Despite the current economic climate, global sales of the Galaxy S23 series have been highly positive. TM Roh believes that this was made possible with the coming together of several new mobile innovations developed based on consumer feedback, which sets a new standard in premium smartphone experiences. This includes the advanced camera features in the Galaxy S23 series smartphones, represented by Nightography; smooth gaming experience backed by the devices’ powerful performance; convenient, easy-to-use One UI 5.1; the use of environmentally conscious recycled materials in components of the Galaxy S23 series and optimisation of third-party apps through open collaborations with global partners.

He reiterated that more than ever, consumers are now placing reliability on the top of their list of must-haves. TM Roh said, “Our consumers are looking for more reliable products, reliable brands, and premium high-end products that can provide a good experience.”

Three-pronged Approach to Lead in the Mobile Market

Noting that this user preference trend would be one for the long term, he laid out a three-pronged approach that Samsung is taking to effectively respond to challenges in the mobile market, and at the same time, pave the way for Samsung to reinforce its position as a market leader:

• Premium Quality: With Samsung’s flagship mobile devices at the core of this strategy, Samsung is focused on continuously improving the product quality of all Samsung Galaxy devices, ensuring that they deliver not just on the user experience, but also in empowering consumers to work better the way they want to.

• Enabling New Experiences and Possibilities: Samsung is focusing its efforts on enabling consumers with new experiences and possibilities through their innovative line-up of Galaxy products by continuously creating and providing new innovations and experiences not just in hardware innovations, but also in software and AI, that only Samsung can provide.

For example, Samsung not only pioneered the folding smartphone category but also took foldables mainstream, with the product category growing in popularity globally. This focus on premium experiences is also being driven by features such as the large screen experience on the Galaxy Z Fold series, the enhanced pocketability and selfie experience on the Galaxy Z Flip series, as well as the excellent Nightography and camera capabilities of the Galaxy S23 series, made possible through innovations in AI technology.

A Galaxy for Everyone: Finally, as much as smartphones are now a part of our everyday lives, there are still many consumers out there who have yet to own a smartphone. As such, Samsung wants to make Galaxy devices more accessible to all, and at more affordable price points, to help more users to live their best lives.

Delivering Great Mobile Experiences for All

“At the MX Business in Samsung Electronics, our goal is to provide a great experience to meet the needs of consumers, both now and in the future, through products of various segments,” emphasised TM Roh.

Guided by a firm understanding of the needs and preferences of consumers from different regions and segments, we want to ensure that we are delivering various quality mobile experiences that consumers want. This is especially important in the diverse markets of the Southeast Asia and Oceania region.

“For consumers who are looking for premium smartphones, we offer the Galaxy S series and foldable devices. For those looking for something more affordable yet be able to enjoy mobile experiences powered by 5G connectivity, we have the Galaxy A series,” he explained.

Innovating for the Future

Looking ahead, TM Roh said that consumers across Southeast Asia and Oceania and globally are increasingly expecting a more seamless device experience, centred on the ubiquitous smartphone.

He cites the Galaxy ecosystem, with smartphones, wearables, and tablets, as an example of this unmatched, continued experience that can simplify consumers’ lives.  “We’ve strengthened our entire multi-device experience to allow Galaxy devices to better connect with our TV line and home appliances such as air conditioners, and refrigerators. This is one of our biggest strengths that differentiates the Galaxy ecosystem from competitors. We will continue to build a more powerful and seamless multi-device experience, including strengthening localisation efforts to optimise how technology can blend into the everyday for our users through our SmartThings platform.”

TM Roh believes that there is still much potential to innovate in the mobile market across many areas. The innovation of form factors, such as foldables, will enrich the whole ecosystem, driving the development of third-party apps and new user experiences and that continue to redefine the limits of what a mobile device can do.

