Samsung announces extended partnership with Orange in Europe

Orange customers will soon be able to avail of attractive trade-in offers for Galaxy phones. They will also get more options to buy refurbished Samsung devices at a lower price. It is a part of Samsung's larger endeavour of reducing the amount of waste it generates annually.

Additionally, Orange stores will now have dedicated zones for potential customers to try out Galaxy devices in person before committing to a purchase. SIM and eSiM activations are slated to get a lot more streamlined. Additionally, more Samsung phones that support eSIM tech will be able to run it on Orange networks.

Lastly, Samsung will deploy what it calls “SIM-based personalization” that reportedly “facilitate the discovery and seamless installation of key Orange applications on eligible Samsung Galaxy smartphones”. Essentially, it ensures that all essential Orange/Galaxy apps are available on devices regardless of where they're purchased.

Philippe Lucas, Executive Vice President, Orange Innovation Devices and Partnerships, Orange, has the following to say:

“This partnership closely mirrors Orange’s core priorities, contributing to our goals to move rapidly to fulfil our circular economy ambitions and address consumer and societal demand for sustainable devices by pushing trade-in and refurbishment schemes to extend product lifecycles and reduce waste.”

Although Samsung is still ahead of the pack in its European market share, stalwarts like Xiaomi and Realme are catching up fast. Strategic partnerships such as this one will ensure that Samsung holds on to its lead. Whether or not it will eventually get overrun by the Chinese brands remains to be seen.

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