Samsung has taken the wraps off its latest phone with a bizarre new kind of camera
It’s a rotating rear camera system that slides up above the screen and flips over to also become the front-facing camera.
The new Galaxy A80 device doesn’t have a camera built into the front of the device, instead it dedicates the entire screen to what Samsung calls a new version of its ‘Infinity Display’.
Bhikha said: ‘Samsung has attempted to push boundaries so far this year, with the launch of the Galaxy Fold and Samsung Galaxy S10 5G catching the eye as it has sought to counter its smartphone sales slump.’
‘However, despite the impressive tech included with these handsets, the steep price tags have not convinced huge numbers of consumers to part with their cash as the industry continues to struggle with smartphone apathy.
‘Samsung hopes the Galaxy A range may be the antidote: high-quality mid-range alternatives that don’t lean too heavily on tech gimmicks but simply deliver what people want and need on a daily basis.’
The Korean technology firm remains the world’s largest smartphone maker, but that position has come under increased pressure in recent months from Huawei, as well as a number of other emerging Chinese brands such as Xiaomi and Oppo, which have offered premium smartphone features at lower prices.
‘Consumers are spoilt for choice with so many competitively equipped handsets, meaning price looks set to be the deciding factor as name recognition carries increasingly less significance – even for a heavyweight such as Samsung,’ said Mr Bhikha.
Samsung mobile boss DJ Koh said the firm wanted to offer phones to everyone, across all budgets.
‘Consumers are at the centre of everything we do and they search for devices personalised to their specific lifestyle. Armed with our expertise, global capabilities and rich consumer insights, Samsung is uniquely positioned to provide innovations for everyone,’ he said.
‘The Galaxy A Series provides a range of models so everyone can choose a device that fits their unique needs and enables them to pursue their passions.’
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