He also mentioned how the partnership with Google and Qualcomm, announced at Galaxy Unpacked 2023, will explore new possibilities for extended reality (XR) applications, while the creation of new AI-powered services and content, or intelligent in-vehicle experiences and even smarter home appliances, will also contribute towards smartphone innovation in the years to come.

“We will be kept busy bringing new innovations to our consumers. The whole smartphone and mobile industry will continue to evolve and grow in the future.”

During a recent visit to Indonesia, TM Roh expressed confidence in the continued popularity of foldable smartphones globally. In addition to discussing trends in the mobile market, he spoke about the mobile business in Southeast Asia and the role of technology in shaping the future.

Unfolding the Potential of Foldables

TM Roh noted that Samsung’s foldable phones have redefined what is possible in the industry, like the Galaxy Note Series did, and will continue to set new standards in mobile technology.

“Foldables are transforming and reshaping the mobile market. As the pioneer and leader of the foldable smartphone category, we are focused on delivering incredible foldable experiences that enhance our consumers’ everyday lives,” said TM Roh, President and Head of Samsung Electronics’ MX (Mobile eXperience) Business. “We will continue to develop the unique advantages of the Galaxy foldables, such as viewing on a large screen using a compact and durable device, taking photos and videos in Flex mode, multitasking on split screens with an S Pen and enjoying a unique user experience with the new foldable form factor. We will also enhance the foldables experience through partnerships with industry leaders, such as Google, to support more applications and services for foldable devices.”

The popularity of foldable form factors is expected to continue. In 2021, the global sales volume of foldable smartphones grew more than four times as compared to 2020, exceeding the market growth forecast by three times. The success of the Galaxy Z series is testament to the increasing appetite for foldable smartphones, with sales of the Galaxy Z Fold 3 and Z Flip 3 in a single month exceeding the cumulative sales of foldable phones in 2020.

Best-in-Class Mobile Experiences for All Smartphone Users

Expounding on Samsung’s mission to make the latest and best in mobile technology more accessible, he said, “For more than a decade, Samsung has played a key role in laying the foundation for a new generation of connectivity in 5G, I’m committed to ensuring that consumers are equipped to benefit from 5G connectivity. And I’m confident that Samsung’s 5G devices will be the first choice for users in Southeast Asia and Oceania, and across the globe as well.”

5G technology is a key enabler of integrated mobile experience with Samsung’s Galaxy ecosystem, which revolves around the Galaxy smartphones as its hub. The ecosystem offers seamless experiences between the smartphone and multiple devices, such as products in the Galaxy Watch and Buds series, and even provides a PC-like experience with Galaxy tablets through Samsung Dex.

He said, “While we have consistently focused our efforts on improving the smartphone experience for users, we also recognise the growing demand for a connected lifestyle. We are continually innovating to improve and expand our ecosystem to bring more convenience to Galaxy users and to help them achieve their aspirations.”

He also mentioned the diversity of the Southeast Asia and Oceania region, which includes developing markets where mid-tier smartphones continue to be important drivers for Samsung.

“By having a keen understanding of our target consumers’ needs, we are able to maintain the affordability of our mid-tier smartphones while providing a great mobile experience as we focus on strengthening specifications of priority product features, such as the battery, memory, performance, and 5G capabilities. In addition, various features from the flagship smartphones, such as the enhanced cameras, and dustproof and water resistant, are extended to the Galaxy A series,” said TM Roh.

Shaping the Future with Innovative Sustainability Efforts

Recognising the role it plays in using technology as a force for good, Samsung has been expanding its Galaxy for the Planet commitment and putting sustainability at the center of its innovations. “I always emphasise the importance of sustainability in every single thing we do, from the way we design, manufacture, and recover materials throughout the product lifecycle to protect our planet.”

He also highlighted how Samsung has been working closely with a group of young inspirational changemakers, who are committed to using technology to innovate for humanity and mobilise global communities, through Generation17. The global partnership with the United Nations Development Programme (UNDP) aims to advance the 17 Global Goals.

