Source: South Africa Newsroom

Samsung Electronics today announced that it is bringing its next generation laundry innovation to the U.S.:  the WW6850N washing machine featuring revolutionary QuickDrive technology. Responding to consumer demand for speed and cleaning performance, the 24” compact washer cleans laundry up to 35% faster for a thorough clean¹, compared to current Samsung models. The WW6850N will be on display at the upcoming International Consumer Electronics Show (CES) in Las Vegas from January 9-12, 2018.

With more Millennials than ever buying homes, this new cohort of digitally savvy homebuyers is demanding home appliances that incorporate meaningful, personalized technology to enhance their lives. The WW6850N with QuickDrive technology is just the latest in a line of differentiated laundry innovations, including the activewash Top Load Washer, AddWash Front Load Washer and FlexWash + FlexDry laundry pair.

“When you’ve got a pile of laundry to do, you just want to get it done as quickly and efficiently as possible,” said Shane Higby, Vice President, Home Appliance Marketing, Samsung Electronics America. “The introduction of the WW6850N washing machine with QuickDrive technology underscores our commitment to providing consumers with options for tackling their laundry needs to free up time for what really matters.”

The WW6850N washer’s innovative performance starts with QuickDrive technology, which features a large main drum and a back plate that move independently. This creates a dynamic action that moves clothes in four directions – up and down, and back and forth – to quickly, gently and thoroughly remove dirt for a more powerful and intense wash cycle that takes up to 35% less time than other comparable Samsung machines¹. Additionally, at 24” wide and stackable, the WW6850N washer and its companion dryer are an ideal size for small spaces like first floor laundry rooms or closets just off the master suite, to conveniently tackle loads quickly and effectively.

The WW6850N is IoT-ready and compatible with Samsung’s SmartThings ecosystem. Its Q-rator laundry assistant has smart capabilities that simplify the washing cycle with intuitive features:

• Laundry Recipe provides automatic recommendations for optimal wash cycles based on the color, fabric type, and degree of soiling inputted by the user.
• Laundry Planner allows consumers to manage the time that a wash cycle will finish, adjusting cycle settings accordingly.
• HomeCare Wizard monitors the washer to keep it operating at optimal performance and provides easy-to-follow maintenance instructions

A 2018 CES Innovations Award honoree, the WW6850N washing machine with QuickDrive technology will be available in the U.S. this year.

¹ Tested on Samsung WW6850N with WW6800K. Saves up to 35% time on Heavy Duty (hot, 6lb load) with a washing performance within ± 3%, based on internal data tested by AHAM HLW-1-2013.

If you answered “more than a year”, or if you’ve never cleaned your washer, don’t worry; you’re not alone. There are some products that we tend to clean whenever we spruce up the house, and there are others that we just, well, don’t.

Washing machines often fall into the latter category, as do appliances like vacuums and air conditioners. However, the truth is, each of these products plays a vital part in maintaining our comfort at home, and each must be kept clean to promote efficiency and good hygiene.

It’s for precisely these reasons that Samsung’s premium appliances feature innovations designed to streamline their upkeep and cleaning, and help consumers maintain a healthy home.

‘ECO’-Optimized Washers

Though it may sound surprising to some, yes, even washing machines can get dirty.

Thankfully, the eco-friendly ECO Drum Clean technology featured in Samsung’s washing machines, including its AddWash and FlexWash lines, eliminates offensive odors by eradicating 99 percent of contaminants from the washing machines themselves – without using detergents. Contaminants include waste from previous washes, as well as from food, residual detergent, dirt and tap water. If left unchecked, this waste can foster the growth of up to 14 different germs and 12 different molds in a typical washer.

When developing the technology, researchers at Samsung’s Next Generation Element Lab found that dirt and contaminants tend to accumulate on the gaskets of drum-shaped washers. To address this issue, the team created a solution that cleverly sprays the gasket with water during the drum’s spin cycle. The result is a much more thorough and hygienic clean.

To help users keep their device clean, the washers feature an alarm that will periodically remind them to initiate an ECO Drum Clean cycle. The technology has been certified by global testing and inspection organization Intertek, and received the Korean Environmental Industry and Technology Institute’s Green Technology Certification, having successfully passed the stringent evaluations. It has also earned an additional ‘Hygiene’ seal from researchers at Germany’s Rhine-Waal University of Applied Sciences.

Dust-blocking Vacuums for Respiratory Health

Vacuums, like washing machines, should be cleaned regularly. This will help ensure that their suction remains strong, and that they continue to remove dust and allergens from your home without releasing them back into the air.

Samsung’s POWERstick Pro vacuum features a filter that washes clean with a quick rinse, as well as an advanced HEPA (high-efficiency particulate air) filtration system that ensures that 99.9 percent of micro dust collected during use stays in its canister. The former allows for easy upkeep, while the research indicates that the latter can help households improve their respiratory health.

On top of that, the vacuum’s EZ Clean technology makes it – you guessed it – easy to quickly and hygienically remove dust, debris and even long, tangled hair from the device. The EZ Clean Dustbin detaches with a simple pull of its lever, and removing the EZ Clean Brush from the drum is effortless.

This premium level of performance has led the product-testing experts at Germany’s Schulert Gergericherheit (SLG) to give the POWERstick Pro a five-star, ‘Excellent’ rating for exhibiting the highest level of dust retention, and seen the British Allergy Foundation award the vacuum its seal of approval for eliminating allergens from users’ households.

Air Conditioners That Make Maintenance a Breeze

Speaking of allergens, air conditioners – and their filters – also require regular cleaning to help ensure that they function without issue, and that their output is free of potentially harmful contaminants.

Along with featuring a raft of innovations designed to deliver powerful performance and outstanding energy efficiency, Samsung’s Wind-Free air conditioners feature an easily removable Easy Filter Plus filter that makes maintenance a breeze. Located at the top of the device and accessible without removing its cover, the filter washes clean easily and features an anti-bacterial coating that efficiently filters dust, airborne contaminants and allergens.

The device’s Ionizer feature, especially, was designed to help households improve their respiratory health and breathe easier. When activated, it efficiently reduces dust mites, bacteria, fungi, and up to 99 percent of viruses from the air.*

Part of Samsung’s process of crafting hygienic appliance innovations involves regularly taking part in a wide range of health-focused studies and research efforts. These include a study conducted in conjunction with Stanford University (and led by Stanford Professor Kari Nadeau, one of the nation’s foremost experts in adult and pediatric allergies and asthma) to verify the positive effects that the company’s air purifiers have on households’ respiratory health.

And, as Samsung’s Chef Collection refrigerators demonstrate, the company’s commitment to designing innovations that prioritize consumers’ health extends beyond simply hygiene. According to recent Harvard University-conducted research, the Precise Cooling Technology in Samsung’s Chef Collection fridges keeps foods fresher and helps them better retain vital nutrients. Efforts like these further our collective understanding of important health issues, and have helped Samsung craft exciting innovations that provide simple solutions.

A healthy home is a happy home. By promoting excellent hygiene throughout the house and introducing new levels of comfort and cleanliness to daily chores, Samsung’s premium appliances make it easier for families to maintain a healthy, hygienic home.

