"Twice the Previous Model"… Motorola Penetrates the Niche of Korea's 'Foreign Phone Graveyard'

Samsung and Apple Duopoly: Will Foreign Phones Break 1% Market Share?
Targeting Mid-Low Price Market with Ultra-Slim, Ultra-Light 5G Phones
Filling the Gap After LG Electronics' Business Withdrawal

Motorola Edge30. Photo by Motorola

[Asia Economy Reporter Oh Su-yeon] Motorola's initial sales volume of the 'Edge30 5G,' released on the 25th of last month, has reached about twice that of its predecessor. Leveraging cost-effective mid-range devices, the company is making a full-scale push into the Korean smartphone market, often called the "graveyard of foreign phones."

On the 2nd, an LG HelloVision official stated, "The daily average sales of the Edge30 5G are about twice as high as the popular previous model, the Edge20 Lite 5G," adding, "It is slimmer and lighter than existing smartphones, receiving positive responses on online communities." Although it is still early, with just over ten days since sales began domestically, the sales figures are notable.

Earlier in May, Motorola gained popularity by exclusively launching the 'Edge 20 Lite 5G' and 'Moto G50 5G' through LG HelloVision. This marked their return to the Korean market after withdrawing in 2013, nine years ago.

The recently released Edge30 5G by Motorola is currently the thinnest 5G smartphone on the market, featuring a thickness of 6.79mm that fits comfortably in one hand. It weighs an ultra-light 155g and is equipped with a Snapdragon 778G+ processor. It has 8GB RAM, 128GB storage, 33W fast charging, a 6.5-inch Full HD OLED display (supporting 144Hz), and a 4020mAh battery. Dual SIM functionality allows for two numbers on one phone.

The retail price is 599,000 KRW, with unlocked versions sold through Coupang and budget phones available via LG HelloVision's Hello Mobile. When purchased through Hello Mobile, using a 5G plan costing 29,000 KRW or more per month can qualify for maximum subsidies, effectively making the phone free.

According to market research firm Counterpoint Research, as of the second quarter of this year, Samsung holds 77% of the domestic smartphone market share, Apple 22%, and other brands only 1%.

Foreign phone manufacturers have consistently targeted the Korean market, but the strong duopoly of Samsung Electronics and Apple, along with consumers' preference for premium phones, has repeatedly led to failures. Except for the iPhone, no foreign brand has survived, earning the nickname "graveyard of foreign phones."

However, after LG Electronics withdrew from the mobile business last year, a gap emerged in the supply of so-called cost-effective mid-range devices, prompting foreign phone makers to take another look at the Korean market. Some speculate that Google's Pixel 7 may be launched in Korea. Xiaomi is also steadily knocking on the Korean market's door.

Motorola has significantly expanded its presence in the U.S. market with a focus on mid-range devices. According to Counterpoint Research, last year Motorola ranked third in the U.S. smartphone market with a 10% share, following Apple (58%) and Samsung Electronics (22%).

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