“Noise Cancelling and AI Translation at ‘This Price’… Samsung Electronics Shakes Up the Market with ‘Galaxy Buds3 FE’”

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Samsung Intensifies Value-for-Money Premium Strategy with 'Galaxy Buds3 FE'

Samsung Electronics will launch the new product 'Galaxy Buds3 FE' priced at 110,000 KRW worldwide next month. This move is not merely about introducing a low-cost product but can be interpreted as a strategic attempt to establish a new positioning in the wireless earphone market.

Samsung has added the 'FE (Fan Edition)' line alongside existing products 'Galaxy Buds3 Pro' (319,000 KRW) and 'Galaxy Buds3' (219,000 KRW). The key aspect is not just lowering the price for a budget model, but maintaining premium features while lowering the entry barrier.

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The 'Galaxy Buds3 FE' comes equipped with essential features such as Active Noise Cancelling (ANC) and AI-based real-time translation, and the battery life has been extended to a maximum of 30 hours. The external design is identical to the existing Buds3, delivering the message to consumers that they are receiving a "premium experience at a reasonable price."

Samsung's Positioning in Global Competition

The wireless earphone market sees Apple maintaining over 20% market share with its AirPods, while Chinese companies like Xiaomi and Huawei are rapidly increasing their share with low-cost products. The 'Galaxy Buds3 FE' presents Samsung's unique solution amid this polarized landscape.

The launch price in Europe is approximately 240,000 KRW and around 170,000 KRW in the US, but it will be set at 110,000 KRW in South Korea. While targeting a price-sensitive consumer base, there is a strategic message that goes beyond simply being "affordable" and emphasizes "expanding the premium experience more broadly."

Symbolic Meaning of the 'FE' Series

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Samsung's 'FE' lineup has similarly occupied a position in the smartphone segment. It has played a role in widening the consumer base by maintaining key features of higher-end models at reasonable prices, and now this formula has been applied to wireless earphones as well.

According to market research, products priced below 100,000 KRW account for half of total wireless earphone sales.

The 'Galaxy Buds3 FE' is expected to position itself as a unique strategy that absorbs this demand while not compromising on "Samsung's premium experience."

Image source: Galaxy Buds3 / News1, Photo provided by Samsung Electronics

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