*Tested in Korea test lab (FITI/KEMTI) and Japan test lab (ITEA). Data has been measured under specific testing conditions and results may vary based on environmental factors. Tested in Kitasato Environmental Science Center (Japan)

As it has made continual strides as a global company, Samsung has ranked as one of the top 10 brands on the Interbrand rankings from 2012 to 2017, demonstrating continual growth in brand value.

This year’s achievement is particularly meaningful given some of the challenges that Samsung has faced, and overcome, in the past year. For example, Interbrand, in its evaluation, cited among various factors, Samsung’s exemplary, fast recovery from last year’s Galaxy Note7 crisis, the company’s successful launches of flagship products, and its continued stellar financial performance.

In particular, Samsung’s mobile business reconfirmed its market leadership through the successful launch of the Galaxy S8. Samsung’s memory division also performed strongly, with its record profits contributing to the rise in brand value. Samsung’s digital appliances business introduced innovative and award-winning new products, developed from deep consumer insights, like the Family Hub refrigerator and AddWash washing machine. Samsung’s visual display division also broke new ground in the TV market with the new QLED TV as well as The Frame, a new lifestyle TV for the home.

“Our efforts to make meaningful progress to improve people’s lives contributed to the rise in brand value,” said YH Lee, CMO of Samsung Electronics. “Our ranking this year is a positive sign that demonstrates our efforts to regain trust have resonated with global consumers.”

This year’s Interbrand’s Best Global Brands will be announced at the World Trade Center in New York City on September 27.

Samsung’s Growth in Brand Value

Introduced at IFA 2017, Samsung Electronics’ QuickDrive technology was created to provide consumers with the time-saving laundry solution they’ve always wanted but never had, without compromising washing performance*, energy efficiency, fabric care and durability. The result is a laundry solution that finishes cycles in half the time of conventional washers, while providing a thorough yet gentle clean.

Because Samsung firmly believes in glocalization, in which products are optimized for consumers in different countries, the company strives to craft innovations that cater to the unique lifestyles of consumers in markets around the world.

QuickDrive is a result of these efforts, and the latest product of a line of Samsung laundry technologies that have been met with acclaim in areas such as Europe, the birthplace of the drum washing machine. Each of those previous innovations, which include AddWash and EcoBubble, has enhanced consumers’ lifestyles by resolving key pain points.

When the time came to design the technology that would ultimately become QuickDrive, Samsung surveyed consumers in markets across the globe on the factors that matter most to them when buying a washer. The results indicated that washing performance was a leading determinant, and a washer’s ability to reduce the amount of time required to finish a load of laundry was key when assessing this.

QuickDrive was designed to provide entirely new levels of washing performance. The technology boasts several convenient Samsung innovations that not only drastically speed up laundry cycles, but also make the process much simpler and more energy efficient.

In addition to a convenient form, QuickDrive boasts an array of smart features designed to enhance modern consumers’ IoT-connected lives by taking considerable hassle out of managing laundry. These functions, which are provided by an AI-powered laundry assistant called Q-rator, include Laundry Recipe, which recommends optimal wash cycles based on factors like fabric type, color and degree of dirtiness; Laundry Planner, which allows you to schedule when you’d like your wash to finish; and HomeCare Wizard, which proactively alerts you of potential issues with your washer and provides you quick and simple maintenance tips to keep your washer at optimal condition.

Samsung’s WW8800M washing machine with QuickDrive technology will debut first in Europe before expanding to markets across the globe. To learn more about the innovative washer, check out the video below.

*Based on tests comparing the WW8800M with Samsung’s WW8500K model. Saves 50 percent of time during Cotton (a half load at 40℃ ) and eCotton cycles, with washing performance within ±2 percent. Reduces energy consumption by 20 percent during Cotton (half load at 40℃) and Super Speed cycles (5kg load at 40℃), based on Intertek data.

“QuickDrive is the industry’s game changer, dramatically cutting the amount of time it takes for users to do laundry and giving them more time to enjoy life,” said B.S. Suh, Executive Vice President of the Digital Appliances Business at Samsung Electronics. “The new WW8800M washing machine uses QuickDrive technology to provide fast and powerful washing performance, with a range of technologies and smart functionality that make doing laundry so much easier.”

Improved Washing Performance with Samsung’s Unique Technology

Samsung’s QuickDrive technology cuts washing time by 50% and energy use by 20%¹ without compromising the cleaning performance. Its unique Q-Drum consists of a large main drum and a plate in the back that rotates independently. Unlike conventional washers that move clothes repeatedly up and down over the course of the cycle, the WW8800M moves clothes from top to bottom in the drum, and the plate in the back of the drum introduces a back and forth movement. It creates a revolutionary dynamic action powered by double forces that quickly, gently and thoroughly remove dirt to deliver an intense and complete wash cycle.

In addition, Samsung’s unrivalled QuickDrive technology was independently tested by Intertek, the world’s largest testing and inspection organization. Intertek confirmed that QuickDrive technology provides the same level of cleaning performance and fabric care as existing products, while reducing washing times.

The new WW8800M also has many of Samsung’s outstanding laundry technologies, like EcoBubble, which provides powerful washing performance by mixing air and water to generate fine detergent bubbles that penetrate fabrics faster and maximize the detergent’s effects even at low temperatures.

Smarter, IoT-enabled Washing Machine for User Convenience

Throughout the washing cycle, QuickDrive offers a range of smart and convenient features. The IoT-ready WW8800M boasts an AI-powered laundry assistant called Q-rator, which provides three key smart features that help manage laundry more conveniently.

• Laundry Planner enables consumers to manage a laundry finishing time, freeing consumers to control their schedule on their own terms.
• Laundry Recipe gives automatic recommendations for optimal wash cycles based on the information such as color, fabric type, and degree of soiling inputted by the user, eliminating the need for guessing about which cycle is best.
• HomeCare Wizard monitors the washer by remote, proactively alerting users about potential problems and providing quick troubleshooting support.

The WW8800M also comes with Samsung’s innovative AddWash, a feature that gives users the ability to add items at any time during the cycle². From a forgotten sock to a delicate item³ that needs to go in later in the cycle, AddWash even allows users to add detergent or fabric softener at a later time. The combination of the Q-rator and AddWash creates a synergistic effect that further enhances the user convenience, simplifying the laundry process.

Designed for Higher Durability and Cost-efficiency

Finally, the WW8800M is designed for long-lasting performance. Equipped with Samsung’s Digital Inverter Technology, the WW8800M reduces noise and helps reduce energy consumption while providing exceptional durability⁴, enabling the washer to maintain its outstanding washing performance and fabric care. Additionally, the WW8800M offers various energy-saving features, including the ability to save up to 50% more on energy than the highest A+++ energy-efficiency standard for a wash cycle.⁵ It also uses a Ceramic Heater+ with a new type of anti-adhesion coating, which ensures up to 55 percent less scale buildup than conventional ceramic heaters⁶, helping the heater maintain its performance longer with more durability.

Samsung Electronics’ booth will be open at Level 2, City Cube Berlin from September 1 through 6 for IFA 2017.

1 Tested on WW8800M compared with Samsung WW8500K. Saves 50% time on Cotton (40℃, half load) and eCotton cycle with washing performance within ±2%. Saves 20% energy on Cotton (40℃, half load) and Super Speed cycle (40℃, 5kg load), based on Intertek data.

