There is a Strong Research Team Behind Samsung's Success in Indonesia
▲ TM Roh, President and Head of Mx (Mobile eXperience) Business of Samsung Electronic
Fans of Samsung products rejoice when they know that the Galaxy S22 Series smartphone uses Snapdragon 8 Gen 1, after many years of relying on Samsung’s Exynos processor. There is a hardworking team behind the decision. None other than that, this was realized by the presence of a strong research team” Samsung Research Indonesia (SRIN).
SRIN was founded in Indonesia in 2012. The team is based in Jakarta. It acts as a research and development (R&D) center that brings Samsung’s cutting-edge technology and takes a local approach to every Samsung product.
TM Roh, President and Head of MX (Mobile eXperience) Samsung Electronics said that the SRIN team in Indonesia has a significant role in listening to and responding the consumer needs. He underlined how important it is for a company to understand the consumers of a market, and that can be realized by building a strong research team.
SRIN has human resources and laboratories in the field of cellular services, data science, AI, IoT, cloud computing, innovation services, to B2B.
During an exclusive interview with kumparanTech in Jakarta, Monday (4/7). TM Roh said Samsung R&D team in Indonesia has a lot of quality human resources, including young software developers. They have built several applications aimed specifically for Indonesians, also as additional value to meet the Tingkat Komponen Dalam Negeri (TKDN) of 4G mobile phones.
"This R&D team with ten years of experience is the best support to understand the Indonesian society… We will continue to strengthen their capability to bring the best products and services to the society, especially for Gen Z."
- TM Roh, President and Head of Business MX (Mobile eXperience) Samsung Electronics -
Many Samsung products are specifically designed for the Indonesian market. Most recent was definitely the decision to use the Snapdragon 8 Gen 1 on the Galaxy S22 Series and the aggressive marketing campaign for the Galaxy A Series which provided many variants to reach many market segments.
Several flagship features that were brought to Galaxy A Series were the design, waterproof, dustproof, and massive internal memory. Samsung also guarantees Android and One UI software updates for up to 4 generations, and also security updates for five years.
"I saw the young people who initially use the Galaxy A Series mid-segment smartphone then move to the flagship. We will listen and move according to the needs of the segment."
- TM Roh, President and Head of Business MX (Mobile eXperience) Samsung Electronics -
Samsung’s smartphone sales strategy has proven to bring them back to being the leader of smartphones in Indonesia. TM Roh said he was proud of this achievement. He cited from a research study, which assessed that the smartphone market in Indonesia would be in the top 4 next years from the top 5 in 2022.
Based on the data from International Data Corporation (IDC), Samsung took first place as the best-selling smartphone in Indonesia in the first quarter of 2022 with a market share of 23.3 percent. Samsung is the only brand that has not experienced a decline in smartphone product shipments in Indonesia on a year-on-year (YoY) basis.
Samsung reigns the 5G smartphones segment in Indonesia with up to 40 percent market share with the Galaxy A series line and Galaxy S22 series flagship smartphone.
The second and next ranks for the best-selling smartphone in Indonesia throughout the first quarter of 2022 were placed by Oppo (20.2 percent of market share), Vivo (17.1 percent), Xiaomi (14.6 percent), and Realme (14.6 percent).