Home Tech Mastery of flanking maneuvers: what will become for the market Samsung Galaxy S21 FE – the first smartphone on Android 12

Mastery of flanking maneuvers: what will become for the market Samsung Galaxy S21 FE – the first smartphone on Android 12

Mastery of flanking maneuvers: what will become for the market Samsung Galaxy S21 FE – the first smartphone on Android 12


Mastery of flanking maneuvers: what will become for the market Samsung Galaxy S21 FE - the first smartphone on Android 12

Flank maneuver – the organized movement of forces and assets towards the flank (along the front) in order to occupy an advantageous position to strike on the flank or rear of the enemy grouping or to resist his strike.
Dictionary of military terms


Regular readers gg remember that I love looking “under the hood” of decisions made by companies. And poking around not only in the technical characteristics of “whose processor / screen / camera is better.” These exercises provide a better understanding of why companies are doing what they are doing. And where will it lead them (and the market) in the future. Samsung’s strategy for several years now looks like (forgive me military terminology, but compare business with military art I didn’t come up with it) a well-constructed perimeter defense using all the advantages of the market landscape. On the one hand, there is a strong competitor in the face of Apple (yes, this is a different world, but there are also wealthy buyers who, as it might seem, migrate from Android to iOS and vice versa). On the other hand, there are hordes of Chinese manufacturers of all possible calibers and categories: A-brands (took a break in the global Huawei market and head raising Xiaomi), B-brands OPPO and vivo, which are already listed on the global market as A-brands) and other C-brands, of which there are innumerable ones. In this situation, Samsung has chosen the only correct strategy – to send prices for older models to the stratosphere, where they have to push against 1-2 competitors, and not all at once, simultaneously equipping them with more and more features (cameras, excess memory, and so on). On the hands of Samsung (and I have repeatedly wrote about this) was the release of smartphones with flexible displays, ushering in a new era of form factors and new user experience – this is an area where Samsung manages to maintain a stable leadership and where margins are (still) high. To maintain market share, there is A-series in the middle (conditionally – youth) segment, our beloved M-series (sold on the Internet and is a direct response to Chinese manufacturers). And then there are models like Galaxy A03 with a price of 3000 hryvnia for a presence in the ultra-budget segment of the market.

Attack on the flank

In this picture of the world, a separate place is reserved for a simplified version of the flagship model. Such smartphones have always existed and almost all manufacturers, but with the release Galaxy S20 FE (FE stands for Fan Edition, that is, the version for fans of the brand) in 2020 Samsung changed the rules of the game, and it seems that it was right. Editorial staff gg appreciated this smartphone according to its merits, having awarded it with our award “we recommend”, and I separately dedicated this phenomenon editorial publication cycle… The freshness of the idea was to make a special (simplified) version of the flagship smartphone, but with the real flagship features (leaving the older version of the processor, for example). Before the Galaxy S20 FE, all simplified versions of the flagships were pure marketing, and apart from the loud name, there was nothing behind them (processor, camera, display – absolutely all key characteristics were simpler than those of a real flagship). As a result, the buyer bought a “kind of flagship” with a big name on the box, but in reality it was a completely different smartphone, a class lower. The risk of such a decision is not to completely drown the sales of older models. But this is precisely the skill of the marketing commanders, who subtly calculate for the sake of what advantages buyers will be interested in the older smartphones of the series. For example, in the case of Galaxy S20 series these were important, but not noticeable things for everyone – an ultrasonic fingerprint scanner in the screen, instead of an optical one. Larger (outrageous, not just high) display resolution, larger diagonal, the next generation of Gorilla protective glass. The Galaxy S20 Ultra also had a periscope zoom camera. It should be borne in mind that the launch of the Galaxy S20 FE model on the market was deliberately separated in time from the main series. Such a move allows you to constantly be present in the information space, which, by the way, has always been used by Chinese manufacturers, regularly releasing updates to their smartphones with Pro prefixes to the market. That is, after minor upgrades to existing models, they simply gave them a name already known to the buyer, adding a new word to it in order to give the effect of novelty.

New foothold

Mastery of flanking maneuvers: what will become for the market Samsung Galaxy S21 FE - the first smartphone on Android 12-2

What are the differences between the new Galaxy S21 FE, announced on the “zero” day of the exhibition CES 2022? For the past couple of months, the theater of war has watched with interest covert troop movements rumors in the market and wondered – what exactly will Samsung show: the new flagship Galaxy S22 or is it the Galaxy S21 FE? What will surprise you this time? First, to the delight of all geeks, this smartphone has the flagship Snapdragon 888 processor (like folding With Fold3 and With Flip3), and not the Exynos 2100, as in Galaxy S21… How many years have we heard these moaning users (yes, you, rejoice – your voice was heard) who wanted Snapdragon, not Exynos? And here’s the flagship Snapdragon! Secondly, and perhaps most importantly, the start of smartphone sales around the world begins right now! It sounds incredible, of course, but now we have lived to see such times, although I still found an era in which it was common practice to start selling six months (or even more) after the official announcement of a novelty. Thirdly, this smartphone immediately has Android 12 on board, which makes it more interesting than other smartphones in the series, which still have to wait for the update to Android 12 and One UI 4.0 (albeit there is already a little more to wait). Finally, fourthly, the protrusion at the camera block (I don’t know about you, but this “shoulder” of the Galaxy S21 with its metallic luster resembles the armor of Captain Phasma) has become noticeably smaller. Until my design dream – the complete merging of the camera block with the rear wall of the case – there is nothing left (maybe I will live and see with my own eyes such a design move).

