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Galaxy S7's success based on quality, marketing, early release

All News 12:22 June 10, 2016

SEOUL, June 10 (Yonhap) -- The Galaxy S7's success, according to industry watchers here on Friday, has been due to the combination of three main factors: decent quality, early release and aggressive marketing.

Since its debut in March, the new flagship smartphones of Samsung Electronics Co. -- the Galaxy S7 and Galaxy S7 Edge -- have become a global hit, if not a sensation.

The combined sales of the two models are estimated to reach 25 million worldwide by the end of June. On Thursday, the South Korean tech giant's share price reached the highest at 1,430,000 won (US$1,230) since April last year.

Many cite the quality of the product. When it was unveiled at the Mobile World Congress held in Spain in February, some consumers were critical. The Galaxy S7's features are "not that new," they claimed.

Samsung's strategy was to focus on addressing some weak points in the Galaxy S series rather than adding innovative functions.

For instance, the Galaxy S7 has 18 percent increased battery life compared to its S6 predecessor. It also has higher-definition cameras and is water resistant.

Samsung has pushed for aggressive marketing as well under the catchphrase of "beyond the limits of today's technology."

It has teamed up with Facebook-owned virtual reality (VR) startup Oculus, offering a free Gear VR device.

Samsung also perfectly timed the launch of the Galaxy S7.

It went on sale half a year after the release of Apple Inc.'s iPhone 6s. Apple is still far off from showing its next iPhone 7 model.

Also, it was three weeks before LG Electronics Co.'s G5 smartphone release, meaning that it had no competition at the time.


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