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 The coming years are set to be more somber for the South Korean tech
giant, as it is forced to slash prices and accept lower margins at
its mobile division in order to see off competition from rivals
including China's Huawei Technologies Co Ltd and Xiaomi Inc in the
mid-to-low end of the market.
Behind Samsung's reality-check is the fact it is stuck with the same
Android operating system used by its low-cost competitors, who are
producing increasingly-capable phones of their own.
"The writing has long been on the wall for any premium Android
maker: as soon as low end hardware became 'good enough,' there would
be no reason to buy a premium brand," said Ben Thompson, an analyst
at Stratechery.com in Taipei.
Margins at Samsung's mobile division fell to 10.6 percent from 15.5
percent a year earlier during the second quarter of 2015, despite
the April launch of its critically acclaimed Galaxy S6 range.
It remains the world's biggest smartphone maker but it is Apple that
is reaping most of the rewards.
While the U.S. giant's smartphone sales in its last financial
quarter fell short of market expectations, it is still estimated by
some analysts to earn 90 percent or more of the industry's profits.
Samsung said last week that it will continue trying to maximize
profitability and market share, disclosing plans to launch new
larger-screen premium phones as well as more bargain-priced
handsets.
Investors and analysts say the group is right to dig its heels in
for a business that continues to generate piles of cash and drives
sales for its components divisions.
But they say Samsung will not be able to compete with Apple in the
premium market based on hardware and will continue to trail the U.S.
firm in the absence of a major technological breakthrough.
"Some still seem to think that a well-made product will sell well,
but the Galaxy S6 showed that assumption is wrong," said IBK
Securities analyst Lee Seung-woo, who predicts Samsung's mobile
division margins will fall to 9.3 percent this year - the lowest
since before the first Galaxy S phone launched in 2010.
PRICE CUTS
Acknowledging the headwinds, the South Korean firm said last week it
will "flexibly adjust" prices of its flagship Galaxy S6 and S6 edge
models to boost third quarter sales. Samsung cut the retail price of
S6 edge smartphones in South Korea by around 100,000 won ($85.46)
during July.
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The company also plans to launch more price-competitive products in
the mid-to-low end of the market.
Nomura analyst C.W. Chung says Samsung still has the economies of
scale to outlast rivals, adding the smartphone industry will face a
consolidation similar to the one in the memory chip industry that
the South Korean firm now dominates.
"The ones that ultimately survive will then have plenty to be happy
about," said Chung.
Nomura forecasts the smartphone market will grow from $276 billion
last year to $315 billion by 2017, far larger than the DRAM and NAND
memory chip markets where Samsung competes.
Further, the mobile division will remain an important client for
Samsung's components businesses. Use of its own Exynos mobile
processors and organic light-emitting diode (OLED) displays in
premium devices like the Galaxy S6 boosts its chip and display sales
and serves as an advertising billboard for potential customers.
"When everybody comes out to dig for gold, jeans and pickaxes are
what make money; that's what Samsung's semiconductor business is
doing through the smartphone market," said Nomura's Chung.
(Reporting by Se Young Lee; Additional reporting by Jeremy Wagstaff
in Singapore and Julia Love in San Francisco; Editing by Tony Munroe
and Rachel Armstrong)
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