Samsung is hyper-focused on security features with the new Galaxy A55

Samsung have announced the latest iteration and follow up to last year’s Galaxy A54, with the new Galaxy A55.

What’s particularly noteworthy about this announcement is the focus on security features. Normally, Samsung makes a big fuss about its latest camera enhancements - and while this is mentioned, it’s only done so in passing.

The announcement is crafted around Samsung’s Knox proprietary security platform, in particular Knox Vault. Knox Vault is a hardware-based security with a dedicated chip, that is designed to protect passwords, biometrics, and cryptographic keys. The secure platform isolates the CPU and memory to ensure data is kept private, and can only be accessed with a user’s correct lock screen credentials. Essentially, if your phone is lost or stolen, it's useless to whoever's hands it lands in.

Samsung says this is the first time Knox Vault has been brought to the mid-range Galaxy A series. Knox Vault was previously only reserved for their flagship lineup, including the Galaxy S and Z series.

So what exactly is the reason for Samsung’s sudden focus on Knox and security, and why have they chosen the mid-range Galaxy A55 as the first device for this marketing overhaul campaign?

Well, camera fatigue comes to mind. It seems most smartphones released today have a myopic view towards the latest and greatest camera features, as seen with the recent Google Pixel and iPhone releases. While consumers want good cameras on their phones, it’s probably not the number one priority anymore - at least in 2024. The market is extremely saturated in this regard, so perhaps Samsung sees security as a differentiating and unique selling point.

In addition, there is a growing concern for digital privacy and security. Encryption rights has been a huge talking point in Europe since the start of the year. Just last week, the EU Court of Human Rights backed encryption as an important aspect for privacy rights.

It’s an interesting move by Samsung. Whether it will pay off is an open question right now. Are consumers so concerned about security that they’d choose the Galaxy A55 over similarly priced phones with better cameras, faster processors and larger batteries? Perhaps, but maybe not. Regardless, we're not sure it will be enough to stop Samsung's dwindling smartphone sales.