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Samsung India eyeing US$1 billion from M-series smartphones despite economic uncertainties


With the upcoming festive season, Samsung Electronics is betting on its M-series smartphones to create US$1 billion in sales and outpace the overall market, while the global inflation and declining demand may be a big challenge.

According to Samsung's official website, Samsung launched M13 and M13 5G in India, powered by Exynos 850 and Dimensity 700, respectively. M13 and M13 5G are priced at INR13,999 (US$175), and INR15,999 (US$200), and M13 5G is expected to be Samsung's first 5G phone under INR15,000 in India, according to The Economic Times.

Aditya Babbar, senior director and head of product marketing of Samsung India, told PTI that in the first half of 2022, Samsung's mobile business grew by 20% year-on-year in value terms despite the overall market growing only 12%, adding that Samsung is targeting US$1 billion this year coming from M-series.

The M13 5G is not the first Samsung smartphone powered by Dimensity. According to 91Mobiles, Samsung's M53 5G, A22 5G, and F42 are powered by Dimensity 700 or Dimensity 900. Ming-chi Kuo, an analyst of TF International Securities, said Samsung would use only Snapdragon chipset, instead of its in-house Exynos SoCs, in its upcoming Galaxy S23.

There is uncertainty in India's consumer electronics manufacturing sector preparing for the festive season, which falls in October. The Economic Times, citing sources, reported that manufacturers decided not to increase production until August as inventory has piled up with consumers holding back spending due to inflation.

On the other hand, The Economic Times also quoted Indian electronics companies saying that electronics manufacturers, fearing stricter restrictions in China may result in higher shipping rates, are pushing up imports by 30-35% despite low demand and production cuts.

IDC data shows that due to the impact of COVID-19, tight supplies for low-end smartphones, and the inflation that leads to high end-product prices, India's smartphone shipments in the first quarter declined for the third consecutive quarter, with only 37 million units shipped.


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