In keeping with the company's focus of launching new lifestyle, superior technology products in the market, Samsung will launch a new range of MP3 Players next month. Both Flash based and Hard Disc Drive based MP3 players will be introduced.
Currently, Samsung has four models in the price range of Rs 10,000 to 20,000 and the new range will roughly cost the same. The highpoint of the current range of Samsung MP3 Players includes YPT5 -- the Smallest MP3 Player in the world weighing only 30 gm -- Sports Yepp that has calorie counter and heart rate monitor. Every MP3 model will also come with a coloured LCD screen.
In India, Samsung's MP3 players face competition from Sony and Apple iPOD.
Ruchika Batra, GM, Corporate Communication, Samsung, said, "All our models come with an LCD screen, audio voice recording and FM radio. Our aim is to make superior technology available at affordable prices and product innovation is our driving factor. Additionally, Samsung is the only company focusing on fashion, design and technology as far as MP3 Players are concerned."
For the new product, the company is targeting college students and young executives who are going in for personal products or gizmos. The marketing will be focused around consumer electronics and IT retail select premium outlets. "We are also looking at digital plazas and homes apart from experience zones for MP3 in target traffic areas like multiplexes, to market the product," said Batra.
Worldwide, the demand for MP3's has touched 25 million. In 2004, there was a 50 per cent surge in demand worldwide and sustain growth is expected in 2005. However, considering that 60 per cent of the Indian market is dominated by Grey channel, innovation is the key for branded players to sustain.