At the center of this shift is the connected TV market. Unlike traditional TV, where viewers follow fixed programming schedules, connected TVs allow users to discover and enjoy content in a more personalized way. By linking content, services and how people watch, they are driving a new screen paradigm.

From Passive Viewing to Personalized Discovery

Connected TVs are transforming digital advertising by combining the immersive scale of the big screen with the precision of digital platforms to create a new viewing experience. Leveraging vast amounts of data, they deliver recommendations tailored to individual preferences — strengthening connections between brands and audiences.

Today, advanced recommendation systems help viewers find what they want without complex searches. This shift underscores how TV is evolving beyond a content delivery device into a platform that actively connects viewers with what they watch.

The Rise of FAST in Connected TV

A defining trend in the connected TV market is the rapid growth of free ad-supported streaming TV (FAST). By offering a wide range of programming at no cost, FAST preserves the traditional lean-back experience while expanding choice for modern viewing habits. Users can easily find options tailored to their preferences without the fatigue of complex decision-making — creating new value in how media is consumed.

Amid these changes, Samsung Electronics is advancing a differentiated screen experience through its TV platform. Samsung TVs serve as a global hub connecting services and programming, delivering personalized experiences powered by extensive viewing data and innovative technology. At the heart of this ecosystem is Samsung TV Plus, Samsung’s FAST service.

A Leading Platform in a Changing Media Landscape

Adopted by around 100 million monthly users worldwide, Samsung TV Plus offers a wide range of free programming — including news, sports and entertainment — expanding viewer choice. Now available in 30 countries, the platform features approximately 4,300 channels and more than 66,000 video-on-demand (VOD) titles.

Users can watch live channels and a broad selection of titles without subscriptions or fees, making access more intuitive. At this scale, Samsung TV Plus stands alongside major global broadcasters — underscoring its position as a leading media platform in a rapidly evolving landscape.

In addition, Samsung TV Plus supports interactive features that create a more engaging experience. For example, viewers can watch a favorite artist’s performance while participating in live voting, showing how programming and brands come together in a seamless media environment.

The Next Phase of Connected TV

We are in an accelerated AI era, where every industry is transforming at an unprecedented pace. Not only are content consumption patterns changing, but so are how we experience and interact with media. Connected TV is set to redefine the screen, moving beyond offering more choice to delivering deeper personalization.

Samsung TV Plus leads this transformation and sets new standards for viewing while driving continued growth.

We are living through a defining moment in history. Technology has become a central force in our daily lives like never before, and the pace of innovation and change is truly extraordinary. In this rapidly evolving world, the human element — our thoughts, emotions, aspirations and needs — matters more than ever. Even as technology takes the lead, we believe our greatest strength lies in empathy and care.

As designers, our mission goes beyond creating innovative products. We aim to elevate people’s lives — to design tools and experiences that help them live better, longer and more meaningfully, by taming technology in service of humanity.

Samsung Electronics is a worldwide leader in tech and already plays an essential role in the lives of billions around the globe. Through our products, we help you clean your home, wash your clothes and dishes, preserve your food, store your memories, stay entertained, stay connected and express yourself — whether at home, on the move or in public spaces. This reach is both a tremendous privilege and, in the age of AI and accelerated technological change, an incredible opportunity and an immense responsibility.

That sense of purpose is what inspired me to join Samsung this year, after more than two decades as a designer and business leader across industries and cultures. I was drawn by the possibility to help reimagine the relationship between people and technology — putting humans at the heart of our product universe, to create a world where innovation truly supports and enhances our lives, unlocking, amplifying and elevating the human side of technology.

Rewriting the Code of a Design-Driven Company

To me, design is far more than a product or a user interface. It’s more than the interplay of form and function. I like to define design as the art of dreaming, crafting and taking to life distinctive solutions, meaningful experiences and authentic stories that deeply resonate with people’s needs and aspirations. In this sense, form and function follow meaning. Design becomes a force for purposeful innovation — one that begins and ends with people.

Across Samsung’s product portfolio, design serves as a language — one that understands people and interprets the complexity of the world around us. It has the power to humanize technology, transforming algorithms into emotion, features into feelings. In a time of accelerating complexity, design is how we restore clarity and foster deeper connections — with ourselves, our cultures and our lives.

Samsung’s commitment to design thinking dates back to 1996, when it declared the “Year of Design Revolution.” That year marked a turning point, with design officially recognized as a core strategic asset. With a “human-centered design philosophy” at its heart, Samsung laid the foundation for a design ethos that continues to evolve and grow.

Now, in the era of AI, our challenge is to build upon that legacy — to amplify its intent, refine its spirit and redefine what design means in a new cultural and technological landscape. Products can be copied, but a design philosophy — its purpose and point of view — cannot be replicated. This is why culture matters. For individuals and for organizations alike, consistency, authentic creativity and genuine care at every touchpoint are what set great companies apart.

A New Challenge to Everyday Innovation

Today, Samsung innovations are already transforming everyday life. Robot vacuum cleaners quietly maintain our homes. Smartwatches provide real-time insights into our health. Intelligent appliances, from washing machines to dishwashers, offer greater efficiency, performance and ease of use. Smart refrigerators adapt to our habits to keep food fresher for longer. Our screens deliver breathtaking visuals, our audio systems fill rooms with immersive soundscapes, and our smartphones, tablets and wearables keep us connected through intuitive design and purposeful features.

All of this is remarkable. Yet, the real frontier lies in something greater: the seamless integration of all these devices into a coherent, human-centered journey. We’re not just designing individual products — we’re designing an ecosystem of experiences. We’re redefining what “smart” really means by infusing technology with empathy, meaning and emotional resonance.

Samsung’s design now goes beyond the object. It places thoughtful connections, insightful information, and intentional emotions at the center. Through a cohesive design experience across our entire ecosystem — from mobile to TV to home appliances — we’re committed to enriching every interaction.

Our vision is a future where design brings warmth to innovation, and where technology helps us not only do more — but live longer, live better, and live more connected, and more meaningfully, creating an empathetic layer between people and their environments. This personal field of emotionally attuned, physiologically aware, and ethically governed technologies interconnects to form constellations of care — enabling shared rhythms and deeper connection across the home, family and community.

The Future Is Emotional, Meaningful, Connected Intelligence

The next frontier of smart technology must offer more than just functionality. With Samsung’s advancements in AI, empowered by hardware and software, we are unlocking a new dimension of emotional intelligence — where technology doesn’t just work for us, but resonates with us.

What excites me most about AI in product design is how it enables us to listen, learn and craft experiences that feel deeply personal. As intelligence becomes ambient — woven seamlessly into our everyday devices — design takes on a greater responsibility: to ensure that intelligence feels warm, human and caring. We’re shifting from devices that demand our attention to those that pay attention, anticipating needs, adapting preferences and forming meaningful relationships with users.

We’re envisioning an ecosystem where intelligence isn’t confined to one device, but exists around you — quiet, empathetic, always present when needed, and gracefully invisible when not. Samsung’s holistic approach to AI spans across the entire ecosystem — from smartphones to TVs, wearables to home appliances — transforming each product into a thoughtful companion in your daily life.

Imagine a TV that mirrors your mood. A refrigerator that understands your dietary goals. A watch or ring that knows when you need rest, and gently guides you toward better mental and physical wellbeing. This is not just innovation — it’s a design philosophy where intelligence surrounds you, senses you, learns from you and ultimately adapts to serve you better. Each product becomes part of a larger, unified story, grounded in empathy, awareness and care.

Design as a Force for Meaning — And for a Better Tomorrow

Technology will always continue to evolve. But what truly matters is the meaning it brings — to individuals and to society. At Samsung, we innovate not just because we can, but because we care. It starts with a sincere commitment to people and a deep sense of responsibility for the impact we create.

What has always inspired me about Samsung is its belief in openness — not just as a platform strategy, but as a cultural principle. Openness to collaboration. Openness to bold, unconventional ideas. Openness to meeting people where they are. This spirit of openness removes barriers, fuels connection and sets the stage for truly meaningful innovation.

These are the values that have shaped my career and the principles I believe will drive our industry forward. They reflect a shared mission: to build technology that enriches human life, with empathy at its core.

Through our love for humanity and our clear vision for the future, we invite you to join us on this journey — one shaped by Samsung Design, and guided by purpose, care and imagination.

With over 25 years of experience in the medical field and now as Head of Digital Health team at Samsung Electronics, I spend a lot of time contemplating how technology can truly drive progress in healthcare, rather than being just another innovation for innovation’s sake. That’s why I’m very excited about AI as it offers new ways to address many of society’s health problems by simplifying complexity and at scale.

In our ongoing work to reimagine healthcare, Samsung is leveraging advanced AI algorithms and extensive technical expertise to develop solutions like Energy Score. This feature quantifies physical and mental energy levels through multiple health indicators including sleep, heart health and physical activity. Our vision is to include more comprehensive metrics like nutrition, mental health and additional mobile usage patterns to provide a holistic view of users’ health status, powered by AI.

AI holds great promise for early disease prevention through analyzing patterns and behaviors, detecting abnormalities, and even predicting potential health issues. By combining our long-standing sensor innovations with AI leadership, we aim to elevate our capabilities in preventing diseases, beyond sleep apnea and expanding to cardio-metabolic conditions. In particular, blood glucose is a big area of focus for us, and Samsung has been working to develop a sensor algorithm that predicts early signs of diabetes — along with non-invasive blood glucose monitoring technology and continuous glucose monitoring-integrated nutrition coaching.

Our goal is to support proactive health management, lowering healthcare burdens on individuals, families and communities at large. I strongly believe that AI will revolutionize the digital health industry and simplify the wellness journey for everyone. As a global tech leader, Samsung is uniquely equipped to make this a reality with our mix of technology innovations and a growing ecosystem of partners.

Over the past century, home appliances have evolved to reduce the burden of household chores and add convenience to lives.

The accelerated development of these appliances is marked by the integration of artificial intelligence (AI) technology that analyzes usage environments and executes optimal functions to significantly alleviate inconveniences associated with household tasks.

To that end, Samsung Electronics is updating its home appliances every year. With software at the core, these products are transforming from bulky machines into advanced electronic devices perfect for everyday living.

AI Home Appliances Become Lifelong Partners

Samsung home appliances are gradually expanding their role as daily companions through AI. For instance, AI Vision Inside in the Bespoke AI Family Hub¹ recognizes food ingredients placed on the refrigerator’s shelves with the internal camera to create a food list and remind users of expiration dates. Meanwhile, the Bespoke AI Laundry Combo provides a streamlined washing and drying experience with an AI-customized course.

SmartThings offers an interconnected ecosystem of various home appliances and IoT devices that fit users’ lifestyles. Furthermore, the screens on Samsung’s AI home appliances combine the latest hardware and software to orchestrate a multi-device experience that lets users easily control appliances in their homes.

Software Updates With AI Voice Assist and Added Security

As home appliances become increasingly software-driven, regular updates are critical. Samsung brought more than 50 major feature updates to its core home appliance lineup this year through Smart Forward, the company’s software updating service via SmartThings.

Previously exclusive to the 2024 Bespoke 4-Door Refrigerator with AI Family Hub, Quick Share will now be supported on Family Hub refrigerators released in 2017 and later through a software update. Now, users can easily view photos and videos from their smartphone, continue browsing web pages, watch YouTube videos and even create personalized images with the Generative Wallpaper feature all from the Family Hub refrigerator’s large screen.

Samsung’s voice assistant was updated in late August to transform how users interact with their Samsung AI home appliances. The Bespoke 4-Door Refrigerator with AI Family Hub, Bespoke AI Laundry Combo, Bespoke Jet Bot Combo AI Steam and Bespoke AI WindFree Gallery Freestanding Air Conditioner² are equipped with the latest version of Bixby to better execute user commands based on natural language.

For instance, a user can ask the robot vacuum cleaner to clean the house and set a time to start the washing machine in one sentence. Bixby will understand the commands and execute each of them accordingly. Users can even hear verbal responses when asking about their air conditioner’s air filter or maintenance status.

In such an interconnected environment, the importance of security software cannot be overlooked. Samsung Knox helps users enjoy their latest AI home appliances with peace of mind. Recent Knox Matrix updates have been applied to the Bespoke 4-Door Refrigerator with AI Family Hub for enhanced security by allowing the device to check the security status of other connected appliances.

Accessibility Improvements Made for Everyone

Software improvements are making Samsung home appliances more accessible to everyone.

Last month at IFA 2024, Samsung unveiled Voice ID³ — a feature that recognizes the voices of each family member and offers tailored solutions based on personal characteristics such as schedules, interests and health conditions.

Starting this month, Samsung will offer Accessibility Sync so users can apply accessibility settings from their smartphones to home appliances during initial setup. In the future, this software will integrate with Voice ID to recognize users’ voices and synchronize personalized accessibility settings for each individual.

AI and software in home appliances are transforming everyday life. Samsung’s AI technology will predict and troubleshoot problems with SmartThings-connected home appliances and provide solutions from users’ smartphones. Moreover, remote diagnoses of software errors and system settings will improve the quality and lifespan of home appliances. Catch a glimpse of the futuristic life led by Samsung’s cutting-edge home appliances at the upcoming Samsung Developer Conference 2024 on October 3 in San Jose, California.

¹ The Bespoke AI Family Hub refrigerator can recognize and categorize up to 33 different food ingredients. Users must manually name and set expiration dates for other ingredients.
² The Bespoke AI WindFree Gallery Freestanding Air Conditioner is only sold in Korea.
³ Voice ID is expected to be available in 2025.

Samsung Electronics has transformed people’s lives by popularizing wall-mounted TVs and smart TVs. Long at the forefront of innovation in TV hardware and software, Samsung is now utilizing AI to overcome limitations in the viewing experience and define the next generation of screen experiences.

▲ SW Yong, President and Head of Visual Display Business, Samsung Electronics

How AI Screens are Changing Daily Life

In today’s hyperconnected era, the AI TV is set to become the hub of an AI-powered smart home system — connecting, managing and controlling devices to provide consumers with new levels of convenience for more valuable experiences. Serving as a command center for the AI home, the AI TV allows users to easily monitor and operate connected devices, which can be automatically integrated to the SmartThings ecosystem via Calm Onboarding technology.

To see appliances at a glance, users can simply check the Daily Board on their Samsung AI TVs. The large screen displays 3D Map View to show the status of devices scattered around the home. Meanwhile, energy consumption can be managed by remotely turning off the lights or air conditioner when left on. Cameras and sensors ensure the home is monitored from afar, and users can even play videos to keep their pets entertained.

▲The 8K NQ8 AI Gen3 Processor combines AI sound, AI picture and AI optimization features for a frictionless viewing experience

In addition, AI TVs are offering an ultra-large, high-resolution viewing experience to make users feel as if they are in first-row VIP seats at a stadium, movie theater or concert hall.

The Neo QLED 8K offers 8K AI Upscaling Pro so users can enjoy SD/HD/Full HD high-resolution images at 8K levels. AI Motion Enhancer Pro makes sports content feel even more real and immersive. Meanwhile, Active Voice Amplifier Pro helps users catch every word — from dialogue in a movie amid background music to a sportscaster’s commentary over cheers from a crowd. With these features, the world is entering the era of the AI home cinema and the AI home sports arena.

Furthermore, AI TVs will help make TV more accessible to all. Optical character recognition technology converts on-screen text to audio subtitles in real time for users who are hard of hearing. On the other hand, Relumino Mode configures contents on screen by amplifying contrast, brightness and contours for users with low vision.

AI Screens Lead the Evolution of AI Homes

AI TVs are making new experiences possible — experiences that would have been unimaginable with conventional TVs. To this end, AI homes will evolve with Samsung’s Tizen operating system.

With AI becoming a differentiator in the global home appliance market, operating systems are a key player when incorporating AI into TVs.

Since 2015, Tizen OS has powered hundreds of millions of smart TVs and led the evolution of TVs. Thanks to the platform’s excellent performance, Samsung expanded its capabilities from TV hardware to software.

▲Since its launch in 2015, Tizen has become a dominant OS for smart TVs

Equipped with SmartThings and Tizen OS, Samsung AI TVs will increasingly tailor their services to users’ tastes and lifestyles. Boundaries separating products from service platforms will crumble away to open the ‘Era of Device Platform Innovation.’ Continued upgrades to Tizen OS will ensure quality service in the future.

The key to these personalized, customized experiences offered by AI TVs is on-device AI — in other words, AI that is embedded in the TV with no need for a cloud connection. This technology is more secure than cloud-based AI because personal information wouldn’t be sent out to a server.

Above all, ‘Samsung Knox,’ Samsung’s proprietary security solution, will thoroughly protect devices and personal information so users can enjoy a safe AI home.

The Future of AI: What This Means for Consumers

The rapid evolution of AI raises many social, ethical, economic and legal concerns. But ultimately, AI will evolve in a way that provides greater value for consumers.

Samsung strives to create a new way of life with AI screens by understanding, responding and adjusting to users’ needs — for new screen experiences that were not possible before.

Whether breaking down language barriers during communication, sharing content recommendations or controlling home appliances, AI is already impacting all of our lives. Through continued improvements to its AI screens, Samsung will create a more valuable daily life in the AI home.

We are at the beginning of the most exciting and probably one of the most historic moments in technology. The era of mobile AI is here — which for Samsung opened up by the introduction of Galaxy AI features on the Galaxy S24 series, our first AI phone.

Revolutionizing Mobile Experiences With a Hybrid AI Approach

To bring the real-life benefits of generative AI technology to the Galaxy S24 series, we took a hybrid approach to our AI integration. AI offers so many possibilities, and we believe mobile devices are the primary access point for unlocking its potential as users around the globe continue to rely on their phones for most of their day-to-day needs.

The essential role that mobile devices play in everyday life means they are very personal items that people use during many critical and memorable moments. We understand these behaviors and believe smartphones should work harder so that users can truly make the most of important moments in a simpler, more intuitive and more epic way. We also recognize the importance of privacy which is why we give users full control over what they share and what they keep private.

We believe our hybrid approach is the most practical and reliable solution to meet all these needs and puts Samsung ahead of the curve. We are providing users with a balance between the instant responsiveness and extra privacy assurance of on-device AI and the versatility of cloud-based AI through open collaborations with industry-leading partners in offering a variety of functions they need for daily life.

Expanding Possibilities With On-Device AI

We made the Live Translate feature on-device AI based because voice calls are the most basic feature of a smartphone, yet also an intimate and private means of communication. Samsung has committed to empowering users to communicate without language barriers, while at the same time ensuring every communication is safe and private.

To make this feature a reality, our R&D team worked day and night as part of a collaborative process that truly brought out the best in our teams. From determining the right size of AI language models to training and testing in real-life scenarios, our R&D organizations within the MX business challenged themselves and pushed beyond the limits of what we thought was possible to get this feature running entirely on-device.

Samsung’s global R&D networks around the world, which are in charge of growing the best talents and developing core technologies in each region, have also played a pivotal role. Samsung Research Centers around the globe, including Poland, China, India and Vietnam, have dedicated themselves to developing and expanding the languages supported by Galaxy AI. Languages are very cultural, contemporary and localized, so to help people break down language barriers and communicate more naturally, the role of our local R&D offices is even more crucial in opening up new possibilities for users in more regions than ever before.

All these efforts have enabled Samsung to offer something completely new which I’m excited to share. Soon, Samsung is extending the power of Galaxy AI beyond Samsung’s own native calling app by expanding Live Translate to other third-party message apps to support voice calls. So you can stay in contact with friends or colleagues, communicating on your favorite apps in multiple languages.

And since this feature has been integrated into our on-device AI language translation model, users will be able to experience barrier-free communication without worrying about privacy issues like personal data being shared outside their phone when using Live Translate.

I expect that more and more mobile AI features will be incorporated inside mobile devices as the intelligent computing power of the latest chips — particularly NPUs — advances at a blazing fast speed, along with other technologies. This will enable more people to embrace AI and make every day more convenient while offering greater peace of mind.

Growing Galaxy AI for Tomorrow’s Needs, Today

This exciting news is all part of the extension of our commitment to Galaxy AI and entering the next phase of the mobile AI era. The introduction of Galaxy AI on the Galaxy S24 series was only the start. To deliver a completely new and unique AI experience, we will further optimize the Galaxy AI experience for the upcoming foldable devices. Our foldables are the most versatile and flexible form factor in Samsung Galaxy and when combined with Galaxy AI, these two complementary technologies will together unlock all new possibilities.

Samsung is also committed to expanding Galaxy AI experiences across the broader Galaxy ecosystem in a way that only Samsung can. As the mobile AI era moves forward at a rapid pace, Samsung is accelerating mobile AI innovations to meet the needs of not only today, but tomorrow.

It’s always exciting to develop a product and introduce it to the market. Whenever I take on this challenge, I wonder if the new product will resonate with customers — perhaps, it will even become a game changer and impact lives in meaningful ways.

If we look more closely at the product development process, design makes innovative technologies shine while technology makes design dreams a reality. Only when design and technology are in perfect harmony can we develop a product that provides genuine value to our users. Samsung Electronics excels at balancing design with innovative technology, and we continually strive to create products that blend seamlessly into our customers’ lives.

To this end, we have redefined our design philosophy as we approach 2030. “Samsung Design Identity 5.0 (DI 5.0): Essential∙Innovative∙Harmonious”¹ is the new direction that will define the future we hope to provide.

Samsung’s Design Philosophy and Its Evolution

More than 1,500 designers work at Samsung’s seven global design studios to solve everyday problems facing a wide range of customers, each from a different culture or background with unique preferences and tastes. At the center of this effort is Samsung’s design philosophy — “Inspired by Humans, Creating the Future” — which has not changed since its inception in 1996.

But the way people live and experience their lives is constantly changing, and we have had to refine and evolve our design identity to reflect that. “Samsung Design Identity 5.0: Essential∙Innovative∙Harmonious” is the vision that will guide us through 2030. Moving forward, we’ll continue to introduce smartphones, TVs, refrigerators and other products that reflect this new mindset.

Essential∙Innovative∙Harmonious. What Does That Mean?

Essential design focuses on the original intent and purpose of the product — to provide an optimized user experience without any unnecessary elements. This year, the latest Galaxy S24 series allows users to intuitively experience the functions of a mobile product with its unified look and thin bezel. Our TVs with Infinity Air Design appear to float in mid-air for more immersive viewing. On the other hand, our all-in-one washer and dryer maximizes space efficiency through a minimalist design.

Innovative design brings valuable changes — not merely novelty — to our customers’ lives. Examples include a TV that automatically upscales low-resolution images to 8K level using AI technology; an AI-based robot vacuum cleaner that automatically recognizes floor type, objects and living spaces for optimal cleaning; and a Live Translate feature that helps smartphone users overcome language barriers through real-time translation. These products all merge innovation with creativity.

Harmonious design embodies the desire to unify products and people with society, the environment and other human values. SmartThings improves convenience by integrating and connecting products for users to control remotely. Meanwhile, Music Frame, a customizable frame-shaped speaker, blends into any interior. Designs that create harmony between products and customers’ daily lives — rather than designs that announce their own existence — are the kind we will continue to pursue.

A Future of Infinite Possibilities

At Samsung, this is our commitment — to be faithful to our essential purpose, innovate endlessly and create designs that harmonize with our users’ lives. We aim to empower customers around the globe and enrich their lives by offering meaningful experiences, no matter what Samsung products they choose.

At Milan Design Week 2024, we are presenting the exhibition “Newfound Equilibrium” to showcase an inspiring vision for a better future — one that achieves the right balance between humans and technology. Join us on April 16 for a future of infinite possibilities.

¹ History of Samsung’s Design Identities
Design Identity 1.0 (2001-2005): Simplicity with Resonance
Design Identity 2.0 (2006-2010): Create an Emotional Journey
Design Identity 3.0 (2011-2018): Make It Meaningful
Design Identity 4.0 (2019-2022): Be Bold. Resonate With Soul.
Design Identity 5.0 (2023-2030): Essential∙Innovative∙Harmonious.

