How Samsung wants to increase its B2B activity


So far, B2B accounts for between 25% and 30% of Samsung’s business in Europe. A share that the South Korean giant wants to increase in the coming years. The new XCover 6 Pro is part of that ambition.

Popular with the general public, as evidenced by its position as a leader in the global market for smartphones and TVs, Samsung also intends to seduce businesses. And with good reason, with digital transformation suddenly accelerating with the Covid-19 epidemic, demand from professionals has increased, and smartphone manufacturers, such as Samsung, Apple, Xiaomi and Oppo at the fore, are struggling to tap into this potential market to be conquered.

At the beginning of the 2000s, Samsung had set an ambitious target as it was about B2B to have 60% of the group’s sales volume by 2020. The South Korean juggernaut didn’t even exist yet, but it has come a long way. To date, B2B accounts for between 25% and 30% of the Asian company’s activity in France and Europe. The share of the chaebol, which accounts for a fifth of South Korea’s gross domestic product, wants to increase in the coming years.

Samsung invests as much as Apple invests in research and development

With this in mind, Samsung is implementing a strategy based on three pillars: innovation, a broad and interactive ecosystem (smartphones, tablets, connected objects, computers, etc.), and security. To give itself the means to aspire in terms of innovation, the group is one of the tech giants in the world that spends the most money on this aspect.

In 2020, Samsung invested $18.8 billion in research and development according to data collected by Statista, which is equivalent to Apple, its direct competitor in the smartphone market. The company’s investments are divided between 34 R&D centers and seven design centers around the world, which file more than 5,000 patents each year. In total, more than $200 billion in research and development investments are planned by 2024.

Advertising, your content continues below

Provide a harmonious work environment between smartphone and PC

It is clear that Samsung’s research and development expenditures are used to develop new technologies and new uses for the general public, but also to meet the needs of companies. The idea is to find in the professional field the ease that users have with their devices in their private life. Whether you work in transportation, from home, or have clients, accessing business applications should be easy. Reconciling professional and personal environments should not be a problemRoman Verne, Head of Marketing Team at Samsung Electronics France explains. Today, it is not only necessary to respond to the challenges of hybrid work, but also to the problem of retaining talent and attracting new employees. However, this need to recruit and retain requires appropriate digital equipment.”

To fit this framework of change in the professional space, Samsung is particularly dependent on its ecosystem, which has been enhanced through partnerships with Google and Microsoft in order to deliver homogeneous experiences between the South Korean giant’s various devices. On Android, the latter has particularly developed an app overlay to advance the user experience. In fact, this allows Crossing the Android environment with the Windows environmentin order to set up The interrelationship between these two environmentssays Roman Verne.

Advertising, your content continues below

This intersection of the worlds of smartphones and computers led to the creation of DeX (Desktop Experience), a mode that allows you to use your smartphone like a computer by connecting it to an external monitor. In this way, it is possible to turn your smartphone or tablet into a desktop computer thanks to an improved interface, without having to use a real computer. This feature offered by the Galaxy S8 can be useful for employees who have had to call different workstations as part of their duties, in assembly lines for example.

Advertising, your content continues below

Thales seduced by DeX mode

This hybrid approach from Samsung caught the attention of Thales, which called on the services of the Seoul giant to accelerate the digital transformation of its product lines in Cholet, Brive and Laval. In these three locations, the French electronics group specializing in defense and security has selected Samsung Galaxy Enterprise Edition terminals offering Samsung DeX mode (Galaxy S20, Galaxy S21 and Galaxy Tab Active3) in order to save its employees time, while improving data collection. Because yes, all employee manipulations are now centralized into a single station that functions as a smartphone, tablet and computer as needed.

Along the same lines as DeX, the Flow function allows you to display the content of your smartphone on a computer or tablet. With this mode, the smartphone does not turn into a desktop computer, but allows viewing of stored files on a larger screen and transferring them between devices, all without cables.

With DeX and Flow, Samsung offers two features that can address the issues of mobile workers. And for good reason, they only need one device to work from anywhere. Additionally, it limits cybersecurity friction points, as data is no longer transmitted across multiple devices.

In terms of security, Knox enables a layer of security to be built into all mobile devices, by isolating and encrypting data in real time to counter malicious attacks. With the Knox offering, corporate IT teams can remotely configure mobile fleets and assign terminals, if needed. They can also choose applications, define access and restrictions for employees, as well as manage all versions of the operating system in their fleet.

Advertising, your content continues below

XCover 6 Pro, Samsung’s new spearhead to seduce professionals

Along with these various services and features launched in recent years, with the XCover 6 Pro, Samsung wants to make a difference this summer in the French and European markets. With this new model, the South Korean group is relying on the enhanced mobile segment, which is still completely secretive, but the French brand Crosscall is also positioned on it. The latter also decided to move its production to France at the expense of China, when the Covid-19 crisis jeopardized its activity. The Aix-based small and medium-sized company will invest 10-15 million euros to set up an assembly site in France, to produce 80,000 units per month.

Advertising, your content continues below

On Samsung’s side, the XCover 6 Pro is attacking the transportation, retail, production and government sectors, which account for 88% of the rugged smartphone market, according to the VDC research group. To address these different sectors, the terminal includes many features, such as programmable keys, DeX mode or even bar code scanning, NFC technology and mPOS (Mobile Point Of Sale) payment, which can be particularly useful in retail to deal with service issues Logistics and payment.

The art paper is rather elegant. It highlights a terminal that houses Qualcomm’s Snapdragon 778 chip. This includes a 5G modem, whose undeniable efficiency hit the mark in 2021, with 6 GB of RAM, 128 GB of storage and a microSD port. The smartphone also features a 6.6-inch Full HD+ LCD display, which Samsung notes has been tweaked upwards to make it easier to use with gloves or wet hands. On the image side, the device is based on the traditional configuration that includes a main sensor of 50 megapixels with a wide-angle lens (f / 1.8) and a second 8 megapixels with ultra-wide angle. Everything under Android 12 is powered by a 4050mAh battery that is compatible with 15W charging.

Advertising, your content continues below

Samsung Galaxy XCover 6 Pro.

© Samsung

Additionally, Samsung adorns its smartphone with Gorilla Glass Victus screen protection, but also traditional MIL-STD-810H (Military Resistance Standard) and IP68 certification, which adds fresh water resistance to those products and sanitizers. The terminal is logically equipped with a shell that is slightly bulkier than that of conventional smartphones, with a thickness of 9.9 mm, but the device remains relatively light at 235 grams. Security is also in the spotlight at the software level, with Knox service included, plus three years of guaranteed software updates, plus five years of security patches. The fingerprint reader is hidden in the smartphone’s power key, next to a programmable button.

With characteristics very close to a mid-range smartphone, Samsung justifies its price with a solid design. The device is therefore offered in Enterprise Edition at a price of 599 euros. Thus completing the Seoul Group’s offering in the B2B market. The South Korean company wants to make the difference, whether by using tools and terminals to facilitate work in the field for blue-collar workers (delivery staff, conveyors, cashiers, etc.), or software and hardware to meet the needs of white-collar workers. The market attracts more and more attention.

Advertising, your content continues below

Advertising, your content continues below

Leave a Comment