[Press Conference Highlights] Samsung Shares Vision for the Future of Home Living at IFA 2023

At IFA 2023, Europe’s largest consumer trade show held in Berlin, Germany, Samsung Electronics underscored its vision for the future of home living — powered by the company’s cutting-edge devices and leading Bespoke products.

Notable figures from Samsung and partner companies outlined Samsung’s plans to drive positive change through exceptional innovation, impacting the individual lives of users as well as the world around them.

Benjamin Braun, Chief Marketing Officer at Samsung Europe, began by looking back at some of the company’s instrumental innovations that changed the status quo and shaped technological development. Samsung reiterated its commitment to fearlessly pioneering new endeavors, demonstrating its position as a leader within the industry.

“We are proud to be first and we will continue to innovate, however strange it seems to begin with,” Braun stated.

▲ “We have over 200 amazing products on show for you,” shared Benjamin Braun, Chief Marketing Officer at Samsung Europe.

Amidst an ever-changing world, Braun emphasized how Samsung has been actively listening to consumers throughout the years — producing leading products that meet their needs and add value to their lives. Continuing this pursuit, Samsung has shifted its focus to developing devices and appliances that both empower users on a global scale and contribute to the creation of a more sustainable future.

Enhancing Lives and Bettering the Planet

With climate change at the forefront of people’s minds, Samsung highlighted the company’s ongoing commitment to reducing its environmental impact and prioritizing climate-positive solutions, touching on the targets outlined in its new environmental strategy announced in September 2022. Understanding the urgency of the climate crisis, the company set ambitious goals to achieve net-zero carbon emissions for its Device eXperience (DX) Division by 2030 and company-wide by 2050. To meet these goals, Samsung noted the progress in transitioning to renewable energy sources, with 31% of its operations currently running on clean energy — up from 20% in 2021. Additionally, Aimee Holloran, Business Development Manager at Samsung Climate Solutions U.K., discussed how Samsung’s environmental commitment is embedded into its products, allowing users around the world to live more sustainably through the company’s devices and appliances.

▲ “We strive to embed sustainability in every aspect of our business and product strategies,” stated Aimee Holloran, Business Development Manager at Samsung Climate Solutions U.K.

To create innovative solutions based on scientific data, Samsung has joined hands with a variety of industry leaders such as Ocean Wise and Patagonia to tackle environmental issues gripping the planet. In September 2022, the companies partnered to develop the Less Microfiber™ Cycle for Bespoke washing machines, a remarkable step in addressing microplastics emissions.

Taking this further, Samsung leveraged its partnership with the companies to develop another groundbreaking innovation in June 2023. Charlie Cox, Manager of Microplastic Solutions at Ocean Wise, highlighted the development of the revolutionary new Less Microfiber™ Filter for Samsung washers to reduce up to 98% of microplastic emissions from laundry cycles.

“In just a year, Ocean Wise and Samsung have demonstrated the opportunity that exists for industry leaders — to empower their communities to take positive action and create impact at scale,” added Cox.

▲ “Ocean Wise’s collaboration with Samsung and Patagonia shows there are simple ways we can all be part of the solution to microfiber shedding,” said Charlie Cox, Manager of Microplastic Solutions at Ocean Wise (left). Samsung’s Less Microfiber™ Filter (right) helps reduce microplastic emissions from laundry.

The Less Microfiber™ Filter is a prime example of Samsung’s overall approach to sustainable product development – providing consumers with solutions that help them live an eco-conscious lifestyle. In line with this vision, Samsung continues to outfit its Galaxy devices with internal and external components made from recycled materials, in addition to creating product packaging that uses 100% recycled paper.

As climate change creates new challenges for people around the world, forward-thinking solutions are becoming increasingly necessary. To respond to global energy shortages and advance the transition to clean energy, Samsung emphasized its efforts in building out heat pump technology and leading the rapidly growing market in Europe.

Likewise, the company highlighted how its SmartThings home ecosystem is utilizing the latest technologies to help more than 280 million registered users save energy. By harnessing the power of AI across its line of Bespoke home appliances, Samsung’s AI Energy Mode optimizes appliance energy usage and helps save energy costs.

Transforming Homes Through Powerful Solutions

Aside from helping the planet, Samsung showcased its newest products that add value to consumers’ lives. Zeena Hill, Marketing Director at Samsung U.K., announced the launch of Samsung Food — a new AI-based application that gives users access to thousands of recipes. Samsung plans to link Samsung Food to Samsung Health by the end of this year, allowing users to better keep track of their health and dietary goals.