Among the “simplifications” of the smartphone can be called a plastic case (but, firstly, it is matte, which is great, and does not leave grease from fingerprints, and secondly, it allowed us to make several color solutions of the case, and thirdly, it is very pleasant touch, and the inscriptions on the back cover are made somehow as if it is multilayered and the text is at different levels of layers, it looks cool). Again, an optical fingerprint sensor under the screen instead of an ultrasonic one. The smartphone also lost support for e-SIM – both SIM-cards are physical and are placed on both sides of the tray. There is no DEX wireless support, and the 4500mAh battery is more than the Galaxy S21 (4000) but less than the Galaxy S21 + (4800) and Galaxy S21 Ultra (5000). As you can see, in practice, all these simplifications (well, unless the battery capacity is excessive) do not greatly affect the picture of the world.

At the same time, there is also dust and moisture protection according to the IP68 class, Gorilla Victus and an aluminum frame, which gives the phone a solid look and additionally protects the case when dropped.


The contents of the box of the novelty (by the way, the box itself is very thin, like that of the Z Flip3) is a battle anthem of modern trends and a march for environmental friendliness. In the sense – there is no charger in it. But there is a mutual USB-C cable, which should please the owner of modern technology (all new laptops and cars are already produced with them). On the one hand, we can talk about greed savings. On the other hand, the civilized world is really moving towards social responsibility. The generation of buzzers no longer wants to buy products from companies that do not share their values ​​(among which is the concern for the environment, Greta “how dare you” Thunberg has already reached the highest stands on this planet), and this cannot be ignored. Anyway, a global company. And, in all honesty, do you, for example, believe that this will be the first smartphone in your life for the Galaxy S21 FE buyer? I personally don’t believe in it. Moreover, fans of fast charging will still buy more powerful charging, right? Well, there is a clip for the tray with SIM cards (they don’t save on paper clips) and a user manual.

Mastery of flanking maneuvers: what will become for the market Samsung Galaxy S21 FE - the first smartphone on Android 12-15


The smartphone is produced in five color options, but we will sell 4 of them – white, gray, purple and (lavender as raff) and light green (olive). To admit, on video in presentation it was olive that did not make any impression on me, but in real life it looks, if not spectacular, then cute and unusual (the picture on the video did not convey this).

Mastery of flanking maneuvers: what will become for the market Samsung Galaxy S21 FE - the first smartphone on Android 12-16

Wunderwaffen (wonder weapon)

The hardest thing a buyer will have to face is the price. It has grown from UAH 19,999 for the younger version of the Galaxy S20 FE to UAH 21,999 for the Galaxy S21 FE. Samsung continues to squeeze the maximum out of its market position (the customer in me is crying, but the marketer in me cannot help but admire). Moreover, this bitter pill was greatly sweetened right at the start – until February 7, buyers of the novelty will receive worthy new TWS noise canceling headphones as a gift Galaxy Buds2who have received our editorial “We Recommend” award. They cost 3,999 hryvnia, which is much more than the “extra” 2,000 hryvnia. Especially well they will harmonize and complement each other in purple. Intuition tells me that after February 7, the price of the Galaxy S21 FE may drop exactly to the level of 19,999 hryvnia for the minimum set of memory (and, accordingly, lose the gift, but return to a reasonable price range that will delight the buyer).

Mastery of flanking maneuvers: what will become for the market Samsung Galaxy S21 FE - the first smartphone on Android 12-17

Parade or dry residue

In its current form, regardless of whether the buyer buys the Galaxy S21 FE with a gift, or after it – without, this smartphone remains in a comfortable price zone for both the manufacturer and the buyer. Direct competitors to him are either Asus Zenfone 8 (a device worthy in every sense, which simply lacks the “brand weight”), or Xiaomi 11T Pro (which, I suspect) and are aimed, first of all, all types of Galaxy S21 FE weapons, and with which he is really capable of fighting for the wallets of buyers. Indeed, on the side of Samsung (despite the fact that Xiaomi also has something to brag about – more megapixels of the main camera, for example, and more battery capacity) and the strength of the brand, and Android 12 out of the box, IP68 and optical stabilization of the camera. So the choice will be, at least, interesting, but something tells me that the only thing Xiaomi can answer is a price reduction. That in the current situation would be tantamount to defeat.

For those who want to know more


Source link



Please enter your comment!
Please enter your name here