Samsung Southwest Asia president JB Park sheds light on Samsung’s India playbook on making foldables more accessible

JB Park

Samsung’s new range of foldable smartphones — the Galaxy Z Fold7 and Galaxy Z Flip7 — has generated considerable buzz, bringing notable upgrades over their predecessors. Alongside these flagship models, the company also introduced the Galaxy Z Flip7 FE — its first-ever Fan Edition foldable.

This launch prompts a key question: Why was a Fan Edition necessary for the foldable lineup? Samsung already offers FE variants across its smartphone, wearable, and audio categories — but until now, the foldable segment lacked one.

To understand the strategic thinking behind this move, Moneycontrol spoke with JB Park, President and CEO of Samsung Southwest Asia, at the Galaxy Unpacked 2025 event. Park shared insights into the Galaxy Z Flip7 FE’s positioning and how it fits into Samsung’s broader India strategy.

A bridge between mid-range and flagship

While Samsung already caters to a broad audience with its A-series and flagship models, Park acknowledged a pricing and feature gap that needed to be addressed.

“The Fan Edition (FE) … it was a stepping stone to go up the ladder,” Park said, explaining the logic behind introducing the Flip7 FE. “Samsung has A-series that covers the mass, the mid, and premium. Then from flagship upwards, there is a missing gap that we see.”

Unlike rivals who depend on older flagship models to span multiple price points, Samsung has designed the Fan Edition to offer current-generation features at a more accessible price. “Our competition has an N-1, N-2, N-3 strategy because they don't have an A-series or mass,” he added. “Samsung, however, from A-to-flagship, we saw a missing point. We call that a Fan Edition to give opportunity to those who want to have a flagship experience, but on a budget.”

FE bridges aspiration and accessibility in Tech

Addressing how the FE might make the foldable segment more mainstream, Park explained, “Fan Edition is about giving a flagship experience on a budget.” By positioning the FE as an aspirational bridge, Samsung aims to democratize access to features that define the premium segment, making technology that was once only for a select few available to a larger customer base.

Park’s comments reflect Samsung’s effort to future-proof its India strategy. By identifying and filling the ‘missing middle’, the company ensures consistent relevance and appeal across shifting consumer preferences, while simultaneously making advanced technology approachable for more users.