Here is something I just wrote in response to another user regarding the Galaxy Book series at Tablet PC Review:
Interesting. I noticed a striking similarity in pricing between the Galaxy Book 10 and the Surface 3:
At launch, the Galaxy Book 10’s pricing is:
At launch, the Surface 3’s pricing was:
+$129.99 Type Cover
Also at launch, the Galaxy Book 12’s pricing is:
$1129.99 i5 128GB
At launch, the Surface Pro 3’s pricing was:
$999 i5 128GB
+$129.99 Type Cover
The issue I have with the Galaxy Book’s pricing is they are making the dangerous assumption that technology has been at a standstill since the times of the Surface 3 in 2015 and the Surface Pro 3 in 2014. This is incorrect. The reason these products were successful in their respective periods was because prior needs were not met and they catered to those needs. Now in 2017, needs have increased and the baseline has been raised above where many features of the Galaxy Book lie. Other companies have opted to meet these increased needs at the same target price points. In spite of this, Samsung is banking on two outcomes. First, every perspective buyer will perform the value-add calculation of the included keyboard and compare the Galaxy Book with the Surface Pro 3 and Surface 3. This is far too idealistic: most consumers hardly even keep a budget, let alone are capable of performing the math required. Most consumers also hardly remember products from one year ago, let alone two or three. Generally, consumers look at the product itself independent of its bundled accessories and judge its pricing according to its current competition. The two general schools of thought most consumers follow are either: (1) the product at the lowest price with similar features wins; or (2) the product with the best features for the same price wins.
Second, every perspective buyer will purchase based on the inclusion of EMR and, in the case of the Galaxy Book 12, an OLED display. Samsung neglects that Dell has already released tablets with OLED more than a year prior to the Galaxy Book’s release and OLED failed to sufficiently drive consumers to purchase. Today, this is why Dell now largely uses IPS TFT LCD displays in their tablets and they have mostly abandoned OLED. Screen resolution, on the other hand, has proven to be a greater factor in demonstrating tablet value to consumers. This is where the Galaxy Book 10 and 12 have a drawback: they have the screen resolutions of tablets (the Surface 3 and Surface Pro 3) that are 2-3 years old. For many users, N-trig and Wacom AES have proven to be more than enough and greatly reduced negative feedback compared to prior technologies. Wacom EMR would require a substantial marketing effort that effectively demonstrates Wacom EMR’s benefits over competing products. We are not seeing that marketing effort in the media and consumers are largely satisfied with slightly lesser technologies N-trig and Wacom AES, so Wacom EMR will remain meaningless to consumers.
Since Wacom EMR is not well-known, OLED is not a high-ticket item and the pricing is comparatively high, I am strongly led to believe consumers will largely dismiss the Galaxy Book on the basis of perceived value. In addition, Samsung has to fight their widespread negative brand image since the hysteria of the Galaxy Note 7 incident. Images are your best friends and worst enemies in marketing, and consumers will long remember the images the news gave them of burning people, vehicles and factories. Paper specifications and press release promises are not sufficient to convince consumers to purchase the Galaxy Book. Minimally, Samsung will need to conduct an expensive marketing campaign demonstrating these advantages visually to consumers in a simple, meaningful way. Even this alone may be insufficient to pry consumers from the fear and distrust they developed after the Galaxy Note 7 incident. Take into account the minor hardware highlights, the high pricing, and Samsung’s current brand image and that leaves the Galaxy Book in a tough spot. All considered, I do not see the Galaxy Book faring well until pricing is adequately lowered.
As an addendum, I will add that the Galaxy Book 10 does stand a far greater chance at achieving some level of success since it is catering to the unfulfilled needs of those who prefer the Surface 3 form factor. I am sure USER can attest to this. However, the prospects of Windows on ARM with it just on the horizon are having an negative effect on USER’s willingness (and likely others like him in a similar boat) to purchase. There are also these consumers who noticed the scarcity of 10-inch tablets and learned to be more comfortable with the economy 12-inch Core M tablets. Many of these consumers may ultimately settle for these cheaper 12-inch models ($599 and lower) with greater storage (often starting at 128GB) and pass on the Galaxy Book 10 on account of price. Time will tell.