Date
20 July 2019
A Samsung employee presents four models of the S10 series – the Galaxy S10e, S10, S10+ and S10 5G smartphones – during a press event in London last month. Photo: Reuters
A Samsung employee presents four models of the S10 series – the Galaxy S10e, S10, S10+ and S10 5G smartphones – during a press event in London last month. Photo: Reuters

Can Samsung win back customers with S10 series?

Samsung Electronics has launched its latest flagship smartphone, the Galaxy S10, in key markets such as Hong Kong, Taiwan and South Korea.

In Taiwan, loyal fans of the brand had formed long queues at retail outlets from early morning on Wednesday. In Hong Kong, Samsung stores also saw large crowds, especially at lunchtime, as many fans picked up the phones they had pre-ordered. In its home market South Korea, the company said the number of pre-orders for the S10 series was 1.9 times bigger than that for the S9 series last year.

It’s too early to tell the sales performance of the S10 series. But Samsung will be under considerable pressure to boost shipments as many customers are actually waiting for the release of the Galaxy Fold and the 5G smartphones.

The S10 series is meant to celebrate the 10th anniversary of the Galaxy S series, which could explain why many Samsung fans have been waiting for this special edition to arrive. It comes in three models: the  S10e for the mass market, and the S10 and the S10+ for high-end or gadget-savvy customers.

In fact, the three models only have minor differences in terms of hardware specifications, and all of them are running on the latest Qualcomm 855 mobile platform.

The entry-level S10e comes with a dual-lens system at the back, while the two premium models are equipped with a triple-lens system.

The S10+ is equipped with a dual front camera while the other two models have a single front camera. They all have ultrasonic fingerprint sensor that enables a full-screen experience.

In terms of design, hardware and software specifications, the S10 series is arguably the best of all of Samsung’s smartphone offerings on the Android platform. However, the S10 remains a traditional smartphone that has not taken a leapfrog from previous models.

Samsung fans would appreciate the on-screen fingerprint sensor and the triple-lens system, but these features have been present in other Android smartphones since six months ago, making the S10 look like a johnny-come-lately to the scene.

The camera system may convince some Samsung customers to upgrade from earlier models, but it may have a hard time trying to lure those who are using Huawei’s P30 series, which features a Leica camera system with 10x optical zoom.

Samsung is also trying to boost its software products with the launch of the One UI on Android. One UI is a customized Android interface that it developed to replace its older TouchWiz interface. One UI simplifies the user interface of Samsung smartphones and displays important information for users.

The new software gets rid of much of the clutter of a typical smartphone. For example, the settings page is simplified by regrouping certain settings together so that they’re easier to find and do specific tasks.

The UI also tailors the smartphone to jibe with the user’s habits while leaving sufficient space for the user to browse information.

The launch of the One UI on S10 just goes to show that Samsung is listening to its users to improve its smartphones and enhance user experience.

The One UI is likely to satisfy Samsung fans’ clamor for better software. But still, the Apple iOS seems a better choice when it comes to smartphone operating system.

The S10 series is great in software, hardware and design. But Samsung has already announced the launch of the 5G version of the S10 and the Galaxy Fold foldable smartphone, which could overshadow the remarkable improvements in its latest offering.

– Contact us at [email protected]

CG

EJ Insight writer

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