When Samsung introduced its first foldable phone in 2019, it helped create a new category of mobile devices. Seven generations later, the foldable category has continued to evolve through engineering advances, design refinement, and a deeper understanding of how people use their mobile phones every day.

This two-part Q&A series with Carl Nordenberg, Vice President and Regional Head of Mobile eXperience Business, Samsung Southeast Asia & Oceania, explores how AI and new mobile form factors are reshaping the way people interact with technology. Part 1 focuses on what Samsung has learned from observing how consumers across Southeast Asia and Oceania use their mobile devices.

Samsung’s foldable journey reflects a simple but important idea: new form factors matter most when they address real consumer behaviour and fit into everyday life.

Q: What type of users in Southeast Asia and Oceania is Samsung trying to reach with its foldable devices, especially with the new form factor?

Carl Nordenberg: Samsung has been building foldable devices for seven generations. Over that time, we’ve developed a much deeper understanding of what people enjoy doing most on their foldable devices.

That is why our latest foldable lineup is designed around distinct user needs. The Galaxy Z Fold8, with its 4:3 main display, provides a more immersive experience for entertainment, reading, and media consumption. The Galaxy Z Fold8 Ultra with its large 8-inch main display[1], is designed for people who want to get more done through multi-tasking and enhanced productivity. And for people who prioritise portability, design, and self-expression, the sleek Galaxy Z Flip8 is the ideal choice.

There isn’t one ideal form factor for every consumer. Our objective is to give people a choice based on how they want to use their device.

And as AI adoption accelerates across our region, these different form factors also create new possibilities for further enhancing the AI experience – across productivity, and creativity.

Q:How has the durability of foldables from Samsung been improved?

Carl Nordenberg: Durability has been one of the areas where we have learned the most over seven generations of Foldables.

One exciting advancement in our new Galaxy Z series is the introduction of Flex Titanium technology. Our redesigned display structure utilises structural and material advancements to deliver a refined product experiences – while also helping to improve durability and reducing crease visibility.[2]

We strive to continuously improve our foldables with each generation so that consumers have the confidence to pick the foldable that best fits them. Our priority is to preserve the unique advantages of the foldable form factor, by delivering larger and more immersive displays, as well as lighter and thinner devices while maintaining durability and performance.

Q: How are Galaxy AI[3] features optimised for each of the different form factors?

Carl Nordenberg: This is where foldables become particularly interesting. AI should not simply be the same experience placed onto a different-sized screen. The foldable form factor can give users more ways to interact with AI and what they are able to do with it. And with One UI 9, we’ve refined those interactions for each device.

On the Galaxy Z Fold8 Ultra, the larger screen and split-view functionality make it particularly powerful for productivity and multi-tasking. For example, users can access Now Nudge[4] and keep Automation progress visible while other content stays on-screen at the same time.

On the Galaxy Z Fold8, One UI 9 takes advantage of both its unique 10:16 cover screen and 4:3 main display, giving users different ways to consume, create, and interact with content, depending on if their device is open or folded.

And on the Galaxy Z Flip8, AI experiences like Now Brief[5] can be accessed directly from FlexWindow, so users can get useful and timely information without even opening their phone.

The important point is that we are designing each form factor around different priorities and use cases, to bring the best AI experiences to Galaxy foldable users.

Q: How can the new Galaxy Z8 Series help a workforce be more productive at work?

Carl Nordenberg: Our existing Z Fold devices have already shown us how valuable a larger mobile display can be for productivity.

For some users, a device such as the Galaxy Z Fold 8 Ultra can also potentially allow businesses to consolidate what they previously did across both a mobile phone and a tablet. They can communicate, review documents, work across multiple applications and access more information at once, while still carrying a device that fits easily in their hand.

The new form factor also creates opportunities for businesses with highly mobile workforces. Think about a sales representative, a field-service employee or someone who spends much of the day moving between locations. They may need more screen space to review information, demonstrate content or complete tasks, but they do not necessarily want to carry several devices.

That combination of portability and a larger workspace is one of the most compelling productivity benefits of the foldable form factor.

Q: Consumers today could say “I am interested in a foldable device but haven’t yet made the switch.” What’s the biggest reason one should?

Carl Nordenberg: Foldables have come a long way over the past seven generations.

When we first launched the category, foldables were often seen as something primarily for tech enthusiasts and early adopters. But with each generation, we have made the devices, thinner, lighter, more durable, more powerful, and more distinctively useful in everyday life.

One of the most encouraging things we see in growing the foldables category, is that once consumers actually experience a foldable phone, they’re much more open to the category.

I think this progress reflects our focus and commitment to making foldables a mainstream category. We’ve delivered meaningful improvements with every generation and we will continue to refine the portfolio based on user needs. We want the form factor to fit naturally into how people already live, work, create, and communicate – while giving them more possibilities

From Form Factor to Fit

Samsung’s foldable journey shows that innovation is not only about changing the shape of a device. It is about understanding what that different shape enables people to do.

