Samsung aspires to play a bigger role as an enterprise mobile provider

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  • Samsung wants businesses to see its latest mobile PCs and smartphones as a starting point for solving critical business problems.

“We don’t come in to sell a black box,” Chris Balcik, vice president of Samsung Electronics America’s Mobile B2B division, explained. “We want to solve a problem, and we’ve changed the tone of the narrative with customers over the last year and a half to understand what’s keeping them awake at night.”

This approach will be applied to Samsung’s latest Galaxy S23 series smartphones and Galaxy Book3 laptops, which were unveiled at the company’s Unpacked event this week.

The Qualcomm Snapdragon 8 Gen 2 Mobile Platform, which includes an AI engine for faster natural language processing for multi-language translation and transcription, powers the S23 series.

Samsung intends to begin selling the new S23 series on February 17. The S23 Ultra starts at $1,200, the S23+ at $1,000, and the S23 at $800.

The S Pen is a built-in stylus on the top-of-the-line S23 Ultra. Professionals can hand-draw in Google Docs or copy and paste text and images into Google Calendar now that the latest version supports Google Apps.

Companies considering purchasing Samsung smartphones should look to Walmart as an example of how the device manufacturer intends to approach the business market, according to Balcik in an interview with TechTarget Editorial.

The retailer agreed to purchase Samsung’s Galaxy XCover Pro smartphones for employees in 2021. Employees use the device to clock in and out of work, access their schedules, check inventory availability, and chat with coworkers by tapping their names in a directory.

Walmart employs the Samsung Knox security platform to safeguard corporate data when employees use their phones for personal purposes outside of the workplace. According to Balcik, Samsung has sold 1 million XCover Pros to Walmart.

Analysts cite Samsung’s wide range of business devices, partnerships with software makers such as supply chain-focused Blue Yonder, and government-grade security as differentiators in the business market. Depending on the problem at hand, a company may seek technology from Samsung, Google, Dell, or Hewlett-Packard Enterprise. “No one has all of the services that they have,” said Patrick Hevesi, a Gartner vice president of Samsung. “That’s most likely one of their main differentiators.”

According to Tuong Nguyen, a director analyst at Gartner, providing mobile devices coupled with software from partners distinguishes Samsung from suppliers of high-volume, low-cost hardware. “These collaborations are especially important in the enterprise because of the unique challenges that businesses face.” Samsung’s new Galaxy Book3 Ultra laptop was created to compete with Apple’s MacBook Pro. The PC is powered by a 13th-generation Intel Core i9 processor and an NVIDIA RTX Geforce 4070 GPU. The system is the first to feature a Dynamic AMOLED 2K Display with a resolution of 2880 x 1800 from Samsung.

Samsung’s latest hardware will be released at a time when PC and smartphone sales are declining due to high inflation and economic uncertainty. Gartner predicted this week that shipments of PCs, tablets, and smartphones would fall 4.4% year on year to 1.7 billion units. Shipments fell 11.9% last year. Balcik believes that businesses will continue to purchase premium devices during the downturn, but that their approach to purchasing technology has changed.

Samsung intends to begin selling the Book3 PCs on February 17. The Book3 Pro starts at $1,450, the Book3 Pro 360 at $1,900, and the Book3 Ultra at $2,400. Samsung upgraded components in the Book3 Pro and Book3 Pro 360 convertible laptop and tablet with built-in S Pen with the release of the Book3 Ultra.

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