2 The Add Wash door only opens only when the drum temperature is below 50°C.

3 Only fabric items, clothing, detergent and softener can be added.

4 Awarded a 20-year durability certification by the Association for Electrical, Electronic & Information Technologies in Germany (Verband Deutscher Elektrotechniker – VDE).

5 e-Cotton course energy rating based on EU Energy Label standard.

6 Tested on Ceramic Heater+ compared with Samsung’s original conventional heater of WF60F4E0N0W/ET, based on independent testing of weight variation in hard water.

The ACED, established in 2014 and held every three years, is the international organization for ergonomics and design. For this year’s conference, the organization selected four winners in the sectors of software, automotive products, household furniture and home appliances, with Samsung’s activ dualwash^TM, AddWash^TM and FlexWash^TM winning the Grand Prix award in the home appliances category.

“This recognition reflects our effort to create consumer-focused and ergonomic products derived from countless hours of behavioral research and user analyses,” said Hyunjoo Song, Vice President of the Digital Appliances Business at Samsung Electronics. “We will continue to make groundbreaking new technologies and innovations to better the lives of our devoted consumers.”

The three advanced laundry machines at the heart of Samsung’s ergonomic design series showcase Samsung’s relentless innovation and continued industry leadership in the home appliances space:

• activ dualwash^TM: features an upper sink for easier pre-treatment without having to bend down.
• AddWash^TM: attaches a small window on the main door, which can open widely when consumers have extra clothing, detergent or fabric softeners to add during the wash.
• FlexWash^TM: a holistic and all-in-one laundry system that offers an upper washer and a main washer on the bottom in one compact unit.

For its part, FlexWash^TM also was recognized with the Best of Best Ergonomic Design Award by the Ergonomic Society of Korea (ESK) in April. The system adds flexibility to laundry routines and saves time by enabling users to handle multiple loads of sorted clothing at once. Rather than putting the second compartment in the pedestal, Samsung installed it on top of the main drum so users can comfortably perform laundry without stretching or bending over.

In addition, the transparent glass material of the top door of FlexWash^TM allows users to look inside the machine and monitor the cycle’s progress, and the ‘VRT plus (Vibration Reduction Technology plus)’ of the washing machine reduces noise and disruptive floor vibrations.

Samsung Electronics has become the winner of “Innovations Time” awards held with the support of the Ministry of Economic Development of the Russian Federation. The prize in the nomination “Technical innovation of the year. Environment and energy saving” has been given to Samsung washing machines featuring AddWash and Ecobubble technologies. The “Innovations Time” award celebrates the best innovative practices, aims to increase the interest towards science and encourages the mainstream use of advanced technologies. The award ceremony was held in Sochi on December 16, 2016.

The judging panel of the “Innovations time” award evaluated the nominated projects based on such criteria as their consistency, effectiveness and market relevance, as well as the scope and efficiency of innovative activities of the participating companies.

The Samsung washing machines with AddWash and EcoBubble technologies feature a range of resource-saving solutions, that have received a high evaluation from the judging panel. In particular, these machines are equipped with an extra door that allows to add any item or washing detergents right during the washing cycle, without opening the main door, which is not only convenient for the consumers, but also helps saving energy and water. Besides that, the Samsung washing machines are equipped with other environment-oriented technologies, such as the Digital Inverter Motor and Diamond honeycomb drum with rotation sensors, allowing to reduce the amount of waste. Furthermore, EcoBubble technology allows for significant saving of water and energy. At the water temperature of 15C it ensures the same quality of laundry as in usual washing machines at the temperature of 40C, which saves up to 70% of electricity consumed for heating water.

This technology has already received a number of international awards, including Green Apple Award, International Green Awards, House Beautiful Silver – Green Product of the Year, Quiet Mark and Waterwise Recommended Checkmark, as well as the Russian awards EraEco and ENES.

“Samsung Electronics has been actively investing in the development of resource-saving technologies. In each our product we strive to implement innovative features that make the use of Samsung appliances not only convenient and efficient, but virtually harmless for the environment”, said Dmitry Kartashev, Head of the HA Sales Department at Samsung Electronics CIS. “Increasing the energy efficiency of our product is strategically important for our company, and we are pleased that our efforts in this area have received recognition from the experts.”

The President’s Design Award is Singapore’s highest honour accorded to designers and designs across all design disciplines with a total of 39 Designers of the Year and 99 Designs of the Year having been conferred the award since it launched in 2006.

The AddWash feature, from which the Samsung AddWash washing machine derives its name, features the world’s first distinctive access door on front load washing machines. It allows consumers to add any item during a wash cycle without opening the main door. According to the jury citation, this innovation is “a result of deep consumer insights, ease-of-use ergonomics and design for assembly and manufacturability”.

“This is a great testament to our Product Innovation team because it demonstrates the importance of smart design and how consumer insights can lead to innovative touches, to make consumers’ lives easier. They are now able to do their daily chores efficiently, and spend more time with their loved ones. We will continue to invest in understanding our consumers and creating products which enhance their daily lives,” said Irene Ng, Vice-President, Corporate Marketing, Samsung Electronics (Southeast Asia & Oceania).

Left to Right – Irene Ng (VP Corporate Marketing), Ken Ding (Head of Product Innovation), President Tony Tan, Yong Sung Jeon (CEO and President) and Robert Tomlin (Chairman, DesignSingapore).

Yong Sung Jeon, CEO and President, Samsung Southeast Asia with Ken Ding (Head of Product Innovation Team) at the display zone featuring the winning product design.

Display illustration highlighting the winning features of the Samsung AddWash washing machine.

AddWash feature recognized as one of the design of the year at President’s Design Award.

Samsung AddWash washing machine being displayed at the Istana, the official residence and office of the President of Singapore.

The winning feature on the Samsung AddWash adding a unique and functional edge to the design.

For the jury citation, please refer to Appendix A.

APPENDIX A

Jury Citation

AddWash is an innovative feature on a range of Samsung front load washing machines. It enables users to add articles mid-cycle via a secondary door within the main one, an advantage that until now was limited to top load washers.

Based on a seemingly simple insight gleaned from their customer research, the design team from Samsung Consumer Insight Group successfully exploited a common customer pain-point that has long been overlooked. The result is a product feature that has effectively engendered a new category in washing machines. This has the potential to sway buyers towards front load washers that have the added advantage of using less water while providing a superior wash quality. From a commercial perspective, the outcome of this design innovation will result in better margins for Samsung, proving the tried and tested adage that good design is good business.

This is an exemplary case where insights generated from the observation of Southeast Asian habits are used to create innovations that have global application and commercial relevance.

About the Design

The AddWash feature is the world’s first distinctive access door on front load washing machine that allows users to add any item during a wash cycle without opening the main door.

This innovation is a result of deep consumer insights (from both Southeast Asia and globally), ease-of-use ergonomics and design for assembly and manufacturability.

When it comes to laundry in Southeast Asia, there is a strong trend of interacting with the wash cycle, which could come in the form of adding detergent or inserting forgotten laundry into the load. Hand-washing and top loader washing machines are great at facilitating this interaction which builds trust in the washing process, allowing people to add their own special touch to their laundry. For example in Thailand, housewives like to add fabric conditioner at a specific time in the wash cycle to maximise the fragrance. In addition, some also like to add extra detergent or other cleaning agents during the wash cycle.

