electronics, highlighted the significance of this dual strategy, positioning it as a unique differentiator in the market.
The move appears to have paid off, with a remarkable 42% year-on-year surge in pre-orders, driven predominantly by heightened consumer interest in the UAE.
Galaxy S24 Launched in the UAE on January 29
Traditionally, Samsung unveils its flagship S-series smartphones in February or March each year. However, the Galaxy S24 series broke this tradition by being unveiled on January 15 and subsequently launched in the UAE on January 29. This early launch not only aims to capture consumer attention but also aligns with Samsung’s ambition to establish a new category, introducing groundbreaking technology that is a first-of-its-kind in the region.
The launch event showcased the phone’s ‘Live Translation’ capabilities, underlining Samsung’s commitment to incorporating advanced features into its devices. DooHee Lee, President of Samsung Gulf Electronics, expressed the company’s aspiration to support the UAE’s vision of becoming a leading nation in AI by 2031. The integration of AI into the Galaxy S24 series is seen as a pioneering step toward achieving this vision.
The Galaxy S24 series, now available in retail outlets across the UAE, comes with a range of models. The base model, featuring 128 GB of storage, is priced at Dh3,199, while the top-end model, the Galaxy S24 Ultra 1TB, is available at Dh6,599. Despite these premium price points, Samsung believes that the introduction of three different iterations within the series makes it more accessible to a broader segment of consumers.
Fadi Abu Shamat emphasized that Samsung’s focus extends beyond the immediate competition, particularly in anticipating the entry of other phone-makers into the market later in the year. The company is keen on assessing how AI will influence consumer habits and is excited about the potential of Galaxy AI-enabled devices to improve daily lives. Shamat stated, “The excitement surrounding the Galaxy S24 series is just the beginning of future AI-enabled devices.”
Transitioning into AI is a critical milestone for Samsung, and the company views the positive reception of the Galaxy S24 series as a promising start for upcoming AI-driven innovations. Shamat believes that the real thrill lies not only in the technical aspects of research and development but in witnessing how AI can genuinely enhance consumers’ daily lives.
Looking ahead, Samsung anticipates a rebound in the smartphone market in 2024, driven by stabilized consumer sentiment and expectations of a global economic recovery. Shamat expressed confidence in the premium segment’s growth and revealed plans to unveil phones in the Z series (Fold and Flip) before the end of the first half of 2024.
Addressing concerns about supply chain disruptions, Shamat assured that Samsung has fully recovered from the challenges faced by the industry post-2020. He emphasized the stability of the semiconductor industry’s upward trend and the equilibrium in the supply and demand for memory chips. Additionally, the demand for end-product smartphones is currently stable, signaling a positive outlook for Samsung in the foreseeable future.
In conclusion, Samsung’s bold strategy of an early Galaxy S24 series launch, coupled with a strong focus on AI integration, showcases the company’s commitment to innovation and its dedication to meeting the evolving needs of consumers in the UAE. The positive response to the Galaxy S24 series and the anticipation surrounding AI-enabled devices signal a promising trajectory for Samsung in the competitive smartphone landscape of the region.