Samsung Leading Foldable Phone Popularization... 2022 Outlook [Cha Min-young's Post-it]

Galaxy Z Series Sales Quadruple Compared to Last Year

Samsung Electronics introduced the foldable smartphones 'Galaxy Z Fold3' and 'Galaxy Z Flip3' through 'Galaxy Unpacked 2021'.

[Asia Economy Reporter Cha Min-young] #. Last year, Samsung Electronics achieved sales more than four times higher than the previous Galaxy Z series with its foldable smartphones. This was thanks to Samsung, which pioneered the foldable phone market in 2019, actively leveraging its advantage as a 'first mover.' Attention is now focused on whether Samsung Electronics can continue its dominance amid new entries from Chinese competitors this year.

Samsung Electronics announced that the sales volume of the Galaxy Z series last year increased more than fourfold compared to the previous year, according to preliminary estimates. Market research firm Counterpoint Research predicted that the global foldable phone market in 2021 would grow about three times compared to the previous year. Samsung's growth rate thus outpaced the overall market.

The 'Galaxy Z Fold3' and 'Galaxy Z Flip3,' released in August last year, surpassed Samsung Electronics' total foldable phone sales from the previous year within just over a month of launch. There was also significant switching demand from users of other smartphone manufacturers. The number of users switching to the Z Flip3 was 1.5 times higher compared to the 'Galaxy Note20' series and 1.4 times higher compared to the 'Galaxy S21' series.

According to Samsung Electronics' own survey, Z Flip3 users cited design, portability, form factor innovation, and the cover display that can be used without unfolding the device as reasons for purchase. The main purchase factors for the Z Fold3 were its large 7.6-inch screen, multitasking performance, and productivity features such as the S Pen. High technological capabilities, including being the world's first to introduce the Infinity Flex Display and Samsung Ultra Thin Glass (UTG), also contributed.

Samsung Electronics unveiled the foldable smartphones 'Galaxy Z Fold3' and 'Galaxy Z Flip3' at 'Galaxy Unpacked 2021'. On the 12th, customers visiting the Samsung Delight Shop in Seocho-gu, Seoul, are seen exploring the new products. The newly released products will be available for pre-order in Korea from the 17th to the 23rd and are scheduled for sequential global release on the 27th. Photo by Hyunmin Kim kimhyun81@

The reduced price range has led to the popularization of foldable phones. Samsung's 'Galaxy Fold,' the world's first foldable phone launched in 2019, had a launch price of 2,398,000 KRW, which was significantly higher than the Z Flip3's launch price of 1,254,000 KRW. TechRadar commented, "One of the factors that made it difficult for early market consumers to access was the price," and added, "Even considering that the price was still high in 2021, a 'tolerable' level foldable phone was born."

Samsung is expected to maintain its strategy to target the foldable phone market this year as well. In fact, OLED market research firm UBI Research forecasted that Samsung Display's foldable OLED shipments in 2022 would increase to 18 million units, more than double the 8.1 million units in 2021. SamMobile noted, "Thanks to 8.1 million panels, Samsung was able to ship about 8 million foldable phones last year," and added, "Based on this, it is estimated that shipments could increase to 16 million units this year."

Competition in the global foldable phone market is expected to intensify this year. This is because, following existing major foldable phone manufacturers such as Samsung Electronics, Huawei, and Motorola, other Chinese smartphone manufacturers like TCL, Realme, and Vivo are also attempting to enter the market. Google and Apple are also reportedly showing interest. There are observations that such healthy market competition will drive the overall industry's development. SamMobile expressed expectations, saying, "Samsung will definitely introduce new models this year that will succeed the Z Flip3 and Z Fold3."

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