However, this interaction is not possible when it comes to front load washing machines as the door is locked once the cycle starts. The user cannot intervene with the process. On a global scale, users experience frustration with front loaders – once the cycle has started, it is impossible to add laundry to the machine if the user had forgotten to put them in. This frustration is a significant barrier to purchasing a front loader.

By having a second door which can be opened during the washing process, user can intervene in the process at any time to add fabric conditioner or extra cleaning agents, as well as forgotten items of laundry. The design includes a child feature, which prevents the drum from rotating whenever the door needs to be opened.

The AddWash feature addresses both the regional Southeast Asian desires of interacting with the process, and also the frustration experienced by users globally with front loaders. The concept also provides environmental benefits as it encourages the use of front loaders, which inherently consume less water and are more energy efficient. Despite being a Southeast Asian-driven insight, the AddWash is also highly relevant in other markets and was launched globally in 2016.

Since September 2016 Samsung plant in Kaluga region begins delivering washing machines for export deliveries to 20 European countries including Austria, Albania, Bosnia-Herzegovina, Montenegro, Macedonia, Serbia, Croatia, Slovenia, Estonia, Latvia, Lithuania, Czech Republic, Slovakia, Italia, Denmark, Sweden, Poland, Bulgaria, Romania and Hungary. The first export load of washing machines was sent to the warehouse in Riga in the beginning of September to be sold in Lithuania, Latvia and Estonia.

Samsung AddWash front loading washing machines are equipped with additory hatches that help to add clothes and detergents during a wash cycle and add previously laundered items only for rinse and wringing cycles. Because of already known Ecobubble technology the washing machines make laundry more effective and turn detergents into foam, that quickly enters fabrics and clears up difficult stains. A vast  AddWash range that consists of models with various loading capacities (from 6.5 to 12 kg) and in several color combination is available in Russia. The basis of the range is formed by most popular among Russian customers narrow washing machines 45 cm depth.

“Opening of an export line in washing machines production is an important stage of our plant`s development, – said Lee Haoung Kyun, managing director at Samsung Electronics plant in Kaluga region. – For us it’s not only another expansion of production but also a symbol of recognition of our products` quality. Production standards and quality are two fundamental components of our strategy. Today we see that the plant in Kaluga region is compliant with all European standards and is able to provide premium quality manufacturing innovative high-tech products for Europe.”

“The beginning of export of Kaluga plant’s products to Europe is the best confirmation of the manufacturing range’s high quality, – commented Dmitry Kartashev, Head of the HA Sales Department at Samsung Electronics in Russia. – We are especially happy that the plant quickly explores production of the brand new home appliances models which allows us to offer Russian customers most modern equipment at the best prices. For example, sales of AddWash washing machines with hatches for adding extra items or detergents during a wash cycle that are produced at the plant will start this September. Washing machines that feature this technology has already gained worldwide recognition, which is verified by the “Editors Choice” award from trustedreviews.com, “Best Buy” from which.co.uk, 5 stars mark from lesnumeriques.com, etc.”

For 8 years Samsung has been paying close attention to the development of distributed production in Russia.

Samsung Electronics plant in Kaluga region (Samsung Electronics Rus Kaluga LLC) was opened on September 4, 2008 in the northern part of the Borovsk district on the 85^th kilometer of Kievskoe highway (M3). The volume of investments amounted to more than $250 million. Total area of the production workshops is 406,000 square meters. The plant’s complex includes production capacity of the plant, where finished products are put together, printed-circuit boards and microchip production workshop, and thermoplastic molding shops. To date, the plant produces 100% of TVs and monitors, as well as washing machines sold in Russia under the Samsung brand. SRDC logistic center – the main warehouse for all Samsung products imported to Russia – is also located at the plant`s territory.

Supplies of components and raw materials for their production are provided by Russian partners of the plant. As the result the process of production localization is actively developing at the plant. Besides the plant has advantageous location. In November, 2015 Samsung initiated the “New silk road” project – a transport route that connects the region of North East China with consumers and partners in Europe. The projects allows to reduce delivery time and optimize production processes reducing logistic costs.

Samsung Electronics used its IFA 2016 press conference today in Berlin to demonstrate how it is redefining the consumer experience, showcasing a range of new products and partnerships for the European home appliance, visual display and home entertainment markets.

“At IFA 2016, we wanted to show the European commumity how we are continually striving to redefine the Samsung experience. For all our customers and partners – and across all our product lines, from television and home audio to home appliances. Everything Samsung creates is borne out of our determination to enrich peoples’ daily lives with innovative technology, based on a deep understanding of what consumers really want and need.” said David Lowes, Chief Marketing Officer for Samsung Electronics Europe.

Committed to Europe’s Potential

During the press conference, held once again in the CityCube at Messe Berlin, Samsung reiterated its commitment to Europe, employing 14,000 people in 34 countries. Samsung’s products are infused with European flair, fashion, design and the finest traditions of manufacturing excellence. With Q2 revenue up five percent year on year, seven out of 10 European households owning a Samsung mobile phone, and one in three families watching their favorite shows and films on Samsung TVs, the company believes now is the right time to invest even further in Europe’s potential.

In keeping with this commitment, Samsung announced a new partnership with MakerBot, the global leader in 3D printing, which will equip schools, colleges and museums in five European markets with 3D printers, as well as train teachers and students alike in the use of the technology. With more than 100,000 MakerBot printers around the world, it represents the world’s largest 3D printing community and an incredibly powerful tool inside the classroom. Samsung also announced that, as part of the European Commission’s Grand Coalition for Digital Jobs, it is on track to deliver its pledge to support 400,000 young people by the end of 2016 – three years earlier than expected.

The Future of Television: Redefined by Quantum Dot

Samsung also reinforced its commitment to Quantum dot display technology at IFA 2016.

Samsung revealed our new Quantum dot TV, the 88-inch KS9800, offering the ultimate in picture quality, brilliance and, as with all of Samsung’s SUHD TVs, a display capable of producing up to one billion colors. Samsung now offers the largest range of SUHD TVs in Europe, with 19 available sizes from 43” up to 88”, capitalizing on the limitless flexibility of Quantum dot in terms of screen size and definition. Samsung also announced the world’s first curved Quantum dot PC Monitors – the new CF791, with a 34” Ultra Wide QHD screen and the stunning new CFG70, the first curved monitor with a one millisecond moving picture response time and 144 hertz refresh rate for smooth, flawless gaming.

Samsung is also the only company able to offer consumers cadmium-free Quantum Dot TVs – a point made by guest speaker, Jason Hartlove, President & CEO of Nanosys and one of the world’s top authorities on Quantum dot technology. Hartlove revealed Quantum dot is among the most stable and reliable display materials available anywhere on the planet, enabling superior performance and more environmentally-friendly displays with an extraordinary lifespan. Such is the company’s confidence in the reliability of Qantum dot, Samsung announced a new 10-year warranty for its SUHD TVs with Quantum dot display, protecting consumers against the effects of burn-in for an entire decade.

At the press conference, Won Jin Lee, the Executive Vice President of the Visual Display Business at Samsung Electronics, introduced Samsung’s content platform, Smart Hub, and announced the formation of a new premium HDR content partnership that will help realize the full potential of Quantum Dot SUHD TV. This included plans to expand Samsung’s TV Plus service – which has proven so popular in South Korea – to both the United States and Europe.

