Manufacturers are betting on premium products

With the slowdown in retail, the smartphone makers focus on the premium segment, with products above $ 3,000. The choice of more expensive items is due to a reduction in consumption by class C and bet on technology aficionados who pay more for an appliance with greater sophistication.
Manufacturers such as Samsung, LG, Microsoft, and Apple have released news that meet the profile of the typical consumer who doesn't care about the value of the product. In a week, some releases were presented in this sense: the LG G Flex 2, South Korea's LG and Galaxy S6 and S6 models Edge, fellow Samsung.
The products point to an audience that is not sensitive to the Pocket like the middle class, nor cares about the influence of the dollar higher on the high price of the appliance. According to the General Manager of marketing for mobile phones of LG company in Brazil, Barbara Toscano, the concept of premium product, which is widespread among consumers, brand helps to conceptualize the values printed by the company throughout the electronics market, including Smart TVs (with internet connection) as well as PCs.
"We invest millions globally to improve hardware parts, best software and a reputable design. Top of the line products is one way to show this to consumers, "he explains. The Executive points out that solutions developed by the company, as a lock-off button of the appliance positioned in a location different from the competitors, or even a security system that maintains the user's data safer are well diffused by the customers. "Of course, when it is present on a premium smartphone."
According to Barbara, the company ranks second in sales of mobile phones in the country. This way, the company loses only for Samsung, which is leading sales in Brazil and deputy leader in the world. The leader is Apple, which took over the position this week.
Balance
In the case of Samsung, the company confirms realize the importance of a "flagship", as they are called concept products. On the market, the importance of the flagship devices is to bet on a particular public, who don't mind paying for handsets currently that break the barrier of $ 4,000.
Samsung shows that devices like the new models of the line Galaxy help print style, since the lines developed for the design of the top devices are copied, even if subtly to other models.
"We know we have a top-of-the-line model is important, but the range of Samsung products wants to reach as many consumers as possible." He justifies that desire is precisely what encourages the company to provide equipment r $ 349 until more than $ 3,000.
Counterpoint
Despite the bet of the manufacturers, the analyst of IDC Brazil, Leonardo Munin, indicates that the average smartphones will continue to grow in the domestic market. "The devices grew 113% in 2014 and should still be released this year." The analyst says that there are no estimates for the sale of the medium, still estimates that this year should grow less than the previous period.