Samsung is currently in the process of developing its Galaxy AI features, focusing specifically on the Chinese market. The South Korean tech giant has been facing challenges in China over the past few years, with its market share for smartphones sitting below 1%. In an effort to regain ground in the world’s largest smartphone market, Samsung is looking to leverage AI technology to appeal to Chinese consumers.
TM Roh, head of Samsung’s mobile business, highlighted the company’s commitment to developing Galaxy AI capabilities tailored to the Chinese market. By collaborating with local tech and internet companies, Samsung aims to create AI features that resonate with Chinese users. The partnership with Baidu, which integrated its Ernie chatbot into Samsung’s Galaxy S24 smartphones, demonstrates Samsung’s efforts to localize its offerings for the Chinese audience.
Entering the Chinese market poses unique challenges for foreign tech companies due to strict regulations and Beijing’s control over the internet landscape. Foreign firms like Apple and Samsung must navigate these complexities by partnering with local companies to launch AI features successfully. Despite the introduction of AI capabilities, Francisco Jeronimo, vice president for devices research at IDC, remains skeptical about the impact on Samsung’s market share in China. Chinese players like Huawei and Xiaomi have already established brand awareness and loyalty, making it difficult for Samsung to stand out in the competitive market.
Roh acknowledged the intense competition in China’s smartphone market, emphasizing Samsung’s strategy of introducing premium devices and expanding distribution and retail sales channels. While Samsung is making incremental progress, the challenge lies in creating products and features that tempt Chinese consumers to switch from their existing Huawei, Xiaomi, or Honor smartphones. Jeronimo questioned what unique offering Samsung can bring to the Chinese market that would justify consumers making the switch, given the strong presence of local competitors and their rival applications.
As Samsung continues to invest in developing Galaxy AI features for the Chinese market, the company faces an uphill battle in gaining traction against dominant local players. The success of its AI capabilities in China will depend on Samsung’s ability to differentiate itself and deliver products that meet the unique preferences of Chinese consumers. By collaborating with local partners and focusing on innovation, Samsung aims to carve out a niche in the competitive Chinese smartphone market.
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