Samsung XCover7 Pro: Odd Naming, Thoughtful Improvements, Little Direct Competition
The tech press tends to focus on iPhones, Google Pixels, and Samsung's Galaxy S line, but Samsung also has an underappreciated (and somewhat oddly named) XCover line of smartphones and tablets designed for business use. These are also great for consumers who are outdoors a lot or are simply hard on their devices: the XCover is essentially a mid-tier phone or tablet that has an integrated ruggedized case. By integrating the case and testing to MIL-STD 810 specs, you get a device that is extremely durable but nowhere near as thick or bulky as a consumer phone wrapped in a dual-layer case like an Otterbox. It has also been designed to work with gloves for use in harsh environments.
Unique Capabilities Targeting an Array of Vertical Market Needs
Last week Samsung announced new iterations of the Galaxy XCover7 Pro (that's the smartphone) and the Galaxy Tab Active5 Pro (the tablet). The XCover and Galaxy Tab Active design decisions reflect needs in various vertical markets that are not possible with consumer phones, cheap Android tablets, or “iPads in a case” (although the iPad mini has carved out a niche in retail). For example, the previous Galaxy XCover 6 Pro and Tab Active tablet had pogo pins for integration with vehicle and desk mounts, and that carries over to the new models. The dimensions are nearly identical and the position of the pogo pins and cameras remains the same from model to model to allow reuse of third party and custom accessories. However, while prior Galaxy Tab Actives had removable batteries the new model now separates the battery into two modules for hot swapping – a much-requested feature for nursing and other healthcare environments. There were already accessories for charging multiple batteries at once and the Galaxy Tab Active can work without a battery when connected to power.
Galaxy XCover7 Pro
The Galaxy XCover7 Pro gets a new Qualcomm Snapdragon 7s Gen 3 processor and 300mAh battery increases, eSIM and network slicing support (including support for public safety networks from T-Mobile, AT&T, and Verizon), a second stereo speaker for loud environments, anti-howl that prevents the screech you get when two of these have speakers and mics on at the same time (common in public safety scenarios), Wi-Fi 6E with Standard Power support, and Samsung Vision Booster for the display. There are a pair of assignable buttons for push to talk, using the camera as a barcode scanner, or just about anything else. Samsung promises two years of availability, and seven years of software and security updates for the Galaxy XCover7 Pro.
Galaxy Tab Active5 Pro
The Galaxy Tab Active5 Pro is also significantly more durable than before with a better drop rating and Gorilla Glass Victus+. It gets a brighter 600 nit 120HZ display, an updated Samsung chipset, Wi-Fi 6E, CBRS, and dual-SIM. These devices are often kept in service as long as possible, so Samsung promises a three year purchase window and even longer software support: eight years of OS and eight years of security updates. Samsung touts extensive Knox security and device management capabilities; this is available on its consumer products as well for enterprises who are equipping knowledge workers who don’t need the rugged design and want the option of folding screens, higher end processors, and more extensive camera arrays.
Competitive Landscape
Back in 2017, Samsung launched its first ruggedized “Active” phones with AT&T in the U.S., and a line of XCover phones in Europe. The XCover name stuck for phones, and Samsung took the Active name for its enterprise tablets, and here we are. While I’d love to see a rebrand to something cleaner across the board, the products themselves strike just the right balance between durability, customizability, performance, and pricing. CAT smartphone licensee Bullitt Group shut down, and Sonim appears to be heading in that direction. Chinese vendors doogee and ulefone offer super-ruggedized phones, though they aren’t optimized for U.S. frequencies. That leaves iPhones in cases and Lenovo’s Motorola ThinkPhone line to compete with Samsung. Lenovo could – and probably should – expand its ThinkPhone line, but product design is the easy part. Samsung has built a defendable competitive moat around the XCover and Tab Active with enterprise go-to-market capabilities: third party accessories, VARs and ISVs that have built software solutions sold alongside the hardware, Knox security, extremely long software support timelines, and Samsung’s size and brand backing up those promises. Samsung still needs to work with carriers to do a better job highlighting the line at retail not just as a sales effort but for marketing. First responders, small business owners, and outdoor enthusiasts all should be buying these devices, but right now they may not know that they exist.
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