Samsung Overhaul

Samsung Electronics Co. is overhauling its line-up of

premium phones for next year, preparing to launch its

first 5G-capable smartphone, a cheaper flagship model

and a foldable-screen device to challenge Apple Inc.

and stay ahead of Chinese rivals, people familiar with

the matter said.

The Suwon, South Korea-based company is in talks with

Verizon Communications Inc. to launch its Galaxy S10 in

the U.S. with a fifth-generation wireless chipset, said the

people, asking not to be identified because products are

still under development. The goal is to secure support from

the biggest U.S. carrier to popularize the technology, which

is designed to transfer data dozens of times faster than the

fourth-generation networks in use now.

Samsung has embedded a fingerprint sensor under the

display of its S10, overcoming years-long challenges of

mass-producing such a device, the people said. The world’s

biggest phone maker will launch three versions of the

flagship model, including a more affordable version to appeal

to the widest range of consumers, they said.

While Samsung already has a line-up of cheaper “A” models,

the move signals the company shares Apple’s concern over

Chinese rivals such as Huawei Technologies Co. and Oppo

that continue to win customers by offering premium models

at lower prices. Samsung is also rushing to complete devel-

opment of a bendable device that it hopes will let it dominate

a niche market with potential to grow.

“If you think about how Samsung can differentiate itself and

compete in this market, it’s with hardware,” said Cliff Maldonado,

an analyst at BayStreet Research in San Francisco. “That’s what

their forte is, and their foldable phone is about positioning and

Branding.”

The standard S10, codenamed “Beyond,” features an OLED

screen curved on both sides, round-shaped corners and almost

no bezel at the top and bottom, the people said. It will be about

the same size as the current 5.8-inch S9 model. The S10 has

triple cameras on the back while the front camera is visible and

tucked under the screen, the people said. Samsung also plans

a bigger “plus” version for next year.