[Asia Economy Reporter Seulgina Jo] Samsung Electronics' 3rd generation foldable smartphones, the 'Galaxy Z Flip3' and 'Galaxy Z Fold3,' will be officially released in the Japanese market on November 6. Samsung Electronics, which has adopted an all-in foldable strategy even at the cost of giving up the launch of the flagship 'Galaxy Note' series, is raising expectations about whether it can lead the foldable craze in the Japanese market, where it has struggled so far.
According to local media IT Media Mobile and Impress Watch on the 30th, the Z Flip3 and Z Fold3 will be released on October 6 through Japan's top two telecom operators, NTT Docomo and KDDI's mobile brand au. These carriers had previously started pre-orders for the Z series and only specified the official release date as 'early October,' but confirmed the exact date yesterday. The price of the Z Fold3 is 237,600 yen for the NTT Docomo model and 237,565 yen for the au model. The Z Flip3 is priced at 148,896 yen and 148,925 yen, respectively.
In particular, unlike the previous generation, Samsung Electronics has strengthened its local strategy by partnering with the number one carrier NTT Docomo. Industry insiders expect that sales of Galaxy foldable phones in Japan could increase more than threefold.
Samsung Electronics has struggled in the Japanese smartphone market. At one point, its market share fell below 5%. According to Japan's market research firm MM Research Institute, Samsung Electronics' market share in the Japanese smartphone market last year was 11.1%, ranking third behind Apple (46.5%) and Sharp (12%). Although this is a recovery compared to the previous year, the gap with Apple, which is highly preferred in Japan, is more than four times.
However, the foldable phone market is a different story. Since Samsung Electronics virtually leads the global foldable phone market, there is no competitor. In the Chinese market, where Samsung has also struggled similarly to Japan, the Z Flip3 and Z Fold3 received better-than-expected responses, with over one million online pre-order waiters recently.
Samsung Electronics added specialized features suitable for the local market, such as supporting electronic wallets with specifications adapted for Japan, when launching the Z series in Japan. Consumers who purchase devices and apply for the campaign by November 18 will receive gifts such as 'Galaxy Buds Pro' and 'microSD card reader,' and Z Fold3 buyers will be provided with a 'Flip Cover with Pen.' Carriers are also actively marketing. au will introduce limited accessories as well.
An industry official said, "Japan is a market where foreign brands except Apple have difficulty gaining traction," but added, "Globally, the Z Flip3 and Z Fold3 have received good reviews, and since Samsung Electronics currently leads the foldable phone market, much better results than before are expected."
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