Fifty years ago, in 1974, Samsung Electronics introduced its first refrigerator, washing machine, and air conditioner to the world. In the time since, we have continuously pushed the boundaries of innovation in digital appliances.

Fast forward to five years ago, in 2019, when Samsung debuted its first Bespoke appliances. These products were made to transform users’ daily lives with customized features and optimized designs. Now, we are set to usher in a new era of AI appliances, featuring cutting-edge artificial intelligence (AI) and SmartThings-based connectivity.

Ahead of the global product launch event on April 3, this editorial will explore how AI appliances and inter-connected smart homes are about to transform our understanding of modern home life.

Why Security Is the Foundation of Bespoke AI Appliances

A recent study conducted by market research firm Ipsos highlights the significance of security in the age of AI. The study surveyed 17,000 people across 17 countries, using the title of “Our Life With AI: The reality of today and the promise of tomorrow.” A key finding was that 42 percent of respondents identified “better security” as a very important application for AI, with an additional 44 percent deeming it somewhat important.

AI technology is brimming with potential, but even the best AI will not be worthwhile if it fails to protect users — in fact, it could be dangerous. And this is why security stands at the core of Bespoke AI appliances. We have prioritized security throughout our product development to ensure users can get all the benefits of AI-based digital appliances, while experiencing peace of mind.

Our AI appliances are protected by Samsung Knox to ensure safe usage. A blockchain-based Knox Matrix monitors and protects Samsung’s inter-connected appliances.

Our newest AI appliances, the Bespoke 4-Door Flex Refrigerator with AI Family Hub+ and the Bespoke Jet Bot Combo AI, have earned the Diamond level rating for their Internet of Things (IoT) security capabilities from UL Solutions, a global verification company. This rating represents the highest level of IoT security, a distinction that no other home appliance in the world has achieved to date.

But Samsung hasn’t stopped there. We are always researching new technologies that can further enhance the safety of AI appliances and smart homes.

Using AI Appliances to Advance Society

At Samsung, we aspire to develop appliances that go beyond mere convenience for the sake of convenience. Our goal is to create AI appliances that accomplish two things: they are readily accessible for everyone, and they contribute to society by reducing environmental impact.

Samsung’s latest all-in-one washer and dryer boasts a large 7-inch LCD touch screen designed for easy operation, catering to users with varying abilities. With Bixby integration, controlling the machine using voice commands is also possible, ensuring wider accessibility. Furthermore, the convenience of Samsung’s Auto Open Door allows users to effortlessly open the refrigerator with just a light touch. And the new washer and dryer also automatically opens its door upon completion of the wash and dry cycle. The combined result of all these improvements is that our appliances are now more user-friendly than ever.

As for the role our products play in society, we are leveraging next-generation technology to reduce environmental impact. This includes using AI to decrease energy usage in appliances and employing enhanced semiconductors to reduce the power consumption and carbon emissions of refrigerators. We are also developing technology that enables continuous use of air purifiers without the need for regular filter replacements.

Bespoke AI Appliances: The Pinnacle of AI Technology

Our 2024 appliance lineup represents the pinnacle of AI integration. Designed to significantly ease the burden of household chores, these appliances incorporate a range of sensors, recognition technology, big data analytics tools, powerful AI chips, and the Tizen OS.

With these capabilities, the way in which appliances are used will undergo a complete transformation. The large displays integrated into Family Hub refrigerators and the 7-inch display on Samsung’s latest all-in-one dryer and washer allow easy control and monitoring of appliances throughout the house. Moreover, you can conveniently control the main functions of the product using a smartphone, without having to search for a remote control or fiddling with buttons. This revolutionizes home life.

This year, we’re also planning to incorporate generative AI into Bespoke AI appliances, which will allow users to operate them through natural conversation — much like chatting with family members. Building on SmartThings and the strength of AI appliances, will introduce over 100 diverse inter-connecting experiences that Samsung appliances can offer.

At Welcome to BESPOKE AI on April 3, you’ll have the opportunity to witness Samsung’s groundbreaking AI appliances for 2024. Our products not only prioritize security, but also consider our society and environment. Join us as we embark on this journey to shape the future of Bespoke AI appliances.

Today, more than ever, people are defining their own wellness goals. From looking to stay fit or gaining more muscle mass, achieving better sleep, or caring for personal or family physical and mental health issues, everyone’s goals for better health look different. But one thing is common, the daily management and path towards these goals can be complicated and challenging, and most importantly, it is defined by you.

That’s why at Samsung, we’re working to empower more people to manage their health — and those they care for — their way, with a comprehensive, yet simplified approach to everyday wellness. Our vision is to improve the health of billions through connected care centered around the home by connecting devices, services and people — like only Samsung can.

Simplifying Wellness by Uniting Scattered Health Data

One of the biggest challenges the healthcare industry is facing today is fragmented data and how to bring it all together. Samsung is uniquely positioned to undertake this with one of the largest, most diverse connected device ecosystems. Now with Samsung Health, we’re connecting different devices and partner solutions within one cohesive platform, making it simpler to track health conditions on a Galaxy wearable.

By collecting data through advanced sensor technology, you’ll receive a deeper, more holistic understanding of your health with improved insights and integrated third party health data. And as always, your personal data on the Galaxy devices remains secure thanks to the Samsung Knox security platform.

Turning Data Into Meaningful Insights With the Transformative Power of AI

Like any good data model, how you leverage the information is key. In this new mobile era of AI, Samsung is focused on remaining at the forefront of maximizing information. With the intelligence of AI, the most transformative technology of the century, users will receive more personalized insights and tailored health experiences through Samsung Health’s extensive global dataset from 64M monthly active users. And while every user’s wellness journey is unique, we believe they all start in the same way — by gaining a deeper understanding of their health through more comprehensive insights, spanning the longest time possible.

This is why we’ve continued to build a portfolio of tools that help track their health conveniently, continuously and accurately. This approach comes to life in our wearables portfolio with upcoming features like My Vitality Score¹ and Booster Card,² combining more data with new intelligent analysis to deliver even more personalized and actionable guidance day and night.

Bringing It All to Life Starting With a Good Night’s Sleep

With more data and greater intelligence, users will receive even more insights for preventative wellness end-to-end solutions, starting with sleep. We’ve developed a variety of features that offer users a deeper understanding of their sleep quality and other aspects of their health during sleep. For example, the sleep apnea feature, which recently received De Novo clearance from US FDA, will detect signs of moderate to severe obstructive sleep apnea — and often undiagnosed and untreated — chronic medical condition, so they can address it with their healthcare provider.

This is just the beginning. We’re working with partners to connect these capabilities to real world solutions and services that expand access to healthcare in the home. For instance, you can create a more optimal sleep environment with a smart mattress that can fine-tune the ideal sleep temperatures for rest.

The Future of Wellness Is at Your Fingers

Samsung recognizes that gaining a deep understanding of one’s personal health can result in significant long-term wellness benefits for our users. As we look to deliver on our vision of providing users with a comprehensive yet simplified approach to everyday wellness, we realize choice is a big factor. Obtaining accurate, detailed and advanced information on personal health conditions is the foundation of helping better track and action change.

Mobile devices will become the primary access point for AI, and through Samsung Galaxy — with our broad and comprehensive product portfolio, heritage of innovation and philosophy of open collaboration — we’re well positioned to accelerate its global expansion. That’s why we’re thrilled to be introducing Samsung Galaxy Ring later this year — bringing Samsung’s accumulated innovations to the smallest form for comfortable 24/7 wear. As a new addition to our wearables portfolio, Galaxy Ring will offer users an all-new way to simplify everyday wellness, empowering them with greater insights and more ways to understand themselves day and night. With Galaxy Ring, users can embrace an unrivalled experience during every step of their wellness journey, all while being delivered in lockstep with Samsung’s broader vision for a more connected, integrated and seamless digital wellness platform.

Samsung will continue to enrich and expand Galaxy AI experiences across our product categories and collaborations to bring forward mobile experiences that defy imagination. The launch of Galaxy Ring is just one of Samsung’s many initiatives that exemplifies this and delivers on our vision of improving the health and wellness of billions, starting at home, with you. Through the power of intelligence, partnerships and advanced technology, we’re helping more people better understand themselves and make the small changes that have a big impact, every day. With this, the power of Galaxy AI and many more exciting health and wellness solutions and updates on the horizon, we can’t wait for you to see what we have in store.

¹ My Vitality Score will be made available on Samsung Health within 2024. Availability may vary by market, carrier, or wearable device. Features are intended for general wellness and fitness purposes only. The measurements are for your personal reference only. Please consult a medical professional for advice.
² Booster Card will be made available on Samsung Health within 2024. Availability may vary by market, carrier or wearable device.

Developing the Galaxy S24 series has been the most rewarding period of my career. As an engineer, I have witnessed many examples of incredible innovations, but AI is the most transformative technology of the century. Few engineers get the chance to be involved in something with such seismic potential. It brings great change, not only for Samsung and the mobile industry but for all humankind.

When integrated into phones, AI is, to put it simply, a revolution. This is a new era for mobile experiences and Samsung Galaxy has a leading role to play in it. Mobile devices will become the primary access point for AI, and Samsung Galaxy — with our broad and comprehensive product portfolio, heritage of innovation and philosophy of open collaboration — is in a great position to accelerate its global expansion. We will make mobile AI easy to access and ignite new possibilities for all.

Opening Up New Possibilities

As we pioneer groundbreaking experiences in mobile AI, we’ve thought a lot about how this new and exciting technology can enhance our lives and inspire society’s next steps. Applied with care and consideration, Galaxy AI¹ helps people communicate beyond borders, complete everyday tasks easily and so much more.

Since the launch of the Galaxy S24 series, we’ve had great feedback about how people actually use Galaxy AI features in their daily lives. One of the most welcomed AI features is Circle to Search² with Google, an incredible new tool for intuitive discovery. Our communication tools for removing language barriers, such as Live Translate,³ Chat Assist⁴ and Interpreter, have captured the imagination of many. People also love Photo Assist, our tool for creativity powered by our ProVisual Engine.

Again, we’re only getting started. While developing the Galaxy S24 series, we had many ideas and concepts that we wanted to bring to life. Galaxy users will be able to enjoy more Galaxy AI features that build on these ideas and concepts over time as Samsung continuously enhances and grows the mobile AI experience.⁵

Moreover, we are already planning next steps for Galaxy AI beyond smartphones — optimizing it for various categories of devices across various services. In the near future, select Galaxy wearables will use AI to enhance digital health and unlock a whole new era of expanded, intelligent health experiences. Samsung will keep enriching and expanding Galaxy AI experiences across categories through collaborations with more industry-leading AI partners.

The Next Big Thing Is YOU

Over the past year, we frequently asked ourselves what users want or need and what they could achieve with a little assistance. These questions inspired the Galaxy S24 series, our first AI phone that invites users to imagine how their lives could change thanks to AI. It is the phone of the future — shaping the standard of mobile AI and defining this emerging category of AI phones.

Of course, there are challenges and responsibilities to consider. AI models in training are still susceptible to hallucinations, and the debate on intellectual property rights continues. It is crucial that companies openly collaborate to carefully define AI experiences, so users can confidently and reliably enjoy their new abilities.

It’s also important to raise the standards of security and privacy in this new era of data-intensive mobile experiences. That is one of the reasons we’ve taken a hybrid approach that combines on-device and cloud-based AI. Besides ensuring seamless usability, this lets users limit some features to function entirely on-device, giving them greater control over what they do with their data. We remain committed to enhancing Galaxy device security and privacy by providing users with transparency and choice.

In this new era of mobile AI, it is no longer a question of what any phone can do, but what individuals can achieve with the right tools. The Galaxy S24 series provides just some of those tools and I can’t wait to see what you will do with them. It is you who decides what’s possible, useful and meaningful. The next chapter of mobile experiences does not belong to us. It belongs to you, our Samsung Galaxy users.

¹ Galaxy AI features will be provided for free until the end of 2025 on supported Samsung Galaxy devices. Different terms may apply for AI features provided by third parties.
² Results may vary depending on visual matches. Requires internet connection. Users may need to update Android to the latest version. Product functionality may be dependent on your app and device settings. Some functions may not be compatible with certain apps. Availability of the service varies by country and language. Accuracy of results is not guaranteed.
³ Live Translate requires a network connection and Samsung Account login. Live Translate is only available on the pre-installed Samsung Phone app. Calls must be made using the native Samsung dialer. Certain languages may require language pack download. Service availability may vary by language. Accuracy of results is not guaranteed.
⁴ Requires Samsung account log in and internet connection.
⁵ Features and supported devices to be confirmed. Some Galaxy AI features already announced for Galaxy S24 series will be available on Galaxy S23 series, S23 FE, Z Fold 5, Z Flip5 and Tab S9 series via software updates. Availability may differ depending on model and region.

As an open ecosystem that empowers users to define their experience according to their priorities, Galaxy has always stood for choices. From a security and privacy perspective, I believe Galaxy has a duty to give users more say over how they are protected. Having options encourages you to think about what’s really right for you. That’s the philosophy behind Auto Blocker, introduced as part of One UI 6.

Auto Blocker is a package of additional security measures and the latest to join Galaxy’s stable of security and privacy innovations. Just as there is not one single type of cyber threat, there should never be just one approach to security. That’s why Auto Blocker’s safeguards are wide-ranging; it gives users more ways to stay safe, on their terms and with minimal effort.

Let me put it another way: Galaxy lets users set their own boundaries without building a wall around them.

Boundaries, Not Walls

One of Auto Blocker’s features is the ability to enable or disable sideloading. This is the act of installing an app that’s not available on official platforms, such as Google Play or Galaxy Store. Sideloading is hugely popular as there are many benefits for users, including enhanced customization and control over their device’s functionality.

There are entire online communities full of advice and testimonials, dedicated to safe and responsible sideloading, and to new ways of using Galaxy devices that open up exciting possibilities. For those who fully intend to sideload, they won’t notice any change with One UI 6 because Auto Blocker is off by default. Then, what’s the benefit of opting in?

We constantly look out for new threats, and it is increasingly common to see social engineering attacks like voice phishing. This is when an attacker doesn’t target a device, but targets users and aims for human error. For example, if someone called your mother pretending to be from the bank, and they scam her into installing malware. With Auto Blocker activated, such an attempt would be detected and stopped.

So, for those not in the habit of extensive device customizations, turning on Auto Blocker represents additional and effortless peace of mind. And those who love to customize are entirely unaffected. Not only is Galaxy an ecosystem that empowers informed choices, but it is also one that adapts to changes in the digital landscape. Galaxy means the freedom to set your own boundaries — and move them when you wish.

A Complete Package

The option to toggle sideloading is just one part of Auto Blocker, which is packed with other safeguards and effortlessly protects users in other likely scenarios.

Imagine you’re charging your smartphone at an airport or any other public space. Maybe you’re distracted and someone takes the opportunity to grab it, attempting to break into it via the USB port while the device is physically accessible to them. Fortunately, Auto Blocker prevents commands and installations via USB cable, which makes it tough for anyone to physically override your device’s security.

Auto Blocker assures users that they can safely use their favorite apps or try new ones. It turns on app security checks, which look out for potential malware.¹ It also opens up the Message Guard feature, which prevents Zero Click exploits to popular third-party messaging apps, including Messenger, Telegram, KakaoTalk and WhatsApp.

One Part of a Secure Ecosystem

Auto Blocker is just one of the many security innovations we’ve been working on. To further improve protection, we’ve updated the Security and Privacy Dashboard on Galaxy devices – so it’s easier for users to see and control what happens to their data.

We’re also bringing our strongest hardware-based security innovations to more devices with the expansion of Knox Vault to additional smartphone models and other non-mobile product categories. Looking ahead, we’ve updated Knox Matrix — our vision of a future where connected devices can protect one another. Furthermore, we’ve introduced an easier and more convenient way to log in to devices.

By offering more ways to be secure, in more places and on more devices, we’re providing users with greater convenience and greater choice in how to live their lives. Ultimately, isn’t that what everybody wants?

Click here for more on all of Samsung’s security innovations announced at SDC23.

¹ Currently not available on U.S. carrier models.

Last year, I expanded my responsibilities as head of Samsung’s MX Business, to lead our Corporate Design Center. My career as an engineer taught me that the most sublime designs are intertwined with technological innovation. This new responsibility allows me to delve deeper into how the synergy of design, engineering and R&D can yield transformative experiences. With my fellow designers, I’ve embarked on a deep exploration of Samsung’s design strategy to understand our roots and envision our growth.

Different Times, Unchanged Commitment

In 1996, Samsung committed to a philosophy: “Inspired by Humans, Creating the Future.” It means our creations are conceived with a deep understanding of you, the user, and we hold an unwavering belief that a user-centric approach is the key to the future.

We feel this even more keenly nearly 30 years on, as we contemplate the fluid nature of human interaction. Users value experiences over mere achievements and meaningful connections over raw technological prowess. We have distilled the Samsung design philosophy into three Design Identities, each one with you at the center: our products must be Essential, Innovative and Harmonious.

Essential design prioritizes clarity of purpose and ease of daily use. Innovative design emphasizes originality, reflecting purpose in new and distinct ways. Harmonious design ensures all elements work together for a holistic purpose, aligning with societal, environmental and ethical values.

Inspired by Humans, Creating the Future

These three Design Identities are exemplified by our latest hardware and software ecosystem.

Take, for instance, the act of folding and unfolding a smartphone. It seems simple. However, that simplicity users feel is only achieved through a rigorous focus on what is most essential and intuitive. The minimal, sleek appearance housing specialized hinge functionality emphasizes our commitment and the inherent beauty of essential design.

We’ve raised the standards for foldable smartphone ergonomics. A difference of millimeter in a device’s thickness may not sound like a big change, but every gram and millimeter in a foldable device requires an engineering breakthrough. It demands craftsmanship with passion. When done well, the benefit to users is huge. That’s why we’ve innovated to make our latest foldables slimmer and lighter than our previous generations.

Samsung Galaxy foldable is completed by its users, with its personalized experience. With our Galaxy foldables, your self-expression reaches new levels with, literally, the most flexible camera experience in Samsung Galaxy. You can capture the perfect angle, hands-free. The enhanced multitasking experience like a PC also raises the bar for productivity. You can work, collaborate or game on-the-go.

Samsung Galaxy Tab and Wearables are designed in the same spirit. They work with each other harmoniously in an ecosystem that opens up a powerful connected experience, serving as a seamless extension of your needs, priorities and unique personality.

Whatever the Samsung Galaxy experience is, when we say, “Inspired by Humans,” we don’t just mean people. We also mean their communities, their environment and their planet. Samsung Galaxy devices are designed with sustainability for the future in mind, because even the smallest actions could contribute to a large impact — such as protecting our planet. When we say, “Creating the Future,” that includes our responsibility today to ensure a sustainable tomorrow for the future generation.

Our Shared Journey to a Better Tomorrow

When design comes together with technological innovation, it brings forth new possibilities. With innovative technologies, people can make the most of today, and ultimately, create the best possible tomorrow. We invite you to join us at Unpacked, where we’ll pull back the curtain on our latest devices and experiences — inspired by you, created for you.

In a way, they were nearly 30 years in the making, a culmination of decades of human-inspired design. But, this is also just the beginning. Seeing the ways our innovations blend into your lives, enabling new possibilities for creativity, productivity or self-expression, will inspire the next steps of our journey. So, let’s navigate this journey together, harnessing design and technology to create a future that truly reflects you.

Mark your calendars for July 26!

▲ CEO and Head of DX (Device eXperience), Samsung Electronics

Just like how we are always on the move, the lifestyles and the values of consumers are also constantly changing.

With growing demand for smart homes and a sustainable future, consumers have shown that they no longer see functionality alone as the main priority when considering their appliance needs. Now, how an appliance makes life more sustainable, connected and stylish is just as important.

Across the electronics industry, companies are exploring more fulfilling customer experiences on these terms. Among them, Samsung is uniquely positioned to provide it. Thanks to our wide array of products from smartphones and TVs to household appliances brought together under our exclusive SmartThings connectivity platform, Samsung can provide an experience of the home that is not just innovative but also truly holistic.

This year, through Sustainable, Connected and Stylish Life, we are taking the foundation of Bespoke in the home and elevating it further, making eco-consciousness more intrinsic, harmonizing our diverse services and offering greater freedom in visual expression than ever.

Now, living a Bespoke Life allows you to create a home that not only caters to your unique needs but your values as well, empowering you to enjoy a more sustainable, connected and stylish life. This is the vision of Bespoke that I am excited to share with you today.

Sustainable Life — Make Sustainable Life Easy

How we live involves how we affect our environment. As more people pursue greener lifestyles and values and the importance of energy saving increases, there is a growing interest in how to realize sustainability in our daily lives. To make this possible, sustainability is more central to Bespoke than ever in 2023 with the vision to provide the most energy-efficient products and solutions.

The technologies we are showcasing at Bespoke Life 2023 are built on the idea that the simplest but most important step is making a change to how things work in everyday life. As well as reducing carbon emissions across the entire lifecycle of our products, SmartThings’ AI Energy Mode, can save energy up to 70% in various product categories, soon to be available in 65 countries this year. To help reduce microplastics — which have become a major contributor to marine pollution — we built upon our “Easy for Everyone” concept to develop the Less Microfiber Cycle and Less Microfiber Filter in collaboration with Patagonia.

Connected Life — Simplify Connected Life

With social distancing coming to an end, we are all getting back to normal life. Three years of restrictions, however, have reminded us all of the value of connection. In our fast-changing world, the era of hyper-connectivity has truly arrived.

With nearly 270 million people around the world using SmartThings to make household life easier and simpler, hyper-connectivity is made possible by appliances that work together to provide a unified customer experience in the home. Last year, we launched SmartThings Home with six services, and this year we announced a whole new world of connectivity under the theme of “Bringing Calm to Our Connected World.”

100% of our new Bespoke products support Wi-Fi connectivity. With these appliances that automatically adjust to more than twenty pre-set actions based on users’ daily routines, as well as enhanced security, we want to ensure that the Bespoke experience is seamless and adaptable to changes in users’ lives.

Stylish Life — Create Stylish Life

A more expressive, customizable home and a focus on choice has always been core to Bespoke, creating a stylish life by allowing individuals to customize their surroundings and belongings to reflect their unique tastes and preferences. Since its launch, over 3 million Bespoke refrigerators have been sold worldwide, which really shows how much people have been waiting for appliance to change.

To make our Bespoke products more personal, adaptable and long-lasting, Bespoke Life features easily changeable panel colors and textures for appliances, to keep pace with customers’ changing lifestyles and tastes without the need for full replacement.

Also, we are always pursuing collaborations that show just how creative and stylish interior design can be. Our new, limited-edition Bespoke refrigerator panels, designed in partnership with Italian creative studio TOILETPAPER, are an excellent example of the breadth of Bespoke style, finding new, unexpected ways to make daily life vibrant and engaging.

With demand for deeper personalization growing all the time, we want to empower individuals to personalize their homes through appliances that harmonize with everything else in the living space, and we will continue to launch collaborations with new artists.

On June 7 at Bespoke Life 2023, we’ll announce more details about our expanding vision. Through Sustainable, Connected and Stylish Life, Bespoke Life is adding more convenience and value to every task and routine. We can’t wait to show you how Bespoke weaves these values into the things you do every day.

The “Beyond Moore” Era: Pushing the Boundaries of Semiconductors

In the past, the technological advancement in the world of semiconductors revolved around who could make smaller transistors and fit more on a single chip. Gordon Moore predicted that the density of transistors on a chip doubles every 24 months — the famous “Moore’s Law”. Although it has gone through some adjustments over history to reflect the speed of technological growth, “Moore’s Law” has been considered the fundamental principle of semiconductor technology development for the last five decades.

Today’s era of smartphones, mobile internet, AI and big data calls for increasingly faster speeds of computing performance. However, the speed of semiconductor innovation and technology advancement has slowed down, and chip miniaturization has reached physical limits, which has caused the speed at which transistors are growing smaller to slow down. In other words, we are now falling behind Moore’s Law.

