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| A signboard promoting Samsung Electronics' July 26 Galaxy Unpacked event is seen at a street near Gangnam Station in southern Seoul, Sunday. Courtesy of Samsung Electronics |
By Baek Byung-yeul
Samsung Electronics is raising expectations for its upcoming Galaxy Unpacked event on July 26 where the company is scheduled to introduce new foldable smartphones by placing large advertisements on landmarks in major cities around the world, the company said Sunday.
As demand for foldable smartphones continues to grow globally, Samsung plans to make a significant impact with the unveiling event, which will be held for the first time in Seoul, solidifying its leadership in the foldable phone market.
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| A signboard promoting Samsung Electronics' July 26 Galaxy Unpacked event is seen at a street in New York's Times Square in this provided by the company, Sunday. Courtesy of Samsung Electronics |
Samsung said it placed the "Join the flip side" digital signboard on popular spots of global cities such as Gangnam Station area in Seoul, Times Square in New York, Piccadilly Circus in London, CentralWorld in Bangkok, Thailand, and Taikoo Li in Chengdu, China.
"By placing the phrase 'Join the flip side,' we are trying to invite consumers to the 'flip side' of the world," Samsung said. The company will hold the Galaxy Unpacked event at Coex convention center in Seoul on July 26 to showcase its new products such as the Galaxy Z Fold and the Galaxy Z Flip.
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| A signboard promoting Samsung Electronics' July 26 Galaxy Unpacked event is seen in a street of Taikoo Li, Chengdu, China, in this photo provided by the company, Sunday. Courtesy of Samsung Electronics |
Samsung hopes that the Galaxy Unpacked event will help its foldable phones find appeal with a wider audience in the global market. In that regard, the timing of the event is two weeks earlier than last year. After the unveiling of the new models on July 26, the new gadgets are expected to be released in August.
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| Samsung Electronics' Galaxy Unpacked advertisement is seen at CentralWorld in Bangkok, Thailand, in this provided by the company, Sunday. Courtesy of Samsung Electronics |
The reason why Samsung is betting big on the unveiling of new foldable smartphones is that while sales growth in the global smartphone market is stagnating, the foldable phone market is growing.
According to data from market tracker Counterpoint Research, the global foldable market increased 64 percent in the first quarter of 2023 year-on-year in terms of sales volume. Samsung is also showing good performance in this segment and especially in China where the demand for foldable phones increased 117 percent in the first quarter, the company took a 26 percent share thanks to the growing popularity of its Galaxy Z Flip 4 and the Galaxy Z Fold 4 devices.
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