‘Adoption of high-end smartphones increasing in India’: Samsung on strong demand for Galaxy S22 Ultra

When Samsung debuted the Galaxy S22 Ultra earlier this year, it featured the iconic S Pen, and many thought the discontinuation of the Galaxy Note line would be a setback for the South Korean company.

The convergence of the Galaxy Note and S lines has created an increased demand for a device like the Galaxy S22 Ultra. (Image credit: Nandagopal Rajan/ Express Photo)

Indian consumers are spending more on premium phones than ever, a sign that signals where the top-end of the segment is heading in the world’s second-largest smartphone market. In fact, the demand for Samsung’s top-of-the-line Galaxy S22 Ultra, which is in the range of Rs 1,09,999 and Rs 1,34,999 was so high in the month of March that the device accounted for 74 per cent of the sales volumes of the 81 per cent market share held by the company in the Rs 100,000 segment, showed data from research firm Counterpoint Research.

“This device [Galaxy S22 Ultra] has got adoption from a Note user, from an S power user, and even from the competition so everybody has adopted it,” Aditya Babbar, senior director and head of Product Marketing, Mobile Business, Samsung India, tells indianexpress.com.

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When Samsung debuted the Galaxy S22 Ultra earlier this year, it featured the iconic S Pen, and many thought the discontinuation of the Galaxy Note line would be a setback for the South Korean company. In reality, however, the convergence of the Galaxy Note and S lines has created an increased demand for a device like the Galaxy S22 Ultra. In a way, the Galaxy S22 Ultra added a new spin to the Galaxy Note device that has always targeted the power user but never appealed to the mainstream S series user.

Babbar acknowledged that the launch of the Galaxy S22 Ultra has actually pushed consumers to open their wallets and opt for Samsung Galaxy phones at the top-end of the market. That’s especially impressive, not only for Samsung but for the entire premium smartphone segment. “ It is really encouraging to see how people have jumped the price point to really get into the ultra segment and get the best of the best,” he says.

Also Read | Samsung Galaxy S22 Ultra review: Maybe the S Pen isn’t the best part of this phone

Although Samsung faces fierce competition from Chinese smartphone brands such as Xiaomi and Vivo, Apple continues to be its only competitor in the ultra-premium segment. The iPhone 13 Pro Max is seen as the Galaxy S22 Ultra’s biggest rival in the top-end of the segment.

But India’s premium smartphone segment isn’t limited just to Delhi and Mumbai, the growth story is increasingly about tier-2 and tier-3 cities. Babbar says he and his team are reaching out to young affluent consumers in India’s smaller cities and asking them how they want to buy a new Samsung phone. That’s where Samsung Finance Plus, a digital lending platform that wants to make Galaxy smartphones more accessible, comes in.

“There were always higher aspirations, but the affordability was not there,” Babbar said, adding that with the Samsung Finance Plus…consumers can pay easily, and also get the benefit of a cashback..helping them to upgrade to a new phone.

Anuj Bhatia

Anuj Bhatia is a seasoned personal technology writer at indianexpress.com with a career spanning over a decade. Active in the domain since 2011, he has established himself as a distinct voice in tech journalism, specializing in long-form narratives that bridge the gap between complex innovation and consumer lifestyle. Experience & Career: Anuj has been a key contributor to The Indian Express since late 2016. Prior to his current tenure, he served as a Senior Tech Writer at My Mobile magazine and held a role as a reviewer and tech writer at Gizbot. His professional trajectory reflects a rigorous commitment to technology reporting, backed by a postgraduate degree from Banaras Hindu University. Expertise & Focus Areas: Anuj’s reporting covers the spectrum of personal technology, characterized by a unique blend of modern analysis and historical context. His key focus areas include: Core Technology: Comprehensive coverage of smartphones, personal computers, apps, and lifestyle tech. Deep-Dive Narratives: Specializes in composing longer-form feature articles and explainers that explore the intersection of history, technology, and popular culture. Global & Local Scope: Reports extensively on major international product launches from industry titans like Apple and Google, while simultaneously covering the ecosystem of indie and home-grown tech startups. Niche Interests: A dedicated focus on vintage technology and retro gaming, offering readers a nostalgic yet analytical perspective on the evolution of tech. Authoritativeness & Trust Anuj is a trusted voice in the industry, recognized for his ability to de-jargonize trending topics and provide context to rapid technological advancements. His authority is reinforced by his on-ground presence at major international tech conferences and his nuanced approach to product reviews. By balancing coverage of the world's most valuable tech brands with emerging startups, he offers a holistic and objective view of the global technology landscape. Find all stories by Anuj Bhatia here. You can find Anuj on Linkedin. ... Read More

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