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Sat, February 4, 2023 | 09:16
Tech
Samsung may cut S5 supply to SKT
SKT의 갤S5 조기출시 강행...삼성의 대응 주목
Posted : 2014-03-27 17:17
Updated : 2014-03-27 20:35
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By Kim Yoo-chul

Galaxy S5
Galaxy S5
Samsung Electronics said Thursday it could possibly reduce shipments of Galaxy S5 smartphones to SK Telecom (SKT) to penalize it for its "unauthorized" release of the firm's latest cellphone.

However, it remains to be seen if Samsung truly wants to opt for punitive measures, considering SKT is its largest vendor and any reduction in supplies could negatively affect sales of its latest device.

One casualty in this brouhaha is Samsung's mobile CEO Shin Jong-kyun, who had officially denied reports about an early launch Wednesday. Shin's denial proved to be wrong in less than 24 hours.

The launch was scheduled for April 11 but SKT preempted this, prompting KT and LG Uplus to start selling S5s as well. SKT took the risk because it was scheduled to enter a 15-day business suspension from April 5 so sticking to Samsung's plan would have meant big losses.

"SK Telecom didn't get approval from us. We are seriously reviewing the possibility of disadvantaging SK for breach of trust," a Samsung executive said.

SKT said it had started selling the latest model to its local customers, Thursday. A few hours later KT and LG also said that the device was available at their outlets.

The suggested retail price of the S5 is 866,800 won without subsidies.

Samsung Electronics spokesman Benjamin Wonho Lee said the company regretted SKT's decision.

"An SK Telecom executive admitted it released the device earlier than scheduled without permission from Samsung Electronics," said Lee.

SKT said it will provide a 100,000 won discount to all customers who purchase the S5 until May 19, adding it will launch promotional campaigns to attract more customers ahead of its business suspension. During the suspension, it cannot sign up new customers.

The official global launch date of the S5 was set for April 11 in 150 countries.

Samsung's Shin didn't respond to an inquiry by The Korea Times over the early release by SKT.

Samsung had provided SKT, KT and LG with a limited number of handsets for marketing and pre-sales activities.

Following the early release, Samsung decided to cancel its official launch events in Korea and other markets, which will cause trouble for the firm's global marketing of the S5.

SKT officials said they understand Samsung's disappointment but the decision was inevitable after the government imposed the sales ban on it for offering illegal subsidies.

But some analysts say this "development" is a highly-organized tactic set up by the two companies to promote the S5 as the device is receiving a lukewarm response due to its lack of "stunning features."

"Whether the S5 will be a roaring success is hard to predict, but we believe with 8 months of sales and a hurdle of only 5.6 million per month to beat the sales of the GS4 this year, the base is not as bad as people think," Bernstein Research said in its latest ACE Report.

"In fact, we conservatively assume flat high-end smartphone shipment growth for Samsung this year," it added.

The S5 has a 5.1-inch full high-definition OLED display using active-matrix technology. It features a heart rate sensor fitted under the rear-facing camera, which has been upgraded from 13 megapixels to 16 megapixels, Samsung said.


SKT의 갤S5 조기출시 강행...삼성의 대응 주목

삼성전자 반발속에 업계 일각 '양사간 협의 됐을 것'

SK텔레콤이 공식 출시일보다 앞당겨 27일 갤럭시S5 판매에 들어간데 대해 삼성전자가 반발함에 따라 양사관계 등 향후 여파에 관심이 모아지고 있다.

SK텔레콤은 27일 갤럭시S5 공식 판매에 들어간다고 발표하기 직전까지 삼성전자와 판매시기를 놓고 협의를 벌여왔다. 삼성전자가 당초 세운 갤럭시S5의 글로벌 공식 출시일은 다음 달 11일. 그러나 SK텔레콤이 불법 보조금 경쟁으로 인한 순차적 영업정지 상황 등을 고려해 먼저 판매하겠다며 제조사측에 양해를 구한 것이다.

하지만 신종균 삼성전자 대표가 26일 갤럭시S5의 국내 출시 일정이 앞당겨지느냐는 기자들의 질문에 '아니다'라고 답하면서 미묘한 기류가 형성되기 시작했다.

