Samsung ready to ride on BTS effect to market new foldable phones

The Korea Times

The Korea Times

Business

Sat, September 23, 2023 | 06:05

Samsung ready to ride on BTS effect to market new foldable phones

Posted : 2021-08-01 16:38

Updated : 2021-08-01 21:28

BTS member RM is seen in a Samsung Electronics advertisement for its Galaxy Unpacked event. Captured from Samsung Electronics' YouTube

By Baek Byung-yeul

Samsung Electronics is aiming to improve the brand awareness of its new foldable phones by hiring K-pop band BTS to appear in advertisements for the new devices, scheduled to be unveiled next week.

A promotional video featuring all members of BTS was released on the company's YouTube channel last week ahead of its Aug. 11 Galaxy Unpacked event, which will be held online. In the video, BTS lead singer RM asks, "Is good, good enough?" and other members answer, "Get ready to unfold."

The phrase features in an unpacked invitation Samsung previously distributed to global media. The company has not confirmed whether BTS will appear at the Aug. 11 event, but the K-pop band was featured last year when introducing the Galaxy Note 20.

McDonald's witnessed a 40.5 percent year-on-year sales boost in the second quarter thanks to a new meal collaboration featuring BTS. As a result, all eyes are on whether Samsung will also be able to enjoy the "BTS effect" for its new foldable phones ― believed to be the Galaxy Z Fold3 and the Galaxy Z Flip3.

To achieve a breakthrough in the ultra-competitive smartphone market, Samsung believes the foldable phones will offer a unique edge compared to its rivals, Apple and Chinese makers.

"In the third quarter, we are concentrating on successfully launching new foldable smartphones. We have prioritized consumer needs and worked to reflect such needs in our new Z Series models, which offer remarkably enhanced product competitiveness and user experiences," Kim Sung-koo, vice president of Samsung's mobile business, told investors during a July 29 conference call.

To let customers know that the new foldable phones are premium and attractive gadgets, the company added, "We are going to promote this with full-scale flagship marketing, including far more visibility and exposure offline to raise awareness about the new foldable products we will be launching."

Roh Tae-moon, president and head of Samsung Electronics' mobile business, delivers a speech from the company's newsroom July 27. Courtesy of Samsung Electronics

Industry analysts project that Samsung will lower the price of the new foldable phones to attract more customers. Also, Samsung hinted that the Z Flip3, which will have a tablet PC-sized flexible display, will incorporate the company's signature S Pen stylus.

"We are out to set new heights and open up a whole new world of exciting experiences for even more people. I hope you'll join us as we debut our next Galaxy Z family and share some foldable surprises ― including the first-ever S Pen designed specifically for foldable phones," Roh Tae-moon, president and head of Samsung' mobile business, said in a piece posted on the company's newsroom, July 27.

While Samsung's previous foldable phones were not waterproof, the new devices are expected to be more water resistant as Roh hinted that the third-generation phones will be more durable.

"I'm excited to say our third generation foldable devices will open up amazing new multitasking capabilities and enhanced durability for even more people around the world," he said.

baekby@koreatimes.co.kr