▲ “We’re excited to be bringing our complete lineup of Micro LED screens to Europe,” shared Zeena Hill, Marketing Director at Samsung U.K.

Samsung is revamping home entertainment and putting users in the center of the action through its new releases, such as the new 98-inch Neo QLED 8K TV. Samsung TVs feature unmatched image quality in sleek forms, and the company continues to release unique patterns and designs to meet the style needs of every user. As such, Samsung has partnered with Disney to launch The Frame-Disney100 Edition — a special, limited-edition version of The Frame TV for Disney lovers.

In addition, the company showcased its recently launched Odyssey Neo G9 gaming monitor and The Freestyle 2^nd Gen portable projector — devices perfect for gamers who want to expand their field of vision to ensure they never miss a moment of gameplay. Users can experience games like Starfield, Bethesda Game Studios’ new action-packed role-playing game, in stunning detail on Samsung TVs and displays. Florian Liewer, Senior Director of International Gaming Marketing at Microsoft, discussed the two companies’ partnership on expanding Samsung Gaming Hub, highlighting how Samsung’s technology offers the ultimate gaming experience.

“Samsung’s state-of-the-art technology signals a thrilling new chapter in gaming. We are inviting more players to embark on a journey with us and create an adventure that unravels in your living room via the Gaming Hub,” said Liewer.

▲“We are inviting more players to embark on a journey with us,” said Florian Liewer, Senior Director of International Gaming Marketing at Microsoft

Aside from enhancing entertainment, Samsung detailed the ways it is helping users stay connected to the world around them. The company reemphasized its commitment to ensuring its devices and products meet the diverse needs of consumers and touched on how its latest accessibility features help as many users as possible. This includes TalkBack for Home Appliances and Services, which reads home appliance and service content on SmartThings, and Relumino Mode, which optimizes content on Samsung TVs, for those with visual impairments.

Future Possibilities Enabled by Technology

Partnerships have helped make some of Samsung’s technologies possible and, more broadly, brought the company closer to realizing its vision for a brighter future. In line with its goal to upgrade at-home living, Samsung partnered with electric vehicle charger manufacturer ABB and residential inverter brand SMA to collaborate on changing the ways houses are constructed.

“By integrating Samsung’s products with those of ABB and SMA, we can help make our homes even safer, smarter and more sustainable,” stated Lu Han, EVP of Building and Home Automation Solutions at ABB.

▲“With hundreds of new technologies and innovations each year, a joined up approach to home energy systems is vital,” said Lu Han, EVP of Building and Home Automation Solutions at ABB

Looking forward, Samsung sees the value in future technologies and the limitless applications they can have on the lives of consumers. With new ventures such as 6G deployment, AI capability expansion and more, the company remains excited and optimistic as it explores the remarkable potential of technology. Braun concluded the conference by stating Samsung will continue to improve users’ lives by listening to their needs.

▲ At its Press Conference at IFA 2023, Samsung Electronics emphasized how the company works to connect customers to “what matters most” to the media members and business partners in attendance

“With the help of 6G, AI and XR, augmented reality and mixed reality and artificial intelligence, we will make great advances in everything from healthcare to entertainment and remote work,” he stated.

For more information, please visit Samsung.com.

More pictures from the Samsung Electronics Press Conference at IFA 2023:

▲ SmartThings Energy puts users in control of how much power they use and when.

▲ The annual sales of Samsung’s foldable devices have exceeded the Note Series in Europe.

▲ Samsung’s Less Microfiber™ cycle and Less Microfiber™ Filter help reduce microplastic emissions from laundry.

▲ ABB and SMA have partnered with Samsung to work towards Zero Emission homes.

▲ Samsung’s vision for Samsung Food is for it to become the ultimate app for the entire food journey.

▲ Samsung’s state-of-the-art technology, combined with the limitless universe of Starfield, signals a thrilling new chapter in gaming.

▲ The Samsung Gaming Hub has over three thousand games to choose from, from leading games streaming partners Xbox, NVIDIA GeForce NOW, Amazon Luna and Utomik.

▲ An attendee takes a picture as Samsung shares that it has been recognized as No.1 in soundbars by global sales and market share for the ninth year in a row.

▲ The Frame-Disney100 Edition is “magical!”