Galaxy A Focuses on Camera... 'Unpack Party' Targeting MZ Generation

[Asia Economy Reporter Eunmo Koo] "Awesome camera, awesome screen, awesome battery."

There was no unpack event with executives in suits holding smartphones on stage shouting "new innovation." The first global unpack of the Galaxy A series, held online on the night of the 17th, repeatedly used the word "Awesome" against a backdrop of exciting music and dazzling production throughout the event. From start to finish, it emphasized the Galaxy A series' unprecedented cost-effectiveness (performance relative to price), effectively sending a love call aimed at the MZ generation.

At the ‘Samsung Galaxy Awesome Unpack’ held that day, Samsung Electronics unveiled three models in the Galaxy A series: ▲Galaxy A52 ▲Galaxy A52 5G ▲Galaxy A72. These models feature premium-level functions that differentiate them not only from low-cost Chinese phones but also from previous Galaxy A series models.

This unpack adopted a distinctly different format from previous unpack events focused on flagship models. The singer Jeon Somi, who made a surprise appearance under the name ‘Awesome-ist,’ and Samsung Electronics employees introducing the products were noticeably closer in age to the MZ generation. The so-called CEO appearance, which was a highlight of previous unpack events, was excluded.

The stage was also designed as an ‘infinite canvas to unleash creativity.’ At every moment showcasing the various innovative technologies embedded in the A series, vivid colors and productions stood out. The exciting music emphasizing the word ‘Awesome’ evoked the atmosphere of a youth party.

Against this backdrop, Samsung Electronics positioned the smartphone as a ‘key to opening a world of communication,’ enabling the MZ generation to create unforgettable photos and fun videos using the Galaxy A series’ innovative technologies. Sejin Lee, a marketing team professional at Samsung Electronics’ Wireless Business Division, emphasized, "The Galaxy A series offers various ways to connect with each other," adding, "It is a perfect product for communicating with friends, family, and followers, whether sharing fun memes or collaborating on projects."

The main strengths of the cost-effective Galaxy A52, A52 5G, and A72 include the camera, display, and battery. Features such as water and dust resistance and optical image stabilization (OIS), previously only available on flagship smartphones, have been applied to the Galaxy A series to increase purchase incentives for mid-range models. This clearly reflects Samsung Electronics’ strategy to target the mid-range market by enhancing the specifications of budget products.

In particular, the camera functions, a major communication tool for the MZ generation, have been significantly enhanced. All three models are equipped with quad (four) cameras, including a 64-megapixel main camera, and support image stabilization as well as AI technology to optimize scenes. Using night mode, 12 images can be merged into one, and the ‘Fun Mode’ featuring Snapchat’s augmented reality (AR) lens effects has been introduced for the first time.

Targeting the MZ generation who watch TV and play games on their smartphones, the display has also been improved. The Galaxy A52 and Galaxy A72 support a 90Hz refresh rate, while the Galaxy A52 5G supports 120Hz (frames displayed per second). The large-capacity battery is praised for freeing users from battery stress and the need to find chargers while out.

Strengthening connectivity with not only the existing Galaxy ecosystem but also various devices appears to be a strategy to capture the tastes of the connectivity-focused MZ generation. The simple camera housing and haze finish are also noted for their sleek, no-frills design. Considering the MZ generation’s emphasis on privacy, security has been enhanced with Samsung Knox and other measures.

This effort is seen as an attempt to overturn the image of the A series, which had been considered a so-called ‘filial piety phone’ due to its affordable price range. It also reflects internal assessments at Samsung Electronics that the brand’s desirability is lower compared to competitors like Apple. At the Samsung Electronics shareholders’ meeting held the day before, Kodong Jin, President of Samsung Electronics’ IM (IT & Mobile) Division, stated, "It is true that we have shortcomings in brand desirability," and "We cannot say we are satisfactory compared to competitors."

The products unveiled this time are scheduled to be released worldwide starting with Europe from the 17th, with launch prices of ▲Galaxy A52 at 349 euros ▲Galaxy A52 5G at 429 euros ▲Galaxy A72 at 449 euros. The domestic release and schedule remain undecided.

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