[Asia Economy Reporter Eunmo Koo] The initial market response to Samsung Electronics' 3rd generation foldable smartphone, the ‘Galaxy Z Flip3,’ is heating up. It seems to appeal to consumers tired of traditional ‘Bar’ style smartphones with its new form factor, sleek design, and the ability to offer differentiated customization.
On the 6th, various internet communities and blogs have been steadily posting reviews of the Z Flip3’s so-called ‘Phone Decoration (Ponkku).’ Users are uploading photos of their customized Z Flip3s and sharing purchase information and image files related to accessories.
A Z Flip3 user on one community posted, “I decorated my phone with various stickers on OHP film, and it’s so cute. Just changing the film gives a different phone vibe every day!!!” along with photos of their customized smartphone. Comments were also enthusiastic, such as “I almost stuck stickers directly on the case, but now I’m going to buy the film,” and “The stickers are ‘chwijuh’ (perfectly matching my taste), where did you buy them?”
Other reviews about phone decoration include, “I’m a stationery fanatic with tons of stickers at home, but I struggle every day deciding what to stick on,” “My hobby was originally diary decorating, but now it’s phone decorating,” and “I bought the Z Flip3 and finally tried phone decoration for the first time.”
There are also quite a few people switching from Apple to Samsung. One community post said, “I’m an ‘Appdungi’ (Apple enthusiast), but this time I think I have to switch. I’m torn between Lavender and Cream, but Cream seems better for phone decoration,” and “This Z Flip3 really nailed the concept. Many people have decorated theirs beautifully and uniquely, so I think I have to switch just for phone decoration.”
Another factor fueling the Z Flip’s phone decoration craze is the cover display, which is four times larger than the previous model. With the bigger external screen, users are applying images of their favorite idols or characters in ‘Gif’ format to the display. Since it can be seen frequently when opening and closing the phone or checking the time, user satisfaction is increasing.
The external display, which was only 1.1 inches (2.79 cm) on the previous ‘Galaxy Z Flip,’ has grown to 1.9 inches (4.83 cm), making it four times larger and more functional. Users can check text messages and use features like music, weather, voice recording, and Samsung Pay without opening the flip.
Actual preference for the Z Flip3 is also high among the 20s and 30s age group and women. According to Samsung Electronics, over 35% of Z Flip3 pre-orders were from women in their 20s and 30s. Additionally, SK Telecom reported that 35% of Z Flip3 buyers were female customers aged 25 to 45, and KT stated that the age distribution of Z Flip3 pre-order customers was 31% in their 30s, 22% in their 20s, 21% in their 40s, and 15% in their 50s.
Samsung Electronics is also focusing on actively targeting young consumers enthusiastic about phone decoration by offering various accessories. Ahead of the Z Flip3 launch, Samsung segmented accessories and encouraged customization by providing some as gifts to pre-order customers. These segmented accessories include ‘Palette,’ a design product inserted between the smartphone and transparent case; ‘Strap,’ which can be attached to the case; and ‘Ring,’ attached to the case to hold the phone with a finger.
Samsung Electronics has also released accessories in collaboration with over 40 brands across various industries, including Cafe Knotted, Wiggle Wiggle, Jeximix, Jill Stuart, Coffee Bean, Guess, Hazzy’s, Nature Republic, Benjamin Moore, Daks, Samsung Lions, and Emart24. As demand for phone decoration continues to grow, Samsung plans to expand its accessory partner brands in the future.
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