Samsung stands as a prominent force in the Indian smartphone market, boasting a diverse portfolio that spans various price brackets. While its Galaxy S and Galaxy Z series dominate the premium sector, and the A and FE series cater to the mid-range and mid-premium segments, it’s the Galaxy M-series that has proven to be the company’s powerhouse in the budget-friendly category. With the recent launch of the Samsung Galaxy M17, the tech giant aims to elevate this legacy further, particularly within the sub-Rs. 15,000 segment.
Many manufacturers in this competitive segment vie for attention with unique features or designs. However, for Samsung, the focus goes beyond mere specifications. The company views this segment as an opportunity to deliver significant innovations to a broader audience. In an exclusive discussion, Akshay Rao, Director of MX Business at Samsung India, shared insights into Samsung’s overarching strategy, how consumer feedback influences product development, and more.
Balancing Affordability with Innovation
Samsung’s expansive smartphone lineup caters to a vast spectrum of consumers, from entry-level devices priced under Rs. 10,000 to high-end flagship foldables exceeding Rs. 2 lakh. Despite this wide range, Rao asserts that Samsung’s core philosophy remains unwavering: “At every price segment, our philosophy is very clear — we want to deliver whatever is the best that we can offer in that price segment.”
He emphasizes that this commitment holds true for the latest Samsung Galaxy M17 5G. Rao clarified that Samsung is determined to dispel the notion that budget-conscious buyers must compromise on essential features. “In the Rs. 10,000 to Rs. 15,000 price point, consumers often feel compelled to make sacrifices. That’s precisely where the M17 truly shines,” he explained.
The newest Samsung smartphone arrives equipped with a compelling array of features rarely seen in its price bracket. These include a 50-megapixel OIS (Optical Image Stabilization) camera, a remarkably slim 7.5mm design, robust Corning Gorilla Glass Victus protection, a vibrant Super AMOLED screen, and practical AI functionalities.
Listening to Customers Helps Build Better Products
According to Rao, consumer feedback is the cornerstone of the M-series development process. He elaborated that the company diligently gathers insights from customers regarding common pain points within specific segments and strives to integrate solutions into its new releases. For instance, in the sub-Rs. 15,000 category, he noted that consumers prioritize durability, ease of use, and a dependable camera.
“Consumers aspire to access technology that feels slightly beyond their budget,” he stated. “They don’t want to capture blurred photos and later question their choices. This crucial insight is exactly why we integrated OIS — to provide them with the clarity they deserve.”
Rao added that Samsung’s approach to the Galaxy M17 also encompassed delivering a comprehensive ecosystem experience. “It’s a complete package—featuring a great camera, impressive display, sleek design, enhanced durability, and even advanced AI capabilities,” he concluded.
Bringing AI to Everyone
Rao further highlighted Samsung’s ongoing efforts to make meaningful innovations accessible to the masses. With the Galaxy M17, the tech giant is actively working to democratize AI. “The Samsung Galaxy M17 introduces AI features like Circle to Search and Gemini Live into the Rs. 10,000 to Rs. 15,000 price segment,” Rao revealed. “We will continue to explore opportunities, driven by consumer feedback, to make these technologies more widely available.”
Differentiating the Galaxy Trio: Galaxy M, Galaxy F, and Galaxy A Series
Samsung offers three distinct series—Galaxy M, Galaxy F, and Galaxy A—that frequently overlap in similar price segments, potentially leading to consumer confusion. However, Rao clarified that each series is strategically positioned to cater to a unique consumer profile.
He explained that the company focuses on micro-segments for each series, with differentiation primarily achieved through a blend of design aesthetics, form factor, and core value propositions. “Some models emphasize ‘monster innovation’ related to performance and cutting-edge technology, while others might be positioned as versatile ‘all-rounder’ devices,” he elaborated.
“Today, it’s not solely about the internal components of a phone. It’s also about how the device integrates into a consumer’s lifestyle and seamlessly enhances their daily usage,” he added.
Festive Season and Premiumisation Trend
When asked about the differences between this year’s and last year’s festive seasons, Rao indicated that Samsung has witnessed substantial growth, particularly in the premium segment. “We’re experiencing approximately 40 percent year-on-year growth, especially in the Rs. 30,000+ category, which significantly outpaces the estimated industry average.”
He also identified a key trend this year: premiumization. He observed that customers are increasingly inclined to upgrade to premium devices, thanks to accessible financing options, attractive cashback offers, and the widespread availability of Samsung smartphones across both online and offline retail channels.
“It’s not merely about introducing a product, but rather how effortlessly we make it available across numerous touchpoints, whether online or in physical stores. And that’s where I believe all these factors have contributed to our approximately 40 percent growth. The Galaxy M17, with its accessible price point and the innovation it delivers, will also contribute significantly to our growth in the affordable segment,” he further explained.
The Way Ahead for Galaxy M Series
With the recent launch of the Galaxy M17, the Samsung Galaxy M series is set to mark its sixth anniversary. Rao remains optimistic that the Galaxy M series could surpass 60 million units in cumulative sales by the close of this year. “Considering the notable enhancements we’re introducing in OIS technology and durability improvements, we are confident this product will perform exceptionally well, significantly contributing to our positive outlook for the Galaxy M series.”