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New Samsung phone will have limited impact on HTC: analyst

2012/05/04 12:47:14

Taipei, May 4 (CNA) The release of Samsung Electronics Co.'s latest mobile phone will have a limited impact on its Taiwanese competitor HTC Corp., an analyst said Friday after the South Korean electronics giant unveiled its flagship Galaxy S III smartphone in London.

Samsung plans to launch the model on May 29 in 145 countries, starting in Europe with 3G versions. A long-term evolution (LTE) version for North America, Japan and Korea is expected in summer.

The new model will help Samsung expand its share of the global smartphone market in 2012, especially before iPhone 5’s arrival, said Jeff Pu, an equity research analyst at Taipei-based Fubon Securities.

However, it will not affect HTC much because the Taiwanese smartphone company has improved its strategies and channels for marketing its products, Pu said.

The smartphone market shares of both Samsung and HTC will grow, even as shares of Apple Inc., Nokia, and Research In Motion shrink, he forecast.

Against the Galaxy S3, HTC can still claim the lead in terms of camera, sound, and power optimization through Qualcomm Inc.'s LTE chipset, the Snapdragon S4, Pu said.

In addition, the Taiwanese brand could take advantage of the Galaxy S3’s late arrival in the United States market by highlighting its Hero models -- One XL and EVO LTE.

"Historically, we note that the competition has not been the direct reason behind HTC’s market share; rather it is more due to the competitiveness of HTC’s products," Pu said.

However, Adam Leach, chief analyst at Ovum, was upbeat about Samsung's marketing and distribution of its 4.8-inch, quad-core phone on a global scale, particularly as the next iPhone will not be available until the end of the year.

The London 2012 Summer Olympics will also provide the perfect marketing opportunity for Samsung, he said.

But Samsung still needs to stand out amongst a plethora of other Android-based smartphones, Leach added.

(By James Lee)