Samsung steps up localisation game; inks app store deal with IndusOS

New Delhi: Samsung is deepening its localisation efforts and has tied up with domestic operating system developer IndusOS to offer its app store in 12 Indian languages on the entire Galaxy smartphone range in a bid to overthrow market leader Xiaomi.

Samsung’s Chinese rivals Xiaomi, Oppo and Vivo are behind in terms of localising apps and offering vernacular services, a gap that the former No. 1 smartphone maker seeks to exploit, especially with only 15% of the population fluent in English, analysts said. The South Korean company hopes to tap the next generation of smartphone users expected mostly from rural India.