Olympics delay deals setback to Samsung’s Japanese plans

The postponement of the Tokyo 2020 Olympics due to the coronavirus, has sent shockwaves throughout the sporting world, but also the business world. (AFP)
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Updated 28 March 2020

Olympics delay deals setback to Samsung’s Japanese plans

  • The delay may mean the South Korean tech giant has lost a crucial window of opportunity

SEOUL: For Samsung Electronics, the 2020 Tokyo Olympics was going to be its springboard to a long-held goal — significant inroads into Japan’s lucrative smartphone market, where Apple Inc. dominates.

But after the Games were postponed to 2021 due to the coronavirus pandemic, the long-time sponsor’s marketing plans — centered on its new S20 smartphone — have gone awry.

The delay may mean the South Korean tech giant has lost a crucial window of opportunity. It had been expected to tout its 5G capability in its Olympics ads, aiming to attract a population excited to watch the Games with cutting-edge technology before Apple had a 5G product on the market.

“Samsung was keen to use the Olympics opportunity in Japan. In that sense, it’s a bad situation,” a person familiar with Samsung’s operations told Reuters.

“A lot of the momentum for smartphone demand in the lead-up to the Olympics will also be gone.”


  • Samsung may have lost opportunity to take early lead in 5G.
  • Japan long an Apple stronghold, Samsung has 4% market share.
  • Experts expect Samsung campaign to reset around a new phone.

Former Samsung officials and analysts said it would likely go back to the drawing board to promote a new flagship phone due next year.

When asked about the impact of the Olympics postponement on its strategy for the Japan market, Samsung declined to comment, saying only it would continue to provide innovative technology for Japanese customers regardless of when the Games commence.

Samsung may be the world’s No. 1 smartphone maker by volume but it has just a fraction of the Japanese market.

In contrast, Apple which first began selling the iPhone in Japan in 2008, gained share thanks to an aggressive advertising and pricing campaign from SoftBank — at the time its sole distributor. Japan has since become a loyal premium market and key profit center for the US firm.

Apple currently commands 53 percent of the Japanese market, Sharp Corp. has 12 percent and Sony Corp. has 7 percent, according to Counterpoint Research. Samsung, which has lost ground since 2013, has 4 percent.

Indicative of Samsung’s struggles was its 2015 decision to drop its name from smartphones sold in Japan and just go with Galaxy branding — the only market where it does so. It’s a move some analysts attribute to historical tensions that often flare up between South Korea and its neighbor.

“I believe they did so due to the growing number of Japanese consumers who take political factors into account in their purchases,” said Shengtao Jin, a research analyst at Canalys.

In its run at Apple’s stronghold, Samsung had laid the groundwork for a concerted campaign.

In March last year, it opened the world’s biggest Galaxy store in Harajuku, Tokyo’s popular shopping district for youth fashion and pop culture. Boasting eight floors, the glitzy building has an exterior decorated with more than 1,000 smartphones. Samsung’s mobile and network division chief Koh Dong-jin, officials from the International Olympic Committee and Tokyo 2020 organizers attended the opening ceremony to mark 500 days until the Games.

Then in May, Samsung’s heir and de facto head, Jay. Y Lee traveled to Japan, meeting with executives from mobile carriers NTT DoCoMo Inc. and KDDI Corp. to discuss 5G cooperation.

DoCoMo and SoftBank Corp, the domestic telecom arm of SoftBank Group, are currently rolling out 5G services. But the delay of the Games means 5G is not expected to gain momentum until Apple launches a 5G-capable iPhone, analysts said.

That phone is expected to arrive by end-2020, though some media reports have said it may be delayed by the pandemic.

“Samsung could have taken an early lead in 5G but the Games postponement is a setback,” said Jeong Ok-hyun, a former LG mobile executive and a professor at Sogang University in Seoul.

“The virus could also lead to delays in the development of the 5G market, which will be a relief to Apple.”

For the time being, it remains to be seen if Samsung will proceed with plans to sell a special Olympics edition S2v0 phwone with 5G capability. The phone to be sold by DoCoMo was due to be launched in June and Samsung began taking pre-orders this month.


Bayut and Dubizzle merge to create a Dubai-based unicorn company

Updated 23 min 37 sec ago

Bayut and Dubizzle merge to create a Dubai-based unicorn company

  • The two owner companies will also run a $150 million investment round
  • EMGP will continue operating both Bayut and Dubizzle in the UAE

DUBAI: The owners of UAE technology firms Bayut and Dubizzle have announced a merger which will form a $1 billion Dubai-based unicorn company, state news agency WAM reported on Tuesday.
Emerging Markets Property Group, EMPG, and OLX Group will also run a $150 million investment round as part of the agreement to merge their MENA and South Asia operations.
Unicorn companies are privately held startups valued at over $1 billion.
The merger makes OLX, EMGS’s largest single holder with 39 percent of shares. EMGP will continue operating both Bayut and Dubizzle in the UAE, and the merger will bring OLX entities in Egypt, Lebanon, Pakistan and several GCC countries into the company’s reach.
“This merger of EMPG and OLX will allow us to better serve our customers, given that both operate brands with a strong following and will allow us to leverage existing tech and data to paint a more accurate picture of the state of affairs in the real estate industry across the region. At the same time, we will be making significant technology investments to provide more value to all users of property, automotive and other segments of the Dubizzle and OLX platform,” Head of EMGP MENA Haider Ali Khan said.
The cumulative value of properties sold in the UAE, Egypt, Lebanon and Pakistan through the websites is estimated at $8.984 billion, offering a possible commission pool of above $1.9 billion for real estate agents.
Meanwhile, Ali Maabereh, head of mergers and acquisition (M&A) at KMPG in Saudi Arabia said M&A activity will increase in GCC countries amid the coronavirus pandemic as SMEs and several large corporates will look for capital injections to satisfy working capital needs.
“The current pandemic is creating a lot of uncertainties and contradictions in what to expect after the dust settles. The expected key impacts on companies are shortages of liquidity and working capital requirements. Though companies might be running a healthy P&L, there will be significant pressure on working capital requirements,” he said.