Samsung Leverages AI, Foldables to Dominate Smartphone Marke
Samsung Electronics is stepping up its battle for Nigeria’s premium smartphone market, betting on artificial intelligence, foldable devices and stronger consumer protection to maintain its position as competition intensifies.
The South Korean technology giant said its latest Galaxy foldable smartphones are designed to deepen user engagement through personalised AI experiences, improved hardware performance and an expanded support ecosystem for premium customers.
At a media briefing in Lagos ahead of the launch of its new Galaxy foldable devices, Samsung executives outlined the company’s strategy to strengthen its presence among high-end smartphone users in Nigeria, where demand for advanced mobile technology continues to grow.
Head of Marketing Communications at Samsung Electronics, Oge Maduagwu said the company sees increasing competition in the foldable smartphone segment as a driver of innovation rather than a threat.
“We are still owning this leadership space. We are still holding on to the market in terms of innovation. Competition is highly welcome because it drives innovation, gives consumers more choices and enables us to study consumer behaviour even better,” she said.
Samsung has led the foldable smartphone category for seven consecutive years and is launching its eighth-generation foldable devices as rival manufacturers expand their offerings in the premium segment.
Maduagwu said the company’s product development is increasingly shaped by consumer feedback, with the latest Galaxy foldables focused on improving productivity, creativity and everyday user experiences.
She added that Samsung’s decision to retain the “Fold” branding reinforces its ambition to make foldable smartphones a permanent part of its premium device portfolio.
The company is also relying heavily on artificial intelligence as a key differentiator in the premium smartphone race.
Product Manager, Mobile Experience at Samsung, Stephen Okwara, said the company’s focus is shifting from simply introducing AI features to creating personalised experiences that understand users’ needs.
“As AI becomes more capable, understanding the user becomes even more important. Because Samsung operates across multiple connected devices, our AI has richer context to provide more meaningful assistance while maintaining strong security,” he said.
Samsung said its Galaxy ecosystem, spanning smartphones, smartwatches, televisions and connected devices, gives it an advantage by allowing AI tools to draw from broader user interactions while maintaining privacy protections.
The company’s new UI 9 interface introduces advanced “Agentic AI” capabilities, enabling devices to perform more complex tasks beyond traditional virtual assistant functions.
The features include intelligent call screening, AI-assisted photo editing, contextual suggestions based on conversations, and productivity tools aimed at reducing routine tasks for users.
Samsung also highlighted improvements to its Knox security platform, designed to protect personal information as AI becomes more deeply integrated into mobile devices.
Beyond software, the company said the latest Galaxy foldables feature hardware upgrades driven by customer feedback, including a larger 5,000mAh battery, improved hinges, expanded storage options and higher memory configurations to support AI-powered applications.
Samsung is also attempting to address one of the major concerns around premium foldable devices: repair costs.
Head of Mobile Experience at Samsung, Joy Tim-Ayoola, said the company’s Samsung Care Plus programme provides eligible Nigerian customers with protection against accidental damage when devices are registered within 30 days of activation.
She said customers with damaged foldable screens could access replacements at a significantly reduced cost under the programme.
“Instead of paying as much as N800,000 for a damaged foldable screen, eligible customers pay only N45,000 for the replacement while Samsung covers the balance,” she said.
Samsung expects the global foldable smartphone market to expand by about 20 per cent annually, with foldable devices becoming an increasingly important segment of the premium smartphone industry.
