November 21, 2018 13:00
Samsung is desperately grasping at any innovation it can think of in a saturated smartphone market where cheaper Chinese rivals are increasingly catching up.
The latest gimmick is a bezel-less screen for the Galaxy S10 scheduled for release in March of 2019. The screen covers the entire face of the phone except for a small hole for the camera lens.
Apple and Huawei already have patents on a similar screen and are expected to follow quickly in Samsung's footsteps.
Industry watchers say Samsung has ditched its "fast follower" approach, where it was always second or third on any innovations, and is instead trying to claw back market share by taking the lead in innovation.
One motivating factor is that Apple is shifting strategy from constant innovation to simply producing the best quality phones once the innovations of rivals stabilize after a year or two.
Samsung's foldable smartphone, set for release in the first half of next year, is another example of the new strategy.
A Samsung staffer said, "Management has decided that we can't survive unless we keep trying new things as smartphone market growth slows and competition intensifies."
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