Last week, I had the pleasure of moderating a panel discussion at the highly anticipated launch of the Samsung Galaxy S24 FE at the new Samsung brand shop in Shujaah Mall, Nairobi.

It was an insightful conversation with George Kebaso, Head of Product Marketing and Mobile Experience, and Evelyn Munene, Product & Marketing Lead at Samsung.

Together, we explored how this new device is set to redefine the mobile experience in Kenya and East Africa, blending premium features with affordability.

Highlights from the Discussion:

1. Vibrant Mobile Landscape in East Africa: George kicked things off by discussing the dynamic and ever-evolving mobile market in Kenya and East Africa. He highlighted Samsung’s unique position, offering a range of devices from entry-level to flagship, and explained how the Galaxy S24 FE introduces a new category: the “premium entry” smartphone. At a price under 100,000 KES, it combines affordability with flagship-like features.
2. AI-Powered Capabilities: We explored the role of AI in transforming the user experience. George emphasized Samsung’s pioneering efforts in AI, with features like Circle to Search and AI Translate that are making everyday tasks simpler and more efficient. These features, previously available only in high-end models, are now accessible in the Galaxy S24 FE, driving consumer interest.
3. Significant Upgrades from the S23 FE: Evelyn walked us through the upgrades from the previous S23 FE model. The new S24 FE boasts a more powerful processor, extended battery life, a larger display, and cutting-edge AI functionalities like Nightography for low-light photography and on-device document summarization.
4. Enhanced User Experience: Evelyn emphasized how the S24 FE provides an intuitive and seamless user experience, perfect for both content creators and productivity-focused individuals. The integration of AI features ensures smoother, smarter, and more enjoyable interactions with the device.
5. Impressive Market Growth: George shared insights into the success of the S-series, noting that sales of the S24 series have nearly doubled compared to its predecessor. The Kenyan and East African market’s appetite for premium yet affordable smartphones continues to grow, and Samsung is well-positioned to meet this demand.
6. Flexible Financing Options: Affordability is a key focus for Samsung. Evelyn and George discussed partnerships with NCBA Loop, BuySimu, and Watu, offering consumers the option to pay a 20% deposit and finance the remaining balance over 6 to 12 months. This makes the Galaxy S24 FE accessible to a wider audience, ensuring more people can experience its advanced features.
7. Integration into the Samsung Ecosystem: The S24 FE fits seamlessly into Samsung’s ecosystem, connecting effortlessly with wearables, smart appliances, and more. Evelyn highlighted how this integration enhances everyday life, from managing home devices to tracking health metrics through Samsung’s smartwatches.
8. Sustainability Initiatives: Sustainability remains a top priority for Samsung. George elaborated on efforts like using recycled materials in packaging, offering vegan leather phone cases made from fruit pulp, and reducing e-waste by excluding chargers from packaging. These eco-friendly measures are part of Samsung’s ongoing commitment to protecting the environment.
9. Future Trends in Mobile Technology: Evelyn wrapped up the discussion by predicting future trends, including the further integration of AI, advancements in device design, and a more interconnected tech ecosystem. She hinted at exciting innovations on the horizon, like smart glasses and even more seamless digital experiences.

Availability & Next Steps.

The Samsung Galaxy S24 FE is now available for purchase at Samsung brand shops and authorized retailers across Kenya. It has a starting price of KES 85,999 and flexible financing options, meaning that it delivers exceptional value for money.