Samsung expects growth in smartphones and TWS in 2H23

Max Wang, Taipei; Judy Lin, DIGITIMES Asia 0


Samsung Electronics has just announced new products at the Galaxy Unpacked 2023 event in Seoul. Although sales have yet to recover, Samsung expects that in the second half of the year, overall demand for smartphones is expected to improve over the same period in 2022, with the release of new products and high-end mobile phone shipments growth being the propelling force.

Samsung also anticipates demand for Bluetooth TWS in emerging markets is also expected to see a modest increase. However, tablet PC shipments are only expected to be comparable to those in 2022, and demand for smartwatches is likely to decline.

In the Galaxy Unpacked 2023 event in Seoul, South Korea, on July 26th, Samsung announced the Galaxy Z Fold 5/Flip 5 foldable cell phone, Galaxy Watch 6 series of smartwatches, and Galaxy Tab S9 tablet PCs, and the related pre-purchase activities have already begun.

Despite the impact of high inflation and other factors, the first half of the year's ICT and consumer terminal sales performance is not as strong as expected.

Samsung hopes to support the profitability performance in 2023 through new product launches, R&D and operational efficiency improvement, maintaining upstream component supply and price stability, and adjusting the product portfolio.

The new products announced by Samsung have been launched in various regional markets with relevant pre-order activities. In the Taiwan market, Samsung said that the tablet PC sales in Taiwan in 2022 delivered double-digit growth results and ranked No.1 in the Android market. In response to market demand, Samsung will open new product pre-orders from August 4 onwards in its own designated channels, and kick off the sales from August 18 onwards.

As for the smartwatch product line, Samsung pointed out that the annual growth rate of Samsung's smartwatch sales in 2022 was nearly 50%. In order to capitalize on this success, the new Galaxy Watch 6 will also be available for pre-order from August 4 onwards, and Samsung has already confirmed that it will announce the launching schedule of the Galaxy Z Fold 5/Flip 5 folding machine in Taiwan on August 3, along with its business plan.

From the perspective of Samsung's terminal product layout in 2023, in addition to strengthening the sales of folding smartphone models and flexibly adjusting the product portfolios of the A series of cell phones to maintain sales momentum and compete with the industry, Samsung will also be based on the concept of One Samsung to create a seamless and convenient Internet of things (IoT) ecosystem, which will lead to growth in the sales of communication peripherals, tablet PCs, and so on.

Although Samsung has high hopes for the second half of the year, the overall economic trend is still the main concern affecting the performance of end-product shipments. Samsung expects its product lines to outperform the market average in the second half of the year and still deliver double-digit margins.