"Fold2 and Z Flip Usable for 100 Days with Refund Option" Samsung US Boosts Foldables

[Image source=Yonhap News]

[Asia Economy Reporter Seulgina Cho] Samsung Electronics is launching a groundbreaking marketing campaign in the U.S. market that allows customers to use the foldable smartphones 'Galaxy Fold2' and 'Galaxy Z Flip 5G' for up to 100 days and return them for a refund without any reason. This strategy is interpreted as an effort to accelerate the so-called 'foldable mainstreaming' period by enabling more consumers to experience 'foldable phones.'

Samsung Electronics America announced on the 24th (local time) on its official website that it will run the 'Buy and Try' promotion with this offer until April 1.

The eligible smartphones are the Galaxy Fold2 and Galaxy Z Flip 5G, released in the second half of last year. Consumers who purchase through this promotion can return the smartphone anytime within 100 days of use. Considering that the usual refund period is about two weeks, this is regarded as a bold move. The promotional prices are $1,199 for the Z Flip 5G and $1,999 for the Fold2, which are lower than the original retail prices but higher than the current lowest discounted prices on the site. Instead, Samsung Electronics America offers up to $500 trade-in credit and $200 accessory credit.

This promotion is interpreted as a strategy to attract customers who have hesitated to purchase foldable phones due to their relatively high prices before Samsung Electronics strengthens its foldable phone lineup in earnest. The company judged that it is more important to allow consumers to experience the new form factor of foldable phones rather than slightly lowering the actual purchase price through subsidies or discount competition. This aligns with the '2021 Foldable Phone Mainstreaming' strategy announced earlier this year by Samsung Electronics’ Wireless Business Division President (CEO) Tae-moon Roh.

Foldable phones have shown growth every year. According to market research firm Counterpoint Research, global foldable phone shipments were estimated to reach 2.8 million units last year. In particular, Samsung Electronics holds 73% of the total shipments, establishing itself as the leader in foldable phones. This year, more than three new foldable models, including successors to the Galaxy Z Flip and Galaxy Z Fold3, are expected to launch as early as summer. The industry expects the global foldable phone market to grow to 5.6 million units this year and 17 million units next year.