Is Samsung Feeling the Pressure in Smart TV Market in India?

The Korea based consumer electronics company has introduced smart TVs that double as personal computers at prices that look very aggressive. Samsung, as per IDC, had lost its number one smartphone brand tag in 2018 to Xiaomi

Samsung India has today announced its latest Smart TVs with industry first features such as personal computer, music system, home cloud, live cast and two way sharing. The company has launched this new range of smart TVs, under the ‘Unbox Magic Every day’ campaign.

“At Samsung, we believe in creating an ecosystem, to provide users with unique solutions that enhance the consumer’s experience and enrich their lifestyle. The latest Smart TV range caters to the needs of our consumers with a host of never-seen-before features such as Personal Computer, Music System, Home Cloud, Live Cast and Two Way Sharing. With Samsung’s commitment to deliver best in class products, these Smart TVs will redefine the consumer experience”, said Raju Pullan, Senior Vice President, Consumer Electronics Samsung India.

Samsung, as per IDC, had lost its number one smartphone brand tag in 2018 to Xiaomi. Several companies including the likes of Xiaomi and JVC have also started retailing Smart TVs in India. It is but natural that established brands will try to woo consumers with everything possible in their arsenal.

Feeling the pressure?

Samsung said that it will be retailing these Unbox Magic Series TVs at a starting price of Rs 24,900 for the 32-inch variant. These will be available in India in 32-inch to 82-inch variants. It is to be noted here that no other consumer electronics brand has introduces such TVs in India so far.

Increasing pressure in the smart TV market in India could be one of the reasons behind Samsung launching these TVs in India. Faisal Kawoosa, founder, techarc had recently told EFY-ACE, “Few years back, somewhere personal computers and laptops were considered a priority in the gadget household list. This now has been replaced by smartphones. So the dispensable budget goes in favour of TVs. However, local brands might see difficulties again in six months from now as the market will replicate the smartphone story with more Chinese brands entering and making it difficult to compete even in that segment.”

Kawoosa referred to smart TV segment as the fasting growing category in the Indian TV industry. Research firm techARC’s prelim estimate figures forecast that smart TVs penetration will increase in the range of 20 to 25 per cent in 2019, when compared to 2018. At present, there are more than a 100 TV brands operating in India. A 32-inch smart TV is retailing for prices as low as Rs 9,000 on a popular e-commerce portal and the prices, as per Kawoosa, are slated to reach lower thresholds in the market, making it difficult for the already established brands.

Kawoosa, in December 2018, had told EFY, “Brands might see difficulties again in six months from now as the market will replicate the smartphone story with more Chinese brands entering and making it difficult to compete even in that segment.”

Samsung Unbox Magic Series TVs features

The biggest feature of these TVs is the fact that these can be turned into PCs without connecting a central processing unit to the TVs. Samsung’s official statement read, “The new Smart TVs allow you to transform your Television to your own personal computer. With this feature one can turn their Smart TV into a full-fledged computer than just browsing. Consumers can create documents or work from the cloud.”

Samsung claims that these Smart TVs are secured by multi-layered Knox. Company’s official statement continued, “amsung Smart TV transforms into a virtual cloud to automatically store your favorite moments. The pictures and videos of your smartphone are transferred automatically and wirelessly without an internet connection on to the USB drive connected to the TV which is password protected.”