Seven generations of consumer insight have helped Samsung evolve our foldables portfolio to meet diverse needs, from productivity and entertainment to portability and creativity.

For Samsung, the lesson is clear: the best mobile experiences are not defined by specifications or form factor alone. They are shaped by people – their habits, their priorities, and the different ways they use their mobile phones throughout the day.

In part 2 of the Q&A, Carl dives into the evolution of the AI landscape as more models, assistants, and services are made available to users.

Frequently Asked Questions

Which Galaxy Z8 series device should I get for the best content viewing experience?
The Galaxy Z Fold8’s new form factor ideal for enjoying a wide range of content, including social media, movies, magazines and e-books. Folded, the new shape with a 10:16 aspect ratio sits comfortably in your hand when getting in your daily scroll on social media. Unfolded, the wide screen offers more immersive experiences when watching long-form content, like your favourite movies and TV series, books, articles, magazines and more.

If I am not currently using a Galaxy phone, can I transfer my data over to a Galaxy Z8 series device?

Yes. With the updated Smart Switch[6], iOS users scan a QR code on their current devices and transfer data wirelessly — including passwords, passkeys, call history, accessibility settings and eSIM data — without downloading additional apps.

What if I damage my Galaxy Z8 series phone?

Samsung Care+[7] offers cover for accidental damage, subject to terms, conditions and a service fee, and certified expert support at home. Samsung Care+ is optional and is in addition to your rights under the Australian Consumer Law, which cannot be excluded. One UI 9 also introduces Warranty and care, a new settings hub that gives users quick access to warranty information, self-diagnostics, repair requests and remote support — all from their device.

How can I purchase a new Galaxy Z8 series device?

Samsung Galaxy Z Fold8, Galaxy Z Fold8 Ultra, Galaxy Z Flip8 are now available to order in Australia, with pricing and colour options listed below:

[1] Measured diagonally, Galaxy Z Fold8 Ultra’s Cover Screen size is 6.5” in the full rectangle accounting for the rounded corners. The Main Screen size is 8.0” in the full rectangle and 8.0” accounting for the rounded corners; actual viewable area is smaller due to the rounded corners and camera hole.

[2] Compared to previous Galaxy Z Fold models.

[3] Galaxy AI basic features provided by Samsung are free. Future releases may include enhanced features or new services that are offered on a paid basis. Different terms may apply for AI features provided by third parties. Galaxy AI basic features are those listed under “Advanced Intelligence” in the current Samsung T&C’s. For details visit www.samsung.com/au/galaxy-ai

[4] Now Nudge feature requires a Samsung Account login. Available functions and features may vary by country, region and language. Text message prompts available with Samsung Messages and certain third-party messaging apps including Google Messages, Google Chat. Based on availability at the time of product launch. May change without notice. Share photos in Now Nudge works by analysing available image content. Accuracy of results is not guaranteed.

[5] Now Brief feature requires a Samsung Account login. Available functions and features may vary by country, region and language. Text message prompts available with Samsung Messages and certain third-party messaging apps including Google Messages, Google Chat. Based on availability at the time of product launch. May change without notice. Share photos in Now Nudge works by analysing available image content. Accuracy of results is not guaranteed.

[6] Transferable data may vary depending on the device OS (Android or iOS), OS version, and/or connection option. Available connection option may vary depending on device OS, manufacturer or availability of expandable storage.

[7] Terms and conditions apply. Samsung Care+ coverage, service type and promotion details may vary by country/region and a deductible (service fee) may apply. To be eligible for Samsung Care+ promotion benefits, registration may be required. For detailed Samsung Care+ information, please visit https://www.samsung.com/au/samsung-care-plus/. Care at home & abroad: When in need of Samsung Care+ services during your travel, contact the visiting country/region’s local customer services center in advance for Samsung Care+ availability.

Samsung has been announced as a joint winner of Canstar Blue’s 2021 Customer Satisfaction Award for televisions.

Canstar Blue asked over 1,200 consumers who purchased a television in the last two years to rate them on overall satisfaction, as well as picture quality, value for money, sound quality, ease of use, design and smart compatibility.

Samsung was awarded a five-star rating for four out of seven consumer rating metrics including overall satisfaction, picture quality, design/appearance, and smart compatibility, along with a four-star rating for value for money, sound quality, and ease of use.

Jeremy Senior, Vice President of Consumer Electronics at Samsung Australia comments:

“Today, we expect more from our TVs. From bringing families together to escapism, work and play, the TV experience continues to evolve with the times. Australians are looking for bigger screens, more immersive sound and an easy to use Smart TV platform. To meet and even exceed customer expectations in these areas ultimately drives our product innovation year-on-year.

We want all of our customers to be fully satisfied with the Samsung TV experience, which is why we continue to offer an array of sizes and models, including our unrivalled lifestyle range to ensure there is choice for every household.

