Is the smartphone market down? Out of business!

Samsung is certainly not the manufacturer most talked about at Mobile World Congress, the mobile technology show in Barcelona. On the one hand, the new Galaxy S23 line of premium smartphones was introduced in early February. On the other hand, despite the rave reviews for its most expensive model, the S23 Ultra, it was eclipsed at the show by new Chinese manufacturers, which made a strong impression.

Including the photo performance of the Magic 5 Pro, Honor and Oppo’s foldable smartphones with their ultra-thin hinges, and the charging speed records achieved by Realme and Xiaomi. And in terms of futuristic innovations, Motorola’s roll-up screen smartphone concept or the OnePlus 11’s liquid cooling concept.

Modularity and complementarity between smartphone and PC

Therefore, the Samsung booth was not particularly taken by storm. This gave pride of place to the Galaxy ecosystem and its partners. In particular, attendees could explore the connection between phone and PC with the new Galaxy Book3 Ultra, which allows you to switch between multiple devices, screens and operating systems.

This rocking principle is also present in Samsung’s professional line, which was not featured at the show, but represents an important activity for the Korean manufacturer. The Galaxy S line is indeed available in business versions. This initially integrates the Dex solution, which allows you to turn a mobile phone into a PC: then the Android environment switches to desktop mode.

New needs in companies and factories

The tool answers what Samsung says is a need for companies to provide smartphones to all employees, including those on the front lines who previously weren’t equipped at all or had inefficient phones. For example, at one of its military radio manufacturing plants, Thales removed all PCs and equipped its teams with Galaxy S and Dex. Historically developed for B2C, this tool allows companies to share a screen and keyboard with multiple people who connect their smartphones to it.

“Dex is not intended for people with a sedentary lifestyle. It’s useful for digitizing factory workstations or troubleshooting flexible offices,” explains Frédéric Faucher, director of B2B Mobile Collaboration at Samsung France. Airbus, Michelin and EDF are inspired by the Thales case. deploy it in their factories.”

growth drivers

Thus, the “premiumization” observed in the consumer smartphone market also affects companies that are growth drivers in the context of the current decline in sales. “Companies are experiencing a growing need for data security, which is pushing them to move away from BYOD. But also in product performance, which has been new to smartphones for two years as more and more business applications require resources,” Frederic says. Faucher.

In the B2B market, Samsung France is in positive territory in 2022 with 5% growth in volumes, while the consumer segment has declined. B2B accounts for about a third of its sales, which is important. A few years ago, the group set a goal of reaching 50%, but has not yet reached it.

In addition to terminals (smartphones, PCs, tablets, connected objects), Samsung also sells its services to companies (fleet management solutions, etc.) as well as solutions from about a hundred partners, which allows it to be a “all SBF 120” supplier. It also has a strong presence in the public sector (national education, healthcare institutions, etc.) and local governments, and has established itself as a government partner for about twenty years. to provide 300,000 agents of the intervention forces with a communication solution.

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