TCL suddenly declared an indefinite hiatus ahead of its release

Both price and quality are not competitive compared to name recognition

We will not release a foldable phone within at least a year


Prototype of foldable phone ``Chicago (left)'' developed by China TCL and Samsung Galaxy Z Flip 3./ CNET ( CNET ) homepage capture

[Seoul Economy]

Chinese consumer electronics company TCL has announced that it will eventually give up before launching a foldable smartphone. It decided that it could not compete with Samsung Electronics' Galaxy Z Flip 3 in terms of quality and price.

CNET, an IT media in the US, recently unveiled TCL's first foldable phone. This smartphone, named Project 'Chicago', is a clamshell foldable phone that folds up and down like Samsung Gal Z Flip 3 and Motorola Laser. There is a vertical sub-display with a size of 1.1 inches on the right side of the front, and when unfolded, it has a display with a size of 6.67 inches.


China TCL 's foldable phone "Chicago" ( left ) prototype and Samsung Galaxy Z Flip 3 are being compared and tested. seanet homepage capture

However, the media pointed out that TCL's goal was to sell a foldable phone at a lower price than the Samsung Gal Z Flip 3, but failed. In an interview with Seanet, TCL's Chief Marketing Officer (CMO) Stephen Streit said, "Due to the delay in parts procurement and rising production costs due to the new coronavirus infection (Corona 19), it will be difficult to sell at an affordable price range. It has been put on hold,” he said. He added, "We have no hope for a cheaper foldable device at the moment, so we'll have to wait a little longer."


U.S. IT specialized media " Cinet " recently released a prototype of China 's TCL foldable phone "Chicago". seanet homepage capture

Originally, TCL provided a prototype of Chicago to IT media and bloggers, etc., and developed marketing with the goal of releasing it in the fourth quarter of this year. Chicago pricing was set at around $800. But Streit CMO told Seanet, “If someone can spend $800 [for a foldable phone], they can spend $1,000,” and “perhaps consumers will know and trust the brand for a long time.” The Samsung Galaxy Z Flip 3 was released at $999, which is lower than expected, which is interpreted as meaning that the lesser-known TCL cannot compete with ambiguous price competitiveness.


China TCL 's foldable phone "Chicago" ( left ) prototype and Samsung Galaxy Z Flip 3 are being compared and tested. / Seanet homepage capture

Inferior product perfection is also analyzed as a factor in the discontinuation of sales. The media compared the Chicago prototype to the Gal Z Flip 3, calling it "thicker and heavier." The size of the internal display is almost the same, but the front display is 1.1 inches, which is smaller than the Z Flip 3's 1.9 inches, and it is neither waterproof nor durable.

Reporter Jo Gyo Hwan ( )