Pre-order Performance of 'Galaxy S20'... Similar to 'Galaxy S10'

Similar Early Performance Despite COVID-19
Not Matching the Overheated Market Level of Galaxy Note10 Compared to Galaxy S10

On the 11th (local time), Samsung Electronics held the Galaxy Unpacked 2020 event at the Palace of Fine Arts in San Francisco, USA, unveiling its strategic smartphones, the Galaxy S20 series, and the second foldable phone, the Galaxy Z Flip. On the 12th, citizens are experiencing the related products at the KT Plaza Gwanghwamun branch in Seoul. Photo by Moon Honam munonam@

[Asia Economy Reporter Han Jinju] The pre-order performance of the Galaxy S20 has been revealed to be similar to that of its predecessor, the 'Galaxy S10.' Despite the quiet atmosphere caused by the complete suspension of new product launch events due to the novel coronavirus infection (COVID-19), the performance is better than expected.

According to industry sources on the 27th, Samsung Electronics received pre-orders for the Galaxy S20 over six days, resulting in performance comparable to the Galaxy S10. The pre-order volume is estimated to be around 360,000 units. This is below the pre-order performance during the somewhat overheated Galaxy Note10 period.

As COVID-19 spread nationwide during the Galaxy S20 pre-order period, the number of visitors wanting to experience the new product sharply declined. Despite the passive attitude of mobile carriers, Samsung Electronics extended the Galaxy S20 pre-order period by six days until March 3. Samsung explained that this was due to concerns that consumers who wanted to pre-order would find it difficult to visit stores. Mobile carriers announced the 'Improvement Plan for New Device Pre-Subscription Procedures' on the 10th, which included shortening the pre-order period to seven days while maintaining official subsidies, but with the pre-order period restored, this announcement was effectively reversed.

An industry insider explained, "Typically, 5 out of 10 pre-order customers activate their devices, but due to COVID-19, more people are reluctant to go out, so the activation rate may be even lower. The extension of the pre-order period was a measure taken out of concern for poor pre-activation performance."

The fact that mobile carriers set the official subsidy for the Galaxy S20 lower than last year is also a negative factor. Unlike last year, when competition to attract 5G smartphone subscribers was fierce, this year there is an atmosphere of extreme restraint in subsidy competition. The official subsidy for the Galaxy Note10 ranged from 450,000 to 540,000 KRW, but for the Galaxy S20, it dropped to the 200,000 KRW range. As a result, some dealerships are actively trying to attract last-minute pre-order customers by offering Galaxy Tabs or adding 50% more coverage for display damage.

An industry official explained, "Consumer sentiment is already weakened due to COVID-19, and the subsidy competition has disappeared. Although the pre-order period was extended as a last resort, both mobile carriers and manufacturers are very worried."

This content was produced with the assistance of AI translation services.