Samsung appeals to next generation with Galaxy Ace Style smartphone launch

Samsung has launched a mid-range smartphone, aiming the marketing at the next generation of mobile gadget users.

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Credit: Samsung

Samsung has launched the Galaxy Ace Style smartphone, touting the device as a way to empower "young social consumers."

The South Korean firm announced the device on Tuesday. The Galaxy Ace Style features a 1.2GHz dual core processor, a 4-inch WVGA display, the TouchWiz Essence touch-user interface, and 4GB internal memory.

The Galaxy Ace Style runs on Google's Android 4.4 KitKat operating system.

Samsung says the smartphone is "designed to support and power young social consumers," and is a "fun," "expressive," and "easy-to-use" model. The Galaxy Ace Style is being marketed toward younger mobile phone users, coming preloaded with ChatON for messaging and content sharing, and is also equipped with a 5-megapixel camera back-facing camera.

The device will be available globally in Cream White and Dark Gray beginning this month, and although no price points were disclosed, reports suggest that the smartphone is suitable for the budget-conscious or parents looking to purchase a child's first phone, and likely will cost no more than $315.

It makes sense for large tech companies to look toward the new generation as a continual profit driver. As the mobile device market becomes increasingly saturated, companies have looked towards emerging markets, entry-level devices, and budget models to keep money flowing into coffers. By targeting the next generation of users, Samsung is encouraging consumers to stick with the familiar Samsung brand once they're older and perhaps more willing to spend out on a more expensive model.

Samsung's first quarter earnings guidance suggests that the company expects an operating profit of approximately 8.4 trillion Korean won, which is down year-on-year from 8.78 trillion won.

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