It was a big deal, and very well done. “The most advanced smartphones in the world, with designs to match,” said Younghee Lee, Samsung’s head of marketing, who led the announcements at the media and partners event at Mobile World Congress.
Various Samsung execs talked up the various features of the phones – a built-in battery that charges more quickly and lasts longer than any others in the industry, much higher resolution screen, a front camera better than many rear cameras, , a secure payments system, an improved interface, and all the rest.
She introduced Samsung CEO of mobiles JK Shin, who gave a brief talk extolling the machines’ virtue. “I may not be the best public speaker,” said Shin in heavily accented English.
“That is because my first language in engineering" (cheers and groans from crowd).
Tim Cook he ain’t, but then Cook ain’t no Steve Jobs, either. You don’t have to be charismatic to announce charismatic products.
Then Lee returned to the stage to take the audience through the phone’s features. Talking of the S6’s physical strength, she said: “My first language may not be engineering, but I can tell you this phone will not bend.” (more cheers and groans from the crowd).
It will be available on 10 April – countries were not specified, but presumably Australia will be in this first round. Price was not mentioned.
Samsung needs the S6 and S6 Edge to make a splash – its existing phones have been slaughtered by the iPhone 6 and 6 Plus in the last six months. The machine certainly has the capabilities, but Samsung just doesn’t have Apple’s marketing edge or air of exclusivity.
Product specs follow.