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Last updated: March 27th, 2020 at 14:11 UTC+01:00
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A lot of the momentum for smartphone demand in the lead-up to the Olympics will be gone, according to the source. The company already took the veil off the Galaxy S20+ 5G Olympics Edition in anticipation of the event, and the model is scheduled to ship in June via local carrier NTT Docomo. However, since the Tokyo 2020 games won't take place this year, demand for the device – and presumably the standard Galaxy S20 models – will inevitably decrease.
Samsung's marketing strategy in Japan is rather unique to the country. The ‘Samsung' brand is seldom if ever seen; instead, the company is selling and promoting its products primarily under the ‘Galaxy' brand. Samsung had gained a lot of momentum in Japan in the third quarter of 2019, managing to increase its market share from 2.4 percent to 6.7 percent year-on-year.
The Tokyo 2020 Olympics presented a great opportunity to further increase its brand recognition in the country. Now, former Samsung officials and analysts believe that the company will have to rethink its strategy and focus on promoting its 2021 flagship series (the Galaxy S21) before the event kicks off next year. Meanwhile, the Galaxy S20 lineup is underperforming, in large part due to the coronavirus pandemic and the economic hit that follows.
Mihai is a blogger and column writer at SamMobile. His first Samsung phone was an A800 which took a lot of beating, and a part of him still misses the novelty of the clamshell design. In his free time, he enjoys watching shows, documentaries, and stand-up comedy; listening to music, taking walks, and occasionally playing old(er) video games.
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