Ever mindful that great television is about amazing content as well as outstanding picture quality, Samsung said it was strengthening its collaborative relationships with global partners, such as Amazon and Netflix. Netflix in particular is expanding its range of HDR content for European customers, with film titles such as Marco Polo, The Do-Over and The Ridiculous Six. European partners including RTVE and Insight TV will also begin to offer HDR content in the second half of 2016.

Samsung also showcased the capabilities of the Samsung Smart Remote, which allows users to easily navigate all of their connected devices with one single remote control. The Smart remote is designed to auto-detect any and all external devices connected to the TV, making it simple for consumers to switch between and use them – without having to hunt around for multiple remotes.

Lastly, Samsung underlined its position as the leader in European home audio and the number one soundbar manufacturer in the region. On display were products including Samsung’s Wireless Audio 360 line-up and HW-K950 Soundbar featuring Dolby Atmos^® audio technology for cinematic, multi-dimensional sound. Combined with its SUHD TV, UHD Blu-ray Player, and HDR content ecosystem, such a range makes Samsung the only company capable of providing the complete 4K home entertainment experience.

Redefining the Fastest Growing Brand in Home Appliances

Samsung’s drive to redefine the consumer experience goes well beyond the living room. Over the last three years, Samsung’s  home appliance business has grown approximately five times faster than the rest of the industry in Europe. The success of new products such as AddWash, first revealed at IFA 2015, have made Samsung the number one premium washing machine brand in France, Poland, Italy and the UK. At IFA 2016, Samsung announced two new AddWash products – the AddWash Combo, which eliminates the need to purchase a separate dryer, and the AddWash Slim, which can fit into a smaller kitchen space without compromising on load size.

Following extensive research into what European consumers really want from their kitchen, Samsung introduced three new built-in line-ups, the Contemporary Line with a new built-in refrigerator, the Black Line which uses a semi-matte black that gives modern, timeless look, and the original Chef Collection. The new true built-in refrigerator unit from the Contemporary Line delivers a seamless fit and flawless, advanced performance thanks to innovative technologies such as No Frost, Twin Cooling Plus^TM, Cool Select Zone Plus.

Samsung also announced that its sensational Family Hub is coming to Europe. This top-of-the-line refrigerator also features Twin Cooling Plus ^TM technologyto maximize food freshness, as well as Precise Chef Cooling ^TM, which keeps temperature fluctuations within plus or minus 0.5 degrees. Family Hub also features a special ‘Chef Zone ^TM’, which is ideal for managing temperature-sensitive proteins. And, of course, its three innerview cameras take photos that consumers can access via their mobile devices, enabling them to see what’s inside wherever they may be.

Family Hub also features a 21.5-inch Full HD touchscreen offering consumers a wide range of functionality. It can serve as the family’s interactive white board for notes, photos, shared calendars and artwork. Content can be uploaded directly via the touchscreen or remotely by mobile phone or tablet. Consumers can also use the touch screen and online shopping app to order groceries straight from their kitchen for delivery right to their door. Samsung is partnering with a range of European online grocery shopping portals including premium Italian food provider, Eataly, to other European food delivery services such as Supermercato24 and Switzerland’s coop@home.

Family Hub will also give European customers a chance to cook with the masters via the Club des Chefs App. Straight from the Family Hub screen, Club des Chefs offers professional cooking tips through text and video advice. Being able to watch world-class culinary experts at work on the upper half of the screen while being talked through a recipe on the lower half is an excellent example of how Samsung is redefining the kitchen experience.

Samsung Electronics’ booth will be open at Level 2 of City Cube Berlin from September 2 through 7 for IFA 2016.

Samsung Electronics today announced the addition of two new AddWash lineups – the Washer-Dryer Combo and the Slim, which will be displayed at IFA 2016. The move, reflecting strong consumer demand for the original AddWash WW8500 introduced last year at IFA 2015, aims to offer consumers a wider range of options to utilize and enjoy the innovative AddWash feature.

The original AddWash feature helped redefine the task of doing laundry, recognizing the common habit of forgetting to put in an item from a stray piece of clothing to extra softener into a load. Samsung AddWash continues to gain favorable reviews and multiple awards for innovation from global media. AddWash users are showing the same level of enthusiasm these awards present. According to new research conducted by Samsung shows that 92% of users love that the AddWash Door lets them add items in the middle of a cycle. 97% of users think it provides great washing performance and 98% are very satisfied with AddWash.*

“The AddWash feature continues to make a strong impression on consumers here in Europe and we are very pleased to be offering it across a wider variety of models,” said BS Seo, Executive Vice President at Samsung Electronics. “It is a unique and convenient solution for modern and busy families, and when you pair it with our other industry-leading washing machine features and innovations, it is a combination that cannot be beat.”

AddWash Washer-Dryer Combo

The new AddWash Washer-Dryer Combo lineup has two variants, the WD6500K and the WD5500K. The standout AddWash feature is coupled with Air Wash, common to both models, which uses only heated warm air to deodorize and sanitize clothes. That saves them from the wear and tear of a standard load, freshening up laundry without water or detergents. The AddDoor can also be used during a drying cycle. It is perfect for items that require dry cleaning, helping families save money and cut down on expensive bills.

The WD6500K comes with a 9KG capacity and Samsung’s highly acclaimed Ecobubble technology, which lets families clean effectively even at low temperatures. It accelerates the process of turning detergent into bubbles, quickly penetrating fabric and easily removing dirt while saving energy and being gentler on clothes. The Combo model also boasts a feature called Super Speed, which is a more efficient way of washing everyday laundry. It shortens rinsing time with a Speed Spray that shoots powerful jets of water and accelerates the spin speed based on the wash load to quickly spin-dry clothes. One load can be completed in just 59 minutes. The WD5500K comes in 9KG, 8KG and 7KG variants and also features Ecobubble and Bubble Soak.

AddWash Slim for Modern Urban Lifestyles

The Slim lineup has three variants, the WW6500K, WW5500K, and WW4500K. All feature the slimmest profile in the industry while offering a range of capacities: 6KG, 7KG, 8KG, and 9KG, to fit modern urban lifestyles which put a premium on available indoor space. Each also comes with Ecobubble technology and Bubble Soak, which adds an extra phase to a normal washing cycle to thoroughly soak dirty clothes in active bubbles, loosening dirt and stains to prepare them to be removed much more effectively.

In addition to the sleek AddWash door, these models also feature Samsung’s Digital Inverter, which gives consumers the winning combination of guaranteed long-term performance and durability, minimal operating noise, and superior energy efficiency. It also provides easy troubleshooting with Samsung’s Smart Check feature which automatically detects and diagnoses problems at an early stage and provides simple troubleshooting advice via a smartphone App.

*Based on 2016 Survey of Samsung AddWash owners in France(N=149). The survey conducted by Samsung.

**All functionality, features, specifications and other product information provided in this document including, but not limited to, the benefits, design, pricing, components, performance, availability, and capabilities of the product are subject to change without notice or obligation.