The market also demands semiconductors to be versatile, encompassing a variety of features such as analog or RF wireless communication in one chip. But as the semiconductor process becomes increasingly miniaturized, it gets increasingly difficult to maintain analog performance. It is indeed becoming difficult to address the needs of the market just through process miniaturization based on Moore’s Law.

In order to overcome these limitations of semiconductor technology, an approach that goes beyond the existing Moore’s Law is required, and we call this “Beyond Moore”.

“Advanced Package, Leading the Beyond Moore Era”

Our answer to the Beyond Moore era is Advanced Package technology. Through advanced Heterogeneous Integration, which connects multiple chips horizontally and vertically, more transistors can be planted on a single chip (or package) and offer performance that is more powerful than the sum of all parts.

According to market research, the CAGR of the advanced packaging industry is estimated at 9.6% growth rate between 2021 and 2027. In fact, 2.5D¹ and 3D packages² implementing heterogeneous integration is expected to show an even higher growth rate of 14%.

Governments are also paying close attention. The South Korean Ministry of Trade, Industry and Energy hosted a forum on semiconductor packaging technology in February, while DARPA (Defense Advanced Research Projects Agency) of the US Department of Defense announced the allocation of a large-scale budget for advanced package-related fields last April. The Japanese government also announced new incentives to attract research centers, as well as establishing a dedicated symposium.

“One-Stop Advanced Package Solution with High Performance and Low Power”

In a bid to address the growing importance of advanced packaging technology, Samsung Electronics established the AVP (AdVanced Package) Business Team under the Device Solutions Division last December to boost the company’s capabilities in advanced packaging technology and maximize the synergy between business units.

Samsung Electronics, with industry-leading expertise in memory, logic foundry and package business, is well-positioned to utilize heterogeneous integration to offer competitive 2.5D and 3D packages that connect state-of-the-art logic semiconductors produced with EUV and high-performance memory semiconductors such as HBM.

The AVP Business Team operates under a business model that provides one-stop advanced package solutions that enable high-performance and low-power solutions. We communicate closely and directly with customers in order to provide solutions tailored to the needs of each customer and product. Our focus areas are the development of next-generation 2.5D and 3D advanced package solutions based on RDL,³ Si Interposer/Bridge⁴ and TSV⁵ stacking technologies.

“Our Future Beyond Connection”

The goal of the AVP Business Team is “hyper-connection” (or “hyper-integration”). “Hyper-connection” is more than a simple sum of the performance and functions of each semiconductor. We envision creating a greater synergy that connects semiconductors to the world, connects people to people and connects customers’ imaginations to reality.

Samsung Electronics is committed to a competitive development and production strategy, with proprietary packaging technology compatible with the large-area trend. Based on customer-oriented business development that ensures prompt responses to customer requests, the AVP Business Team will bring products of imagination to reality.

¹ 2.5D package: A package which integrates a single-layer logic semiconductor and multi-layer memory semiconductor together on a substrate
² 3D package: a package in which multiple logic/memory semiconductors are vertically integrated
³ RDL (Redistribution Layer): Advanced packaging technology that places an extra metal layer in between a small and large circuit board to integrate the two
⁴ Si Interposer/Bridge: The microcircuit board inserted between the IC chip and PCB, which physically connects the chip and board by acting as the mid-level wiring
⁵ TSV (Through Silicon Via): Advanced package technology that grinds the surface of the chip, drills hundreds of microscopic holes and connects the electrodes that vertically penetrate the holes in the top and bottom chips.

The evolution of mobile network technology has changed our lives gradually and dramatically. Such progress has seeped into our everyday lives and changed the way we communicate, spend our free time, and how we work.

Until the year 2010, communication was mostly voice and text-based. Over the past 13 years, we’ve seen consistent technology advancements from 4G to 5G and beyond, and we’re now able to enjoy ultra-high-definition, large-capacity multimedia content, anytime, anywhere.

Mobile network technology has redefined the cultural landscape of connections at all levels — between people to people, business to business and industry to industry.

Software Is at the Heart of Mobile Network Evolution, Moving Toward Virtualization

At Samsung, we have been focused on identifying the key technology that will drive mobile network transformation and we think the answer is software.

Venture capitalist Marc Andreessen once said, “software is eating the world.” Just like this famous phrase, global industries are being ‘eaten’ by software and this dynamic transition is called ‘virtualization’ in the network infrastructure world. Whereas hardware is the foundation for traditional networks, virtualization is all about shifting to software.

Virtualization lets you transform many hardware functions and features into software, allowing various services to run on a single hardware platform. Simply put, it works similar to downloading and regularly updating a range of apps on your smartphone.

vRAN Will Eat up the Network Infrastructure World

Samsung has been spearheading the shift toward network virtualization and openness. We introduced the first fully virtualized Radio Access Network also known as vRAN. Although vRAN currently accounts for just 3 percent¹ of the global RAN market, it is a pioneering technology that the industry is watching closely.

Samsung has been a forerunner in the innovative path to vRAN, proving our outstanding performance and wide-scale commercialization capabilities in the real-world, leading expansion in major 5G markets, including Asia, Europe and North America.

We supported the largest-scale commercial vRAN for the first time in the world with Verizon in 2020, and since then, have been providing stable and reliable 5G services to millions of customers. We also began our collaboration with DISH Wireless and Vodafone Group, actively expanding our vRAN footprint to new markets, including the U.K., Germany and beyond.

With the innovations that we are bringing to virtualization, we are creating the blueprint for next-generation networks. We are not only committed to advancing our technology, but more importantly, onboarding and growing the best software talents, which we believe is a central pillar to our achievements.

Samsung Networks Chipset: Packaging the Essence of Our Innovation and Technological Capabilities

The power of chipsets not only radiates through hardware-based networks, but also in software-centric virtualized architectures. While most functions and features are being turned into software, there are still integral parts of the network that remain as hardware. Therefore, the ability to pack advanced features into a tiny chipset is one of our invaluable asset.

Our competitive advantage stems from our unique combination of expertise in innovative software solutions and our comprehensive portfolio of hardware combined with our 5G network chipsets.

Samsung is the only major network vendor that has the capability to design, develop and manufacture 4G and 5G network chipsets in-house.

With the rising market demand for higher energy efficiency, as well as support for complex spectrum bands and reduced hardware footprint, there has been a stronger emphasis on chipset technologies.

Compared to previous generations, our latest 5G chipset reduces base station energy consumption by about 40 percent and antenna size by nearly half compared to previous products, and also includes support for multiple spectrum bands.

With a strong foundation built on over 40 years of experience in network technologies, we have managed to stay ahead of evolving market demands, introducing a compact and lightweight radio with high performance and energy efficiency.

Building a Better Tomorrow With Energy Savings Technology

The true value of innovation is not just about advancing technology, but it’s also about pursuing a better tomorrow. Ranging from software to AI and chipsets, sustainability has always been at the core of our product development strategy. Bringing our sustainability vision to life, we are introducing our newest energy saving features for vRAN at MWC this year.

As legendary hockey player Wayne Gretzky once said, “a good hockey player plays where the puck is. A great hockey player plays where the puck is going to be.”

As we continue along our exciting journey, Samsung will always think a step ahead, anticipating future needs of our customers. And, as a pioneer in the mobile network industry, Samsung will continue to drive this paradigm shift by jumpstarting the next wave of unforeseen innovation.

¹ Source: Dell’Oro (3Q, 2022)

Every year, mobile technology increasingly becomes the very core of our daily lives and the epicenter of innovation.

With these essential devices, we create and consume content that connects, inspires and entertains us. We stay immersed in the world of an epic game, even on the go. We keep up with colleagues and deadlines when we’re away from our desks. And we manage every part of our lives in one convenient place — from health and wellness habits to appointments, purchases, travel and more.

Our days revolve around these experiences, so people want devices they can depend on from brands they can trust. At the same time, global challenges like the climate crisis are making us rethink how we live. We have a responsibility to help create a better world now while working toward a more equitable and sustainable future. We believe mobile technology can be the catalyst to enrich people’s lives and help create that future we envision. And this is the reason why we do what we do in Samsung Electronics.

Setting New Performance Standards

There’s no better example of Samsung delivering on this vision than the Galaxy S series. This year, Galaxy S series has extended our innovation heritage by doubling down on our fundamentals.

That’s why our pro-grade camera system is getting smarter, offering the best photos and videos in any light among our Galaxy smartphones. Along with the hardware and software optimization, our newest chipset, born out of Samsung’s open partnership philosophy, enables the fastest and most powerful Galaxy performance. Our ecosystem connectivity is also getting easier and more seamless than ever.

At the top of the Galaxy S series is our Galaxy S Ultra. It’s the product you can trust to give you the best of the best with redefined performance and quality.

We fully merged the most beloved Galaxy Note experiences into Ultra, pioneering a smartphone with the power, performance and creative capabilities of two leading Galaxy innovations in one.

The Galaxy S Ultra has truly become the pinnacle of Samsung Mobile’s innovation, a marque that stands out against everything else, and soon we’ll show you what Ultra can do in even more device categories.

Innovation That Lasts

Performance is not just about more power. It’s also about innovation that lasts with less environmental impact.

We are committed to combatting climate change, and we are guided by our new environmental strategy that strives to make the technology we depend on more sustainable. That’s why we consider every phase of the product lifecycle with sustainability top of mind.

This means building devices that last longer with enhanced durability and reliability. This means incorporating more recycled materials into more components. This means collaborating with like-minded partners to bring people closer together and deliver positive change for people and the planet while setting new benchmarks for our industry.

Premium Experience Without Compromise

On February 1 at Unpacked, we’ll show how innovation and sustainability working together bring the ultimate premium experience.

At a time when the stakes are higher than ever, we’ve raised the bar by pushing boundaries for the mobile experience — delivering our most powerful mobile experiences you’ll continue to love for years to come.

I can’t wait to share what’s next with you.

We now have to navigate uncharted waters where everything is changing — from technology to markets to consumers — and we face additional challenges of the pandemic and uncertainties in the global economy.

As such, the “environment” and the “experience” of how we live has become more important, and our concern for creating a sustainable future has deepened.

As the global leader in consumer electronics and Information and Communication Technologies (ICT), I believe Samsung Electronics has a responsibility to establish an eco-conscious value chain through our innovative technologies and products, as well as to provide more valuable and enlightening experiences to each and every consumer.

That is why Samsung has been focusing all its efforts to recognize sustainable innovation as the essential value and key element in our business.

At CES 2023 in January, Samsung will outline its plan for “Bringing Calm to Our Connected World” by underlining our responsibilities and vision to strive towards this goal and share our journey together for creating a sustainable and prosperous future.

SmartThings: Providing Evolved Hyper-Connected Experiences That Are Invisible Yet Present in Our Lives

At CES 2023, Samsung will present a new and expanded SmartThings experience that integrates your home ecosystem even more seamlessly with a system, that is supported by enhanced security.

We will also explore easier and safer ways to connect devices and appliances, and how to make customized experiences for each user even more precise with AI.

We are closely cooperating with various industry partners to embody the SmartThings experience, creating a new path to provide optimal and customized connected experiences to users according to their individual preferences and lifestyles.

Sustainable Future in the Hyper-Connected Era

In order to provide better daily life experiences, Samsung has been paying attention to how technology can address difficulties and problems encountered in everyday life. In addition, we have continued to identify ways to contribute to creating a more sustainable future by developing products that are sustainable and equipped with innovative technologies.

Since we announced our new environmental strategy in September, we have underlined how we plan to contribute to overcoming the climate crisis through our innovative technologies, including ultra-low power semiconductors and energy saving products. We also announced our goal to achieve net zero carbon emissions by 2050.

Saving energy through SmartThings and developing eco-conscious innovative products showcase how we are upholding our sustainable, forward-thinking values.

In addition, we are actively promoting our environmental and societal efforts by participating in sustainable business management partnerships with other stakeholders, such as international organizations, industries and citizens.

We joined the steering committee for the Asia Clean Energy Coalition (ACEC) together with major global companies and NGOs to expand renewable energy supply to its major production bases in Asia.

Furthermore, we joined the Semiconductor Climate Consortium (SCC) as a founding member during the COP27 UN Climate Change Conference held in November. Through this organization, we aim to set and implement plans to reduce the overall greenhouse gas emissions of the semiconductor industry, create eco-conscious ecosystems by setting a carbon reduction target, develop greenhouse gas reduction technologies and support green technology startups.

We will continue to pave the way for the hyper-connected era, empowering consumers to help create a sustainable future by simply using Samsung products.

One More Step for Mankind: Samsung’s Sustainable Journey

When developing new technology for users, we have always been asking the question, “What should we do?” rather than “What can we do?” This is because technology can change the way people communicate with and experience the world, make daily life more enriching and can act as the driving force toward a better future.

At CES 2023, we will show our industry-leading efforts that go beyond simply making great products with advanced technologies and aim to unleash new experiences through technology, making our daily lives and the world even better.

The world today faces many challenges. In particular, the pandemic has become a cause for us to back on the various challenges we’ve faced in the past, the biggest issue among those pertaining to the environment.

As a result, consumers have become more aware of the impact their choices are having on the environment and are practicing eco-conscious activities in their daily lives to compensate. This is especially applicable at homes where we spend most of our time. Consumers want home appliances that help create a sustainable home life.

In response to these consumer demands, Samsung Electronics introduced Bespoke Home Appliances in 2019, which includes not only customizable design and function but also sustainable solutions. Since its launch, Bespoke home appliances have received great reviews¹ from consumers and the industry and have expanded to more than 50 countries worldwide.

Now, we are taking that vision one step further to create the ultimate sustainable home experience. By combining SmartThings-based connectivity with the energy efficiency technology of home appliances, we are planning to become the No. 1 energy efficiency brand, expand sustainable efforts through meaningful collaborations and provide solutions to realize a Net Zero Home.

Vision of No.1 Energy Efficient Home Appliances

As the first step in bringing our sustainability vision to reality, Samsung Electronics is developing products with the goal of being labeled No.1 in energy efficient home appliances in the world.

As consumers’ lifestyles evolve and demands become more diverse, Samsung home appliances have also improved in performance and efficiency every year to meet those needs. However, improving the hardware of home appliances is only a part of our long-term vision. It is important to also consider ways to make new technology continuously more usable, creating more value for the users.

As such, this year, we introduced a new smart home service that can maximize the synergy among home appliances called Bespoke Home. At the center of this, SmartThings Energy monitors the energy usage of connected home appliances and automatically switches on AI Energy Mode, when needed, to save energy.

As we strive to become the No.1 in energy efficient home appliances, combining high-efficiency products with SmartThings Energy has proven to be very effective. Consequently, by the end of next year, nearly all home appliances will be Wi-Fi enabled allowing consumers to continuously reduce energy usage with ease. This also means that in the future, all Samsung’s home appliances will have AI-based energy saving functions built-in.

Sustainable Future Through Meaningful Collaboration

Secondly, Samsung Electronics is collaborating with other companies in search of sustainable solutions.

As evidenced by Bespoke appliances and SmartThings, intelligent synergies can have a significant impact on progressing our efforts. As such, in helping us reach our lofty goals for the future, we have sought out partnerships with companies that have similar sustainability goals.

With internationally recognized eco-conscious clothing brand Patagonia, Samsung Electronics has taken on the problem of microplastics being emitted into the sea. Sharing our expertise and know-how in clothing materials and washing technologies, we have developed new solutions that can reduce microplastic emissions from laundry.

To increase the effectiveness of this effort, the microplastic emission reduction course developed by Samsung Electronics and Patagonia will not only be available in new products released in Europe but also to existing products through software updates within the year.

The Ultimate Sustainability Experience with Net Zero Homes

Thirdly, Samsung Electronics is developing the ultimate sustainable home that can generate its own energy and reduce carbon emissions.

Through cooperation with Qcells, a complete clean energy solutions company, Samsung Electronics had developed the Net Zero Home. Inside, SmartThings plays a pivotal role in the efficient control of various devices including air conditioners, home appliances, to even the blinds. Furthermore, SmartThings Energy works together with the solar energy solutions of Qcells to present a blueprint for a house that can self-produce, store and efficiently power itself.

With the combined efforts of Samsung Electronics, Qcells and SMA, we will be able to create sustainable homes both domestically and internationally.

Samsung Electronics is also implementing a variety of carbon-neutral projects that can reduce the negative impact on the environment to make the vision for a sustainable future a reality. Specifically, this has meant switching to renewable energy that reduces carbon emissions such as solar energy and investing in wind power generation.

Samsung is improving lives through innovation, and with it, opening the way to a sustainable future. At a time when we face complex challenges in the world, we want to expand our vision to a wider range of areas to help. Samsung Electronics will continue to make efforts to provide sustainable solutions from production to logistics, use and disposal.

Come join us at IFA 2022 to learn more about our goal of becoming the number one energy efficient brand and how smarter, more efficient appliances are helping to bring to reality our vision for a sustainable future.

¹ In 2020, Bespoke appliances received a gold at the International Forum (iF) Design Award, the silver award and Best-in-Show honors at the International Design Excellence Awards (IDEA) as well as the NYCxDESIGN Award in the Kitchen product category. In 2021, the Bespoke refrigerator was selected as an honoree at CES 2021 in recognition of Bespoke’s creative use of design in offering users a way to easily personalize their appliances.

Whether you’re seeking immersive audio experiences, looking for a design that is as comfortable as it is functional or require earbuds that let you take calls at any moment, Galaxy Buds2 Pro have you covered.

Immerse Yourself With the Ultimate Listening Experiences

The new Galaxy Buds2 Pro offer the most immersive audio experiences so far within the Galaxy Buds portfolio. For music lovers, the new earbuds provide the perfect way to experience your favorite albums, with their high-dynamic range and crystal-clear sound resolution now in wireless Hi-Fi 24bit Audio, allowing you to hear even the quietest melodies or the most nuanced harmonies.

What’s more, intelligent 360 Audio lets you experience your favorite concert on YouTube as if you’re there in the crowd thanks to the deeper, richer audio it provides in full surround sound to completely immerse you in the action.

Stay Connected and Focused With Powerful ANC

Not only are Galaxy Buds2 Pro perfect for any music savant, they also serve as a seamless solution for business professionals and students who need the utmost focus at work or school. Thanks to powerful Active Noise Cancellation (ANC), it is now easier than ever to stay productive and focused when working on your latest project.

Buds2 Pro’s enhanced ANC features, improved by 40% compared to the previous model, make sure that you only hear what you want to hear while cancelling out unnecessary noise. Thanks to the improvement in ANC, Buds2 Pro really is able to assist with various aspects of your daily life, allowing you to stay connected and tuned in wherever you may be.

Its new compact design is 15% smaller than the previous model and also features improved designs in both its air vent as well as its wind shield. These improvements allow air to move more effectively through the earbuds while still maintaining clarity in sound — all in the name of utmost comfort for you while you’re immersing yourself in your favorite media or paying attention to an important call.

The bolstered functionalities of the all-new Galaxy Buds2 Pro make it a truly must-have accessory for those seeking premium audio experiences able to suit every lifestyle. With the introduction of this latest entrant into the Buds lineup, Samsung is continuing to innovate the earbuds market with top-of-the-line features that provide the ultimate wireless audio listening experiences.

Next week, Samsung will share its latest lineup of innovative products designed to enhance users’ everyday lives, including updates that empower fitness and wellness routines. Ahead of the unveiling, we’d like to take the time to reflect our philosophy, achievements and progress that we have made as we approach our most recent step in our health journey.

The world has entered a new era of wellness, seeing a growing desire for a more nuanced understanding of overall health. In the past, health was a simple concept with a single definition. Now, everyone defines health and wellness by what it means to them. To accommodate everyone’s health goals, Samsung is committed to ensuring everyone has access to the resources they need, so they can work towards the best version of themselves.

To that end, we are focused on setting new standards for health experiences through our Galaxy Watch series and across our broader product portfolio. We have established three key pillars to help people reach their own goals: sensor innovation, connected wellness and industry collaboration.

Advanced Sensors for More Meaningful Insights

To create healthier habits and reach goals, it’s important we know ourselves better. For our users, this journey starts with Samsung’s groundbreaking BioActive Sensor. The BioActive Sensor delivers accurate and comprehensive health data and provides actionable insights and guidance users can leverage during their health and wellness journey.

First introduced with the Galaxy Watch4, the BioActive Sensor uses a unique single chip that combines three powerful health sensors — Optical Heart Rate (PPG), Electrical Heart Signal (ECG) and Bioelectrical Impedance Analysis (BIA) — into one compact unit. Its streamlined design enhances performance and fits comfortably for increased accuracy and 24/7 usage. This helps users deepen their understanding, encourages action and strengthens good habits to help them achieve their goals.

Our sensor provides insights across all aspects of health, but we’d like to highlight two key areas: sleep and body composition. Sleep is often an afterthought when establishing a solid wellness routine, but it is essential for holistic health. At Samsung, we’re serious about helping our community get better sleep. We’ve introduced various sleep quality tracking tools and launched a tailored sleep coaching program all aimed to help users get a more restful night’s sleep.

When it comes to fitness, in particular, everyone’s goals are different. That’s why BioActive Sensor also measures body composition, which deepens users’ knowledge of their physical health, far beyond merely losing weight. The sensor sends microcurrents to measure weight maintained, skeletal muscle gained, body fat lost and body water levels, relative to goals set, helping users hit targets and keep track of what matters to them.

Across these advancements, we remain intensely committed to the secure and private collection of data to give our users peace of mind during their wellness journeys. All health data is encrypted and secured on the device itself and guarded by Knox, ensuring users’ information remains isolated from unauthorized sources.

Wellness That Spans All Devices

We are also providing tools that allow consumers to track overall health and wellness — whether they’re at home, in the gym, or on the road. The Samsung Health app, with more than 200 million active global users, is at the center of Samsung’s health experience across an extensive range of devices, from smartwatches to smartphones to tablets and even TVs. The app — a holistic health hub that consolidates fitness, wellness and health monitoring capabilities — records and compiles all kinds of health data and activity information, presents them intuitively and gives guidance on how to leverage that data to maximize results. The collected information is comprehensive, easy-to-understand and encourages positive action.

More connected devices mean a more seamless and enhanced user experience. While following guided workout or meditation programs on Samsung Smart TVs or Galaxy Tabs at home, for example, your calorie count and heart rate are tracked on your Galaxy Watch but viewed on the larger screen for easier access. Your Galaxy Watch also recognizes when you fall asleep and automatically dims lights and turns off air conditioners in response.

Open Collaboration Means Better Health Experiences

To give our users the best experience possible, we partner with other leaders in technology and wellness. We have built a strong foundation with our technology, and we welcome collaboration on our open ecosystem — one that often serves as an incubator for exciting new applications, services and features. In collaboration with Google, we co-developed Wear OS and Health Connect so that more users can join the unified platform and take advantage of new services and solutions to meet everyone’s needs.

Samsung works extensively with third-party experts, research centers and universities to further advance wearable tracking and insight capabilities, including the National Sleep Foundation for sleep, the University of California San Diego Sleep Laboratory and the University of California, San Francisco Hypoxia Research Laboratory for sleep and blood oxygen research and Louisiana State University, Pennington Biomedical Research Center and the University of Hawaii Cancer Center for BIA research, to name a few. We’re also committed to researching new ways our health solutions can be used in the medical field. In the coming months, we’re focused on developing more tools and resources that will support the medical community and give our users a more holistic view of their health records.

The Promising Future of Health and Wellness

In the last few years, many people around the world have adopted new habits and interests. For many, these include a greater awareness of physical, mental and sleep health. To meet this demand, Samsung is excited to continue expanding our Galaxy Watch lineup to better cater to the many unique needs of our users — especially those with a passion for the outdoors.

Our work, however, does not stop there. We are constantly innovating and investing in research and development and exploring new ways to work with our trusted partners. Through open collaboration and focused innovation, we will ensure our users are equipped with advanced technologies that empower them to better understand their own minds and bodies for a truly integrated, holistic experience of health and wellness.