특히 삼성전자측은 그동안 글로벌 출시를 4월11일로 공언해온 상황에서 SK텔레콤이 조기 출시를 강행할 경우 글로벌 출시 일정이 엉클어질수 있는 점을 감안해 신중한 스탠스를 유지하며 SK텔레콤과 밀고 당기기를 계속 해왔다.

하지만 SK텔레콤이 27일 오전 보도자료를 통해 단독 조기 출시를 발표하자 삼성전자는 곧바로 'SK텔레콤이 일방적으로 결정한 것으로 당황스럽다. 이번 결정에 대해 유감'이란 입장을 밝혔다.

삼성전자 관계자는 '이번 SK텔레콤의 출시는 우리 측과 사전 협의 없이 결정된 사안'이라며 '향후 대응방안에 대해 내부 논의 후 발표할 예정'이라며 향후 후속 대응조치까지 시사하기도 했다.

하지만 업계 일각에서는 삼성전자의 이같은 반발 기류에도 불구하고 이번 조기 출시는 두 회사가 사전에 어느 정도 조율하지 않았느냐는 관측이 나오고 있다.

SK텔레콤의 조기 판매 강행시 미치는 파문 등을 고려할 때 SK텔레콤의 단독 결정으로 보기는 무리가 있는 데다 삼성전자의 SK텔레콤에 대한 대응 강도도 높지 않다는 이유에서이다.

삼성전자로서는 SK텔레콤의 이번 조기 출시로 인해 AT&T, 버라이즌 등 북미와 유럽 등 해외 주요 유통 사업자들까지 조기 공급을 요청하고 나설 개연성이 있는 만큼 이들과의 신뢰 문제 등을 이유로 공식적으로는 반대 입장을 표명한게 아니냐는게 업계의 관측인 셈이다.

이런 관측에는 또 삼성전자의 전체 휴대전화 판매량에서 SK텔레콤이 차지하는 비중이 1.5%에 불과한 상황에서 SK텔레콤이 일방적으로 판매를 결정하기는 어렵다는 점도 한 근거로 더해지고 있다.

국내 이통서비스 1위와 단말기 제조 1위인 SK텔레콤과 삼성전자가 서로 비슷한 지위를 토대로 그동안 긴밀한 협력관계를 유지한 점도 이런 분석이 나오는 이유다.

삼성전자는 지난해 갤럭시S4를 출시하면서 SK텔레콤에만 추가 색상을 제공하는 등 그동안 단말기 공급에 있어 SK텔레콤을 배려하는 모습을 보였다.

나아가 득실 면에서 볼 때 SK텔레콤이 삼성전자의 반대에도 불구하고 판매를 강행했을 경우 얻는 것보다는 잃는 것이 크다는 점도 이런 관측의 배경이 되고 있다.

삼성전자가 만약 SK텔레콤을 대상으로 추후 초도물량 제한 등의 대응조치를 취하면 SK텔레콤도 타격이 불가피하기 때문이다.

이통업계 관계자는 '삼성전자가 정말 반대했다면 다음 모델 출시 때 불이익을 주면 되지 않겠느냐. 그런 얘기가 없는 것을 봐도 사전 협의가 있었을 것으로 추정된다'고 분석했다.

삼성전자로서도 국내 이통사의 조기 판매가 불리하지는 않다는 관측도 있다. 해외 이통사들이 일종의 '테스트베드' 성격을 띠는 국내 시장에서의 반응에 주목하고 있어서다. 국내 시장에서 갤럭시S5가 선전하면 해외에서의 마케팅에도 도움이 된다는 것이다.

SK텔레콤은 이에 대해 'SK텔레콤 소비자들이 더 좋은 단말과 서비스를 경험할 수 있도록 하기 위해 단독으로 결정했다'는 입장을 밝혔다.

SK텔레콤의 갤럭시S5 조기 출시 배경을 놓고 다양한 관측이 제기되는 가운데 이번 사태가 향후 이통사와 삼성전자간 관계에도 영향을 미칠 개연성이 있다는 분석이 나와 주목된다. (연합뉴스)
Emailyckim@ktimes.co.kr Article ListMore articles by this reporter
 
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