Samsung is all about futuristic innovation: Asim Warsi

Our biggest strength is that we are a full portfolio player across a number of segments, Asim Warsi tells Rohit Nautiyal

This year two of Samsung's smartphones, namely Galaxy S4 and Galaxy Note 3, have claimed the top two slots in the Brand Derby. What does it say about Indian consumers?

Consumers have become increasingly aware and discerning, which reflects in their quest for technology. Today, consumers view mobile phones not just as a communication device but as an indispensable personal device that makes their lives easier, something that empowers them to consume and create content, use apps and experience innovative technologies. Samsung offers a diverse and compelling product portfolio across different price points. We have received a fantastic response from consumers for our premium smartphones. Our flagship products appeal to a niche segment and will continue to do so.

What are some of the must-haves of a Samsung smartphone launch anywhere in the world?

Our product launches are aggressively supported by an integrated communication campaign involving above-the-line (ATL) and below-the-line (BTL) activities besides PR (public relations). The ATL activities for S4 and Note 3 included television commercials, print advertisements and billboards across India. We have launched captivating ad campaigns, such as the 'The Next Big Thing', 'Design Your Life' and 'Make The Everyday Grand' to promote Galaxy S5, Galaxy Note 3, Galaxy Gear and Grand II in India.

At Samsung, the aim is to provide the best technology in our products. We look at the evolving needs of the consumers and build products to match that need. That is the reason all our products are a huge success, and that is what has helped us garner significant market share. We have also worked to provide superior retail experience to our consumers across India. We have strengthened the retail and will continue to grow our extensive dealer network comprising Samsung Plazas, Samsung smart cafes, large retail formats and multi-brand outlets.

Experts say that Samsung's path-breaking innovations in the mobile category have contributed significantly towards its transformation into a premium brand. What, according to you, has helped change consumer perception of the brand?

We have successfully established ourselves as an aspirational brand in India by providing innovative products. We are the leader in all segments because of our technology, innovation and in-store experience. The success of our flagship devices in new categories like phablets, tablets, smartphones and smart watches demonstrates our capability to build new product categories with futuristic innovations.

We have paved the way for smartphone conversion in the country by introducing vernacular support in 11 languages across various categories of smartphones that has helped to expand the market and the app ecosystem significantly. Samsung spends six per cent of its sales earnings in research and development alone.

Going by IDC's predictions, large screens and low cost will be the sweet spot of mobile handsets driving volumes. This could be the game changer for emerging markets, especially India and China. What kind of preparation has Samsung done to deal with this change?

Samsung pioneered the market of large screen devices with the launch of its Note series in 2011. And features like the 'S Pen' enhanced the experience for our Indian consumers. As an industry leader, we check the pulse of the market every day to gain insights on the evolving needs of the consumers. Today I am in a position to say that Samsung has changed the entire market dynamics to become the leader in India. Our diverse product portfolio is responsible for this. We have products for every segment ranging from Rs 1,150 budget phones to smartphones priced upwards of Rs 51,500.

Due to growing competition and ever-changing technology, product life cycles have been shrinking. Being a market leader how does Samsung manage this issue globally?

Our biggest strength is that we are a full portfolio player across various segments. It is only when you offer a full range that you remain a market leader.