While Nokia struggles to compete in the high-end smartphone market, the company has owned the low-end market for cheap mobile phones for a long time. Samsung has decided to offer Nokia’s competition in the cheap mobile phone market for emerging markets with the new line called Rex. The phones will be cheap and sell for under $150.
Samsung’s Strategy with Rex
Samsung wants Rex devices to bridge the gap between feature phones and smartphones. Samsung describes the devices as “a new series of smart feature phones.” The series will include four devices called the Rex 90, 80, 70, and 60. The first three of those devices will have capacitive touchscreens and the 60 will be using a resistive touchscreen.
The Rex series aims to provide a smartphone-like experience at a fraction of the cost, making it accessible to a broader audience in emerging markets. This strategic move is designed to capture the attention of consumers who are looking for affordable yet functional mobile devices. By offering features such as dual-SIM support, Samsung is catering to the needs of users in regions where having multiple SIM cards is common due to varying network coverage and cost considerations.
Technical Specifications and Features
All devices will support dual-SIM cards and run a Java-based operating system with the Samsung TouchWiz user-interface. Phones are expected to cost between $50 and $100 each and directly compete against the Nokia Asha line.
The Rex 90, being the highest-end model in the series, is expected to feature a 3.5-inch capacitive touchscreen, a 3.2-megapixel camera, and Wi-Fi connectivity. The Rex 80 and 70 will have slightly smaller screens and lower camera resolutions, but will still offer a similar user experience. The Rex 60, with its resistive touchscreen, will be the most basic model, aimed at users who need a simple, reliable phone without the bells and whistles of more advanced devices.
Samsung’s decision to use a Java-based operating system is noteworthy. Java is known for its lightweight nature and efficiency, making it an ideal choice for low-end devices. The TouchWiz user-interface, which is familiar to many Samsung users, will provide a consistent and user-friendly experience across the Rex series.
The inclusion of dual-SIM support is a significant feature for the target market. In many emerging markets, users often switch between different carriers to take advantage of better rates or coverage. Dual-SIM functionality allows users to manage two numbers on a single device, making it a convenient and cost-effective solution.
In addition to these features, the Rex series will also include basic smartphone functionalities such as web browsing, social media integration, and access to a variety of apps through a dedicated app store. This makes the Rex series an attractive option for users who want more than just a basic phone but are not ready to invest in a full-fledged smartphone.
Samsung’s move to introduce the Rex series is a clear indication of its intent to dominate the low-end mobile phone market. By offering a range of devices that cater to different needs and budgets, Samsung is positioning itself as a strong competitor to Nokia’s Asha line. The Rex series is expected to appeal to a wide audience, from first-time mobile phone users to those looking for a secondary device.
via Fierce Wireless
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