We can’t wait for you to see what’s next. Please be sure to tune in to Galaxy Unpacked on August 10 at 9:00 a.m. ET on Samsung.com.

For over a decade, Samsung Galaxy Unpacked events have been the culmination of innovation, engineering and celebration — bringing together Galaxy community from all over the world to unveil the latest Samsung Galaxy innovations.

Since its inception in 2009, Unpacked has been more than just a new product launch. It’s an event that unites Samsung fans and recognizes the hard work from thousands of employees that goes into each new product. Samsung fans have tuned into Unpacked events to experience the next generation of Galaxy innovations that make up the true spirit of Samsung and push the mobile industry forward.

As the world opens up to new experiences, we are reimagining Unpacked through the lens of our Galaxy openness philosophy to match the creativity of our unparalleled new foldables. Our ambition is not just to innovate the new technologies but also to innovate our marketing approach. To accomplish this, we will ensure that the Galaxy experience is open to everyone.

I can’t wait to see how Galaxy community responds to new foldable launches. We will see you on August 10!

[SUMMARY OF TEASER CAMPAIGNS]

A Greater Galaxy Experience

Leading up to the next Unpacked experience, we’re launching the greater than campaign today that teases a world made greater than before with the imminent launch of the new foldable devices. The universal greater than symbol (>) represents how our foldables’ unique form factor doesn’t just change shape, they change how we interact with our devices.

Defying expectations of what smartphones are capable of yet again, Samsung is bringing new ways to work, play and capture life through this new series.

​

Bringing the Best of Hybrid

This year’s strategy embraces a new age of Unpacked. It takes the best of on and offline events and makes them even better.

Introducing new immersive and experiential event spaces that will allow consumers around the world to get hands-on and explore our products in a fun, creative, engaging and immersive setting.

The experience will take over spaces in the hearts of London’s Piccadilly Circus and New York’s Meatpacking District — two neighborhoods that match the energy and excitement of Samsung’s upcoming announcements. These events will unite Galaxy fans, journalists, partners, and Samsung employees from all over the world and allow them to explore the latest Samsung products and innovations like never before.

The Best Is “Yet to Come”

In a nod to our iconic product colorway Bora Purple, embracing diversity and optimism, we’re painting the town purple. Samsung and BTS will partner for an unmissable trans-Atlantic premier of ‘Yet to Come’ foldable video on August 10.

The full version of the video will premiere at 4 p.m. EDT in several popular districts, including in Times Square in New York, taking over these iconic destinations to show the new video on some of the biggest and most recognizable screens worldwide.

But that’s not all. We have so much in store for you, not to mention some amazing new products to show you — so stay tuned, it’s going to be one to remember.

Watch Unpacked on Samsung Newsroom, Samsung.com and Samsung’s YouTube channel on August 10, 2022, at 9 a.m. EDT (2 p.m. BST/ 10 p.m. KST).

Join us and engage with the next Unpacked experience in person from August 11-31.

• New York City: 60 10^th Ave.
• London: 55 Regent St.

I have worked my entire career as an engineer, and I have seen many innovations at Samsung that have pushed the limits of what’s possible with smartphones. Our mission is, and always has been, to create technology that makes people’s lives better. Ten years ago, we set out to create a transformative technology by looking at the one thing all smartphones were synonymous with — a flat rectangular display. We asked ourselves a simple question: How can we have it all — a bigger screen and better portability?

We saw an opportunity not only to design a new shape but also to create new experiences that had never been possible with a smartphone before. Overcoming many technological hurdles, we successfully introduced the first-ever Galaxy foldable smartphone in 2019 and have changed the future of our industry ever since.

Last year, we saw almost 10 million foldable smartphones shipped worldwide. That’s an industry increase of more than 300% from 2020, and I predict this fast-paced growth will continue. We are reaching the moment where these foldable devices are becoming widespread and staking a bigger claim in the overall smartphone market.

More importantly, Samsung Galaxy foldables have changed the way we use mobile devices and helped enable better lifestyles for users worldwide.

As Lifestyles Evolve, a New Legacy Unfolds

The world is more connected than ever and is moving at a much faster pace. Work and play intermix, and the lines between the physical and digital world have blurred. Where we turn for work, entertainment, wellness and more has become a single place — our phone. As such, our users need a flexible device to keep up with their daily demands.

The Galaxy Fold and Galaxy Flip deliver on that mandate. Last year, 70% of Galaxy foldable users turned to the Flip to help them see the world from a different point of view. Flip users love owning a device built for self-expression, whether choosing bold color options for their device or taking pictures in a new way with Flex mode.

It’s a different experience with the Fold. Nearly one out of three Galaxy foldable users last year opted for this ultimate productivity device, which has empowered them to do more through hyper-connected, individual computing. Fold users love the multitasking capability of a screen that doubles in size, so they can be more efficient and get things done faster.

Both foldable users have enthusiastically embraced what we have created. Their response is our biggest motivation to push forward, and that’s why we are committed to this journey of seeking new possibilities for mobile innovation.

This year, we’ve made advancements in every detail and opened the new experiences enabled by these behavior-shifting devices. I am excited to see people discover new ways to do more of the things they love with the new foldable.

Of course, this wouldn’t have been possible without the open collaboration and a shared desire with our partners to continuously bring new innovations to the mobile category. We are working with industry leaders including Google, Microsoft and other carrier partners to expand the experiences that are possible throughout the foldable ecosystem.

Redefining What’s Possible for People Everywhere

Three years ago, Samsung Galaxy foldables could be summed up in a single word: radical. Very quickly, however, it became clear that this groundbreaking, flexible design fit perfectly into modern lifestyles. As a result, what was once a novelty three years ago, is now the preferred choice for millions.

At our upcoming Unpacked on August 10th, you’ll see that the impact of our innovation is not only about what technology can do. It’s about what you can do. We’ve once again taken our inspiration from the most important source — Galaxy users — to push the limits of what’s possible.

I can’t wait to show you the potential of our new Samsung Galaxy foldables as the ultimate tool for both productivity and self-expression. Now, you can do more than you ever thought possible, all at once, on one device.

Get ready to unfold your world.

▲ Seungwon Shin,¹ VP and Head of Security Team at Mobile eXperience Business, Samsung Electronics

Dangerous Times

It’s hard to imagine a better time for cyber-criminals. The conditions are ideal right now for anyone with ill intentions and technical know-how.

A rise in remote workers means more reliance on unsecure public Wi-Fi. New frontiers like the blockchain leave confused customers ripe for scams. Cyber-attacks are on the rise. And not just where you expect them. Recent wars have started with digital attacks on critical infrastructure, months before physical incursion.

All this when we are putting more of our lives into our smartphones. They are our wallets, our house keys and our IDs. A single intrusion can be devastating, so now more than ever we need our devices to be secure. Let’s examine what truly makes a device safe — so that you can go out into the world and live freely, without worrying about your data getting into the wrong hands.

What Security Is… and What It Isn’t

By now you’re likely thinking you’re fine, because you’re sensible. But there are many common misconceptions about security. You don’t let apps share your name, email, or habits. You even disable app tracking permissions. Great, but that doesn’t mean your data’s safe. Please don’t confuse privacy for security. Closing your curtains will do no good if someone kicks your door down. You think you have chosen a safe mobile ecosystem, one akin to a walled garden. But hackers adapt to their targets. Unsecure Wi-Fi, social engineering scams — these are threats regardless of what ecosystem you use.

You don’t open suspicious attachments. Great, but there are ‘zero-click’ attacks, which compromise a device without user interaction. That happened with Pegasus, spyware that exploited a flaw in a popular messaging system. All it took was for users to receive a message, and the hackers got in. Feeling safer than you are leads to complacency — that’s what cyber-criminals are counting on.

It’s unsettling to think that there are so many threats and no safe harbor. But that’s what inspires our work on Samsung Knox, our industry-leading, defense-grade security platform approved by many governments around the world. We achieved that level of trust through a holistic, multi-layered approach to protection: open collaboration, hardware and software integrated security and real-time protection.

Trust Through Collaboration

If there’s one thing I’ve learned from my work with INTERPOL, it is that we are stronger and safer if we work with each other. Trust is built through open collaboration. That’s one of the great advantages of the Android ecosystem. Anyone can have access to the source code of Android OS, which allows it to be strengthened collectively. It allows some of the biggest names in tech to check and challenge each other — and work together to step up their game.

Samsung prides itself on this open model of partnership and collaboration, on top of our internal work to constantly strengthen our systems. That’s why we have worked closely with Google and have regular security issue meetings to share all threat data with each other. We also work with hundreds of partners to standardize security for Android.

Samsung Galaxy devices themselves also benefit from a wide community of people who understand our ecosystem. We work with academics and white hat hackers through our Mobile Security Rewards Program to identify and patch potential vulnerabilities through our regular security updates, and have awarded over $3.5 million worth of bounties to reward them for their valuable collaboration.

This way, we can better identify flaws or even predict them before they become problematic. More eyes, more heads, better solutions. Opening our ecosystem has not led to more vulnerabilities, but to greater and more diverse security practices.

An Integrated End-to-End Approach

It’s not just about software. We keep our watchful eye on each component from the processor up — we can do that as a leading global company that designs and manufactures its own products. You’re secure from day one thanks to security-specific hardware and isolated software integrated across our portfolio and supply chain. That’s why we can be confident in the integrity of our devices: end-to-end protection at all levels of the mobile experience, from the chips inside to the apps you use.

As the world opens back up, there are new risks to look out for. This is why we recently took things to the next level with Knox Vault, which combines the Secure Processor with a new Secure Memory Chip, to isolate the most critical information (such as PINs, passwords, biometrics, digital certificates and cryptographic keys) from the rest of the device to make sure it never gets into the wrong hands. For example, if a major security risk is detected on the device, Samsung Knox will lock down sensitive services such as Samsung Pay and Samsung Pass to keep your data as it should be: for your eyes only.

Protection at All Times

If you’re anything like me, you rarely turn your phone off. That’s how some people get in trouble: some companies believe it’s enough to run security verification only when the phone boots up. That’s why we defend your mobile experience even after the boot up stage. Attackers never rest, so why should we?

We are committed to offering you real-time protection. After booting, our Real-Time Kernel Protection (RKP) and Defeat Exploit (DEFEX) technologies continuously work to detect and prevent suspicious or unauthorized changes to the permissions you have given. We monitor threats constantly and even have an Incident Response and Management team in place, which uses machine learning to predict future threats.

And while a lot of people buy new phones every year, many like to hold on to their phones for longer periods. That’s why we release regular security updates to patch any vulnerabilities, for up to five years after the launch of your device. In this ever-changing landscape of cyber-security, people who want to use their phones for as long as possible should be as safe as those with the latest models.

The Privacy You Want, The Security You Need

Put it all together and you have a mobile experience secure enough for world leaders. This is a foundation of security built with open collaboration and industry validation, backed up by the toughest hardware and software protections we’ve ever created. This is the security you need.

Only with that comprehensive security in place can anyone truly offer privacy that is as transparent as it is tailored to your priorities. What you do with that privacy is your choice. You’re free to create your own mobile experience exactly as you like it, knowing we’ll always be there to keep you safe.

The world is more connected than ever, and there are more risks. But there are also more opportunities. Our priority is to keep you protected while you explore new experiences. With Samsung Galaxy, you’re free to live your life — with the privacy you want and the security you need.

¹ Dr. Seungwon Shin is VP and Head of the Security Team, Mobile eXperience Business at Samsung Electronics. He has led security innovations across the Samsung Galaxy ecosystem, including the development of secure AP and Samsung Knox Vault. He also oversees Samsung’s response to on-going security threats with real-time protection and threat predictions, in close collaboration with partners and the broader research community. He is a member of the INTERPOL DarkNet Working Group as well as the Chair of the FIDO Korea Working Group. Before joining Samsung, he was an Associate Professor in the School of Electrical Engineering at KAIST, specializing in the Dark Web.

△ Hyesung Ha, Executive Vice President of Visual Display Business at Samsung Electronics

Last month I had the opportunity to travel to Barcelona, Spain to attend Integrated Systems Europe (ISE) for the first time in two years. It reminded me that the world is returning to routines and norms. At the same time, it will be a fundamentally different world moving forward.

I can also apply these observations to Samsung’s digital signage business. In 2022 and beyond, Samsung will deliver a variety of solutions that were and still are important to businesses today, as well as new technologies designed to meet the needs of the modern world.

It’s clear that we will never fully return to what we used to think of as “normal” life. We’ve already reimagined offices, classrooms, entertainment and so much more within our daily routines. It’s my job not only to keep up with these trends, but to fundamentally reimagine the role of digital signage moving forward. That’s why Samsung is focused on redefining our most common spaces, reconnecting the world through new experiences and re-emphasizing the importance of digital signage in our daily lives.

Redefining Learning and Collaboration in a New Era

One of the largest shifts of the past few years is the role technology plays within common environments such as classrooms in schools and meeting rooms in offices. These environments saw an increasing demand for digital transformations and now new considerations are required to ensure every student and professional has the same high-quality collaboration experience regardless of whether they attend in-person, online, or in a hybrid manner. In other words, learning and collaboration spaces have been redefined with an increased emphasis on inclusivity in any scenario.

Samsung is addressing this need with the new Samsung Flip Pro. It provides students and professionals with high-quality collaboration experiences whether they are in-person or remote with enhanced usability and specialized features to meet ever-changing business and education needs. With a focus on seamless and intuitive interactions, it’s easy to set up and easy to use. The newly added intuitive control panel enhances the overall classroom or meeting room experience along with the industry’s fastest touch latency, enhanced multi touch features and the ability to simultaneously connect devices to the display wirelessly for enhanced collaboration.

Reconnecting Through New Outdoor Experiences

As consumers return to public shopping malls, sporting events and other forms of entertainment, businesses are competing now more than ever for their attention. With more outdoor activities, signage has become a bridge between consumers and brands while helping people enjoy digital art. In other words, signage reconnects consumers with the world.

LED signage also creates unforgettable experiences inside sports stadiums. Delivering the best viewing angles for fans was one of Samsung’s highest priorities. As part of these efforts, Samsung designed the largest videoboard ever created for sports, the Infinity Screen in SoFi Stadium as a part of the Hollywood Park Technology Alliance. Measuring 70,000 square feet, the incredible curved, 360-degree, dual-sided screen greets fans and provides a state-of-the-art way to experience the game.

Another trend where we see a major opportunity for growth is the electric vehicle industry. As demand for electric vehicles surges, carmakers, governments and local businesses are rushing to build more electric vehicle charging stations. This provides a new outlet to serve information and deliver promotions to electric vehicle owners, and Samsung outdoor signage is the perfect solution for this scenario. With ultra-bright picture quality and durability with certified IP56-rated protection, the outdoor signage can excel in a variety of weather conditions and environments, hence businesses can create engaging visual experiences while customers top up their batteries in charging stations.

Re-emphasize the Vision of ‘Screens Everywhere’ With Unmatchable Micro LED Technology

Micro LED technology is set to define the future of display innovation. From the luxury industry to hospitality and travel, the potential of Micro LED is endless. The Wall is Samsung’s state-of-the-art display technology, which features even more options for businesses looking to transform their spaces with next level picture quality and immersion.

Samsung is the leader in Micro LED displays, which contain smaller LEDs, and allow greater LED density, enabling brighter and more detailed color expression inside a slimmer display profile. To create our industry-leading Micro LED technology, we have focused on three key areas: Samsung developed fully integrated ultra-fine Micro LED chips; such densely populated LEDs result in stunning brightness; and we continue to secure processing know-how for ultra-fine semiconductor chips to improve mass production.

These unparalleled technologies helped Samsung’s 2022 lineup of The Wall (IWB) open up new possibilities. The micro pitch feature of the IWB delivers the most detailed picture with 0.63 pixel pitch, the slimmest ever, in addition to providing a variety of screen sizes to meet any consumer or business need. Meanwhile, The Wall All-in-One (IAB) has transformed the installation process with a pre-adjusted seam and a ‘Pre-Assembled Frame Kit’ which makes the whole process as simple as a consumer TV. The Wall All-in-One not only saves valuable time but also lowers the total cost of ownership while delivering a better viewing experience.

In a constantly changing world, Samsung will continue to deliver breakthrough innovations to realize the vision of “Screens Everywhere” based on industry-leading Micro LED technology.

Reimagining the Role of Digital Signage

As an industry leader in the global signage market for the past 13 consecutive years,¹ we will continue to expand our sustainability efforts by creating products that can reduce carbon emissions and contribute to resource circulation.

Our digital signage solutions, including the 2022 Smart Signage, have received certified energy efficiency grades that rise to new industry standards, such as ENERGY STAR and EPEAT. Samsung also has incorporated eco-conscious packaging featuring recycled materials in all signage products since 2021 and became the first business in the industry to achieve the reducing CO2 label, certified by the Carbon Trust for its display portfolio.

In recognition of our eco-conscious efforts for our sustainability initiative, we won the ‘Sustainability Innovation of the Year’ at the AV News Awards in ISE. As we are grateful for the recognition of our efforts, we plan to make each step count while we collectively change production practices for a sustainable future.

The return to routines combined with new customer expectations and habits provides businesses with a rare opportunity to reimagine their offerings and practices. By considering a new role for digital signage moving forward, we’re helping our customers reimagine what’s possible to keep them ahead of the curve.

I’m excited for this next chapter for digital signage. At Samsung, we’re passionate about bringing game-changing innovation and value to our enterprise customers. We will continue to innovate, reimagining the role of digital signage in new and conventional spaces, all while increasing our customers’ possibilities in this new era.

¹ Samsung has been the No.1 selling digital signage brand for 13 consecutive years by Omdia. (Note: Consumer TVs, along with Commercial Lite and Hospitality TVs used for signage are excluded.)

Health technology has prioritized constant exercise, breaking personal records and meeting daily physical goals. Over the past few years, we’ve seen a distinct cultural shift in how users approach health — people are redefining the norms in this space and are approaching health with a more holistic mindset. It’s less about calories burned and pounds lost and more about understanding their bodies — both physically and mentally — and prioritizing what’s most important to them, like healthy eating, proper sleep and exercise.

With this in mind, we’re continuing to build on the Galaxy Watch experience by focusing on one of my biggest priorities here at Samsung Electronics — delivering holistic health solutions for our users. For years, we’ve worked to deliver comprehensive health features that give our users the tools they need to achieve their goals and live healthy lifestyles.

We’re thrilled that Samsung and Google are working together to fulfill this need with a new solution, Health Connect. Just announced at Google I/O, developers now have access to a single set of APIs that enable the creation of fitness and health experiences. With the new Health Connect API, users will have a comprehensive set of controls to manage their health and fitness data across apps.

Health Connect supports more than 50 data types, such as exercise and sleep, as well as your vitals, such as heart rate and blood pressure. To ensure users have complete control of their data, Health Connect provides centralized privacy controls making it easy to give permission to the apps they want to share their on-device data.

And this isn’t just a proof of concept. We’re working alongside Google and other partners to realize the full benefits and potential of Health Connect. I’m excited to confirm that Samsung Health will also adopt Health Connect later this year. With users’ permission, this will enable app developers to take advantage of accurate and optimized data measured on Galaxy Watch for Samsung Health and use it in their apps as well.

We can’t wait to see how developers use Health Connect to bring tangible, holistic health benefits to Galaxy users. This new service is a massive step toward empowering users to experience the advantages of holistic living.

It’s been a busy year for us on the Samsung Health R&D team, but finally getting to share what we’ve been working on is one of my favorite parts of my job. Of course, this is just a fraction of everything going on behind the scenes. We can’t wait to share future updates on software and hardware experiences as we continue to lead the industry with next-generation wearables. Until then, have a happy I/O!

Just one year ago at Google I/O, I had the privilege to be a part of the announcement of the new unified platform of Wear OS, bringing the best of Google together with Samsung Electronics’ wearable software and hardware expertise. This was the cumulation of the long-standing partnership between Samsung and Google.

The release of Wear OS Powered by Samsung on the Galaxy Watch4 series was a momentous step for both companies and one that could only be accomplished through a truly collaborative partnership driven by our shared goals. When we merged our very own Tizen-based software platform with Google’s operating system, we knew that we could bring immense improvements to the overall user experience via Wear OS. It was — and still is — enabling various features like the Watch Face Studio, which helps both users and designers easily and intuitively create their own watch faces.

We’re bringing the best of our partnership forward, and together, we’re striving to create innovative experiences for Samsung Galaxy users. As such, Wear OS truly exemplifies the value of our collaboration. In fact, I think we can officially call Wear OS an undeniable success, as there are now more than three times as many active Wear OS devices as there were last year. We see this growth in our wearables as just the beginning of even greater things to come.

A Unified Platform, Centered on You

As a leader in the wearables market, Samsung understands the importance of unifying its wearable user experience with the wider Android community. As we develop these experiences, we listen to our users to make the improvements and upgrades that will support their day-to-day lives. The creation of Wear OS allowed Android developers to easily port code from their smartphone applications to create Wear OS apps. When Galaxy users download the Wear OS-compatible app from the Google Play Store, they can choose to automatically install the same app on their Galaxy Watch as well.

Samsung Galaxy users were the first to receive the latest features and benefits of the partnership and platform, culminating in our most significant wearable release to date — the Galaxy Watch4 series. It’s our job to make sure our customers not only enjoy the Galaxy experience but also feel empowered to make the changes that improve their health and overall wellness. Health Connect, announced today, is the result of our ongoing effort to deliver holistic health solutions for our users.

Expanding the Android Ecosystem

As we celebrate one year of collaboration and success, we’re opening up the ecosystem even further by bringing new experiences and benefits to Galaxy Watch4 users. This summer, I’m excited to share that Galaxy Watch4 users will be able to download Google Assistant to their devices, featuring faster and more natural voice interactions, enabling quick answers and on-the-go help.

We’re bringing enhanced functionality to our third-party partners, too. Soon, our users can control Spotify with Google Assistant and change songs on the fly using only their voice. But we’re not stopping there. Later this year, even more of Google apps and services will be optimized for Galaxy Watches, once again delivering the most comprehensive and seamless wearable device experience with Android smartphones.

We’ve just scratched the surface of the potential of our partnership with Google and what’s to come for our users. Galaxy Watch series devices are already loved by Android smartphone users thanks to our signature designs, rich watch-face ecosystem, and holistic health platform. I can’t wait to show you the next wave of innovations and ecosystem enhancements we’ve been working on for the series. Stay tuned for even more exciting news!

When I started my career at Samsung 25 years ago, I was a young engineer with a passion for technology and all it could do. Over the years, the capacity of mobile innovation has exceeded even my ambitious expectations. It has brought us conveniences and capabilities that make our lives better, but it has also given us the opportunity to be better. The ability to connect without proximity empowers us to break down barriers and work together to make progress. And with humanity facing some of its most complex challenges yet, we need to collaborate and innovate solutions more than ever before. That’s why I believe mobile technology has a vital role to play in helping us protect our planet.

Samsung has always challenged what’s possible with technology. And now, we are taking our next step towards putting sustainability at the center of our innovations. From eco-conscious materials to global partnerships, we are exploring every opportunity to help power the world with mobile technology that serves as a tool for positive change.

Innovation With Impact

We’ve been on a journey for years at Samsung, marrying sustainability and innovation by using recycled materials in our smartphones, wearables and accessories. In addition to our ongoing effort to use more eco-conscious materials including recycled PCM (post-consumer materials), the new Galaxy smartphones and tablets that were unveiled at our latest Unpacked used select components containing 20% recycled ocean-bound plastic from discarded fishing nets.

We focused our innovation efforts on a pervasive and especially hazardous type of plastic waste that is harming marine life and our natural ecosystems — discarded fishing nets. Every year, 640,000 tons of fishing nets are abandoned in and around our oceans. With help from like-minded partners, we found a way to repurpose them into a new, high-performance material that can be incorporated into critical components of the Galaxy S22 series. From now on, more and more Galaxy devices will play a small part in reducing plastic waste in our oceans.

I know we still have a long way to go. And at Mobile World Congress 2022, we will share our next wave of innovations that incorporate recycled ocean-bound plastics.

