CCS Insight's Chief of Research, Ben Wood, comments on the industry impact of the Galaxy Note 10+ launched today by a wide range of telcos

August 8, 2019

CCS Insight: The Note 10+ follows a tried and tested formula offering a super-sized display which has been the DNA of Note devices since their inception. However, the Note 10 sees Samsung taking its S-Pen to a different part of its smartphone portfolio with a screen size similar to the Galaxy S10+. It will be interesting to see whether this adds to Samsung’s overall sales or merely shifts volume from one flagship to another.

In the face of intense competition, Samsung appears determined to cover ever available niche. Furthermore, offering S-Pen support to a smaller form factor is undoubtedly designed attract consumers who want a pen but feel the screen on Note devices is too big.

To the casual observer it is increasingly difficult to tell Samsung’s premium Galaxy S and Galaxy Note devices apart. This is in stark contrast to early generations of the Note devices which looked very different to their Galaxy counterparts. This underlines the growing challenge that all smartphone manufacturers face when trying to differentiate their products from those of rival smartphone makers or when differentiating specific products within their own portfolios.

The deepening partnership with Microsoft capitalises of the strengths of both companies. We consider it an acknowledgement that Android is emerging as a key enterprise platform. This is in stark contrast to the perception of Android a few years ago when many CIO considered the risk of ranging it as an enterprise device as being ‘radioactive’. 

Samsung’s deepening partnership with Microsoft was arguably the biggest news at the event. Samsung Mobile’s relationship with Microsoft started in 2015 when it first offered a trio of Microsoft apps and OneDrive storage on the Galaxy S6. This was followed by a “Microsoft Edition” of the Galaxy S8 in 2017. Being able to wirelessly connect your smartphone directly to a PC running Windows at the touch of a button is a big step forward.

The cooperation between Microsoft and Samsung is a potent combination. Samsung can deliver unrivalled reach in terms of hardware and scale, while Microsoft is the leader in enterprise apps.

The Note 10+ is a widely anticipated additional to Samsung’s device portfolio and will appeal to long time Note devotees looking to upgrade. Given these consumers are typically technology enthusiasts, 5G support will also be appealing. 

The smaller Note 10 is a gamble for Samsung. It competes with the existing Galaxy S10+ and the two new Note products result in a crowded premium portfolio for Samsung. Pricing discipline and clear messaging around the relative benefits of these new devices versus existing products will be essential.