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'Samsung: more than consumer electronics'

business Updated: Jul 03, 2011 20:46 IST
Rachit Vats
Rachit Vats
Hindustan Times
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Known mostly as a consumer electronics company, Samsung (India) expects 50% of its targeted Rs 22,000 crore sales revenue in 2011 - a 40% jump over the previous year - to come from its mobile and IT business, which covers mobile phones, tablets, netbooks, printers and computer monitors. In a chat with Hindustan Times, Ranjit Yadav, country manager - mobiles and IT, Samsung India, talked of how the company plans to achieve this goal.

How are your mobile products doing in India?
In mobiles, we are present across various segments: from entry level handsets, multimedia and touchscreen handsets to smartphones and tablets. We continue to retain our leadership in the touchscreen segment and have also made strong gains in the dual SIM segment. Our current market share, as per GFK Nielsen, stands at around 24.8% in value terms. This year, we are focusing on building on our smartphone portfolio across the 'bada', Android and Windows platforms and plan to capture a 40% market share of the smartphone segment and 50% of the tablet market. Samsung's smartphone portfolio contributes 10% to handsets sold by us in India and we aim to expand that to 15% this year.

And your IT products?
We have over a 20% market share in netbooks, a segment we entered in 2009 in India and we are looking at doubling our share in notePCs this year. We have considerably expanded our portable PC portfolio with 28 models, 18 of which were launched in the first six months of this year. More products will be launched. We closed 2010 with a 5% market share in portable PCs and hope to double that share this year. The overall portable PC market stood at three million last year and is expected to show a healthy growth this year. We expect our netbook sales to contribute 40% to our overall portable PC sales. We launched our NF series netbooks in late 2010, which are selling well. We continue to lead in monitors (25.8%, value) and are looking at 25% market share in printers this year, up from the 17.9% last year. We launched the world's smallest printer, the Laser MFP, SCX 3201 last year, following the success of ML-1666, the world's smallest laser printer. We will provide solutions for every user audience with diverse requirements.

How do you ensure your market presence and sales?
Our clear advantage is in leveraging both the mobile and IT businesses through an integrated, synergistic approach with channel partners and our own exclusive retail channel. The Samsung exclusive retail outlets include the Samsung IT brandshops, Samsung Smartphone Cafes, and over 300 Samsung Digital Plazas. We are also present in large format retail stores such as Croma and multi-brand retail stores. In our B2B business, we offer integrated solutions across notebooks, mobiles and large format displays.