According to our CST research service, Samsung seems to be taking on a "hunger" and "select and focus" marketing strategy at the same time with their latest flagship Galaxy S6 and S6 Edge smartphones. While this smartphone behemoth launched their last year's flagship, Galaxy S5, in more than 120 countries globally at the same date in April 2014, Samsung decided not to take a similar approach this year. Instead, Samsung will be launching their S6 and S6 Edge in only a selected "TWENTY" countries on April 10, 2015, which is next week. Select countries include several key markets such as the US, UK, Germany, China, Japan, South Korea, India, Russia, Chile, Hong Kong, Singapore and UAE.
To be sure, Samsung will eventually be launching their new S6 line-ups in almost all top-150 countries across the globe in Q2 / Q3 2015. We think the primary reason why Samsung is cutting down on the number of the first-available countries in the 2nd week of April, 2015, is to efficiently focus their resources and shipments in their biggest or most-strategic countries as a first step, and also to maximize the remaining demand in dozens of other countries who can't wait to get their hands on these "stylish" and "best performing" new models.
To prioritize their marketing resources and generate the purchasing desire for S6 and S6 Edge models in those selected countries, Samsung has opened up more than 20k hands-on-experience stores, so that potential buyers can stop by the stores to feel, experience and play with the devices in-person, which is a somewhat different marketing bid from last year. Samsung, like Apple, now understands the importance of letting customers touch their phones.
Looking at our recent report on the Galaxy S6 and S6 Edge -- Is Samsung Galaxy S6 / S6 Edge An iPhone Killer? -- published under our Wireless Smartphone Strategies (WSS) service, we forecast global shipments of the S6 portfolio to EXCEED the worldwide S5 volumes delivered in 2014 -- this relative success will be achieved as a direct result of Samsung's newly-adopted marketing activities, a cleaner "phase one" distribution strategy, and a better execution of hands-on-experience retail stores.