Samsung’s Galaxy S4 is hitting retail outlets and networks in the UK this weekend, but there are fears of supply shortages as Samsung says demand for the handset is far higher than it expected.
According to reports supply is so low that Carphone Warehouse and Phones4U stores may not be able to distribute the handset on the opening weekend, reserving their stocks for online pre-orders. Phones4U is warning customers that it will not have devices to sell until the following week.
In a statement, the retailer said: ‘All available stock will be used to fulfil pre-orders before going into our stores and we are working with Samsung to ensure that all pre-orders and sales across our other channels are fulfilled as quickly as possible.
Samsung released an official statement concerning the shortages:
‘Due to overwhelming global demand for Galaxy S4, the initial supply may be limited. We expect to fulfil inventory to meet demands in the coming weeks.’
Networks are also experiencing supply problems. On O2’s official product page it posted a warning to buyers:
‘Availability of pre-orders for delivery on 26th April has now run out. If you pre-order from now on you will not be eligible to receive your phone on launch day. Mainland UK orders received before the date and time this message was posted will still receive their pre-order on launch day’.
Analyst predictions for the opening weekend suggest Samsung could expect to shift as many as 10 million devices which would break Apple’s previous records. Previous iPhone opening weekends have seen between 3-5 million devices flying out of stores in a matter of days.
Samsung isn’t the first manufacturer to meet unexpectedly high demand – Google famously experienced supply shortages with both the Nexus 7 tablet and Nexus 4 smartphone, but by all accounts it had initially small production runs and a direct sales model through Google Play.
In many ways this was new territory for the company. Samsung is a seasoned veteran, but it just goes to show how powerful its marketing machine has become if a the Korean giant can be caught off guard in this way.
by pbriden via Featured Articles
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