In short: Samsung is rethinking the entirety of its non-flagship mobile strategy and will be killing off the Galaxy J line as a result of the new market approach, South Korean ETNews reports, citing sources close to the Seoul-based company. Additionally, the firm is planning to revive the old “Galaxy M” moniker abandoned in 2012 and will also be expanding the scope of its existing Galaxy A series, as per the same insiders. The Galaxy M name will be attached to handsets that are essentially successors to Galaxy ON models Samsung has been selling in India in China over the last several years, with all of the new changes being expected to go into effect in less than a year.
Background: The claim that the Galaxy A line will be expanding and effectively absorbing the Galaxy J one is in line with recent reports suggesting Samsung is experimenting with a Snapdragon 845-powered device that may be launched as part of its mid-range product family and is also thinking about equipping the same line with in-display fingerprint readers, a new technology that has yet to even make its way into its high-end devices. In fact, the firm appears to be adamant to combat the very concept of mid-range handsets and completely eliminate the notion of an entry-level smartphone from its portfolio, presumably because it’s finding it hard to compete with Chinese brands in those value-oriented market segments. The tech giant’s first quadruple-camera phone scheduled to be announced on October 11 will be part of the Galaxy A brand, as per the new report, with previous rumors suggesting it will be advertised as the Galaxy A9 Star Pro. New Galaxy M devices will also be showcased at the same event, insiders claim. The last handset to launch with a Galaxy M moniker was the Galaxy M Style (M340S) which was released almost exactly six years ago to date.
Impact: Samsung is continuing to blur the lines between Android smartphone categories in terms of both naming practices and features, which may indicate its Galaxy A-series devices will also become pricier next year. Whether that will be enough for the company to combat Xiaomi’s growth in India and once again become relevant in China remains to be seen but by most accounts, 2019 will be a year of big changes for Samsung’s mobile strategy.