Using Technology as a Force for Good

At Samsung, we believe in making mobile technology that has positive environmental impact and putting the power of our Galaxy ecosystem into the hands of passionate change makers.

I’ve seen this firsthand with our growing Generation17 initiative, which Samsung leads in partnership with the United Nations Development Programme. Generation17 empowers young activists to take on pressing issues like climate change, education and more, so the world can make headway towards achieving the Sustainable Development Goals, also known as the Global Goals, by 2030. And with the recent addition of six new Young Leaders, the program now spans countries in Africa, Asia & The Pacific, Europe, North America, Latin America and the Middle East and supports work across all 17 Global Goals.

That’s how mobile innovation fuels transformation. It amplifies simple actions and individual voices and brings them together to amount to big, global change.

We Need Collective Action

I am in awe of the impactful ways people are helping to change the world with Galaxy, and I promise our work does not end here. Samsung will continue developing innovative technology that bridges barriers, connects communities and addresses the climate crisis.

Samsung is ready to do more. We will take real action, hold ourselves accountable and share our journey — from our successes to our challenges and lessons learned. We will act with our industry peers, with developers, with the Galaxy community, with everyone, to strengthen technology as a force for good.

It is only the second month of 2022, and yet, it has already been quite a year for Samsung Electronics!

Just a few days ago, we announced our Galaxy S22 series, a series that represents the best of Samsung’s mobility, innovation and ingenuity coming together to improve people’s daily lifestyles, and is also something that is also greatly influencing another lineup at Samsung: the PC.

Putting Users at the Heart of the Galaxy Experience

For the past two years, one of the biggest goals at Samsung has been to redefine the computing experience for the mobile world. We have been focusing on revamping our PC lineup to offer the best of Samsung’s mobile and ecosystem experiences with devices like the Galaxy Book Pro 360. This is also why we are committed to openness, a dedication to our customers that promises breakthrough innovations and leading collaborations in order to put our users at the heart of the Galaxy experience.

Last year, we reached more PC consumers in more markets than ever before, and as a result, PC sales increased by 63 percent year-over-year. Now in 2022, we are doing everything we can to further remove the friction from our users’ daily digital lives so that they can work, connect with loved ones, and enjoy their hobbies from anywhere with simple and seamless technology experiences. As a part of this initiative, we’ve emphasized device continuity, ensuring that the devices in the Galaxy Ecosystem work together for our users.

Therefore, as PCs continue to power many of our daily routines, we are continuing our efforts with our Galaxy Book lineup to provide best-in-class experiences across our devices. That’s why we’re continuing our longstanding partnership with Intel and Microsoft. Together, we will achieve three goals with our soon-to-be-announced next generation Galaxy Book lineup that is set to transform the way people use their devices within their daily lives: a seamless experience across devices and operating systems, the combination of the best of Galaxy mobility powered by Intel, and peace of mind brought about through robust security.

We are excited to share the full details of the next generation of Galaxy Book with you right ahead of Mobile World Congress (MWC), but in the meantime, here are a few things you can expect.

Seamless Experiences That Transcend Device and OS

As consumers continue to own and carry more mobile devices, from smartphones and tablets to PCs and wearables, we understand how vitally important it is that their tech works flawlessly together, no matter what operating system or form factor they are using.

We have already made major progress in tandem with Microsoft on apps like Link to Windows, and in 2022, we will expand these experiences even further. From smartphones to PCs, Galaxy devices already maintain a seamless experience that enables access to Microsoft apps such as Office, OneDrive and Outlook for full on-the-go functionality. Going forward, we will be bringing even more continuity to users as they work, connect, play and more.

To provide more consistency in the way our device experiences look and feel for all users, we recently announced One UI Book 4. Now, your favorite Samsung apps like Samsung Gallery and Samsung Notes look clean and consistent, whether you’re using them on your phone or your PC.

Combining the Best of Galaxy Mobility, Powered by Intel

We’re committed to creating devices in the Galaxy Ecosystem that are as thin and as light as possible while still being able to power your full productivity.

With the next generation of Galaxy Book, Samsung and Intel are building a modern PC experience, bringing the best of the connected Galaxy Ecosystem and mobility together with next-generation performance, battery life to give users a series of PCs that fulfill all their needs no matter where they are in life, or their day.

Peace of Mind for Our Users

These days, more and more people are working at home and facing unprecedented security risks to both themselves and their companies. We remain committed to providing safe, private and secure experiences no matter where our customers are to help contribute to a safer society.

The threat of cybercrime has increased substantially since the start of the pandemic, something which has the potential to cause untold damage to companies and individuals alike. However, we want to do everything we can to protect Galaxy users.

Nowadays, it’s vital that we deliver an experience that’s as secure as possible. One thing is clear: we can’t do this alone. To deliver the safest PCs possible, we worked together with Intel and Microsoft to ensure the next generation of devices meets the strongest security standards and combats modern security threats. We can’t wait to show you the next generation of Galaxy Book alongside our trusted partners. Look out for more updates soon once we’re ready to share our full vision of the modern PC experience.

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 is 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.

With CES 2022 just two short weeks away, and as I embark on a new role here at Samsung, I am greatly honored to be hosting our pre-show keynote, held under the theme ‘Together for tomorrow’. Since the last time we connected at CES in person, we’ve all undergone a period of significant change. We’ve had to re-examine our relationship with the world around us and re-prioritize the things we care about most. We have found greater value in “togetherness,” being closer with our family and friends.

In this new era, we’ve found that innovation can no longer be a “one-size-fits-all” approach. Customized devices and personalized spaces are more important now than ever. So are the connections and experiences our technologies enable. Our experience at home has become so much more important, and technologies are no longer just helpful tools but true lifelines to our family, friends and hobbies.

This reality has strengthened our commitment to creating new and meaningful experiences for our customers. It has led us to explore better ways to bring our devices more closely together, for improved connectivity and customization. At Samsung, we believe your devices should reflect your lifestyle, your passions and your personal tastes, from the smartphones in your hand to your appliances and screens. And by working together seamlessly, they should make your life easier, so you can do more of the things you love.

This is why earlier this month we announced a major change in our organization, one aimed at strengthening synergies between our different products and services. Under this new structure, all of our consumer electronics, from TVs and home appliances to mobile devices, will come under one larger roof, coherent with our vision to create meaningful experiences through innovation.

And of course, Samsung’s vision for the future is not just about connecting devices. Re-connecting with the planet and leaving a positive impact, is an integral part of our plan. As the world leader in consumer electronics, Samsung has a responsibility to protect our environment and build a better future. Our innovation leadership needs to be matched with our leadership in “sustainable innovation” as well.

We are very excited to embark on this new journey and look forward to sharing more in the months to come.

As a starter, we plan to share a glimpse of the direction we are taking at the upcoming CES 2022. Here is a quick preview of what we will be announcing then:

Creating Customized Experiences

Samsung’s culture of innovation is rooted in pushing limits and breaking barriers. Now, Samsung is innovating for a new age, where technologies are flexible and adaptable to you. At CES, you will see our latest innovations and experiences – including products that give you the freedom to watch TV from anywhere and turn any space into a landscape or a piece of art. The gaming experience will become even simpler, more immersive and hassle-free. And because everyone has their own unique personal taste and lifestyle, we want to empower you to customize your devices based on what matters to you most. A new, customizable future of personal technologies is here, and I am excited to show you how it comes to life across our home appliances, mobile devices and screens everywhere.

Powering Seamless Connectivity

We envision a world where technology is customized to every consumer’s lifestyle and needs, and one way to achieve this is through seamless connectivity. At CES, we will share more about our collaboration with industry experts and partners to create a truly enhanced connected experience. Because at Samsung, we believe a secure and open ecosystem is what provides the best experience for our customers, offering you the freedom to design experiences that best suit your unique lifestyle. In addition, we will also introduce a new solution that helps you better integrate all your smart home devices.

Reimagining a Better Planet

This is an important moment for our planet. Protecting it is everyone’s job. At Samsung, we are infusing sustainability into everything we do, from the chips that power our products to the consumer experience on the devices themselves. At CES, we will share more about how we are making meaningful updates in our innovation process that enable you, our consumers, to make these changes, too in your everyday lives. Plus, we’ll share new ways we are working with partners for unique sustainability solutions.

It’s time to evolve our products and experiences to better fit the needs of a new generation of users. As we champion an ecosystem of inclusive and connected technology, I look forward to sharing how we have been inspired by the people, values and lifestyles that create our global community, and how we can continue to support them through people-first programs and innovation.

I hope you will join me on January 4^th at 6:30 P.M. PST for Samsung’s CES 2022 keynote in Las Vegas or livestreamed via Samsung Newsroom and Samsung.com.

Samsung’s Bespoke Home vision offers consumers a home that is beautifully designed, full of flexible features, seamlessly connected and inspired by its user. In this fourth and final installment of ‘People Behind Bespoke’, Evelyn Kim, Head of Consumer Marketing for Digital Appliances at Samsung Electronics, explains how Samsung is reinventing the way it connects with consumers to bring the Bespoke philosophy to the end-to-end consumer experience.

Since announcing our Bespoke Home vision in May of this year, Samsung Electronics has been continuously introducing new Bespoke products to markets around the world. These products are beautifully designed, offer greater flexibility for personalization, and are packed with smart innovations – but great products are just one part of our Bespoke vision.

Our idea of customer-centricity begins with the very first moment consumers see our appliances in a store and extends throughout the entire lifespan of the product. To bring this vision to life, we are radically reimagining the customer experience from end to end to make it truly personalized.

Exploring Bespoke Lifestyles, Online and Offline

The core of the Bespoke philosophy is about creating home experiences that are tailored to each user. To achieve this, we set out to engage our consumers with retail experiences that foster meaningful interactions and dialogue. Not only would these experiences lead to truly personalized products, but they would also help us understand the needs of each and every different community.

We began with our Bespoke refrigerators, which have customizable modules and front panels. With Bespoke Design Studio, customers can choose a combination of module and color panels to create their ideal refrigerator from the comfort of their own homes. Their creations on the interactive platform also provide inspiration for future Bespoke designs.

Now, we are excited to expand these opportunities to the rest of the Bespoke Home lineup with Bespoke Studio. Bespoke Studio is a virtual showroom space based on Samsung’s flagship showroom in Seoul. While browsing the virtual showroom, customers can also chat with a live representative to have their questions answered in real time and find the products that fit their individual needs.

While these online innovations offer consumers ultimate convenience when exploring Bespoke products online, Samsung’s offline showrooms, including our flagship in Seoul, Samsung KX in London and Samsung 837 in New York, serve to provide in-person inspiration. Here, our customers can walk through lifestyle displays to see how we envisioned these appliances to work in real homes, and also see special displays created in collaboration with artists and designers who have elevated Bespoke devices to being works of art.

Through hosting events and consumer consultations, the showrooms also give us valuable opportunities to learn more about different needs and hear new ideas directly from you, the consumers. For us, these conversations provide the foundation for current and future Bespoke products and services.

The Bespoke Way of Consumer Communication

Collaborating with our customers is at the heart of the Bespoke vision. We seek to have a dialogue with our users about how our appliances can help them achieve their lifestyle aspirations.

Driven by our commitment to fostering genuine dialogue with our customers, Samsung recently ran two social media campaigns encouraging customers to tell us about how they are inspired by Bespoke. The first was the #BespokeDinnerParty Challenge, which asked consumers to put together a dinner party inspired by Bespoke colors. The second was the Bespoke Design Contest, in which we invited our customers to show us their own vision of the Bespoke refrigerator. The entries we received from all over the world gave us an insightful glimpse into how actual users around the world envisage their version of ultimate personalization with Bespoke.

Bespoke Customer Relationships

Bespoke is about creating innovative products and experiences that are customized to each user. This is only possible with continuous, constant communication between Samsung and our customers that allows us to learn where we should be innovating next. Whether online or offline, in our stores or on social media, we will continue to strive to build meaningful relationships with our customers and help them help us move towards our vision of the Bespoke Home.

Samsung’s Bespoke Home vision offers consumers a home that is beautifully designed, full of flexible features, seamlessly connected and inspired by its user. In this third installment of ‘People Behind Bespoke’, Chanwoo Park, Head of Home IoT Business at Samsung Electronics, explains how the Bespoke Home harnesses connectivity between smart devices to enrich and streamline everyday home experiences.

In the Bespoke Home, your appliances come together to create a personalized home experience that is much more than the sum of its parts. Through the connectivity provided by Samsung Electronics’ innovative technologies, your appliances work together to create synergies that maximize convenience and bring something special to even the most basic of everyday routines.

Connected Solutions for a Changing World

Within the connected ecosystem of the Bespoke Home, artificial intelligence (AI) and Internet of Things (IoT) connectivity come together to completely transform the home experience. While AI is leveraged to study usage patterns and give better recommendations, IoT allows your appliances to seamlessly interconnect within your home.

What’s more, with the SmartThings app, a platform that supports thousands of devices across hundreds of brands, the ability to control the way it works is placed directly into the palm of your hand.

In practice, this means your washing machine will remember your favorite cycle and have it ready to go on laundry day. Once you choose what you want to make for dinner, your smart oven will receive the recipe and set itself to the right temperature. Your robot vacuum is even able to recognize your pet, and will send you a video so that you can keep an eye on them even when you’re away from home.

One Step Closer to Creating a Net Zero Home

With the recent rise of energy prices and the growing necessity for greener smart home solutions, Samsung envisaged SmartThings Energy as a way to empower users to be able to control the way energy is used throughout their homes and make smarter, greener decisions at home.

Thanks to the extensive growth of its partnership network, SmartThings Energy is growing into a smart energy management solution able to encompass the energy consumption of every appliance in a home, and even integrates such newer, renewable energy sources as solar.

In the UK, SmartThings Energy is now integrated with nearly 13 million Smart Meters, covering almost half of all UK homes. The service increases household energy IQ by harnessing the power of a smart home platform that analyzes user behavior and empowers users to take action and make a change – whether that change be switching to a new energy provider or garnering more awareness of their carbon footprint through monitoring.

A Whole New Food Prep Routine

Building a weekly meal plan that is varied and contains meals that are both tasty and nutritious can be a big task – and that’s before you actually start looking at what you actually have the ingredients to make.

SmartThings Cooking curates your entire food preparation experience by building weekly meal plans based on your specific tastes, dietary needs and the ingredients you have on-hand. Once your meals are planned out, SmartThings Cooking connects to various food and grocery retailers to order any ingredients you might be missing. When it comes time to cook, SmartThings ensures your range is preheated to the right temperature for the meal you’re preparing.

SmartThings Cooking also puts an end to fumbling for recipes and flipping between apps by bringing all the necessary searching, planning, purchasing and preparation together in one single place. With SmartThings, you can get all your meal planning done from wherever you are on your smartphone – or plan your meals right on the screen of your smart fridge – secure in the knowledge that your planning will be shared and easily accessible across your devices.

Connectivity for Pet Care

In addition to making your life more comfortable, connectivity in the Bespoke Home is now capable of improving the life of your furry friends, too. With its ability to monitor pets and connect to other smart devices, Samsung’s Bespoke Jet Bot AI+ and SmartThings Pet allow you to see what your pets are doing in real-time and make the environment more comfortable for them from wherever you are.

While going about its cleaning duties, your Bespoke Jet Bot AI+ recognizes when your pet comes into view, starts recording and sends the videos straight to your phone. After receiving these real-time updates, you can then use SmartThings Pet on your phone to adjust the settings on your smart air conditioner, air purifier and lights back home to make sure your pet is as comfortable as possible while you’re away.

Give Your Clothes the Care They Deserve

The clothes we wear every day are important mainstays of our lives, but maintaining sensitive and specialty items can prove complicated, especially given that properly cleansing our garments has become particularly important in the current climate.

SmartThings Clothing Care recommends optimal cycles for the items you’re washing based on material type, your usage patterns, the current season and more. A comprehensive smart wardrobe management system, SmartThings Clothing Care also monitors detergent levels, and can even order more detergent from online retailers when you’re running low.

With SmartThings, your Bespoke AirDresser and smart washer communicate with one another to share information and deliver personalized cycles and settings. Auto Cycle Link then matches the settings on your dryer to your wash settings to ensure your clothes are getting the consistent treatment that is just right for their garment type.

Committed to a Sustainable Bespoke Home Experience

With Bespoke Home, Samsung is dedicating itself to bringing an end to the ‘one-size-fits-all’ approach. We have committed to making all of our current and future products IoT-ready in order to realize our vision for a more connected world.

The deep customizability we are delivering with Bespoke Home is present at many different levels of the products that make up the portfolio – from the range of Bespoke colors the products come in to the ways you can tailor their usability to realize your own connected home vision. The Bespoke Home works with you on how you like to cook, how you like the temperature and air in your home and how you like to care for your clothes. When your preferences shift, your Bespoke Home is right there with you, happy to adjust to ensure you are enjoying the highest possible levels of comfort and convenience.

However, in today’s world, convenience alone is no longer enough – our appliances must also find ways to contribute to a more sustainable future. To this end, Samsung introduced SmartThings Energy with the direct purpose of allowing you to monitor your energy information in real-time in order to better manage how energy is being used in your home. In addition to supporting most Samsung appliances, SmartThings Energy is being expanded to a range of other devices and solutions to allow you to make smarter, more environmentally conscious decisions across every aspect of your home and lifestyle.

Samsung’s Bespoke Home vision offers consumers a home that is beautifully designed, full of flexible features, seamlessly connected and inspired by its user. In this first installment of ‘People Behind Bespoke’, Harry Choi, Head of Design for Digital Appliances at Samsung Electronics, discusses the origin of the Bespoke design philosophy and the role that it plays in creating appliances fit for every lifestyle.

Our homes are full of expressive elements. Everything from the architecture and the furniture to the decorative objects we place helps us express our individuality. However, even though they feature prominently in the interior, home appliances are still largely designed with a standardized approach.

If no two homes are the same, why should our appliances be? This was the simple question that sparked the idea for Samsung’s Bespoke – a lineup of home appliances designed to be a part of a person’s home décor, reflecting their aesthetic preferences and elements of identity. We focused on creating home appliances that are not just beautiful, but are also customizable so as to harmonize with all kinds of interior spaces, no matter the style.

The Birth of Bespoke

Our journey to elevate the design of home appliances began in the kitchen, a central space for many social activities in the home. The refrigerator is often the most visible and most used appliance in this social space, and yet, its design has largely been in stasis for many years.

With our Bespoke refrigerators, our aim was to elevate the design of refrigerators without compromising the reliable functionality and performance that Samsung products are known for. Taking inspiration from contemporary urban lifestyles and aesthetic trends, our designers created an expansive palette of colors for the refrigerator’s customizable door panels. They also developed unconventional finishes, such as matte steel and glass, to bring new textures to refrigerators and open up new possibilities for kitchen design.

But the Bespoke design philosophy goes beyond just colors and finishes. With a modular, built-in look, Bespoke refrigerators can be tailored to fit seamlessly into different kitchen layouts. Bespoke design has broken down the price barrier of built-in appliances and now, design is able to listen more closely to the consumer. By mixing and matching different modules, users can create Bespoke refrigerators that provide the right functionality for their lifestyle, dietary habits, and family size.

Creating Bespoke Lifestyles and Living Spaces

Building on the design and development process of the Bespoke refrigerator, we are now ready to bring the Bespoke design philosophy to the rest of the home, empowering users to create ideal living spaces while simplifying their everyday routines.

Take the Bespoke Cube air purifier, for example, which features a sleek, modern design that comes in various colors and interchangeable front grills in patterns like stripe and herringbone. The Bespoke Cube air purifiers are beautiful additions to any room, complementing your interior décor while quietly working to keep air quality safe.

Furthermore, the Bespoke Jet was designed with portability in mind. Unlike larger appliances, vacuums are meant to be carried around the house – but they are often hidden away when they are not being used. The Bespoke Jet’s meticulous design, with the body virtually floating above its round-shaped platform, gives the vacuum a sense of elegance that allows it to stand out in the open in living spaces even when not in use. Functionally, the Bespoke Jet’s all-in-one Clean Station and charging dock makes cleaning and maintaining household hygiene a breeze.

Designing for the Future

Gone are the days of one-size-fits-all home appliance design. We at Samsung believe that the shift toward customization is not just a trend, but in fact is the emergence of a new paradigm. As consumers’ lifestyle aspirations evolve and grow more diverse, Bespoke will be right there with them, offering appliances that transform functional interiors into truly expressive spaces.

With 5G networks, a self-learning AI-based tool’s ability to manage operations and optimize performance offers clear benefits for mobile operators. That said, we believe that complementing such tools with human creativity and decision-making will help bring the technology’s enormous potential to reality. With this in mind, Samsung has developed an AI tool known as CognitiV Analytics, which can collaborate with human counterparts to help mobile operators resolve various issues related to managing 5G networks.

I’d like to share how Samsung’s latest human-AI collaborative tool helps mobile operators optimize services and manage 5G networks more effectively.

Quality and Collaboration Are Key

CognitiV Analytics represents a big step forward for 5G network management. The solution’s ability to swiftly identify technical issues and accurately analyze network quality stems from two key features. The first is its ability to analyze the performance and quality of services across entire networks, while the second is the collaboration it fosters with its human counterparts.

In order to properly analyze network performance, it requires the collection and evaluation of entire service flows for each and every user. For example, in order to determine the service quality that a subscriber is experiencing when streaming videos, mobile operators need to know how various elements of their 5G networks, including RAN and Core, are operating together, and whether any issues have arisen. This is no small task. Because the sheer amount of raw data from each element is so massive, analyzing that data requires an extremely powerful AI tool.

To aid this process, Samsung and Zhilabs, a Samsung Company, created CognitiV Analytics. This powerful solution collects data from various sources from networks and uses that data to create a big-picture snapshot of the network’s status.

The solution offers comprehensive analysis, making it easier for mobile operators to evaluate and view network performance, services and other valuable information, eliminating the need to utilize multiple analytics solutions to obtain the same information. CognitiV Analytics tool offers the ability to offer fast analysis and also minimizes human error that can come with moving complex data across multiple tools.

By working closely with human counterparts and providing them with detailed explanations of its actions, our CognitiV Analytics solution offers greater transparency on how AI addresses particular problems. Over time, these interactions will help increase the tool’s accuracy and efficiency while enabling mobile operators to become more familiar with and trusting of AI.

The Importance of Strengthening AI Tools

CognitiV Analytics not only showcases what our AI technology is capable of, but it also demonstrates how AI can be used to solve important issues, and proves just how easily it can be incorporated into commercial networks. Included among the solution’s key features are its abilities; to learn using diverse data sets; to apply rule-based analysis; and to implement automation.

CognitiV Analytics’ AI has proven capable of quickly ascertaining important information about mobile operators’ networks even at the initial stage of its implementation, when only small data sets have been available. In order for AI to learn, it must be able to work with both labeled and unlabeled data. A typical data label might indicate whether a photo contains a horse or a cow, or what type of action is being performed in a video. Labeled network data, however, is expensive to obtain, since a few highly trained engineers can perform sophisticated labeling process. Therefore, in order for AI analytics tool to offer meaningful insights even at the initial stage, its AI must be capable of learning from unlabeled data. Our AI has the capability to learn from both labeled and unlabeled data, being able to support mobile operators from day one.

While most 5G network data sets can be analyzed with AI, some data features distinct characteristics that make it unsuitable for AI-based analysis. Such cases require users to apply their own rules, based on their experience and expertise, to assess their data. This is called rule-based analysis. CognitiV Analytics incorporates this analysis by enabling users to mix and match AI-based and rule-based analysis. This streamlines connections by offering mobile operators more accurate evaluations of network performance.

When we talk about automation in 5G networks, we’re talking about a process that typically features four phases: (1) discover the problem, (2) identify the root cause, (3) find the solution, and (4) apply the solution to the network. Some mobile operators tend to prefer to take some time to understand how AI-based analytics tools manage issues in each phase. Those of us in the industry believe this boils down to the familiarity and reliability of AI. Our CognitiV Analytics solution is designed to address the issue by applying each phase in steps, so mobile operators can take time to understand the AI in managing their 5G networks.

