Samsung has started to ship its latest flagship devices, Galaxy S6 and S6 edge, to the world this month, and it was confirmed that the corporate "Samsung" logo will NOT be printed on those S6 devices for the Japanese market only.
Based on the Global Handset Vendor Marketshare for 15 Countries: Q4 2014 report, housed under our Handset Country Share Tracker (HCST) service, Sasmung's mobile phone marketshare in Japan has long been dipping from its peak in Q4 2012, pressured from Apple and a number of domestic vendors such as Sony, Sharp and Fujitsu.
We think Samsung's decision to remove its "Samsung" logo from the S6 portfolio at Japanese operators, NTT Docomo and KDDI, is designed to try and enhance its flagging marketshare in the country, by focusing on the products themselves. Indeed, the Galaxy S6 and S6 edge are NOT the first products that will not bear the "Samsung" logo in Japan, as Samsung tried similar bids on the Galaxy Note Edge for NTT Docomo and KDDI, which was publicly launched last year. Also, the Galaxy S5 for KDDI was released without a "Samsung" logo stamped on the hardware casing.
On a related effort, Samsung did not publicly launch its Galaxy Note 4 in Japan, in order to prioritize sales of its other sub-model, the Galaxy Note Edge.
Whether Samsung's special efforts to de-brand in the important Japanese handset market will pay off in the long-term remains to be seen.