Kristen and Dax return in the first TV spot as they conquer their responsibilities in the kitchen and home, and use Samsung’s new Family Hub refrigerator to prepare and pull off an epic birthday party for their daughter. Additional TV spots later this summer will also showcase the couple using Samsung’s new laundry innovations – the Front Load Washer featuring AddWash and the activewash with Integrated Touch Controls – as they tackle some of their toughest challenges like coffee stains and their kids’ mud-covered clothes.

“As the ultimate multi-tasking couple, Kristen and Dax are the perfect pair to help launch Samsung’s home appliance products this year,” said Katie Cheng, Vice President Home Appliance Marketing at Samsung. “With busy lives, young kids and a home to run, they embody millions of other families looking for new ways to manage their lives and stay connected to one another. Our kitchen and laundry appliances are built to deliver innovations that are meaningful and solve real-life challenges.”

The first ad launching this week is a 60-second spot showcasing Samsung’s Family Hub, which began airing May 9. Three 30-second spots – one each for the Family Hub, AddWash and activewash – will round out the rest of the TV ad campaign.

Samsung’s partnership with Kristen and Dax stretches back to 2014 and has spanned multiple product categories for the brand. This is the couple’s second year appearing in Samsung home appliance TV spots, following a highly successful campaign in 2015 for kitchen, laundry and cleaning products.

“We’ve worked with Samsung for several years now and are always excited to see what products they come up with next. Their new line of 2016 appliances is incredible,” said Kristen Bell. “The Family Hub is fantastic – the way it lets us keep track of our schedules, share photos and even put up our kid’s artwork means we can always keep in touch. Being able to look at your phone while you’re at the grocery store and seeing the inside of your fridge to see what you need saves time and makes everything easier.”

TV Ads are Part of Broad Integrated Marketing Campaign

The new home appliance marketing campaign includes an original digital animated film which served as a pre-amble for the overall creative campaign. The digital short film spotlights the Family Hub’s innovative camera feature, which lets consumers view what’s inside their refrigerator from an app on their smartphone. With a humorous slant, the animated short takes a look at what happens inside the fridge when the door closes. The digital film and related digital content will be featured in various forms via in-cinema placements, digital media units, and on brand and influencer social channels.

Additional creative campaign elements beyond TV spots and high-impact print ads include online videos highlighting key Family Hub features and a unique integration with Bon Appetit magazine.

To view Samsung’s newest TV ads and other Family Hub videos, visit the Samsung USA YouTube page.

To see Samsung’s latest home appliances and other products, visit http://www.samsung.com/us/.

*All functionality, features, specifications and other product information provided in this document including, but not limited to, the benefits, design, pricing, components, performance, availability, and capabilities of the product are subject to change without notice or obligation.

Leading scientists have unravelled the cause of one of life’s greatest mysteries by discovering the secrets of why our socks go missing in the wash.

And the research has led them to devise a mathematical formula to predict the probability of being left in a spin with odd socks after a washing load.

The study, commissioned by Samsung to launch its innovative new washing machine AddWash, found Brits lose an average of 1.3 socks each month (and more than 15 in a year), leaving them with numerous mismatches. With the average Brit living to 81, according to ONS figures, these cleaning catastrophes lead to the equivalent of 1,264 lost socks each over a lifetime, costing the average Brit a whopping £2,528.

In all, these laundry losses mean around 84 million¹  socks go missing around the UK every month. However, sock salvation is in sight. Samsung’s AddWash uses an innovative second door which allows users to simply drop in extra items during the wash cycle, providing a possible end to the problem of forfeited footwear.

To mark the launch, chartered psychologist Dr Simon Moore and statistician Geoff Ellis applied science to socks in a bid to discover the factors which contribute to washday blues and to quantify their findings in a mathematical formula.

Many fanciful theories have been put forward for these laundry losses, including theft by gremlins while Professor Stephen Hawking once speculated they may have fallen victim to spontaneously-created black holes.²

The team’s work – which involved a survey of 2,000 people who were happy to discuss their dirty linen in public, plus a series of in-depth face to face interviews – revealed:

• The main factors causing missing socks were the complexity of the washing load – the way the batches are divided up, based on whites/colours/different temperatures – and the number of socks in each wash cycle
• There are many practical reasons for sock loss rather than supernatural disappearances. Research interviews found the common causes included items falling behind radiators or under furniture without anyone realising, stray items being added to the wrong coloured wash and becoming separated from its matching sock, not being secured to a washing line securely so they fall off and blow away – or they are simply carelessly paired up

Their work also helped them devise the following:

The Sock Loss Formula

Sock loss index = (L+C)-(P x A)

The higher the figure, the higher the likelihood of losing socks. For the truly diligent, this formula can also be adapted to work out the probability of losing a sock in a single week by using a calibrated version using statistical modelling software which adds constants thus:

Prob= 0.38+(0.005 x L)+(0.0012 x C)-(0.0159 x P x A)³

Where:

L = Laundry size

Calculated by multiplying the number of people in the household (p) with the frequency of washes in a week (f)

C = Washing complexity

Calculated by adding how many types of wash (t) households do in a week (darks + whites) and multiplying that by the number of socks washed in a week (s)

P = The positivity towards doing laundry

Measured on a scale of 1 to 5 with 1 being ‘Strongly dislike doing clothes washing’ to 5 which represents ‘Strongly enjoy doing clothes washing’

A = Degree of Attention

Which is the sum how many of these things you do at the start of each wash check pockets, unroll sleeves, turn clothes the right way and unrolling socks

Melanie Rolfe, Head of Marketing – AddWash & Home Appliances at Samsung Electronics UK and Ireland said: “We believe this new study has finally solved the age old mystery of the missing socks. At Samsung we are changing the way we do laundry with the new AddWash machine. No longer will we load the machine with trepidation as we worry whether pairs will be separated forever. Now we can add those loose socks, and indeed any other item of clothing you forgot, in mid-wash to ensure everything stays together.”

Psychological Reasons for Sock Loss

Numerous interviews were conducted around the UK as part of the research to identify key psychological themes that contributing to losing socks in the wash. The following four trends were identified:

1. Diffusion of responsibility (“someone else has it covered”)

Simply put, when a task is shared among a group, the tendency is for individuals to assume someone else will take responsibility – so no one does. This was a key theme emerging from many of the households interviewed.

2. Visual awareness (“heuristics”)

Heuristics are mental problem-solving shortcuts we use to save time and effort. For example, when we lose a TV remote we search in all the likeliest places such as under cushions. When socks disappear, we simply look in the easiest places and then assume the sock is lost forever.

3. Confirmation bias

This occurs where we tend to believe something is true if we want it to be true. So in this case, if we cannot see any odd socks, we convince ourselves there are no odd socks.

4. Behavioural errors of omission and commission

Human error accounts for many accidents, mistakes and mysteries, particularly in the wash cycle and these fell into two main areas:

Omission: where we fail to respond or do something when we should (leaving a sock on a bedroom floor, in the laundry basket or washing machine)

Commission: where we do something when we shouldn’t (throwing a lone coloured sock in a white wash, kicking a sock out of sight, balancing a sock drying precariously which might fall behind a radiator)

Further findings

The research also found:

• Coloured socks make up the majority of missing socks (55%), compared to other types (including white and patterned items) which make up the remainder
• The average household does 2.45 washes per week which amounts to 127.4 washes per year
• People in the Midlands suffer the highest incidence of sock loss, admitting that 1.64 socks go missing each month, almost 20 socks a year
• More than a sixth of those in the study (16%) reckoned doing the laundry was a waste of their valuable time
• Almost a fifth (19%) say one of their biggest anxieties about washing is colours running
• Men say they do two washes a week while women handle three
• Seven out of ten women said they find the laundry stressful, while just 58% of men say this

The research and survey were undertaken to mark the launch of Samsung’s AddWash range, designed to include an innovative door which allows extras items to be added during the wash – whether that’s a stray sock you missed, extra softener or a hand-washed garment for final rinsing.

