Samsung has witnessed a steady uptake of its Flip Pro product in the Kenyan market with a 20-30 per cent increase on sales in Q3.
Samsung head of department consumer electronics Samuel Odhiambo noted that they had seen a sale of 100 units translating to $300,000 (Sh 45.5 million) in sales, an improvement from 2022.
“On average, the 55” and 65” flip screens which are the current best-selling in the country go for a retail price of $3,000 (Sh454,590). This is way better than last year,” he said.
Even though the product is relatively still new, he noted they are still doing the hard work of convincing different ICT players to onboard this new technology.
Online statistics show that by prioritising its premium product lineup, Samsung has upheld its unparalleled leadership in the TV industry for an impressive 17 years.
In 2022, Samsung dominated the ultra-large TV market segment having reported a 36.1 per cent and 42.9 per cent market share for TVs over 75-inches and 80-inches respectively on the global market.
For the premium TV market priced over $2,500 (Sh 381,575), Samsung retained the largest market share by revenue at 48.6 per cent.
Samsung was also recognised as the top brand in the global TV market in 2022 by market research firm, Omdia.
According to Statista, revenue in the Kenyan TV market amounts to $137.7 million (Sh21.01 billion) in 2023.
It is expected to grow annually by -1.95 per cent by (2023-2028) resulting in a market volume of $124.8 million (Sh19.04 billion) in 2028.
Odhiambo said the flipchart stand screen in itself is a replacement of the traditional flipchart which is still in use even today.
He added that Samsung flip screen seeks to replace the hassle in different sectors by making it more modernised allowing to do much more digitally than writing notes, drawing and flipping.
However, he further noted that there is a bit of resistance from the Kenyan market on the flip product, as well as understanding and constraints that emanate from consumer concerns such as the pricing vs what they are used to.
“In Kenya, the 65” screen is the best selling but on average we are still not where we would want to be in terms of sales but we are aiming to have various customers come in and pick even five to ten pieces,” Odhiambo continued.
Compared to other players in the big screen technology, he argued that what makes them stand out is that the flip screen can connect to a wide range of Samsung products.
“We want to make sure that the Flip can connect with one’s tablet, mobile devices as well as any handle held device giving us an edge over competition,” he said.
“The ability to move it from one room to another, have notes, diagrams and being able to link up to a moveable screen makes it easier.”
Odhiambo also said Kenya has better acceptance of new technologies as compared to its neighbours but the only hinderance is that the level of acceptance is still not where the world is today.
With the Flip, Samsung encountered challenges at the beginning with potential buyers because the price looked way out of reach.
"Price sensitivity was a key barrier but now with customers buying and using the device, the perception has changed," he said.
The device has been developed to operate in low and or high internet connection as it can be paired to the mobile data connectivity but, however, still needs to be plugged to a power source.
Odhiambo noted that together with the Samsung R&D team, plans are underway to introduce an in-built battery for the Flip screen making more efficient to move around with.
“We also hope to bring down the inches to 30 and 40 so as to make the device portable,” he said
Apart from construction industry where the Flip is mostly used, Odhiambo also said he envisions the screen becoming dominant in more sectors such as education, hospitality and even the health sector.
“The corporate space will be the early adopters of this technology. The more the product is adopted, the more it is continues to be available, the better the pricing gets,” he added.
“As compared to this year, come next year a time like this, I am projecting another 20-30 per cent jump in sales.”
