After leaving the French PC market in 2014, Samsung is making a comeback with the announcement of the availability for the end of the year of its three new references: the Galaxy Book, Galaxy Book Pro and Galaxy Book Pro 360.
Three ultra-thin machines based on the Intel Evo platform (Core 11e gen), these PCs ranging from 13.3 to 15.6 inches feature OLED screens for the “Pro” models and cellular connectivity (5G for the Galaxy Book Pro 360, 4G for the GalaxyBook Pro).
Simpler and cheaper, the normal Galaxy Book should have an LCD panel and will be satisfied with Wi-Fi 6 which is standard on all EVO PCs.
Samsung loves cheese again?
After having proclaimed in 2010 its desire to place itself in the world top 3 in three years and having launched among the most beautiful ultrabooks of the time with its Serie 9 in 2012 (report in South Korea on the genesis of these products in three articles here, here and there), Samsung put a big stop to its ambitions.
Although remaining officially (and very discreetly!) In the education market with Chromebooks, Samsung left France in 2014. Facing the Taiwanese of Asus, Acer, and the Americans of Dell, HP and others, the Korean s t was withdrawn from many international markets, focusing on its domestic market, the USA and a few regions where it was naturally strong.
The competition is often good, and the Serie 9 had serious assets at the time. If we understand that Samsung is taking advantage of the increase in global demand for PCs to come back to us, several questions arise.
The first: “is it to stay?” “. Like a love that has already left you once, doubt always exists for a while when it returns. Samsung is a very dynamic and brutal brand, and has not hesitated to cut entire divisions – we remember the stop of the photo at the end of 2014, at the beginning of 2015…
Next comes Samsung’s comparative advantage: what are the strengths that the brand will put forward in the face of already (very) established brands? We can doubt that the Korean face the price game, it is rather the role (and the strength) of Chinese brands. Unique technologies? Yes, but the OLED is already starting to arrive at Dell and Asus, and contrary to some rumors, it is not Exynos / PC home chips that Samsung is putting in its three machines, but simple Intel.
How to seduce?
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The big question that covers all the others being “will Samsung give itself the means to achieve its ambitions?”, Both from the point of view of R&D and marketing. Apple’s only serious competitor in thetablets with 36% market share in France, and 5e worldwide in terms of Chromebooks (9% pdm), Samsung only exists at the margin in the conventional PC market. A sector dominated by the Chinese Lenovo which faces the Americans from Dell, HP and Apple as well as the Taiwanese from Acer and Asus.
If we will be happy to test these machines from Samsung’s “comeback” on the territory, the Korean will have to sharpen his weapons to seduce.
Source : Samsung announcement