April 19, 2024

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[THE INVESTOR] Samsung Electronics is betting big on preorders for its upcoming Galaxy S8 smartphone before the phone’s official launch on April 21.

According to industry sources on March 21, Samsung has recently decided to unveil subsidy plans for customers earlier than usual during the preorder period of April 7-17, while making preordered phones go into service from April 18 even before the official release. 

Initial Galaxy S8 colors leaked by Evan Blass

The company also plans to kick off a nationwide hands-on event right after the phone’s unveiling in New York and London on March 29.

Sources predict the new phone is highly likely to sell more than its predecessor Galaxy Note 7 that sold some 400,000 units during a 13-day preorder period last year.

Despite the upbeat preorders, however, Samsung had to suspend sales of the bigger-screen Note 7 in a month following a series of fire and explosion reports. The company suffered more than 7 trillion won (US$6.26 billion) in operating loss from the fallout.

Samsung is expected to make all-out efforts to offset the losses with the new phone ahead of the September release of Apple’s iPhone 8.

The S8, among other things, will feature a larger screen -- 5.8-inch for the S and 6.2-inch for the S Plus -- that covers most of the front body. Samsung also plans to debut its new artificial intelligence assistant Bixby, adding a dedicated button on the side of the device.

By Lee Ji-yoon (jylee@heraldcorp.com)