1 According to the ONS (25 June 2015), the UK population is estimated to be 64,596,800.

2 Hawking, S. W. (2010) The Nature of Space and Time (Princeton: University Press 2010) 59.

3 The values obtained here are all coefficients created by modelling the sample in SPSS statistical modelling software.

Samsung Electronics unveiled new Family TV feature that supports China’s one of the most popular messenger service QQ at Samsung China Forum held on March 2 in Shanghai. The new TV model gives full access to QQ messenger, allowing users to chat and share photos and videos with their family members and friends.

In addition, Samsung introduced another Family TV feature to help people with visual and hearing impairments better enjoy watching TV. The new function allows users to adjust the picture and audio quality and enlarge the font size, to modify the TV to suit their preferences and make it more accessible.

Samsung showcased the various SUHD TV sets of 2016, from 49-inch models to super-large 98-inch ones. These products offer the best-possible viewing experience, powered by such special features as high dynamic range (HDR) technology, which supports 1,000 nit brightness, and next generation Quantum dot display, which is able to express natural colors as they are.

The company had many home appliances to display, too, including the Samsung Family Hub refrigerator, with a built-in 21.5-inch Full HD touch screen display and Internet of Things (IoT) Hub technology, as well as AddWash, Samsung’s new washing machine that allows consumers to add more laundry and detergent at any point during the wash cycle. Significantly, this innovative washing machine has expanded its product line to include small and medium capacity models (9kg and 12kg), joining the larger capacity model of 21kg, allowing more choices for local consumers.

Samsung’s new air purifiers, including the AX7000 and AX5000 series, specially designed for Chinese consumers were showcased as well. The new air cleaner series are equipped with strong features including “Power Fan,” to purify polluted air, “3-way Dimensional Purification,” to quickly release the fresh air and turn a large room into a more refreshing environment, and “Air Navigator,” to show users the level of fine dust particles in the air.

In addition, Samsung clearly expressed its commitment to step up its effort to increase its presence in the B2B market by having very competitive products on display. That includes every product line in its commercial displays, including the UHF-E series with the world’s thinnest video wall, with only 1.4mm bezel-to-bezel spacing, as well as the MX7 series multi-function printers (MFPs), powered by Samsung’s Smart UX Center, which is based on the Android operating system.

“Samsung is concentrating much effort to realize ‘customer-oriented innovation’,” said Kyung Tae Bae, Executive Vice President and the Head of Samsung Electronics China. “We intend to turn Samsung into a more popular brand in China by actively communicating with local consumers and strengthening our cooperation with business partners in the country”.

The Samsung Regional Forum is an annual exhibition and conference event where Samsung presents localized products and business strategies better tailored to the needs of each region. In 2016, these forums started in Southeast Asia and ended with the Samsung China Forum, following events in Southwest Asia, Europe, Africa, CIS, Latin America and Middle East and North Africa (MENA).

“Samsung is recognized for breaking barriers, pushing boundaries and shaping the future through the convergence of great technology, content and services. Our ambition in 2016 is to continue paving the way for meaningful innovation and raising the bar when it comes to delivering pioneering products to the MENA region,” said Mr. Choong Ro Lee, President of Samsung Middle East and North Africa.

Mr. Choong Ro Lee, President of Samsung Middle East and North Africa, speaks about the company’s vision at Samsung MENA Forum 2016.

Samsung is delivering innovation that matters to the Middle East and North Africa (MENA) region by bringing likeminded players in terms of the developer community, major companies, and regional content providers together to bring a smarter, more connected future to the Middle East.

As Samsung continues to deliver meaningful innovation to its customers in the region, the company is also committed to using its technological innovation to contribute to the benefit of society at large.

Speaking of his company’s view on Corporate Social Responsibility, Mr. Lee said, “We believe it’s our responsibility to contribute to the social wellbeing of the MENA community. We have been using our technologies to help enhance the lives of others across the region for almost a decade.”

In line with its growing role in the region, Samsung MENA was the recipient of five prestigious Cannes Lions Awards for community inspired initiatives – Samsung Tunisia’s Back up Memory mobile app campaign for Alzheimer’s patients, as well as Samsung Turkey’s Hearing Hands call center project. Moreover, Samsung has joined hands with NGOs, Ministries of Education and Universities to help provide an improved learning experience through its Smart Schools and Tech Vocational Training Centre initiatives.

Shaping the Future of Home Entertainment

Samsung is setting the standards for a superior viewing experience by bringing the next generation of consumer inspired innovation to its 2016 home entertainment lineup.

Samsung unveiled its spectacular new line-up of SUHD TVs that feature unparalleled picture quality with Quantum dot display, the world’s first bezel-less curved design which is beautiful from every angle and the smartest user experience that makes it easy for consumers to access all their entertainment content in one place.

Built on the Tizen operating system (OS), Samsung’s 2016 Smart TVs make it easier for consumers to discover and access all their favorite content and services, from TV and movies to games and program information, all in one place.

Mustafa Sadick, Senior Manager of Samsung Middle East and North Africa, introduces about Samsung’s 2016 TV business.

The new Samsung Smart TV eliminates the need to juggle multiple remote controls. The Samsung Smart TV will automatically recognize the type of, game console, OTT box or home theater system that is connected to the TV. This allows users to control such devices with the Smart Control remote — with no setup required.

Samsung is bringing the #1 Premium VOD Player in the MENA region, with its vast array of entertainment content to its Smart TV customers through our partnership with MBC SHAHID PLUS. This collaboration offers viewers a choice of on-demand exclusive Arabic series, shows and the latest Arabic movies.

Samsung also unveiled the latest additions to its audio product lineup, including the new soundbar lineup with the wireless rear speaker kit  that creates a “True” surround sound system without any wire, and Samsung’s Wireless Audio 360 Speakers that deliver the ‘sweet spot’ everywhere in the home with proprietary ‘Ring Radiator’ technology for a rich and vibrant audio experience.

Groundbreaking Technologies for Smarter Living in the Home

Samsung has introduced first-of-its-kind technologies to bring real innovation to the home. Transforming the home category from nice to have, to can’t live without, Samsung Digital Appliances pave the way for a smarter living with simple, thoughtful innovations that offer improved flexibility, convenience and functionality.

The pioneering Samsung RT7000 refrigerator with Twin Cooling Plus technology is the new and only Top Mounted Fridge with two independent cooling systems for each the fridge and freezer, which offers consumers flexibility with cooling and storage depending on their needs. With five (5) conversion modes, it is adaptable and saves energy depending on the user requirements.

Georges Barakat, Senior Manager of Samsung Middle East and North Africa, explains about the new Samsung Add Wash front-load washer.

