Samsung Struggles with 'Box Office' Due to Repeated Leaks, Offers Bold 'Foldable' Compensation in the US

Additional Pre-Order Credits and Reward Programs Unveiled in the US
Outdoor Advertising Begins at Global Landmarks

[Asia Economy Reporter Seulgina Jo] Samsung Electronics is struggling with the success of the second half 'Galaxy Unpacked,' which will be a turning point for the popularization of foldable smartphones. Due to the massive leaks of everything from the Unpacked date to new product rendering images, there are concerns that it could turn into a 'lackluster event' and negatively affect initial sales. In the US market, where pre-orders have begun, Samsung has urgently focused its efforts on promoting foldables by unveiling a groundbreaking trade-in program that allows exchanges for two devices.

According to industry sources on the 22nd, Samsung Electronics' US branch started pre-orders for the Galaxy Z Fold3 and Z Flip3 on its official website along with sending out invitations for 'Samsung Galaxy Unpacked 2021' the day before. Previously, the US branch had launched a bold marketing campaign allowing customers to use foldable phones for up to 100 days with a refund option. This time as well, various benefits are being offered to pre-purchasers of the Galaxy Z Fold3 and Z Flip3. When reserving the Galaxy Z Fold3, customers can receive up to $100 in additional credit and a 12-month Samsung Care+ plan worth up to $155.

What particularly draws attention is the trade-in program. When purchasing the Galaxy Z Fold3 or Z Flip3, customers can designate two devices for trade-in. Considering that typically only one device was accepted for discounts on new products, this is regarded as a groundbreaking move.

This is interpreted as a strategy to attract customers who have hesitated to purchase foldable phones due to their relatively high price. Following a price reduction of about 400,000 KRW compared to the previous model, Samsung is lowering the entry barrier for foldable phones by strengthening the trade-in program.

Behind this is also the judgment that expectations for the new foldable phones have cooled due to successive leaks from IT tipsters. Samsung needed to concentrate its efforts to revive the foldable fever. Instead of releasing the 'Galaxy Note,' the star of the annual second half Unpacked, this year Samsung has positioned the foldable Z series in its place. Attention is inevitably focused on the performance of the Galaxy Z Fold3 and Z Flip3.

On the day before sending out the Unpacked invitations, Samsung Electronics also unveiled outdoor advertisements at major landmarks worldwide, including Times Square in New York and Piccadilly Circus in London. Starting with the question, "Is 'good' good enough?" the ad delivers the message "Get ready to unfold" repeatedly. It was designed to raise doubts about whether the smartphone currently in use is truly satisfying and to build anticipation for the new Galaxy device that will open the next chapter of mobile innovation.

Samsung now faces the challenge of minimizing leaks from IT tipsters in the future. Just a few years ago, leaks from IT tipsters had a promotional effect by raising market expectations, but recently the frequency and severity of leaks have crossed the line, leading to negative evaluations regarding initial success. This year, major new product rendering images and specifications, as well as the Unpacked date and invitation images, were leaked in advance. Galaxy Unpacked 2021 will be held online at 11 PM Korean time on August 11.

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