In February this year, two Generation17 Young Leaders from the Southeast Asia and Oceania region were invited to join the global initiative for the first time: Tamara Dewi Gondo Soerijo from Indonesia, a social enterprise founder working  to empower refugee women by providing upskilling opportunities, and Thuy Anh Ngo from Vietnam, who launched a mobile app to educate the elderly on physical and mental health.

Dominated by a large population of youth, the Southeast Asia and Oceania region has seen a rapid rise in the growth of the digital economy, driven by the ambitions, lifestyles, and technological skillsets of young digital natives. 

He said, “The reason we, at Samsung, must champion a more open world is that our future demands it. Our younger consumers want authentic, personal experiences as a way to express themselves and create new opportunities. We take pride in enabling a world where technology connects and inspires us all.”

When I look around me, I’m astounded by how much innovation exists in our world today. Yet I am most excited about the evolution of the smartphone. This single device gave way to new digital industries – to remote work, schooling, entertainment and fitness – and the ability to capture, explore and communicate with anyone, anywhere with the touch of a finger.

The smartphone is a portal to infinite progress. And at Samsung, we have never taken that for granted.

It’s not enough for mobile innovation to just evolve with the world. We have to be a step ahead, so our technology can help transform the way we experience everything around us and make our lives easier. That’s why we constantly push ourselves to break the rules of what a smartphone can do.

Breaking the Rules to Start the Next Chapter in Smartphone History

In 2011, the Galaxy Note merged the convenience and portability of smartphones with the expansive screen and notepad-like functionality of tablets. Some balked at the 5.3-inch display — considered enormous then — but Note created a legacy where a large display is now the standard. The S Pen also surprised everyone. It empowered people to bridge creativity with productivity – whenever inspiration struck, they could quickly write down their ideas and thoughts in Samsung Notes.

In 2019, we dared to redefine smartphones once again. We launched our Galaxy Z Fold Series and brought an entirely new form factor to the mobile industry. Our cutting-edge foldable design changed how people used their phones. With Flex Mode, video calls are hands-free and easier. And multitasking with multiple windows are also a breeze, as your phone becomes tablet-sized in the blink of an eye. And once again, the industry took notice, with many mobile companies now following in our footsteps to make foldables the next big thing.

Innovating by Listening to Consumers and Taking Note

In a sea of smartphone sameness and iterative updates, our ambition remains firm: to detect the signals that transformation is stirring – by listening to your feedback – and continue to deliver mobile experiences that empower us all to evolve.

We know many of you were surprised when Samsung didn’t release a new Galaxy Note last year. You loved the unparalleled creativity and efficiency of the Galaxy Note series, which enabled you to switch from gaming nirvana to high-octane productivity in the blink of an eye. You raved about the lifelike S Pen, which many say rivals putting ink to paper. And we haven’t forgotten about these experiences you love.

Catalyzing the Next Evolution of Galaxy

For years, Samsung has converted the skeptics who thought our ideas were impossible. Whether it’s a screen that’s too big, a stylus no one knew they needed or a pro-grade camera that could truly bring mobile photography out of the dark.

With every fresh evolution of Samsung Galaxy devices, we have introduced features that redefine the entire mobile category. And we’re about to rewrite the rules of industry once again.

At Unpacked in February 2022, we’ll introduce you to the most noteworthy S series device we’ve ever created. The next generation of Galaxy S is here, bringing together the greatest experiences of our Samsung Galaxy into one ultimate device.

With it, you will own the night – taking the best and brightest photos and videos you’ve ever captured with a phone. You will also dominate the day with power, speed and tools that can’t be found elsewhere. You will enjoy cutting edge-innovations made possible thanks to the smartest Galaxy experience yet. All while feeling good about being part of the most sustainable Galaxy ecosystem. And, yes, you will help Samsung rewrite the future of smartphones once again.

Get ready for the ultimate Ultra experience.