Samsung’s CognitiV Analytics is already being utilized in commercial networks that enable connections for hundreds of millions of mobile users. What is notable about this is the fact that our solution supports closed-loop automation, automatically offering recommended configurations for each element of a particular network. It features automatic KPI monitoring and fallback functions to guard against KPI degradation, which helps keep service levels constant across entire networks. In addition, based on its analysis of real-time data, CognitiV Analytics automatically adjusts network configurations to better manage fluctuations in traffic patterns and environmental changes.

Harnessing AI for Future Networks

For today’s mobile operators, proper network management is a complicated and essential part of keeping the world connected. It’s also an aspect of their operations that features no room for error. As the number of connected devices increases and more immersive use cases are introduced, mobile operators require simple tools that aid managing commercial networks and allow them to quickly respond to pressing issues. Powerful, AI-based management tools working closely with human counterparts make this possible.

We look forward to creating a future in which fully automated mobile networks behave like living organisms, promptly identifying issues and resolving them like our body would heal a wound. This means that if, for example, we found ourselves unable to stream a movie on our smartphone, the network’s AI-based management tool would fix the issue on its own. When AI expects an increase in traffic, it would expand network capacity by automatically adding network resources. While it will take some time to make these experiences a reality, we can make them possible by continuing to advance AI the right way.

CognitiV Analytics is a reflection of Samsung’s ongoing commitment to harnessing AI, which will bring incredible opportunities to enrich our everyday lives. Combining the power of AI and human creativity can provide mobile operators with the solutions they need to simplify operations and better manage network resources.

At last August’s Unpacked event, I shared my strategy to bring more empowering mobile technology to as many people as possible, especially at a time when they needed it most. Now, around one year later, our world is slowly but surely preparing to reopen in many ways. We’re all yearning for freedom and the possibilities that this new world has to offer thanks to advancements in technology that are set to make our world bigger than it ever was.

This past year, new technologies continued to reshape the way we live. Our collaboration with trusted industry partners allowed us to drive seamless experiences that offer more personalization and versatility than ever. As we enter this new era of agile transformation, I believe that open ecosystems are the only way to accelerate innovation and give people more freedom to create their own experiences that are best for their lifestyles.

Samsung Electronics is poised and ready to unveil visionary, purposeful mobile technology for a better world. In a few weeks, we will unleash our latest and greatest Galaxy Z series to reshape the smartphone category and completely reimagine your experiences.

Life Opens Up With Galaxy 

Today, the world needs flexible technologies that give people room to explore. At Samsung, people are at the heart of everything we do. We’re constantly listening to you to ensure that any new device and experience we create really brings meaningful innovations. We want to enrich everyone’s life, not just the lives of a select few. From epic cameras and vivid, immersive viewing experiences to long-lasting batteries and strong security, we’re focusing on what really matters to you.

As we explore new ways to empower you, we often venture into uncharted territory. That’s how we ended up creating a brand-new category with the launch of the Galaxy Fold. And we didn’t stop there. We kept improving the category with our second generation of foldables, the Galaxy Z Fold2 and the Galaxy Z Flip, with more screen and more of the features you now know and love. I’m excited to say our third generation of foldable devices will open up amazing new multitasking capabilities and enhanced durability for even more people around the world.

Samsung Is Bringing More People Into the Fold

This will be especially important as the world leap frogs into new frontiers of connectivity that demand open ecosystems and reliable mobile experiences. At Samsung, “open” and “secure” are never mutually exclusive. In fact, our collaborations with trusted industry leaders like Google and Microsoft are why we are able to deliver mobile technology that is secure and optimized for today’s rapidly evolving and interconnected world. We constantly work with key partners to create cutting-edge security solutions that keep your devices and data safe every step of the way. This allows us to give you even more control over your apps, data and privacy, so you can curate your own experience — with total peace of mind.

Collaboration enables us to build mobile experiences that make your life easier and better. It fueled the development of a new unified wearable platform, which we built jointly with Google. On top of your favorite Galaxy apps like Samsung Health and SmartThings, there will be so many others in the new Google Play Store. Furthermore, our One UI Watch user interface is deeply integrated with our other Galaxy devices and provides consistent connectivity between your Galaxy Watch and Galaxy smartphone.

We are also working with Google to enrich our foldable ecosystems with popular apps and services. For our third generation of Galaxy Z phones, we have lined up even more partner apps that make the most of the versatile fold-out format. From hands-free optimized video calling with Google Duo and watching videos in Flex mode on YouTube to multitasking in Microsoft Teams, our foldable ecosystem will offer a wealth of seamless and optimized experiences.

A New Chapter in Smartphone Innovation Is Here

The upcoming Galaxy Z Fold combines the very best that smartphones and tablets offer and delivers completely new ways of working, connecting and creating, while the upcoming Z Flip exhibits an even more refined style, armed with more durable, stronger materials. I firmly believe these devices will answer the call for the versatile mobile technology we need as we navigate the open road ahead.

We are out to set new heights and open up a whole new world of exciting experiences for even more people. I hope you’ll join us as we debut our next Galaxy Z family and share some foldable surprises — including the first-ever S Pen designed specifically for foldable phones. Instead of unveiling a new Galaxy Note this time around, we will further broaden beloved Note features to more Samsung Galaxy devices. In the meantime, mark your calendars and tune in to our Unpacked event on August 11 to see what unfolds.

With global studios in Seoul, Korea, San Francisco, U.S. and Milan, Italy, the Experience and Insight Lab (E&I Lab) – a new division of Samsung Research, an advanced R&D hub that leads the development of future technologies for Samsung’s consumer product business – was created to help bring that future to fruition.

△ Federico Casalegno, Senior Vice President and Head of the Experience and Insight (E&I) Lab

Examining Experiences and Why They Matter

New technologies are offering consumers increasingly more sophisticated experiences, but in some cases they can also overwhelm users with their complexity. This is important to note given that in the near future, it is predicted that we will average more than 20 connected devices per person and almost 40 per household.¹ This is why we must focus on experiences first, rather than products themselves.

I define an experience as the journey customers take with products and solutions, which includes the emotional journey that they take over time. The experiences are not about the technology, which is a component of the experience, but about how customers holistically interact with solutions (including products, services and spaces) over time.

These journeys of holistic interactions are precisely what the E&I Lab has been tasked with exploring. Focusing our efforts on examining those journeys will help ensure that the experiences we develop better serve people’s needs. It will also enable us to make users’ experiences with their products and services both smoother and more satisfying.

Having a meal at home provides a simple way to understand what we mean by experiences in this context. The memories we make while enjoying great food with family and friends can be some of the finest experiences of our lives. We remember our dinner experience and the laughs and warm atmosphere with friends and family, but our memories don’t focus on the app we may have used to pay for the meal, or the devices we used to whip it up. While we can focus on designing the best products, supported by cutting-edge technologies, we need to remember that those products are not the experience in and of themselves; they simply help enable that experience. People don’t just buy products; they buy the experiences that those products enable.

Transaction-centric companies tend to design technologies first and then look for ways to sell them to people. An experience-driven company must be willing to forego creating a new technology, or even abandon one it has created, no matter how impressive it may be, if people don’t need it to enable the desired experiences.

To make this difference between using a technology and enjoying an experience even clearer, I’d like you to consider the step counter on your smartphone or wearable device. From an engineering perspective, we tend to think about step counters in terms of how they work and how accurate they are. To be sure, achieving precision and accuracy are difficult and certainly important. But to users, those factors are in the background; ideally, they are invisible. When we adopt a human-centric design perspective, we consider what counting steps means to users – that is, how the experience adds to their lives beyond simply counting steps. We ask, “What does step-counting technology empower users to do? What kinds of things – tech-related or not – matter to people who count their steps?”

Our approach to design is unique in that it aims to bridge the gap between great technological advances, design, and human needs. Drawing from a deep understanding of people’s lifestyles, our approach places users front and center at the earliest stages of the innovation process. We examine Samsung Research technologies through a user-centric lens, and we use the insights we acquire to develop solutions that streamline users’ lives with meaningful experiences.

△ Members of Samsung Research’s Experience and Insight (E&I) Lab

Introducing a New Samsung Research Lab

The E&I Lab’s mission is to help the company better understand people’s needs, aspirations and lifestyles in order to craft meaningful experiences through innovative products and cutting-edge technologies. We do this by monitoring emerging trends and cultural shifts, and discovering social and technological changes, and we use these insights to design, prototype, deploy, learn and deliver.

Our goal is to work with and learn from consumers to explore what technologies should do rather than what they could do. We focus on innovation from the perspective of humans and humanity, and we bring that perspective to bear in Samsung Research’s technologies.

The E&I Lab and its multidisciplinary team’s new approach to research and development is centered on creating experiences for people. The “insight” part of our lab’s name refers to how we identify customer needs based on a deep understanding of people’s values, behaviors, and lifestyles, and develop insights so we can design solutions that satisfy those needs.

Factors once considered unrelated to design suddenly become critical when taking a human-centric approach to technological design. These include not just socioeconomic trends and issues, but also multiculturalism, gender inclusion, and a host of other considerations. Central to our concept of design are the beliefs that we must always account for the fact that we live in a complex ecosystem with people of various cultures and views, and that our planet and environment must always be taken into consideration.

The best technology is created based on a deep understanding of why humans need technology in the first place. Our lab seeks to promote a new way of thinking – one based on the idea that people do not adopt products or services based merely on specs or features. For example, people don’t want a camera per se; they may want it because they love storytelling, and they want the experience of capturing and sharing moments that a camera provides.

We recognize that this is a new way of thinking, one that celebrates our passion for great technology while at the same time confronting the reality that technology often turns out to be little more than perfection without purpose. That happens when we fail to put human progress at the very core of our objectives. This kind of progress comes from the synergy between technological advances and human-centric design, which can unlock infinite possibilities in terms of offering people delightful experiences.

We aim to achieve that synergy by leveraging Samsung’s incredible engineering capabilities and what we bring to the table as designers, having adopted this focus on experiences and people’s wants and needs. That synergy will establish Samsung as the leader in an experience-driven world – one that genuinely learns from and works for consumers.

Our Approach

What does the E&I Lab’s human-centric approach to design look like? Once we have a clear idea of the people for whom we are designing and the meaningful experiences that our technologies can enable, we set out to create whatever is called for.

Our work requires rapid prototyping and deploying, which enable us to make an idea tangible. We go beyond the traditional prototyping of things and instead we prototype “problems” – that is, the questions we are trying to answer, or the needs and desires for experiences we are trying to fulfill.

Designers are problem solvers, and good designs begin by first identifying the problems we need to solve. This makes it possible to identify what people genuinely want. Only when we believe we’ve found the problem should we start prototyping and engineering any sort of solution, including a space, an interaction, or even a story. After all, a prototype is all about what a design could be, not necessarily what it should or will be.

In essence, this sort of prototyping requires us to codesign with the people for whom we innovate. It encourages feedback early and often, and it offers us opportunities to learn and improve. Our human-centric approach deliberately breaks the boundaries of established disciplines to escape the confines of technology-driven design. It is multidisciplinary because humanity transcends types, and because the experiences we want to enable are complex and holistic.

It’s Time to Rethink How We Design Experiences

The world has changed. Today, you can’t lead technologically if you aren’t also leading culturally, with purpose and humanity in mind. The E&I Lab’s perspective is based on a belief that a tech company can be considered a leader only if it is human- and humanity-centric.

This has tremendous implications for design, as I’ve attempted to explain here. If the COVID-19 pandemic has shown us anything, it’s that people don’t need better technologies per se, and they certainly don’t need more bells and whistles. They need technologies that help them live better and enable them to achieve their dreams. That is why the E&I Lab wants to redefine experiences in design from a technological standpoint.

Design plays a distinct role in advancing knowledge and creating benefits for humanity. It sparks and complements innovation in the arts, sciences, and technology. Now more than ever, successful designs must be defined by the degree to which they reflect a deeper understanding of humanity’s social and environmental needs.

The E&I Lab breaks boundaries by taking a big-picture view and identifying designs, as opposed to technologies, that the market may be missing. Our process combines problem-solving with critical reflection, and engages with people from the very beginning in order to produce technologies that fulfill their needs and goals rather than our own.

We look forward to harmonizing the E&I Lab’s goals with the work of Samsung engineers around the globe.

¹ Brent Heslop, “By 2030, Each Person Will Own 15 Connected Devices – Here’s What That Means for Your Business and Content,” MarTech Advisor, March 4, 2019

Whether through your smartphone gallery, video calling app or social media network, these heartwarming moments of reminiscence are made possible by the NAND flash memory¹ solutions used in today’s smartphones and data centers.

Aside from its technical definition, we can view NAND flash as that which makes it possible to record and save so many special moments. We at Samsung Electronics are working non-stop to provide consumers with the certainty that their most valuable communications will be around indefinitely, and as a technician responsible for the continued advancement of NAND flash in the semiconductor industry, I’d like to share some of these efforts with you.

Pioneering the Era of the Uncharted 3-Dimensional (3D) Vertical Structure

If we were to view the history of the universe as one year, the existence of the human species falls stunningly short of 14 seconds before the end of this year. With more than 170 billion known galaxies constantly expanding, our Sun and the Earth are by no means at the center of our universe’s development. This same analogy can be applied to semiconductors.

If you look at a semiconductor chip smaller than the size of a fingernail through an electron microscope, there lies an entire miniature universe. Despite its thickness of just 1mm, millions of carefully constructed spaces exist within a chip in order to store huge amounts of data.

For many years, NAND flash memory solutions designed to store data featured a two-dimensional (2D) structure, where chips were scaled and laid onto flat surfaces. But these 2D structures had significant limitations in terms of the amount of data that could be stored.

After extensive research to mitigate this issue, Samsung pioneered its V-NAND (with the ‘V’ standing for vertical) flash memory, a solution that connects its cell layers through pierced holes in vertically-stacked 3D space. Samsung is the first company in the world to develop and commercialize such a memory solution.

This 3D V-NAND debuted in 2013, creating an entirely new paradigm for memory semiconductor as compared with the conventional 2D structure that had dominated the world of electronic storage for decades. The technical transformation that it enabled can be compared to the experience of people used to living in 1- or 2-story houses moving into high-rise apartments for the first time.

V-NAND: Representing Samsung’s Mastery of the Semiconductor Solution

These days the V-NAND solution, with its revolutionary vertical 3D structure, has become an industry standard since its groundbreaking introduction.

Back in 2013, the first V-NAND solution developed by Samsung featured 24 layers — but these days it has evolved to almost 200, a number that continues to grow. However, much like with high-rise apartments, simply stacking more layers on top of one another is not everything.

An apartment should be tall but also sturdy, and easily accessible via a secure and efficient elevator as the height of the building increases. What’s more, consideration of noise levels between floors must be made, and due to altitude restrictions, a building’s height is far from limitless.

The same goes for V-NAND solution. Even if the number of layers is similar, a closer look reveals minute differences in functionality and structure. In the world of semiconductors, this can be of the utmost importance as even the smallest difference leads to a tremendously different outcome.

Introducing the Industry’s Smallest Cell, Made Possible by Single-Stack Etching Technology

Let’s go back for a minute or two to 2013.

In order to overcome the limitations of a semiconductor’s planar 2D structure, Samsung developed a product that stacks up cells–in three dimensions. At that time, since the structure did not feature many layers, there was no immediate need to consider the product’s height. However, as the number of layers grew to meet increasing demand for highly-integrated, high-capacity solutions, Samsung engineers had to consider the physical limitations that arose around the product’s height.

Samsung contemplated and began to design solutions for the impending problem of V-NAND height before any other player in the semiconductor industry. The company’s 176-layer 7^th generation V-NAND is similar in height to the industry’s 6^th generation, 100+ layer V-NAND, an innovation made possible thanks to our successful development of the industry’s smallest cell size yet.

Samsung managed to reduce the cell volume up to 35% by decreasing both its surface area and height through highly innovative 3D scaling technology. Any interference between cells that might occur during such a reduction was also controlled. This enables Samsung to stack more layers at lower heights, giving the company an edge in overcoming the anticipated limitations of height.

Samsung is the only one in the industry possessing single-stack etching technology capable of stacking over 100 layers at once and interconnected through more than a billion holes. Leveraging ultra-small cell size and the company’s proprietary single-stack etching technology, Samsung is in an unparalleled position to deliver V-NAND solutions made with several hundred cell layers.

Looking Ahead: Revolutionary 7^th and 8^th Generation V-NAND Solutions

In the second half of this year, Samsung is set to showcase a consumer solid-state drive (SSD) product based on its 7^th generation V-NAND chip, a solution with the smallest cell size yet in the industry. This 7^th generation V-NAND solution is expected to meet the performance requirements of both the 4^th generation PCIe interface (PCIe Gen 4) and, later the 5^th generation (PCIe Gen 5), thanks to its maximum input-output (I/O) of 2.0 gigabits per second (Gbps). Furthermore, the company’s solution will be optimized for multitasking huge workloads, such as simultaneous 3D modeling and video editing.

Samsung is also planning to expand the use of its 7^th generation V-NAND to data center SSDs. Furthermore, in order to encourage companies running data centers to reduce power consumption, Samsung’s low-power solution can help raise power efficiency by 16% over that of its 6^th generation solution.

The company has already secured a working chip of its 8^th generation V-NAND solution featuring over 200 layers and plans to introduce it to the market in accordance with consumer demand.

The Future of Samsung’s V-NAND: Aiming for Over 1,000 Layers

In the semiconductor industry, nothing happens by chance. Pioneering a previously-unknown technology requires not only time, but also a tremendous amount of capital and investment. Samsung has managed to become the world leader in the semiconductor industry in the face of setbacks and other challenges by maintaining the passion, commitment and the sense of duty that allows us to realize a better life for all of those necessary to bring about such innovation.

Just like how the first V-NAND was introduced in 2013 after more than 10 years of research, the company will be the first to overcome the height limit that will come about one day, through our use of 3D scaling technology. Even further down the line, when Samsung’s V-NAND solutions have evolved to feature over 1,000 layers, the company will continue to ensure that its memory solutions offer the industry’s highest reliability.

A New Paradigm of Extended Reality Will Extend the Role of Semiconductors

The world is shifting to a new paradigm of extended reality (XR) thanks to the rapid advancement of technology. In fact, due to the pandemic, the time when XR is set to become a part of all our daily lives has been advanced considerably. The era in which daily lifestyles include an overlap between reality and cyber space draws ever nearer. Moreover, the refinement of IT devices and technologies will require an entirely new approach that will be completely different from anything previously seen—and the role of semiconductors will become more important than ever before.

Unquestionably, Samsung will continue to work to enable a better society by introducing innovative semiconductor products based on robust technological advancements. This will happen so you can rest assured that the precious memories stored on your electronic devices will be around for a very long time to come.

¹ Non-volatile memory semiconductors that retain stored data even when the power is switched off.

At Samsung Electronics, we’re passionate about bringing game-changing innovation and value to our enterprise customers. And we’re proud to equip these companies with the best-in-class technology and services they need to increase mobility, offer seamless digital experiences, and keep their information safe.

Our new, landmark deal with Walmart is the latest example. Over the next few months, we’re putting Galaxy XCover Pro smartphones in the hands of 740,000 Walmart store associates across the U.S.—to use at work and at home. This is our largest mobile enterprise deal ever in the U.S., and we’re thrilled to help Walmart provide new and enhanced experiences for their associates and customers.

The Journey to Making Walmart’s Connected Associate Vision a Reality

This exciting deal is the culmination of a full year of planning and piloting. Walmart approached us in the spring of 2020 at a time when their stores were busier than ever, and associates were working hard to ensure a safe shopping experience during the pandemic.

Together, we discussed what they call the “Connected Associate” initiative—a vision to empower Walmart associates by putting everything they need in the palm of their hands. We learned Walmart Global Tech was building a new app in-house to help associates simplify daily tasks, serve customers and plan for life outside of work. Then, we took action, even shadowing associates to learn how they work, and what tools could help them work better. These insights revealed the need for an agile mobile device – with Walmart’s integrated custom application – to take employee engagement and customer care to new heights.

Enter the Galaxy XCover Pro.

A New Way to Work With the Galaxy XCover Pro

The Galaxy XCover Pro delivers a rugged and sleek, single device solution. It builds on Samsung’s legacy of high-powered smartphone features, including an immersive display, long-lasting battery, lightweight and durable design, and powerful camera. And, defense-grade security with the Samsung Knox platform, which protects you and your device from the chip level, up.

The Samsung Knox Suite includes tools to help enterprises like Walmart with the resources necessary to manage a deployment of this size. These include automated enrollment, firmware management, device and Wi-Fi network analytics, loss prevention and deep device customization. By leveraging our industry-leading platform, Walmart is ensuring that associates will have the tools they need to simplify daily tasks.

We’ve also customized the Galaxy XCover Pro so that Walmart associates can enjoy using their smartphone to improve their day—both in and outside of work. While they’re on the clock, the Galaxy XCover Pro will create new, convenient ways for them to work, from mobile clock-in and accessing schedules, to managing inventory and using Galaxy XCover Pro’s camera, which we’ve optimized to work seamlessly with Walmart’s barcode scanning process. During their work shift, Walmart associates can also tap a co-worker’s name and initiate a push-to-talk conversation straight from the Galaxy XCover Pro by squeezing the physical side key.

Until now, Walmart associates had to use different devices throughout their shift, from barcode scanners to walkie-talkies. The Galaxy XCover Pro will enable efficiency with entirely new workflows and additional options.

Security for Work Use, Privacy for Personal Use

Beyond its sheer scale and workflow innovation, another aspect that sets Samsung and, specifically the Galaxy XCover Pro, apart is Walmart’s decision to enable its associates to take their devices home, a great perk for employees. As Kellie Romack, Walmart’s vice president for associate experience and customer care, says, “We wanted our associates to use this device all day to serve customers, but then also use it as their personal device if they chose.”

To enable this, Samsung worked with the Walmart team to customize and configure the Galaxy XCover Pro devices. With Samsung Knox, we can create entirely separate work and personal profiles, allowing work applications to stay secure, and personal usage to stay private.

Better Experiences for All With One Device

Improving the employee experience leads to a better customer experience, too. This is something Samsung can help to deliver. Just as Walmart has spent the past decade designing a seamless experience between online and in-store to improve the customer journey, the company is now bridging gaps between work and home to improve the employee journey. That’s what Samsung mobile technology can do: create seamless connections and more efficient and enjoyable experiences.

This is just the beginning of how we can work with our enterprise customers to empower and delight employees, and to lead the industry in leveraging mobility to transform how retail stores operate.

Science and technology have made our lives easier and more convenient thanks to the addition of various innovative products and services into our daily routines. But the downside of these additions has been the development of serious global environmental challenges including climate change and resource depletion – issues that threaten the future of our world.

In order to help mitigate these issues, Samsung Electronics strives to incorporate environmental sustainability into everything we do. Let’s take a look at how Samsung’s eco-conscious product innovation and consumer engagement come together to help us all achieve a sustainable future.

Senior Vice President Hyeongnam Kim, Head of Global CS Center, Samsung Electronics

Minimizing the Environmental Impact of a Product’s Entire Life Cycle

Based on the principle of product stewardship, our products are thoughtfully designed to minimize their impact on the environment. Samsung is deeply engaged in activities to minimize the environmental impact of its products throughout their entire life cycle – from development and manufacturing to distribution and usage through to after-sales service and recycling.

Firstly, Samsung incorporates environmental concerns into its product development process. To this end, the company has introduced an Eco-Design Process to evaluate its products against eco-conscious standards across different countries, including the U.S. and Korea. In 2008, the company established a company-wide eco-committee and division-level task forces to step up its efforts in developing eco-conscious products. To this day, Samsung is committed to developing innovative, high-performing products that have minimal impact on the environment.

