ซัมซุงเปิดตัว "Samsung Star" ขยายตลาดทัชโฟนสู่พรีเมียมแมสครั้งแรกในไทย

Samsung Breaks New Ground with ‘Samsung Star’ to Reap Up Touch Phone Sales in Premium-Mass Level

Featuring ‘Weer – Sukollawat’ to Magnetize Consumers

Bangkok, May 20, 2009 – Samsung continues its success in touch phone by breaking a new ground into premium-mass market with its newest touch phone “Samsung Star” to expand consumer base for touch phone. The phone is created for style-oriented users with outstanding design and full function, including traditional multimedia features, Online Widget and Smart Unlock at a price under THB 9,000. On this occasion, the company unveils Weer-Sukollawat Kanarod as TVC presenter of Samsung Star to represent the phone for the young ones.  Samsung also reiterates its leadership with plan to offer a complete line-up of touch phones to suit all consumers’ lifestyle. The company targets to sell over 150,000 units of the new touch phone.

Mr. Chanvit Khieonavavongsa, Category Marketing Leader – Mobile Phone Business, Thai Samsung Electronics Co., Ltd., reveals that “Samsung has been very successful in carpeting touch phone trend in Thailand, making touchscreen a new standard in the mobile phone industry. An overwhelming response from consumers has driven Samsung to lead in touch phone market at 40% market share, thanks to our attention and commitment to technology and design, as well as Samsung’s strength as the world’s biggest semiconductor and panel manufacturer. With this strength, we are also well positioned to offer a full product line-up to effectively serve all consumer segments and lifestyles.”

Samsung again today forms a new touch phone phenomenon in Thailand with the launch of ‘Samsung Star’ the latest ‘all-rounder’ touch phone equipped with advanced multimedia,  internet connections, Online Widget to enable smooth and easy log-on to online habits and Smart Unlock function at a very affordable price of under THB 9,000. The introduction of ‘Samsung Star’ is a revolution in the touch phone market – one that brings touch phone into premium-mass consumers who look for a touch phone that reflects their modern and stylish personality. Target consumers include teenagers and entry users who are making decision to buy touch phone for the first time. We expect to sell over 150,000 units of Samsung Star.

To make ‘Samsung Star’ the truly shining star in the expanding user base, Samsung has a marketing campaign set, including a TVC featuring superstar ‘Weer-Sukollawat Khanarod’ to reflect the lifestyle of young generation who live with freedom and are familiar to online community. The TVC, called ‘It’s Time to Touch’, aims to invite consumers to shift from traditional keypad phones to touch phone and highlights Samsung Star’s dazzling capabilities as an all-rounder. Weer’s appearance in the TVC can simply establish sustainable recognition of the phone amongst the target audiences and fortify bonding between Samsung brand and consumers.

Samsung Star comes in an ultra thin case of merely 11.9 mm, 3-inch display screen and Samsung’s TouchWiz 1.0 touch technology that makes the phone easier and more enjoyable to use. The featured Online Widgets also allow more convenient and unrestricted access to the Internet; users can blog or upload their photos on the move or even enjoy their MySpace and Facebook societies on the go. The Widgets are also available for everyday’s usability, including access to the weather forecasts, Google search, sports news and new game downloads. The latest featured gadget of this new model includes ‘Smart Unlock’ function enabling easy unlock and dial call at a touch.

Samsung Star also comes complete with multimedia functions, including a 3.2-megapixel digital camera fitted with ‘Smile Shot’ program, QVGA-quality VDO, MP3 player and FM radio, with Samsung’s advanced DNSe audio technology delivering full-blast sound system. The phone’s memory is expandable; it supports up to 8GB external memory, allowing the contents of over 2,000 songs. ‘Samsung Star’ is now available at Samsung brand shops and representatives nationwide at Bt 8,990, with a 4GB memory card.

“Our continuous market activation and consumer education on touch phone have finally made touch phone a new standard with market growth of approximately 700%. This demonstrates today’s lifestyle of the young generation who looks for digital devices that can define their stylish and unique personality. Samsung will continue launch new products that meet all consumers’ demands with strong commitment in innovation, design and consumer experience. We are confident that we will retain our leading position in the touch phone market with targeted market share of 55%,” says Mr. Chanvit.