Samsung launched its flagship S9 smartphone on Sunday with an improved camera and augmented reality (AR) capabilities to challenge Apple's iPhone X.

The South Korean electronics giant released two versions of the device: a 5.9-inch S9 and 6.2-inch S9+. Both feature an almost bezeless display that was introduced on the S8 last year.

Samsung said pre-orders for the devices began Sunday with general sale on March 16, reports CNBC.

Key features include- Dual lens 12-megapixel front camera and 8-megapixel front-facing camera, improved features for Samsung's smart assistant Bixby, speakers that give a surround sound-like experience, wireless charging and headphone jack. 

Samsung focused it's unveiling on the bolstered camera. It has a feature that lets users take clear pictures in very low light by taking 12 photos at once and stitching them together to form a crisp image.

Another key camera feature is super slow motion video.

Samsung also launched a feature called AR Emoji, which allows a user to take a selfie and turn it into their own custom emoji. The camera can track a person's face and mimic their facial expression on the digital version of themselves too.

AR Emoji rivals Apple's iPhone X feature called Animoji. These are animated characters that mimic a person's face when they move it. Samsung's offering is different because it allows a person to create an emoji version of themselves.

The phone itself does not look radically different to the Galaxy S8, but analysts said that might not be a problem because Samsung is trying to attract users on older phones. Globally, the most common Samsung flagship models in use are the S7 and S7 Edge, which were released in 2016 with a combined market share of 5.26 percent, according to IHS. The Galaxy S6 from 2015, and the four-year-old Galaxy S5 are the next most popular.

This gives Samsung a large install base of users to target with the new S9, which compared to these older devices is a big upgrade.

BDST: 1500 HRS, FEB 26, 2018
AP