Samsung Electronics has expanded local procurement in India to software as it attempts to regain the lead in the country’s rising market from low-cost Chinese opponent Xiaomi.
Samsung lately formed a contract with Indian software developer Indus OS to allow its Galaxy Apps store to support different local languages.
The smartphone producer, which in July opened what it called the world’s biggest mobile factory on the borders of New Delhi, looks to nearly double the number of smartphones it makes in India to 120 million a year from 689 million by 2020. The Indus contract provides a benefit over rivals such as Xiaomi and Vivo, which have yet to introduce apps in local languages.
The output expansion seeks "to cope with fast-rising demand in India's smartphone market as well as increase exports to overseas markets," Samsung said in a statement.
The basic Indus operating system allows rural customers of Samsung Galaxy phones download apps without signing in with an email address, which several of them do not have. The software supports 12 local languages in addition to English.
"With a spurt in number of users from smaller towns and cities, we foresee a tremendous growth in demand for vernacular app economy," said Sanjay Razdan, senior director at Samsung India, adding that consumer feedback had driven the move to support more languages.