Not one but three new phones have arrived from Samsung as part of its push to win over millennials. The South Korean company has unveiled the Galaxy A10, A30 and A50, which go on sale today. t2 caught up with Ranjivjit Singh, chief marketing officer and senior vice-president of Samsung India, to talk about the new members of the family.

What’s the idea behind the three new phones?

This is a really exciting journey, exploring customer insights and finding out what they want. We discovered that the younger generation, the millennials are demanding a lot from their phones. Video has especially become very important to them and so is gaming. These findings have been keeping us busy, making us wonder what we can do to be ahead of the curve, which is what the A series is about. Look at the display — Super AMOLED with Infinity-U (A50 and A30) and Infinity-V (A10) — and the processor helps meet the demands of young consumers.

What’s the roadmap for more launches in the A series?

Today we have launched three phones, following this will be another launch and then another launch, right up to June. Each launch will see segment-first features… innovations. Like here, the processor and the display are simply tops. Now we are talking of ultra-wide videos. In the A7 and the A9 we spoke about ultra-wide photographs but ultra-video is a completely different experience. Also, slow-motion video was something that was on the flagship models but now we have brought it to this segment. These are things that would excite people.

How much of the R&D centre here contribute to the feature set?

The R&D centre in Bangalore is the largest outside of Korea. A lot of the work you see on the camera front is coming from Indian engineers. The AI they are building into the cameras is amazing.

How do you approach the price factor?

The Galaxy A10 comes for Rs 8,490 and then we keep getting more competitive. From the sessions we have had with youngsters we have learnt a lot, like the number of times they unlock their phones just to use the camera — 21 times a week on an average. They spend over 200 minutes per week watching videos. Also more than 200 minutes a week are spent on video games. So we wanted to give them phones with which they can say: “Ya, I am sorted.”

Youngsters are enjoying the new Samsung phones, which is a good sign.

There is a wave of trust. A plethora of choices can confuse but we have kept the brand refreshed and updated. Today we announced three phones and every month we will launch even more, taking prices up to Rs 50,000. If a brand can offer such a range, youngsters will automatically stay with the brand. We are talking about (sales) in the range of $4 billion in this year, in terms of just the Galaxy A series.

Inside the Galaxy A50

Display: 6.4-inch FHD+ (1080×2340) Super AMOLED

Processor: Exynos 9610 octa-core

Camera: Front — 25MP FF (F2.0) and rear — 25MP AF (F1.7) + 5MP FF (F2.2) + 8MP FF (F2.2)

Memory: 6 and 4GB RAM; 64GB, expandable up to 512GB

Battery: 4,000mAh (15W fast charging)

Price: Rs 22,990 for 6/64GB and Rs 19,990 for 4/64GB. The A30 is priced at Rs 16,990 and the A10 at Rs 8,490