To differentiate with others as well as their own products

Last week, reports around the world floated speculating Samsung’s decision to move from flat displays and going only with curved ones in the upcoming flagship, Galaxy S8. And here is why it makes a perfect sense.

The Android fragmentation is at its peak with a plethora of OEMs launching dozens of smartphones every month. It’s becoming extremely difficult for top OEMs to differentiate themselves from others. Just ask LG and HTC, how their 2016 flagships are performing? You will get the idea.

Last year alone, Google witnessed more than 600 smartphones launches featuring green robot, so how can you make your product stand out in this crowded Android world? Well, software isn’t a solution. Under the hood, they are all running Android with OEM’s skin over the top. The basic functionality and features remain same. No one is buying Samsung for TouchWiz or HTC for Sense UI. Then we have processors and here too manufactures are helpless and have to pack whatever Qualcomm is offering. So, that leaves them to hardware and design modifications and I think this is where Samsung nailed it.

Sure, LG G5 has friends, M10 contains great audio capabilities but one need to have accessories to actually witness it. While the curves in Galaxies strike perfect first impression in stores and motivate consumers to pick up and try it. Granted, the previous generation curves came with some hassles. From Note 4 edge’s awkward one-sided curve to S6’s sharp edges and S7’s unintended touches, they all brought some sort of frustration. But with Galaxy Note 7’s dual curved symmetrical design, I think the Korean giant finally mastered the curve. Also, some may find ‘Edge’ software gimmicky and useless but it’s just a value added option. Take it or leave it. Your choice. Remember, people aren’t buying millions of edge smartphones for its software.

It’s a business decision as well. Last year, S6 Edge outsold its flat brother at launch and the same trend continued this year as well. Being an expensive option, the edge not only brought healthy profits to Samsung but also strengthen company’s position as a premium Android smartphone manufacturer, which is really rare now.

Last but not least, let’s talk about Samsung’s own products. For years, the company got criticism for carrying same design language among its smartphone portfolios. Be it a $100 Galaxy phone or $700, they all looked same from outside. I know, the company changed all that with the introduction of metal glass cladded Galaxy S6 but then again Samsung is upgrading their mid-range A series with same materials. Just look at 2016 Galaxy A series, strikingly similar to regular Galaxy S series, right? With curved only Galaxy S8, Samsung can easily send the message saying, ‘Look, curves are exclusive to our more expensive Galaxy S and Note series’.

So there you go. Love it or hate it. Curved displays are here to stay and it’s only growing rapidly than ever.