Samsung Electronics reveals a new Galaxy phone amid struggle to stay atop the industry

Samsung Electronics Co. plans to reveal a new high-end Galaxy phone next week. The situation, though, is quite different from the one met by the smartphone manufacturer when it presented the previous model of the device as the company now struggles to keep its leading position in a highly competitive industry.

The company is expected to present the new device at a trade show in Barcelona, where Samsung, the largest mobile-phone manufacturer in the world, will share the attention with other carriers and companies. The Korean phone-maker has recently been dealing with decreasing profit growth, a share price decline and increasing sales by Apple Inc. and Xiaomi Corp.

According to a person with knowledge of the device, who asked not to be named before the public release of the phone, the new Galaxy phone will have a 5.2-inch screen that is larger and sharper than the one of the S4 device. It will also own an improved battery and a better camera.

Samsung chose a strategy of using a varied Galaxy lineup in order to keep its leading position over the business, which turned out to be both profitable but also devastating for some companies such as Motorola Mobility and Nokia Oyj.

The director of global wireless practice of Strategy Analytics – Neil Mawston commented the situation for Bloomberg: “The smartphone market is getting crowded. Samsung needs something different in its product designs to stand apart in a sea of black rectangles on store shelves.”

The Executive Vice President of Samsungs mobile business – Lee Young Hee – said in an interview in January that the company will “go back to the basics” with the new device, which is to be presented. The company has not disclosed any special features except from the potential inclusion of eye-recognition technology.

Pak Yuak, who is an analyst working at Meritz Securities Co., said for Bloomberg: “No ‘wow’ factors will appear in the S5 with just some slight changes to design and functions such as a metal back cover or waterproofing. Expectations have been significantly lowered.”

Samsung Electronics Co. Ltd rose by 3.42% in Seoul, the most since August 13, to close todays session at 1 330 000 KRW, marking a market capitalization of 195.9 trillion won. Samsungs stock fell 14% last year.