This report reviews Samsung’s performance in 2025, analyzes elements of its smartphone strategy, and lists opportunities and challenges it faces in 2026.
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Samsung Smartphone Strategy Outlook 2026
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The Analyst Team
Sheng Win Chow
Follow AnalystSenior Analyst, Smartphones
Sheng Win Chow is a Senior Analyst in Omdia’s smartphone team, specializing in go-to-market strategies, product and channel execution, and portfolio planning. He provides actionable insights to help vendors optimize product alignment and sales models, maximizing impact across the global smartphone ecosystem. With over a decade of industry experience, Sheng Win’s expertise combines sales operations, retail distribution expertise, and market analysis to offer a comprehensive perspective on how vendors, telcos, and retailers interact across the value chain. He has worked in e-commerce management, channel sales, trade marketing, demand planning, and market research for leading technology companies and consultancies. A graduate of the University of Adelaide with a Bachelor of Commerce in Marketing, Sheng Win is fluent in English and proficient in Chinese. His deep knowledge of South-Eastern Asia’s smartphone channels and global market dynamics enables him to help clients refine strategies, anticipate risks, and seize opportunities in fast-changing markets.
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