wants to underpin its top position in the highly competitive smartphone market with two new flagship models. It is the “perfect time” to deliver a new user experience with the Galaxy S9 and S9 +, said DJ Koh, mobile boss at Samsung, in an interview with the dpa. Samsung listened carefully to its customers and focused on current trends in development. Today the telephone conversation is no longer in the foreground, but communication with pictures and videos. “The social media generation has motivated us to focus on camera technology,” said Koh at the Mobile World Congress in Barcelona.
The leading smartphone manufacturers traditionally present their latest models at the most important meeting of the mobile communications industry. Smartphone market leader Samsung made the mark with its two new flagship models. Even in nighttime lighting conditions, the camera of the Galaxy S9 + should still be able to take detailed pictures. For even more personal communication, the smartphone also creates an animated AR emoji from a selfie or video recording and converts the individual facial features into a 3D model that reflects various mood expressions.
The personal emojis can also be shared in GIF format on all common platforms. A “super slow motion video function” detects fast movements and records sequences of a video in particularly slow motion. Thanks to automatic motion detection, the recording begins precisely when the sensor has detected a movement in the predefined area.
According to Gartner market researchers, the smartphone market has recently been in decline for the first time. The environment is also getting rougher for traditional providers. Many people spend a lot of money on new, high-performance devices, but they also use them longer than before. For high-end devices, however, Koh still sees room for improvement. “In terms of growth, I don’t see the development as negative,” said Koh. In Germany in particular, business developed well for Samsung in the past year. “This year I am expecting even more in the premium segment.”
According to Gartner, Samsung clearly led the smartphone market in 2017 with a share of 20.9 percent, followed by 14 percent and Huawei with a 9.8 percent market share. Younger companies such as Oppo and Vivo from China follow in fourth and fifth place.
In order to consolidate their own world market position in important, currently developing markets such as India or Brazil, the leading manufacturers – besides – usually also have high-quality mid-range devices in their portfolio. In this area, however, the competition from China is strongest, and it is becoming increasingly difficult for providers to differentiate themselves from the competition in the Android platform environment. It remains all the more important for the established manufacturers to score points with upper-class smartphones.
At the start of the MWC, the first farewells of the smartphone could be heard as an omnipresent companion. Telecommunications manager Claudia Nemat estimated that mobile devices would soon be gradually replaced by smarter applications such as data glasses. But the leading manufacturers are surprising with increasingly intelligent functions, new communication options and sophisticated camera technology.
DJ Koh does not see the end of the smartphone era in sight. Some technological revolutions like that of the steam locomotive were not initially expected. Today, however, new technologies such as augmented reality, ever greater computing power, the 5G mobile communications standard and the Internet of Things would herald the next upheaval. “And the smartphone is the only device that is always with you.”