Samsung has launched its new S6 range with a processor, camera, and curved screens it believes makes its new offering the "most advanced phone in the world".
This is according to CEO JK Shin, who announced the new devices at its Samsung's Galaxy Unpacked 2015 event, on the eve of the Mobile World Congress in Barcelona. Shin said, during the launch, that Samsung has built the devices from the "ground up".
Shin says the new phones, the S6 and the S6 edge - which boasts the world's first curved screen - are the most advanced phones in the world, with the fastest processor and most advanced camera. The new handsets also have powerful security for data protection, built in wireless charging and its answer to payments, Samsung Pay. "They are better than anything before, next is now."
Socking it to Apple
Samsung, which has recently been losing ground to Apple, used the event as an opportunity to point out several areas in which its new devices are better than the iPhone 6 and iPhone 6 Plus, including payment technology and the camera.
The "super tough" phone makes use of Corning Gorilla Glass 4, and its metal jacket is 50% stronger than other phones, which means it "will not bend," said Samsung. At the same time as Samsung launched the new phone, it also launched the new Gear VR.
The eagerly-anticipated launch of the latest flagship phone in Samsung's arsenal led to a flurry of rumours on the Web. Some of these rumours have proven to be true, such as the edge's curved screen and Samsung's decision to not allow the battery to be removed.
Other sites also suggested Samsung may jump in the mobile payments ring with Google and Apple, by including LoopPay's technology in its next Galaxy. Samsung, which acquired the mobile wallet start-up early last month, has included Samsung Pay with the device. This allows the phone to be used as a payment tool anywhere a MasterCard or Visa card is accepted.
Shin said, with the launch, that there would now be "no more Internet rumours". The phones will be available in 20 countries from April 10.
Samsung has also streamlined the user interface, and introduced bright colours to signify certain tasks. Up to five contacts can be allocated an individual colour so that users know who is calling or messaging them without having to look at the phone.
The built-in heart-rate sensor allows users to send a customised message to the contact calling in if they are unable to answer, said Samsung.
Losing ground
Samsung has been losing market share to rival Apple, with the IDC noting that Apple shipped just 600 000 units less than Samsung in the fourth quarter of last year. Apple has been the number two vendor for 11 quarters in a row, but its iPhone 6 and iPhone 6+ models have seen it take market share away from Samsung, says the research house.
"Continued success from Apple, coupled with the ongoing challenges facing Samsung, could enable Apple to overtake Samsung during the 2015 calendar year."
The IDC notes Samsung's challenges have not only come from Apple, but also from the increasing number of low-cost Android original equipment manufacturers that are putting out products at much lower margins. "In order for Samsung to regain its share at the top, it will either have to accept lower margins from here forward or revamp its high-end strategy to compete with Apple."
At the end of January, Reuters reported Samsung's earnings from smartphones and other mobile gadgets dropped 64% annually in the December quarter, to 1.96 trillion won ($1.80 billion), contributing to its first annual earnings fall in three years.
It was the mobile division's fifth consecutive quarter of decline, in contrast to Apple's record-breaking 74.5 million iPhone sales in the three months to 27 December on the back of the success of its big-screen iPhone 6 and 6 Plus, the wire service reported.
The fall in income prompted analysts to note Samsung is under immense pressure to hang on to its market share, with a lot resting on the launch of its next flagship Galaxy S6 high-end smartphone, says Reuters.
Key features
64 bit architecture;
20% faster, 35% more efficient than the Note 4;
DDR4 RAM
New flash storage technology developed out of SSD and mobile flash;
5.1" quad HD super Amoled display;
Four hours of use with a ten minute charge;
Built in battery;
6.8mm wide
F1.9 HDR 5MP front camera.
Mawson is in Barcelona courtesy of Samsung.
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