We are honoured to be awarded by Canstar Blue for the 2021 Customers Satisfaction Award for TV in Australia. Samsung has been the global leader in TV for the past 15 years[1] and to hear such positive experiences from our customers is a testament to our commitment to them.”

Canstar Blue’s research found that the most prominent reason for Australians looking to purchase a new TV was the need to upgrade to a Smart TV. The award and results of Canstar Blue’s survey, reaffirms Samsung’s commitment to meeting the changing needs of consumers.

This year, Samsung launched its latest innovation in TV technology, Neo QLED 8K and has since gone on to receive positive recognition from both media and consumers in the local Australian market.

With consumers increasingly looking for televisions that not only output excellent picture quality, but also feature elegant design, Samsung’s portfolio is well placed to meet a wide range of consumer needs.

[1] Ranking based on market share by revenue data released by Omdia.

“Today’s customers are multi-faceted, and we believe their technology should reflect their unique lifestyles,” said Stephanie Choi, SVP & Head of Marketing of the Mobile Communications Business at Samsung Electronics. “Galaxy Z Flip3 Bespoke Edition opens new experiences for customers to reflect who they are, through the technology they use the most.”

The Galaxy Z Flip3 empowers users to express themselves with a compact, iconic design and premium features. Since its launch, Galaxy Z Flip3 users have been drawn to the device’s unique customisation abilities including its flexible form factor, a creative array of accessories, and the ability to optimise their mobile experience with One UI. Responding to this demand, Samsung is expanding with new customisable colour combinations and special UX for users to further personalise their device with the Bespoke Edition, providing options not available anywhere else on the market.

To identify colour options, Samsung researched current and future colour trends and analysed sociocultural trends to anticipate changes in customer’s preferences and needs. Samsung also tested thousands of colour options and identified hues and that would perfectly complement each other — no matter the combination. The result is a palette of 49 possible colour combinations for Galaxy Z Flip3 Bespoke Edition. Customers can mix and match to create their own unique combination by choosing phone frame options of Black or Silver, and front and back colours of Blue, Yellow, Pink, White, or Black.

And because users’ style and taste continue to evolve, the Galaxy Z Flip3 Bespoke Edition colour combinations can be changed. In Australia, simply head into any Samsung Experience Store and redesign the Galaxy Z Flip3 Bespoke Edition as desired.

Customers can also customise Galaxy Watch4 series at the Galaxy Watch4 Bespoke Studio, by mixing and matching from a variety of Galaxy Watch4 series colours, sizes, and strap styles. Galaxy Watch4 series users will also get even more opportunities for personalisation through the latest software update[1], which features a host of new customisable watch face styles, a more tailored fall detection feature that enables users to adjust sensitivity, and a new “knock, knock” wrist motion that activates favourite or most-used apps and features.

Availability 

Customers can design and check out their Galaxy Z Flip3 and Watch4 Bespoke Edition at Bespoke Studio exclusively on Samsung.com. Bespoke Studio offers a fun and engaging experience with 360° previews of combinations and ways to download an image of the selections for easily shareable social content. Once the order is placed, devices are tailor-made and arrive in special edition packaging with a Bespoke Edition wallpaper and Cover Screen that matches the device’s colours for a fully coordinated look. Galaxy Z Flip3 Bespoke Edition also comes with a 2 year subscription of Samsung Care+[2]— With a two year subscription, you can swap your eligible device twice within the 2 year period, with a swap fee for each swap request.. The Galaxy Z Flip3 Bespoke Edition and Galaxy Watch4 Bespoke Edition will be available in Australia starting October 21st.

About Galaxy Z Flip3 5G

For those who want style that comes with function, the Galaxy Z Flip3 is the ideal device with its stylish, sleek, compact, and iconic design, enhanced camera features, and a larger Cover Screen[3] built for quick use on the go.  Unfold and snap a stunning selfie with Z Flip3’s studio-quality camera features with Flex mode, then add to your social feed, which scrolls smoother than ever with a 120Hz adaptive refresh rate.

* All specifications and descriptions provided herein may be different from the actual specifications and descriptions of the product. Samsung reserves the right to make changes to this page and the contents herein, including without limitation, functionality, features, specifications, GUI, images, videos, benefits, design, pricing, components, performance, availability, capabilities, and any other product information, without notice.

[1] Availability may vary by market or operator. The update will initially be available on Bluetooth versions of the Galaxy Watch4 series and will roll out to LTE versions shortly thereafter. Requires the latest version of the Galaxy Wearable app and Galaxy Watch4 plugin.

[2] Samsung Care+ is not an insurance product. T&Cs apply. Swap your device for a Like Mobile Device twice over 24 months from the Samsung Care+ subscription Start Date for an annual subscription. Swap Fee for all eligible devices is $149. Samsung Care+ does not cover lost or stolen devices.. Full information on Samsung Care+ is available at www.samsung.com/au/samsung-care-plus/

[3] Compared to Galaxy Z Flip 5G.