>> Bollywood star Tiger Shroff is head over heels for Samsung's Galaxy on six. He's the face of company's new push in India as it tries to take on its biggest rivals in the region, Chinese tech giants. And as Reuters' Sankalp Phartiyal explains, that means learning some tricks from the rivals themselves.
>> Samsung is launching a range of phones in the $150 to $300 bracket which is the fastest growing smartphone segment in India. The company has taken a page out of its Chinese rivals' playbook, to launch devices with metallic bodies, nifty features and good cameras.>> Samsung's also trying to become a younger brand savvier with online marketing to millennials, and providing sales staff for smaller stores.
It's pulling out all of the stops in the country in hopes of staying competitive in the world's number two smartphone market. India has about 400 million users and it's worth about $20 billion annually. Samsung has been investing heavily. This month, it opened what it calls the world's biggest phone factory outside of New Delhi, allowing the firm to double the number of phones it makes in India.
But the company has to be cautious. One out of every two phones in the country are now from Chinese makers and Samsung knows all too well what might happen next. Five years ago, it had 20% of the market in China only to see that fall to less than 1% this year, outgunned by companies like Huawei, Xiaomi, and Vivo, particularly on pricing.
So, in India, it's turning to tactics tried and true by its Chinese rivals, like cricket.>> As cliche as it sounds, cricket is a religion in India. For the first time, this year, Samsung sponsored a team in India's popular T20 Cricket League, a move aimed at boosting visibility amongst its consumers.
>> Samsung reclaimed the number one spot last quarter with 29% market share, but only by a razor thin margin. Xiaomi was right behind with 28%.