Samsung Electronics aims to ramp up phone marketing in Japan to compete with rival Apple there.
Keisuke Ishii of Samsung Japan told the Asahi Shimbun on Thursday, "We are modifying our strategy that now focused on premium products and launch a wide range of products with specifications catering to the taste of Japanese consumers."
In partnership with Japan's largest mobile provider NTT DoCoMo, Samsung has targeted high-end market with the Galaxy S4 smartphone.
But Apple came to a belated agreement with Japanese telecoms and is now marketing its mid-price iPhone 5C as well as premium iPhone 5S with NTT DoCoMo, so Samsung decided to diversify its lineup.
Earlier this month, the Korean giant released Galaxy J smartphones that come in a wide range of colors.