This week, Samsung announced two new mid-range phones in Brazil, the Galaxy M23 and the Galaxy M53. The move marks an increase in the coverage of 5G-supported structures, a continuation of South Korea’s strategy to maintain a range of exclusively sold online products and re-emerge the charger complexity.
In an interview with TecMundoRenato Citrini, General Product Manager of Samsung Mobile Devices Unit, talked more about new products, Brazilian consumers, marketing issues and more.
Charger on the box? Only in Brazil
Contrary to recent controversy, the Galaxy M23 and M53 arrived here with a charger in the box, unlike the international version. A few months ago, the Galaxy A53 also abandoned Samsung’s global strategy and landed in the Brazilian market with a boost.
Citrini explained that this change in the structure of the box is due to the fact that the company has its factories in Brazil.. If products were to be placed at Samsung’s factory in Korea or Vietnam, for example, we would not have this distinction.
In Brazil, charger removal began in the S and Z lines with a view to minimizing environmental impact, but in other countries brand judges are already arriving without a plug adapter.
However, last week the National Consumer Secretariat (Senacon) led Procon more than 900 in the country to open administrative proceedings against Samsung and Apple to address the lack of chargers in the boxes of smartphones sold by the brands.
It is worth remembering that the accessory that comes with the new Galaxy M is 15W, so anyone who wants to benefit from a 25W speed-enabled charger needs to purchase another outlet adapter.
Despite the inclusion of a low-power charger raises doubts about the possibility of such an act being a possible avoidance mechanism from Procon, Citrini recalls that the manufacturer has always put an extra 15W in the central bag, except for higher Galaxy A70 models.
Interesting information for online shopping
Although the Galaxy A line was created to replace the beloved (and extinct) Galaxy J, the Galaxy M family emerged in 2019 with a proposal for sale online retail only. The internet marketing strategy alone remains to this day and was even seen as a kind of sign for Samsung in relation to the tragedy that started a year after the launch of a new stake.
“The changes seen in other categories also occurred in the world of smart phones. The online world began to become more important not only in search, but also in purchasing,” explains Citrini.
Since the consumer cannot go to the store to touch the product and make his purchase after several attempts, the Galaxy M line targets users with a comparable and determined profile, as he is his own seller and directs his own purchases.
Galaxy M23 and Galaxy M53 (Photo: Play / Samsung)
How does Samsung choose a processor to use?
To reach this audience, which tends to value hardware specifications, Samsung is placing a bet on performance in the new Galaxy M23 and M53. For the new models, the manufacturer opted for chips from MediaTek and Qualcomm.
The processor adopted in the Galaxy M53 is the 6-inch MediaTek Dimensity 900 which works with 8GB of RAM (plus 8GB of RAM Plus) and 128GB of internal storage with the possibility of expansion up to 1TB via microSD. The Galaxy M23 comes with a Snapdragon 750G embedded and 6GB of RAM with RAM Plus options for email memory.
According to Citrini, the choice of processors is set by the parent company Samsung. For this, factors such as the level of performance required by the product and the distribution market are taken into account – Line M does not exist worldwide, for example.
From there, the company balances the needs and offerings of its distributors to see which one is best for each case. Currently, South Korea is working with its processors (Exynos) and other people, such as Qualcomm, MediaTek and UNISOC.
In addition to functionality, it is also important to remember that the choice of processor allows for the improvement of design and access to new software components. In the case of the Galaxy M53, for example, the nanometer 6 processor offers high energy efficiency and, therefore, allows a thin device thanks to smaller components.
With regard to software, more sophisticated processors allow features that existed in high-end designs only, such as device eraser, to access an agent such as the Galaxy M.
Object Removal on Galaxy Devices (Reproduction: Samsung)
The reality is that Samsung remains strong and resilient in its strategy of having a smart phone portfolio wide enough to reach all types of users, whether they focus more on performance, design, selfies or battery life. And you, which profile of mobile phone users is appropriate: confident, conservative or average?