Samsung’s emphasis on sustainability continues into the manufacturing stage. The company has been expanding its usage of renewable energy sources such as solar and geothermal heat in its facilities and is also incorporating the use of recycled water and waste. As a representative example, Samsung has also made strides in sustainability by sourcing 100% renewable electricity for all its facilities in the U.S., Europe and China last year. What’s more, Samsung plans to expand the usage of renewable energy to the rest of its facilities around the world following the development of local systems and infrastructure in each region.

Moving on to the distribution stage, Samsung has replaced its plastic and shrink wrap with packaging made of renewable biomaterials in order to reduce packaging waste. The company also now holds its paper suppliers to requiring a Forest Stewardship certification, and following these efforts, managed to completely replace all the paper used in the manuals and packaging for its mobile and consumer electronics products at the end of 2020.

Samsung helps users decrease their electricity consumption during the usage stage of a product’s lifecycle by providing them with energy-efficient products – thus contributing to the reduction of greenhouse gas emissions. Furthermore, the company is making continuous efforts towards developing durable products and a quick and easy repair process, since if consumers use their products for longer, they are then making a difference by reducing their environmental impact.

Going through to the final stage of a product’s lifecycle, disposal, Samsung is continuing to pioneer its waste collection and recycling programs around the globe, currently operating in 55 different countries. Users can in the U.S., for example, can drop off their end-of-life mobile devices at any of over 500 uBreakiFix locations, an independent repair chain. The company is also currently planning to expand its closed-loop recycling system in order to recover and reuse more iron, copper and plastics from e-waste.

Reducing 301 Million Tons of Greenhouse Gas Through Initiative and Innovation

Thanks to its product stewardship practices, Samsung has reduced the average energy consumption per unit of a product by 32%,¹ equivalent to the cumulative reduction of 301 million tons of greenhouse gas emissions over the past 12 years since 2009. The company has also recycled over 4.54 million tons of e-waste through its global e-waste collection sites from 2009 to 2020.

To encourage customers to use their products for longer as part of a circular economy, Samsung has established a quick and easy repair process for users, through which the company supplies product repair information and parts to contracted repair shops as well as independent repair stores.

Upholding User Values Through Eco-Conscious Upcycling

Going beyond employing eco-conscious practices solely in the development of its products, Samsung has been making various efforts to reduce the use of resources across all of its supply lines in order to promote more sustainable consumption.

Last year, Samsung introduced its revolutionary Eco-Packaging for its TV products made from cardboard boxes in an effort to encourage upcycling and creativity in users, as they can form animal toys or small furniture pieces using their discarded packaging.

In addition, Samsung has also recently launched its Galaxy Upcycling at Home program, which enables users to harness their unused Galaxy smartphones as IoT devices, in Korea, the U.S. and U.K. The program also repurposes older smartphones into medical diagnosis cameras, helping to address vision impairment cases that are preventable with proper diagnosis.

We at Samsung are dedicated to creating a sustainable future that provides a better life for all by introducing creative eco-conscious products and solutions across all of our business areas. With a focus on sustainable management, we are putting carbon reduction, resource circulation and ecosystem restoration at the forefront of our efforts to protect the environment.

¹ Figure from 2020 compared with 2008 level of energy consumption.

When Samsung unveiled our first foldable smartphones, we began a new chapter of innovation. Since then, foldable form factors have been redefining what you can expect out of a smartphone — inspiring us to capture, connect, and communicate in entirely new ways. Today, the foldables market is growing rapidly, and Samsung is leading the charge.

As we continue to refine the foldable user experience, we’re always listening and adapting to meet the needs of today’s smartphone users. Now more than ever, people want phones with the flexibility to switch seamlessly between working, playing, sharing, and everything in between. We want phones that can adapt to fit our lives in any moment. Phones that enable powerful multitasking and immersive entertainment. Phones that inspire us to do more.

But from person to person, not everything we’re looking for in a smartphone is the exact same. That’s why we created two different foldable form factors.

Our foldable Galaxy Z series devices open up a new world of possibilities. Whether you’re unfolding the main display on our Galaxy Z Fold2 for a tablet-like experience to game, watch or multitask, or positioning the display on our Galaxy Z Flip at the perfect angle for a hands-free video chat, these are experiences you simply can’t have on any other smartphone.

Galaxy Z Flip 5G Mystic Bronze

And the experiences keep getting better. Many of the most popular apps have been tailored to take full advantage of these foldable formats, and the list continues to grow. With Flex mode — which enables you to use the device display at a folded angle¹ almost like a laptop — you can unlock new ways to watch your favorite YouTube channels, video chat through Google Duo, stream a show while you chat with friends.

With more screen, more flexibility, and more multitasking capabilities, you can do more with foldables, and our foldable owners are seeing the difference. Galaxy Z Fold2 users love their phone’s tablet-sized screen — they told us it’s the number one reason they bought the device.² They use their Galaxy Z Fold2 to join video calls hands-free, read e-books and game on its 7.6-inch screen, and work more productively with emails and documents.³

Galaxy Z Flip users said they love their phone’s sleek, fashionable design and having a full-sized smartphone that folds to fit in the palm of their hand. The iconic design and compact form factor are the top reasons why they chose Galaxy Z Flip — and they enjoy using its unique Flex mode to capture photos and videos in new ways.

The flexibility these devices offer is revolutionary — and our users are noticing the foldables difference.

As Samsung continues to push the envelope and bring users more of what they want, it’s no surprise the response to foldable devices is so strong. Galaxy Z Fold2 has 96% user satisfaction, and nearly 9 in 10 say they would purchase a foldable phone again.⁴

What’s more, according to a survey conducted just last month, half of all U.S. consumers are interested in buying a foldable phone as their next device.⁵

The global outlook is just as impressive. This year alone, the foldables market is expected to triple over last year⁶ — a year in which Samsung accounted for three out of every four foldable smartphones shipped worldwide.⁷

While many are beginning to see all the possibilities of foldables, this isn’t the first time Samsung has introduced a new form factor that changed the game.

When Samsung first pioneered large screen smartphones over a decade ago, we saw how they enabled people to do more with their devices, from gaming to streaming to working. Today, large screens have become the industry standard: In the past decade, average screen size on a smartphone has roughly doubled.⁸

At Samsung, innovation is about more than introducing a new piece of technology. It’s about delivering breakthrough mobile experiences. That means continuing to explore, evolve, and expand our portfolio of foldables — a commitment that TM Roh, Head of Samsung’s Mobile Communications Business, reaffirmed last year.

And recently, as part of our drive to make foldables more accessible, we’ve introduced new, creative ways for people to enjoy the foldable experience.

We’ve reduced the price of our latest foldable devices, offered referral programs, and given foldable owners access to Z Premier, a refined customer support service complete with exclusive benefits.⁹ We also gave Galaxy Z device owners a full 100 days to see if foldable technology is right for them as part of a Buy and Try program.¹⁰ Users who experienced the Galaxy Z Flip or Galaxy Z Fold2 during that extended trial period kept their devices at even higher rates¹¹ — because once people get their hands on a foldable phone, they see its value in their daily lives.

Foldables have come a long way in a few short years, but we’re only at the beginning of what this game-changing technology can do. From transformative viewing experiences to boundless flexibility, the only limit is our imagination. Stay tuned — we’re just getting started.

¹ Galaxy Z Flip and Galaxy Z Fold2 can stand on its own from 75 to 115 degrees; a broader range of angles may be accessible for users depending on environment and use case.

² Samsung’s internal Z Fold2 consumer study

³ Samsung’s internal Z Fold2 consumer study

⁴ Samsung’s internal Z Fold2 consumer study

⁵ https://business.yougov.com/content/35362-foldable-phones-gauging-interest-america

⁶ 2.7M in 2020 to 8.7M in 2021; CAGR 113% from 2019 – 2025; Strategy Analytics global display Technologies, Oct 20

⁷ CounterPoint Research via https://www.sammobile.com/news/samsung-retains-foldable-smartphone-crown-with-record-2020-shipments/

⁸ ~3” to over 6”- https://www.reddit.com/r/dataisbeautiful/comments/gv7t2f/average_mobile_phone_screen_size_over_the_years_oc/; https://www.technobuffalo.com/these-graphs-show-just-how-quickly-smartphones-are-getting-bigger

⁹ Support service availability may vary by country or region.

¹⁰ Program availability may vary by country or region.

¹¹ Buy & Try program results as of 3/26, the program started 2/23

As a leading innovator in mobile experiences, Samsung constantly pursues new ways to meet the ever-changing needs of consumers. That’s why we decided to team up with Google, our long-standing strategic partner, to bring the best of our platforms together into one unified experience. As Head of the Software Development Team, I am thrilled to bring Samsung’s longstanding expertise in wearables to this joint effort in creating a blueprint for innovative future smartwatch experiences.

Creating an Enhanced Smartwatch Experience

The Galaxy Watch is already loved by users around the world with our signature designs, cool watch-face ecosystem, and innovative health platform. The great experiences that consumers loved on previous Galaxy smartwatches will continue on this unified platform. Samsung implemented our best technology to provide optimized performances, and advanced sensor batching and low power display technology to ensure an efficient and long-lasting battery.

We know that health and wellness are at the forefront of consumers’ minds, and we’re excited to continue building the industry-leading health experience on our new unified platform with Google. As our consumers turn to wearable technology to monitor their wellbeing, we’re meeting these needs head on. By creating world-class health technology, we hope to elevate how users approach to their wellbeing, and enable them to make positive changes in their everyday lives.

At Samsung, we have long focused on creating the best possible connected experiences between Galaxy smartwatches and smartphones, working in perfect harmony together. This new platform is the next step in that mission and we’re looking forward to giving consumers the best mobile experience.

Inspiring Innovation Through an Extensive Connected Ecosystem

Behind every great user experience is a thriving developer ecosystem. With the new unified platform, we are unlocking a whole world of opportunities for the developer community. With a broad, open ecosystem, more developers and partners can apply their talents to work with us in evolving and redefining the smartwatch experience.

Our hope is that this platform will ignite innovation in spaces like the Galaxy Watch Studio and inspire third party development, bringing a bigger and better network of apps to benefit Galaxy users around the world. This is the chance for developers to take advantage of Samsung’s powerful network of connected devices and the growing set of global Galaxy smartwatch fans.

Continued Commitment to Existing Galaxy Smartwatch Users

At Samsung, we always put customers at the heart of everything we do. That’s why we are committed to bringing them the best possible smartwatch experiences. For customers who already own the Tizen OS based Galaxy smartwatches, we are continuing to provide at least three years of software support after the product launch.

We’re excited to bring a new, powerful, and refined smartwatch experience to our users in the coming months – and long into the future. So watch this space, there’s more coming soon.

Today, our homes have become multifunctional. Living rooms are now doubling as yoga studios, movie theaters, and makeshift classrooms. The kitchen counter has become a remote office desk. Living in this ‘new normal’ has required us to become more creative about how to fit our daily routines into limited spaces.

From the way we use our rooms to the materials we use in our interior design, so many things have changed inside our homes – except our appliances.

At Samsung, we believe that now is the time for our appliances to change. Appliances must be designed beautifully to satisfy the tastes of our trendy, discerning customers; they must have flexible features so that they can be fit to each user’s unique lifestyle needs; they must be connected, not just for connectivity’s sake, but to truly streamline and enrich the home management experience.

And of course, all of these innovations must be pursued with sustainability in mind. For home appliances, that means creating durable products with longer lifespans to reduce needless waste and developing new technologies that help consumers reduce consumption of water and energy without sacrificing performance.

This is our vision for appliances in the Bespoke Home.

Designed for You

The Bespoke Home begins with Samsung’s flagship Bespoke refrigerators, which will be expanding across global markets in 2021. This line offers personalized design, with interchangeable panels available in many colors and finishes.

The response so far to Bespoke refrigerators has been tremendous. Early adopters love that Bespoke comes in an array of changeable colors and materials that fit any interior décor. The fridges also have a sleek, flat-front design that gives them a built-in appearance.

In the U.S. this year, we are introducing the Bespoke in an all-new model, the 4-Door Flex, as well as in the 1-Door Column and the Bottom-Mount Freezer (BMF) types. With glass and steel finishes, there are eight color options. We will also be expanding our Bespoke lineup across Europe in the 1-Door and BMF models, with plans to launch in additional markets in the second half of 2021.

This year, we are also excited to introduce new and exclusive collections of our Bespoke refrigerators in collaboration with leading designers, which we plan to further discuss at our upcoming event.

But we are not stopping with the kitchen. The customizable Bespoke design philosophy is coming to appliances throughout the home – giving you more freedom to decide what your appliances will look like.

Flexible for You

An important aspect of the Bespoke refrigerator is flexibility. It has a modular design that allows you to pick and choose the size and style of the unit, as well as flexible temperature controls for different compartments that let you control how you store your food.

For the Bespoke Home, we’ve taken this central idea of flexibility and applied it to other appliances.

We know that the same chores, be it vacuuming or airing out the house or doing laundry, do not mean the same thing in every household. This is why in our Bespoke Home vision, appliances have features that can be adjusted as your household needs change.

Whether you are welcoming new members into your family, taking on a home improvement project to change out your floors or getting serious about cooking at home, we want your appliance experiences to evolve to fit your needs.

Connected for You

The Bespoke Home also includes seamless connectivity powered by IoT services, AI and automation to create customized and holistic home solutions that bring appliances together. Samsung’s SmartThings services streamline housework to let you focus on the activities you enjoy and to help you get more out of everyday home experiences.

Samsung is the only brand that can bring these fundamental changes to your home seamlessly. With our dual leadership in hardware and software and an expansive range of devices compatible with SmartThings, the possibilities for a connected home are endless.

Connecting your appliances to SmartThings is set to help your appliances cater to your own personal lifestyle, habits and preferences. Whether you want to find a recipe that works perfectly with your Samsung oven or you’re looking for the right wash cycle for a delicate garment, SmartThings will have you covered.

The services you will see at Bespoke Home 2021 are going to offer a glimpse into the future. The smart home is about more than being able to remotely turn your machines on or change their settings: we are creating services for a home that truly knows you and is customized to your interests and needs.

A New Vision for the Home

We are excited to show you the modern designs, flexible features and smart connectivity that will make up our Bespoke Home vision on May 11. We will be showcasing our existing products that have been evolved with new features and functionalities, as well as presenting some completely new products and services. In addition, we are excited to share with you our sustainability vision and goals. The world has changed so much over the past year, and it is time for our appliances to catch up. We look forward to seeing you at Bespoke Home 2021.

2020 was a year like no other, one that quickly and unexpectedly shook up our lives and reimagined our normal. We gained perspective on the things that really matter, like our health and our loved ones, and the experiences we truly value.

And to adapt to our new way of living, we embraced technology at warp speed – using it to connect with others and find new joy in our everyday, right from the comfort of our homes. We used it to continue moving forward – in education, work, and even celebrating major life moments virtually at a time when it felt like everything else stood still.

Last year, Samsung kicked off the new decade at CES and shared our vision to enable experiences that make new technologies increasingly meaningful in our lives. We talked about a world where our living spaces would become workout studios and meeting spaces, and kitchens would become hyper-personalized to your unique needs. Little did we know then that those experiences would become so important, so quickly.

So, while we may not be meeting in-person in Las Vegas this year, this may be the most exciting CES yet as we embark on the next stage of this journey where we focus on experiences that improve your life and the world we live in. Together, we can create a Better Normal for All.

This Better Normal for All is centered around the idea that with the right technology, we’re ready for a better, brighter future. I cannot wait to welcome you to Samsung’s CES press conference to unveil what the Better Normal will look like, beginning with technology personalized for you, AI to improve your home life, and expanding through innovation that makes a real difference to our society and our world. Here is a sneak peek at what I will be announcing:

A Better, More Personalized Experience

Our vision for a Better Normal for All begins and ends with you. We’ve all spent more time at home, expecting more out of our living spaces and for many, this has been increasingly challenging. That’s why we’re introducing smarter technologies that enrich your life through seamless personalized experiences, from helping you master your yoga technique and achieve your home fitness goals, to navigating a new diet with tailored recipes and intuitive connected kitchen appliances.

AI Empowering a Better Home

Ultimately, the Better Normal will not look the same for you or me – it will revolve around everyone’s unique needs and habits. We must create technologies that adapt to our ways of life and add value to everything we do, that make new experiences more accessible and exciting. Just imagine how much easier it would be if you had a trusted partner around the house, an extension of yourself that could help set the table or put groceries away, recognizing and handling objects with care and precision. Well imagine no more, because at CES, we’re going to show you how our cutting-edge research is working to  bring an extra pair of hands to your home. We’re advancing our AI-infused technologies to enable you to do more than ever, and we cannot wait to show you how robotics will support us on the journey to a Better Normal.

Technology Shaping a Brighter Future

And throughout this journey, we must acknowledge our responsibility to serve not just our users, but our planet, and our society. While technology can reshape the way people communicate and experience the world today, it is also the enabler of a brighter future. As we overcome one of the biggest challenges of our lifetime, we must stand together to ensure that our Better Normal also benefits the generations to come.

At CES, Samsung will share more about its sustainability vision.

As a global leader in technology, breaking down barriers to a better future will continue to be pivotal to our mission as we put people, society and the planet at the center of everything we do.

We are at the beginning of a very unique opportunity to not just overcome the past year’s adversity, but to create a Better Normal for All, and I’m so excited to share more about how Samsung is making this a reality. I hope you’ll join me for the Samsung virtual CES press conference on Monday, January 11th.

Ever since I was young, I’ve been captivated by engineering and technology — enthralled by new gadgets and curious about what made them work. I didn’t think I could be more obsessed with technology, but 2020 proved me wrong. This year gave me an even greater appreciation for all that it does and can potentially do. We had to reshape our lives, rethink the way we operate and become more flexible — and technology made it possible for us to do so. 2020 bolstered my determination to fully tap the infinite power and potential of tech to give people personalized experiences that enrich their lives and allow them to express themselves.

As we close out this year and I think of what’s to come in 2021, I feel encouraged by all the ways Samsung is cultivating open collaboration and driving innovation forward to empower people on their personal journeys. We have never believed in a one-size-fits-all mobile experience and we never will. We led the charge with 5G and changed the shape of the future with a series of foldable smartphones. Now, we’re working on revolutionary advancements in 5G, Artificial Intelligence (AI) and the Internet of Things (IoT) that will redefine the parameters of what mobile can do and give consumers the freedom to tailor their mobile experiences to fit their lives — not the other way around.

2020 Highlights

This year, Samsung stayed true to its mission and forged new paths for landmark technology that will shape the next era of mobile innovation. Our vision of intelligent, connected devices with mobile phones at the center has become a reality. 2020 saw 5G — a technology Samsung has been pioneering for more than a decade — move into the limelight. Over the course of the last 10 years, Samsung laid the groundwork for the fifth generation of cellular technology by helping to build the global 5G infrastructure. And in 2019, we released the world’s first commercial 5G smartphone and tablet: The Galaxy S10 5G and Galaxy Tab S6 5G. Samsung has been pushing to democratize 5G ever since. We are closing out the year with twenty 5G devices in the Galaxy ecosystem.

There was also growing momentum behind foldable smartphones, a category we launched commercially with the Galaxy Fold in 2019 and advanced with the release of Galaxy Z Flip and Galaxy Z Fold2 in 2020. Through our longstanding industry-leading partnerships, we established an open ecosystem for foldable devices and fostered UX innovation that enabled us to create an enhanced user experience with optimized app interactions and displays. The Z Fold2 was praised as a smartphone that reimagines what’s possible with mobile technology and I’m excited to say, it’s just a hint of what’s to come as we continue to explore, evolve and expand this category-changing space.

We also made headway in our efforts to make the world a better, more sustainable place. In partnership with the United Nations Development Programme (UNDP), we promoted the 17 Sustainable Development Goals on more than 80 million smartphones, mobilizing and empowering the Galaxy community via our Samsung Global Goals app. And we continue to take dedicated action throughout our product lifecycle to help the world transition to a circular economy — by extending product longevity, making greater use of sustainable materials in our packaging, and creating environmentally conscious products and accessories.

Mobile Innovations to Watch in 2021

I’m thrilled with what Samsung accomplished this year, but as passionate pioneers committed to defying barriers to progress, we’re always thinking about what’s next. Our smartphones are truly becoming extensions of ourselves, and with so many people working remotely and spending more time entertaining themselves at home, video quality and capabilities on mobile devices have moved front and center.

From teleworking and virtual celebrations to gaming and online dance challenges, the world is creating, sharing and streaming more video than ever. Whether you prefer to edit footage like a pro or just want intelligent, multitasking lenses to do the heavy lifting for you, the Samsung Galaxy will be more than ready to meet the demands of the video-obsessed in 2021. When it comes to advancement in this space, it’s going to be an epic new year.

Our engineers and developers have also been working hard to expand highly advanced on-device AI capabilities within the Galaxy family, enabling our devices to continually learn from daily activities and routines to take better pictures and videos, maximize battery life and storage space, optimize displays and much more. We’re planning to expand these personalized capabilities to every facet of Galaxy’s product portfolio to empower people to be productive and do all the things they enjoy.

And because we live in an interconnected world that requires interconnected devices, Samsung continues to vigorously support open source research and collaboration. It’s how we evolve new capabilities that can be deployed across devices, applications and services to enable more people to benefit from all that technology has to offer. Thanks to the open ecosystems we’ve created working in tandem with other like-minded industry leaders, we’re developing connected, compatible innovation that will take us into an exciting new era of integrated mobile experiences.

We’ve already advanced breakthrough technologies like ultra-wideband (UWB) through ongoing open collaboration with key partners. And soon, we’ll be rolling out incredible connectivity capabilities that will transform the way you open doors and enable seamlessly integrated car experiences that make personalized car connectivity a part of your digital life. We’re also making it easier to quickly locate the things that matter most, from your keys to your wallet — even your family pet.

As we introduce new and exciting innovations, our number-one goal is and will always be to create experiences that people can trust, knowing we’ll treat their data with the utmost care and keep their personal information safe every step of the way. These new devices will offer incredible personalized mobile experiences and will be built with security and privacy top of mind.

The Samsung Promise

We believe everyone should have access to the latest mobile technologies and a spectrum of product options that offer unfettered, personalized experiences. In 2021, our diverse product portfolio will deliver breakthrough capabilities that empower you and never hold you back.

True to our heritage of staying ahead of the curve with trailblazing mobile tech, we’ll be expanding our portfolio of foldables, so this groundbreaking category is more accessible to everyone. And while we’re already known for our revolutionary cameras, we’ll never stop trying to outdo ourselves — so be on the lookout for super-intelligent, pro-grade camera and video capabilities in 2021. We’ve also been paying attention to people’s favorite aspects of the Galaxy Note experience and are excited to add some of its most well-loved features to other devices in our lineup.

Limitations and boundaries are for other brands. At Samsung, we relentlessly test the existing rules because we know the margins for what technology can do are confined only by the scope of our imagination — and ours knows no bounds.

Thank you to everyone who supported us in 2020. I look forward to sharing more in January!

At Samsung, we constantly push boundaries to bring consumers groundbreaking new mobile experiences that address their needs and enrich their lives. Our long history of pioneering mobile technologies to transform the way people live, work and play is one of the main reasons why I love what I do — and 2020 has only amplified our drive to spearhead meaningful innovation that anticipates people’s needs and provides seamless solutions.

UWB Technology is the Next Big Thing in Wireless Tech

Technology is always evolving, but every now and then, a new capability emerges, and we instantly know it’s something special — like Wi-Fi and Bluetooth. Samsung believes Ultra-Wideband (UWB) is one such game-changing wireless communication tech, which is why we are working tirelessly to advance and deploy it as quickly as possible. Together with industry leaders, we are striving to accelerate UWB’s broad adoption and implementation across ecosystems.

Samsung is Driving UWB Forward

Samsung has been making significant investments in UWB technology because we recognize its vast potential to revolutionize the way we use our smart devices to manage our lives. In 2018, we established a full-time task force dedicated to integrating UWB into our products, and soon after, we teamed up with NXP and HID Global to initiate the creation of the FiRa Consortium, an industry organization that promotes the adoption of UWB technology for use cases such as access control, location-based services and device-to-device services.

