Samsung Electronics’ smartphone business plans to produce around 10 million units of the Galaxy S20 Fan Edition (FE) that is launching on September 23, TheElec has learned.
The phone is aimed at securing market share for the company during the remainder of 2020.
Galaxy S20 FE will be unveiled at its own Unpacked Event on Wednesday.
It is a derivative model of the Galaxy S20 series with a more affordable price tag.
Samsung ceded its smartphone top spot to Huawei for the first time ever in the second quarter, according to Strategy Analytics. But due to US sanctions taking effect, the South Korean tech giant will likely regain grounds it has lost to its Chinese rival.
Huawei had a market share of 19.7% in the second quarter while Samsung had 19.1%, according to the research firm. It estimates that Samsung will secure a share of 24.5% in the third quarter and bounce back. Huawei, meanwhile, is expected to see its share drop to 13.9% in the third quarter.
Galaxy S20 FE is expected to cost between 800,000 won to 900,000 won in South Korea.
Galaxy A51 costs 572,000 won in the country, while iPhone SE 64GB costs 550,000 won.
Samsung already held two Unpacks in the second half alone, for the Galaxy Note 20 series and Galaxy Z Fold 2.
The company is aiming to offset the lackluster performance of the Galaxy S20 series launched in the first half of the year through these continuous marketing blitzs, people familiar with the matter said.