Samsung seeks to redefine smartphone experience with Galaxy S7, S7 Edge


March 10, 2016 | By RetailME Bureau

Late last month Samsung launched its new models Galaxy S7 and S7 Edge at the World Mobile Congress in Barcelona.

While the models aren’t starkly different when compared with the previous Samsung Galaxy S6 and S6 Edge, they come with some significantly improved features.

For example, in designing the sleek new models S7 and S7 Edge, Samsung has used a proprietary process, 3D Thermoforming, melding 3D glass to curve with precision meeting the curved metal alloy, creating a seamless and strong unibody. In addition, the dual-curve backs of Galaxy S7 and S7 Edge render them comfortable to be held.

With less than 24 hours to go for the official availability of Samsung Galaxy S7 and S7 Edge in the UAE, we spoke to Ashish Panjabi, COO for UAE’s Jacky’s Group of Companies, which operates Samsung brand shops, about the innovative features in the new models.

“Most of the pain points in Galaxy S6 and S6 Edge are addressed in the new models,” he says.

“Today one of the challenges that people face with any smartphone is the low battery life. Samsung has addressed this challenge in its new models with bigger batteries. The S7, a 5.1 inch device, comes with a 3,000 miliampier (mAh) battery – the Galaxy Note 5, which is a 5.7 inch phone, fairly well-known for its battery life has the same battery in it. So you can imagine the long battery life with Samsung managing to insert a much bigger battery in a smaller device. Similarly S7 Edge, a 5.5 inch device, comes with a 3,600 mAh battery – 20% bigger than S7,” Panjabi explains.

Another great feature in Samsung Galaxy S7 and S7 Edge is the camera. Considering that these days’ most of us widely use our smartphone cameras compared to SLRs, DSLRs or point and shoot cameras, the new Samsung Galaxy models boast a highly innovative camera with brighter F1.7 lens and larger 1.4µm pixels on the image sensor helps in capturing more light rendering the photos sharp and detailed.

“The low light photographing ability of the phones is amazing. At the launch Samsung compared the S7 camera with that of iPhone 6S and there was a huge difference in the quality of photographs. However, you don’t really have to go that far. If you compare the S6 Edge camera with S7 Edge you will see the staggering difference, although the former model also has a fantastic camera,” Panjabi observes. Moreover, S7 and S7 Edge users will also be able to capture sweeping movements in panoramas with motion.

Samsung claims that “the new custom CPU, powerful GPU and 4GB RAM make for a potent combination” in S7 and S7 Edge. Moreover, with microSD support the new models have made way for memory expansion. A SIM card tray has been designed where a microSD card and a SIM card can be inserted.

“The new devices come with improved expandable memory, which is great. It can be frustrating for users to delete photos and videos to make storage space available in smartphones. Samsung Galaxy S7 and S7 Edge will resolve the lack of space issue,” Panjabi states.

“Another big plus is the waterproofing capability in the new models,” Panjabi points out. “S5 had the waterproofing capability, while S6 didn’t. However, there is a difference between S5 and S7 even in terms of the waterproofing capability. Sealed from the outside S5 was a thicker phone. In S7 waterproofing is done from the inside making the phone less bulky.”

“This feature is greatly favourable for retailers like us. Two of the biggest issues not covered by warranty are water damage and cracked screen. These models have taken care of the water damage issue,” he explains.

“The innovation around virtual reality (VR) is also worth mentioning,” Panjabi continues. “These days VR cameras have become more accessible and affordable. However, with any new content format if you’re unable to record your own videos, the success of that innovation is lost. If I buy a VR camera for a reasonable price and then take the XLine over the Dubai Fountain – a 558-metre thrill ride that begins from 90 metres above Emaar Boulevard, winds over Dubai Fountain and ends at the rooftop of Dubai Mall – and capture a 360° image of the act, it can be extremely exciting.”

“Samsung has already announced Gear 360, wherein you won’t necessarily need VR glasses to enjoy VR content; it can be viewed off the smartphone without the glasses by tilting the phone up-down-left-right. Further, a lot of this content can be watched on platforms like Facebook. So one can not only capture but also watch and share on social media. VR has finally become exciting!”

When asked about the buzz around pre-ordering activity of Samsung Galaxy S7 and S7 Edge, Panjabi shares, “Pre-orders have been quite strong. We’ve had a good number of pre-orders this time. Apart from the pre-orders, Samsung is offering an upgrade or trade-in programme this time allowing people with an existing Samsung device to trade it for S7 offering money back on the old device. They have also bundled VR glasses with the pre-bookings.”

“Unlike a big bang launch approach, Samsung has kept the focus strongly on pre-bookings this time. That’s probably because the big bang approach hasn’t been impactful of late. If people are pre-booking already, what more is there to get during a big bang launch? However, having that said we expect the new models to attract a lot of interest, particularly during the initial stage around Spring Gitex in April,” Panjabi signs off.

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