In the last year, FiRa has grown by leaps and bounds. Its members now hail from over 45 organizations across a vast range of industries, from consumer and enterprise technology to universities and automobile manufacturers. We are developing use cases, defining industry standards and establishing certification programs for interoperability because Samsung is staunchly committed to open collaboration, as it allows us to accelerate the development of cutting-edge technology and bring it to everyone, not just a select few.

Samsung’s UWB Innovation and the Road Ahead

In August, Samsung made history when we released the Galaxy Note20 Ultra, the first Android smartphone to feature UWB technology. And our newly released foldable device, the Galaxy Z Fold2, is equipped with UWB as well. Thanks to UWB, owners of the Galaxy Note20 Ultra and Z Fold2 can enjoy incredible precision and accuracy when using Nearby Share, which allows users to connect to over two billion Android devices and instantly transmit photos and files to family, friends and colleagues. UWB has also enhanced our SmartThings Find feature by enabling the Galaxy Note20 Ultra and Z Fold2 to generate an augmented reality (AR) visual display that shows you the exact direction, distance and location of your other Galaxy devices.

And soon, UWB technology will negate the need for physical keys. With Samsung’s, forthcoming Digital Key solution, you’ll be able to use your Galaxy smartphone to unlock your front door as you approach it — so, you’ll never have to spend time digging through your pockets and bags in search of your house, office or car key again.

One of the greatest things about technology is that it offers limitless opportunities for innovation. We have only just begun to tap UWB’s potential, and that’s incredibly exciting. Samsung is on a mission to forge ahead and discover revolutionary uses and capabilities that — until now — have only lived in our imaginations. So, stay tuned… the best is yet to come.

I will be discussing UWB technology with NXP President and CEO, Kurt Sievers, and NXP CTO, Lars Reger, at the upcoming NXP Connects 2020 flagship virtual developer conference on Oct. 20. Tune in to see demonstrations of some of the use cases mentioned above and to learn more about Samsung’s vision for pioneering UWB to develop breakthrough innovations that enable a safer and smarter world. Click here to register for the conference.

JaeSeung Lee, Head of Digital Appliances, Samsung Electronics

Recalibrating Our Strategy in a Changing World

The home has always been a central part of lives – it is, after all, where we begin and end most of our days. But now, as many people around the world practice social distancing, home becomes more important than ever.

The pandemic has resulted in all of us re-assessing the spaces in which we live along with the ways we operate and prioritize things in our daily routines. This had led to many people reorienting their lifestyles, personal and professional, to lead the most healthy, sustainable and productive lifestyle possible, whatever the situation they may be in.

Such changes of mindset and habits are in line with the vision Samsung Electronics has for its digital appliances division, one of moving beyond simply manufacturing appliances and towards becoming a truly consumer-centric lifestyle brand. We look to innovate so that consumers can enrich their home experiences and express their own personalities through our appliances in this changing world.

The Home as a Flexible, Personalized Space

As our consumers spend more and more time at home, the boundary between places of work and places of relaxation has shifted and people are increasingly repurposing their space to serve as multi-function spots – be they as a vacation spot, a party room, a makeshift gym, an office space, a bar or a cafe.

Today, the concept of the “home” has become more flexible so as to include all kinds of individual lifestyles and habits. Naturally, we felt that it was time for appliances to evolve in the same way, too.

The Era of Customizable Home Appliances

With our customizable home appliances, Samsung has pioneered a new age in the history of domestic gadgets based on the belief that today’s appliances should go beyond simply helping users complete their housework and that they must take the lead in innovating the lifestyles they fit into. We are constantly listening to our consumers and innovating our portfolio accordingly in a way that will allow us all to reflect our actual lifestyles – no matter how they may change, now or in the future.

Our Bespoke refrigerator line is the forerunner of this new direction. The concept started with on fundamental question: the average consumer users their refrigerator for ten years, a period of time in which so much can change, so way shouldn’t their refrigerator be able to change with them? Getting married, moving to a new city, having children, getting a new job – all of these changes can result in new needs, want and requirements for users of their domestic appliances. Therefore, for each change, the Bespoke line offers a variety of types, colors, and finishes that can answer the call.

However, the Bespoke line is not the only Samsung product to offer such personalization; this capability has expanded beyond refrigerators with our new line of laundry devices that are designed to adapt to user preferences with each use. Equipped with artificial intelligence, the new WW9800T washer learns user-preferred settings and combines this knowledge with big data to recommend the best cycle for optimal washing.

Our AirDresser also serves as a customized garment care solution for a diverse range of lifestyle needs, such as cleaning, sanitizing, or de-wrinkling. Whether your main cleaning priority is your suit jackets, your evening dresses, or your baby’s soft stuffed toys, the AirDresser has a cycle for you to gently steam and sanitize, keeping your lifestyle hygienic. When desiging the AirDresser, we merged sleek, contemporary design with high-performance technology, opening up a whole new appliance category capable of addressing the increasing consumer demand for health and hygiene-conscious products at home.

Keeping Hygiene Top of Mind for Both Indoors and Outdoors

We at Samsung are aware that the pandemic has made consumers much more aware of the need to maintain and manage best-practices hygiene routines, both for themselves personally and also within their homes.

This recent heightened demand for cleanliness has boosted our vacuum cleaner sales in the Latin American region by 350% compared to the previous year. Our global air purifier sales have also increased by 410% from January to July this year compared to the same timeframe last year. What this has led to is that in addition to creating innovative new products like the AirDresser, Samsung is looking closely at its entire existing portfolio through the lens of hygiene, as well.

For example, Samsung’s Clean Station took aim at an inconvenience that most of us accepted as being unavoidable: having dust fly back into the air whenever we emptied our vacuum cleaners’ dustbins. Pairing seamlessly with the Samsung Jet stick vacuum cleaner, the Clean Station lets consumers empty their dustbins right into a disposable bag with the touch of a button – and with no dust escaping back into the air.

Sustainability is Here to Stay

As they spend more time at home, consumers have also become more acutely aware of how their daily habits, including the use of home appliances, can impact the environment. Consumers today are challenging us to be bolder in our pursuit of eco-friendly, energy-efficient, sustainable products that align with their personal values surrounding environmental conservation.

For example, in the midst of the current pandemic, consumers are now shopping for groceries fewer times a week but buying in bulk when they do. This means that many consumers are looking for larger refrigerators but don’t want to see their electricity consumption spike. Samsung’s new RB7300 BMF refrigerator maximizes storage capacity with Samsung’s SpaceMax and applies eco-friendly structures to improve energy efficiency by 30%.

Furthermore, our new lineup of high efficiency washing machines and dryers also reduces washing time by up to 50% and energy usage by 20% thanks to Samsung’s proprietary QuickDrive technology. Additionally, with our EcoBubble technology that is capable of activating detergent even in cold water, consumers can save additional energy that may have been used to heat water.

Looking Ahead: Innovation That Reflects Our Users

Samsung is committed to developing appliances that do more than just clean, cool, and purify. Our trusted home appliances are now being upgraded to the next level with Samsung’s leading IoT and artificial intelligence capabilities which allow our products to communicate with their users and vice versa. Digital appliances are set to evolve into digital “assistants” that understand our patterns of behavior and work to create a home environment optimized for each household.

By continuing our close collaborations with internal research organizations as well as external experts, we hope to introduce home appliances that will truly understand you and your home.

We will always challenge ourselves to find the next big technical breakthrough and deliver on higher performance for users, but we know that technology without purpose leads to nowhere. We will always have our doors open to our consumers and put consumers at the center to create appliances that truly enrich each user’s lifestyle.

163 zettabytes (ZB) is the amount of data expected to be generated worldwide by 2025, according to market research firm IDC. Within the span of just a decade, data produced by humankind will see a tenfold increase, which means we will see more data created in the next couple of years than has been accumulated over the past decades.

As more and more data is collected, we are able to access the information we want and enjoy high-quality content anytime, anywhere. Advancements in 5G, AI and 8K technologies, in particular, are further enriching people’s lives, resulting in the generation of a colossal amount of data on a daily basis.

Energy-Efficient DRAM and SSD

Most electronic data is stored in data centers which are often called “archives of human knowledge”. Data centers consist of a massive network of servers and are the epitome of cutting-edge information technology. The operation of data centers, naturally, requires a massive amount of electricity, and this is where the potential for the future of energy-efficient memory technology lies.

HDD or SSD is where data actually gets stored on servers. SSD is a NAND flash memory-based storage device and it delivers higher performance than disk-based HDD while using 50% less energy. With recent developments in technologies, DRAM needed for computing has also been optimized to perform better and consume less electricity.

Replacing HDDs with SSDs across all data center servers released in 2020 can be translated into saving 3 terawatt-hours (TWh) of energy per year. Upgrading server DRAM  from DDR4 to the new DDR5 has the effect of saving 1TWh. These power savings amount to 4TWh, which is large enough to light all the street lights in Korea for an entire year, or power all homes in the country for a month.

Furthermore, additional electricity is required to cool down the tens of thousands of servers hard at work. That is why many data centers are located in Finland, Sweden or Ireland, to give them access to the cooler air and sea water needed for cooling. The less energy used in data center operation by adopting more SSDs and DDR5, the less heat generated, which ultimately leads to less electricity being needed for the cooling process. A total of 3TWh of electricity can be saved per year by following this process. A combined energy saving of 7TWh is enough electricity to replace 2.5 coal-fired power plants. The growing demand for servers driven by rapid growth in data and continued semiconductor innovation are placing a heightened importance on energy-efficient memory solutions.

Our Vision for a Sustainable Future                                               

When the Paris Agreement was signed to fight climate change in 2015, an international environmental organization singled out electricity as the main culprit of global warming in its report, claiming that the energy sector is responsible for 72.1% of global greenhouse gas emissions. They urged the IT industry to join its efforts in reducing energy consumption given that energy consumption in data centers and networks was forecast to soar.

Samsung Electronics has long been aware of the value and potential of energy-efficient memory. Since it launched its “Green Memory Campaign” in 2009, it has been introducing memory solutions with maximized energy efficiency year after year as a part of its commitment to contribute to environmental protection.

In addition, our various sustainability initiatives across manufacturing processes and site operations have been recognized. Samsung Electronics became the first company in the semiconductor industry to earn a number of environmental certifications, including the Carbon Footprint and Water Footprint Certifications and the Zero Waste to Landfill Validation of Gold Level.

The path ahead for Samsung Memory is clear: to produce high-performing and energy-efficient products, and in turn, to empower all users to take part in saving the planet.

As a decades-long global IT leader, Samsung Electronics will continue to work for a more sustainable future as we explore new and innovative approaches to protect our planet.

Since I took over the reins at Samsung Mobile six months ago, so much has changed. What was once ordinary now feels extraordinary – whether you’re visiting a friend or going out for a meal.

I consider this new era as the “Next Normal” and technology – especially mobile technology – has a critical role in it. In just a few months, we’ve seen our lives change in unimaginable ways. Distance learning, at-home fitness, online concerts, and so much more have all been enabled by mobile technology.

As leaders of the tech industry, we have a special responsibility – and now a true sense of urgency – to help society continue to move forward. So many people are counting on us to give them new ways to communicate, new ways to work, and new ways to connect.

At this summer’s Galaxy Unpacked, we’ll be introducing five new power devices. These devices deliver on our vision to be the innovator of new mobile experiences that flow seamlessly and continuously wherever we go. They combine power with seamless functionality, whether you’re at work or play, at home or away. In the Next Normal, you will be empowered to live life to the fullest with these devices in your hand (and in your ears, and on your wrist.)

As I chart Samsung Mobile’s future, I’d like to share three strategic priorities I’ve been focusing on. They’re bold and forward-leaning, but that’s what Samsung has always been about. Instead of playing it safe, we take risks and move fast. Instead of waiting for others, we set the direction for the rest of the industry. Even in these difficult times, I know that these pillars will keep our focus squarely where it needs to be: on our customers.

Meaningful Innovations

At Samsung, we create every innovation with a clear purpose: to make your life better and easier. At a time when the pandemic has imposed so many boundaries on all of us, technology is a bridge to a bigger world. Mobile devices have become the only way for many people to work from home and stay connected – they’ve become a true lifeline.

In the last six months, we’ve super-charged our product line and invested heavily in R&D. We’ve deployed new solutions in record time, to do everything from improving video-chat technology to helping frontline workers stay safe on the job.

This Next Normal will be a period of even bolder innovation. We’ll make mobile technology that’s more personal, intelligent, useful, and secure. We’ll develop more ground-breaking products, like our industry-leading foldable phones. And as we roll out a wide range of Galaxy 5G devices in more markets, this technology will enable so many experiences we can’t even imagine yet.

From foldables to 5G, we have a tremendous amount in the pipeline, with some ready to be shown just around the corner. But I’m also excited about how people will use these technologies to change their lives. Because only then, will meaningful innovation be realized.

Open Collaboration

The power of the group is stronger than going it alone. The last few months have proved the truth of that saying many times over. The stories of so many people coming together to help each other are incredibly uplifting, and demonstrate that the whole is always greater than the sum of its parts.

It’s given me a newfound appreciation of the power of Samsung’s vast partner network. We’ve always believed that we should work together, to create new experiences for our customers.

Think about our collaboration with Google, Microsoft, Netflix and Spotify, to name a few. We worked with Google to optimize video-calling¹ so users could more easily connect. We also expanded our partnership with Microsoft so Galaxy smartphones and Windows PCs can share messages, photos, and calendar reminders in real-time.² This collaboration will only continue to expand through our gaming partnership with Xbox.

We also believe in the power of partnerships because we want everyone – including start-ups, developers, and our local communities – to have a chance to achieve their dreams. The Samsung C-Lab start-up incubation program and Samsung NEXT are just a few ways we help entrepreneurs inside and outside of our company build, grow, and scale.

At Samsung, we’ll continue to bring the best ideas to market – no matter where they come from. After all, we are truly stronger together.

Operational Agility

In our fast-changing world, agility is crucial. The breakneck pace of change dictated by our new reality has driven home the need for operational agility: the ability to prioritize resources and be efficient today, while anticipating trends and acting decisively for tomorrow. The pandemic posed a stiff test. It meant transforming quickly to take care of our local communities, partners and employees, while still building resilience for future operations.

This agility is also what has enabled us to bring to life the powerful devices, and their connected experiences, which we will be introducing at Galaxy Unpacked. We saw that people wanted – and needed – devices optimized for work, play, and multi-tasking for a diverse range of lifestyles. Our commitment to innovation, coupled with our operational agility, meant we could completely reimagine the mobile experience.

Operational agility has also led to fundamental changes in how we deliver a mobile experience you can trust. Because protecting customers is our number one priority, we incorporate security across every single layer of your device, from the chip all the way up to the apps. Today we are proud that our industry-leading, defense-grade Knox security platform protects more than a billion customers around the world.

The Future of Mobile Innovation

In summary, these three strategic priorities will guide Samsung Mobile through the Next Normal and beyond. They’ll allow us to constantly reinvent ourselves to realize our vision of delivering new and innovative mobile experiences to more and more people across the globe.

We’ll continue to expand the Galaxy ecosystem and deliver experiences that help you do more with less so that you can focus on what really matters. Ultimately, it’s about putting you at the center of the Galaxy experience so you can live life to the absolute fullest.

You will be able to see for yourself what we have in store for you next at Galaxy Unpacked on August 5^th. For the first time, we will be broadcasting live from South Korea – it’s going to be an exciting virtual experience. We look forward to sharing it with you!

¹ Through Google Duo on Galaxy devices. Availability may vary by market, carrier and model.

² Through the Link to Windows and Your Phone app. Availability may vary by market, carrier and model.

That is why we have a new vision for computing. We are focused on creating a world that will bring consumers a connected experience for the utmost convenience – whether you’re a student that uses multiple devices to study, or a business professional that always needs to be connected to your team. To bring that vision to life, we’re extending the Galaxy experience beyond the smartphone and developing new Galaxy Book laptops that tie into the Galaxy ecosystem for a seamless experience.

Now more than ever, people want devices that are flexible enough to meet multiple needs, integrate seamlessly with their connected ecosystems, and keep them connected at all times. Increasingly, consumers are searching for light and portable devices that provide mobility, connectivity, and the advantages of a PC and tablet in one device. We took those demands to heart by kickstarting an era of the Galaxy Book series. This new range of laptops enables people to do their best work, be creative, and change the world from wherever they like.

First introduced at the Samsung Developer Conference 2019, the Galaxy Book series combines the versatility of a Note PC with the mobility of a smartphone. It represents a step forward in personal computing, as the perception of PCs has changed from ‘family’ to ‘personal’ devices. As a result, consumers’ needs have become more diverse and personalized. Samsung has embraced this trend and introduced a range of diverse computing devices that deliver productivity, connectivity, mobility, and continuity with other digital devices to meet the demands of each individual consumer.

With the launch of the powerful Galaxy Book series, which includes the Galaxy Book S, Galaxy Book Flex, and Galaxy Book Ion, we are ushering in a new era of mobile computing. The Galaxy Book series are now available in North America, Asia, and some countries of Europe¹. As the demand for these innovative devices continues to grow, we will do our best to increase the availability of the Galaxy Book series for more happy customers across the world.

I believe that these devices are the next great step in personal computing as they harness the mobility and connectivity of a smartphone, the powerful productivity of a PC, and the continuity to experience a seamless Galaxy ecosystem. Here’s a closer look at our latest Galaxy Book series.

Connectivity on the Go

We’ve all been there – you’re out of the office and need to access your company server to retrieve important project files. The ability to connect wherever you are is a cornerstone of the next generation of computing as both students and business professionals increasingly find themselves out of the classrooms and offices and in more dynamic working environments, or even on the couch at home. Thanks to built-in LTE on the Galaxy Book S, you can always access those important files and communicate with friends, family, and colleagues from wherever you want. The Galaxy Book S also comes equipped with Wi-Fi 6², allowing you to connect to high-speed internet even in crowded public spaces where many people are connected to the network. But a device that can connect from anywhere also needs to be easy to carry.

Built for Mobility

Whether you often find yourself flitting from one meeting to the next, or just need a device that can be there for you when inspiration strikes, the Galaxy Book line-up is built for mobility. Constructed with magnesium to reduce its weight, the 13.3” Galaxy Book Ion weighs only 0.97kg and is just 12.9mm thick. Thanks to this lightweight design, it fits comfortably in your hands so you can move effortlessly from your office to your couch, and everywhere in between.

Offering an impressive battery life when fully charged, it can keep up with you all day, from your morning meeting to that last-minute email on the commute home³. Best of all, built-in Wireless PowerShare turns your touchpad into a charging station, ensuring you never run out of battery for your Galaxy smartphone or Galaxy Buds.

But the Galaxy Book line-up is about more than just longer battery life – it’s about bringing powerful features together into a seamless ecosystem so you can accomplish your goals.

Productivity to Power Your Day

As our workplaces have become more dynamic, and the boundaries that define them more flexible, laptops have evolved to keep pace with the rapidly changing environment. The Galaxy Book Flex is designed with those challenges in mind.

Equipped with an S Pen, a consumer-favorite feature, and a 2-in-1 convertible design, the Galaxy Book Flex brings all-new experiences to laptops. Empowering students to learn more efficiently, Voice Note allows you to record lectures while jotting down important notes and diagrams to help you remember them later. When playing back recordings, the software shows a list of all your bookmarked memos and automatically displays them while you listen. That unmatched productivity is bolstered by a powerful connected ecosystem that allows you to easily sync important information across your devices.

Seamless Continuity

The Galaxy Book line-up offers seamless mobile-to-PC connectivity right at your fingertips. Microsoft Your Phone comes pre-installed and allows you to connect your Galaxy smartphone to your Galaxy Book so you can quickly transfer data, drag-and-drop files, and check and respond to SMS messages. Your Phone also allows screen mirroring, so you can see your phone’s screen and control apps right on your laptop. Best of all, it doesn’t need a physical connection – all that’s required is a Wi-Fi connection.

From advanced connectivity to unique form factors with cutting-edge features, our latest line-up of Galaxy laptops is truly ushering in a new era of computing. Developed to meet the needs of individual consumers, it focuses on delivering products that improve connectivity, mobility, productivity, and continuity. As consumers’ demands evolve, we will continue to launch Galaxy Book products that reflect their needs and improve their computing experience.

To learn more about Samsung’s Galaxy Book line-up, head to news.samsung.com/global and www.samsungmobilepress.com.

¹ Product availability and pricing may vary by country. Visit the www.samsung.com page in your region for full details.

² Wi-Fi 6 is available on Galaxy Book Flex, Galaxy Book Ion and Galaxy Book S powered by Intel® Core processor.

³ Actual battery life may vary depending on individual use, settings, and features utilized.

Hyesung Ha, Senior Vice President of Visual Display Business at Samsung Electronics

The current global climate is prompting behavioral shifts across the world, requiring both consumers and businesses to adapt to new ways of life. One result of this has been a renewed appreciation for the importance of digital communications, with the digital OOH market poised to grow by 8.72 billion USD between 2020 and 2023.

Below, I explore some industries and businesses that have a unique opportunity to adapt to these changing times by utilizing digital displays to provide customers with full access to the information they need, when they need it.

Consumers on the Move

These days, consumer-brand interactions are defined by reduced facetime and increased communication through screens and digital displays. These shifting habits have presented an opportunity for retail and quick service restaurant (QSR) businesses to make use of eye-catching visual solutions that deliver information, improve engagement and build brand affinity.

One example of this is drive-through restaurants, which in March of this year generated $8.3 billion in the U.S., up from $8 billion over the same period in 2019 (reported by the New York Times, citing data from NPD Group). Companies with drive-through capabilities have gained a strong competitive edge, leading QSR providers to commit more resources to expanding drive-through capabilities and digital aspects of the consumer experience.

In South Korea, Samsung has been commissioned to supply SMART Outdoor Signage for the Starbucks Uiwang Cheonggye drive-through store, in addition to all future Starbucks drive-thru locations – which account for 40% of the approximately 120 new stores that open in Korea every year. SMART outdoor signage is set to play a pivotal role in how consumers engage with brands going forward, and with IP56-rated water and dust resistance, as well as excellent visibility – even under direct sunlight – Samsung solutions are ready to answer the call.

Increased Collaboration

In these times, video conferencing has quickly become an important platform for communicating with friends, family, customers and businesses, resulting in a record 62 million video conferencing app downloads in the week of March 14-21 alone according to App Annie. Technologies like these that facilitate broader collaboration have been praised as the future of work, but they are now facing their greatest test to date. While some solutions have thrived, others have not adapted as well, demonstrating the importance of establishing intelligent, reliable, seamless and visually impactful solutions.

For many, the concept of the ‘workplace’ has recently shifted from the office to the home, making the ability to reliably share content and information electronically more important than ever before.

Samsung’s Webex on Flip solution provides an effective and secure combination of video conferencing and visual display technology. The whiteboarding features of the Flip enable pen-to-paper like writing and editing, while also facilitating quick and convenient document access and wireless screensharing for better collaboration. Paired with Cisco’s leading video conferencing technology and protected by proprietary security features, Webex on Flip allows people working from multiple different locations to come together and collaborate without limitations.

Leading the Way

As the role digital signage plays in our lives becomes better understood, so too does the potential that signage technology can have moving forward. Visual displays are evolving in a range of ways – from featuring higher resolutions to incorporating intelligent cloud-based, AI-powered management software. These innovations and more will prove essential if industries are to keep providing the powerful tools needed to maintain communication and improve collaboration amid the new landscape in which we find ourselves.

Having led the digital signage industry for the past 11 consecutive years, Samsung has a well-rounded understanding of the demands of businesses and their customers, and is able to develop tailored solutions to meet their diverse needs. What started out as simple outdoor displays to replace unreliable analog signage, has become the powerful visual platform that is at the heart of communication for facilities like airports, shopping malls, city squares and sports stadiums. Samsung is excited about the future, and will continue to play a leading role in shaping and improving the ways we communicate.