The world's biggest smartphone maker set a trend less than six months ago for wearable devices that link to mobile handsets with its Galaxy Gear watch, which has seen rivals like
The switch in focus also underlines the challenges the South Korean firm is facing. Low-price Chinese rivals are churning out products that look increasingly similar at a time when smartphone sales have started to ease, taking a toll on Samsung's earnings.
To fight back, Samsung is taking a less glitzy marketing approach to control costs. It has also performed a U-turn, abandoning its previous heavy focus on sweeping hardware improvements to highlight more subtle features in its devices and accessories in a bid to appeal to a wider audience.
"With the Galaxy S5, Samsung is going back to basics," JK Shin, co-chief executive and president of Samsung's mobile business, told an audience of Samsung employees, partners and media at the annual
Samsung will roll out the S5 globally on
READ: Samsung to launch Galaxy S5 in late February
"Our consumers do not want eye-popping technology or the most complex technology," he said. Instead, they want beautiful design, a better camera, faster connectivity and technology that would help them keep fit, Shin said.
Market expectations for the new S5, one of Samsung's marquee product launches this year, remain subdued given its comparative lack of innovation.
"The Galaxy S5 has great features and will probably sell well due to massive marketing support,"
The Galaxy S5, which will be available in April, has a slightly bigger screen than its predecessor, at 5.1 inches compared with 5 inches, improved camera technology and better protection against water and dust, Samsung said.
It also has a fingerprint scanner on the home button, which rival Apple introduced in the iPhone 5S last year. The function can be used to protect data and provide security credentials in a swipe.
"It's very unlikely for the S5 sales to top its predecessor S4's performance during the key initial sales period," said
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The devices can monitor the wearer's heart rate, a function used in increasingly popular health and fitness apps, or individual programs.
The Samsung Gear Fit, also targeting the fitness sector, has a heart rate monitor, too, as does the Samsung Galaxy S5 itself, a first for a smartphone, Samsung said.
The Gear Fit has a curved touch-sensitive screen and its features include a pedometer, Samsung said.
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