Samsung technologies are also redefining freshness when it comes to frozen food. The groundbreaking Precise Chef Cooling technology has now been applied to the freezer of the new T9000 4-Door Flex Refrigerator so consumers can experience ‘first day fresh’ food every day, even with frozen produce.

The new range of Samsung washing machines now come with the much needed practical solutions for an easier laundry experience. The new Samsung Add Wash front-load washer enables consumers to add items or additional fabric softener during wash cycle using the additional Add Door located on the upper part of the main washer door.

Breaking Barriers for Progress in Mobility

At the MENA forum, Samsung stressed the importance of expanding the Samsung ecosystem of connected devices and reiterated its commitment to developing products and services that can support users’ different lifestyle needs and work seamlessly together to make their lives easier.

Breaking new ground in productivity and innovation, Samsung announced a brand new mobile product category with the introduction of its Galaxy TabPro S, which integrates the most popular features of laptops and tablets. In less than a year, Samsung has also taken its virtual reality platform from concept to widespread adoption by expanding the compatibility of the Gear VR to a wide range of Samsung devices making virtual reality accessible to millions.

Maintaining the heritage of functional design through its wearables and mobile products, Samsung introduced the Gear S2 Classic with two new unique color variants—Rose Gold and Platinum, reflecting its commitment to bringing more choice with new material varieties to its consumers. Samsung also unveiled the Samsung Galaxy A (2016), a stylish mobile device that combines a large screen and a narrow 2.7 mm bezel for a superior viewing experience, perfect for customers who are not only practical, but want to express their personal style.

Committed to expanding its partner ecosystem to enhance regional consumers’ viewing experiences, Samsung also revealed that its customers will receive limited subscriptions to premium regional content with every purchase of the Samsung Galaxy View. The 18.4” Full HD screen offers an unprecedented mobile entertainment experience, further enhanced by a one year free subscription to beIN sports, as well as three month free trials to Shahid Plus, Telly, Starz Play and icflix.

During the keynote address, Samsung also presented its vision for the Internet of Things, and how its strategies translate into products, platforms and forging novel connections across a variety of industries.

Samsung introduced innovative components, such as the bio-processor, an all-in-one chip which can process several different biometric signals specifically designed for health orientated wearable devices.

The Samsung Latin America Forum is an annual event that provides exciting opportunities to experience the latest innovations in the industry, exchange information, as well as meet the leaders who are the driving force behind Samsung Electronics’ progress in 19 countries – from Mexico in Central America all the South to Chile and Argentina.

At the event, the company reinforced its focus on smart and connected lifestyles, while also revealing a premium set of new products that are coming to the region this year, which includes the bezel-less curved SUHD TVs with Quantum dot display; the flexible – next generation of smart kitchen appliances with a range of refrigerators with Twin Cooling technology; besides the cleverly designed and industry-first front load washing machine using AddWash, among other unique products and services.

“We are confident that our exciting range of premium connected products and services will be very well received in the Latin American market, where consumers trust and recognize the superior value of the Samsung brand”, affirms Pedro Kim, president & CEO for Samsung in the region. He added, “Samsung will continue to enhance and revolutionise the everyday lives of its consumers by listening closely and anticipating their needs, and delivering state-of-the-art products and services that fulfil and exceed expectations.”

Samsung established the Latin American Research & Development Centres, Lifestyle Research Labs, and Product Innovation teams to operate as in-house incubators, to learn more about behavioural patterns in Latin America and tune-in to their needs, and developing technologies and innovation that are driven and inspired the market.

Setting a New Standard for Home Entertainment

Samsung unveiled its spectacular new line of SUHD TVs, which offers unparalleled picture quality with Quantum dot display and HDR technologies, together with state-of-the-art design – the world’s first bezel-less curved TV, which is beautiful from every angle; and the smartest user experience that makes it easy for consumers to access all their entertainment content in one place.

Samsung’s 2016 SUHD TVs feature the world’s only cadmium-free, 10-bit Quantum dot display, offering the most true-to-life picture quality with stunning brightness, exceptional contrast and the most lifelike colours ever offered by Samsung. The future of display technology, Quantum dot display converts light into nearly any colour in the visible spectrum without distortion or compromising the brightness level, delivering the optimum viewing experience for consumers, regardless of the lighting environment.

This year, all of the Samsung SUHD TVs will feature the ability to provide a premium high dynamic range (HDR) experience, with 1,000 nit HDR minimum for a higher level of contrast between light and dark images. New Ultra Black technology also significantly reduces light reflection, further enhancing picture quality with minimal glare.

Built on the Tizen operating system (OS), Samsung’s 2016 Smart TVs make it easier for consumers to discover and access all their favourite content and services, from TV shows and movies, to games and programme information, all in one place. The new Samsung Smart TV eliminates the need to juggle multiple remote controls. The Samsung Smart TV will automatically recognise the type of game console, OTT box or home theatre system that is connected to the TV. This allows users to control such external devices with the Smart Control remote — with no setup required.

Samsung also unveiled the latest additions to its audio product lineup, including the new soundbar lineup with the wireless rear speaker kit  that creates a “True” surround sound system without any wire, and Samsung’s Wireless Audio 360 Speakers that deliver the ‘sweet spot’ everywhere in the home with proprietary ‘Ring Radiator’ technology for a rich and vibrant audio experience.

New Generation of Digital Appliances Transforms the Home and Makes Life More Pleasant

The revolutionary Samsung Smart Convertible 5-in-1 Refrigerator is powered by Twin Cooling technology that enables consumers to be flexible with cooling storage, depending on their needs. First in the refrigerator category, the fridge and freezer compartment has its own cooling system allowing the refrigerator to be flexible depending on the necessity, offering five different modes: Daily, Economy, Vacation, Party and MiniBar. The five (5) conversion modes deliver the required flexibility, while also saving energy according to the chosen setting.

Many consumers have dreamed of owning a spacious refrigerator that keeps food fresher, so their weekly grocery shop lasts longer. But it is a common disappointment to reach into the refrigerator to find that the fruits or vegetables have lost their natural moisture, even when kept in the vegetable drawer. That is the reason why Samsung’s teams have developed the innovative Twin Cooling Plus technology, which with a truly independent cooling system, prevents unpleasant smells from food moving between the fridge and freezer, ensuring the original flavour of ingredients stored in the freezer is perfectly preserved and odourless.

The air does not move between the compartments, and the freezer stays completely frost-free, prolonging the shelf life and the flavour of its contents. It also prevents the build-up of ice, removing the need to defrost the freezer.

Moving from the kitchen to the laundry area, Samsung’s new washing machines come with the much needed, practical solutions for easier and more efficient daily experiences. The Samsung Add Wash front-load washer allows consumers to add items – such as an overlooked sock or t-shirt – or either, add fabric softener, during wash cycle, through its world’s first additional “Add Door” located on the upper part of the main door.

It also comes with an array of smart functions, which work with both Android and iOS smartphones. That not only makes it easy to monitor the progress of the laundry program, but also offers the option to alert users on their smartphone just before the start of a new washing cycle, for example if they want to add a few delicate or hand-wash items towards the end of the wash cycle. An embodiment of Samsung’s innovation in delivering time savings and washing performance, the AddWash Washing Machine comes with a SuperSpeed feature that makes it possible to complete a normal wash in less than an hour without compromising washing performance.

In terms of top loaders, the 9kg & 11kg ActivWash+ with built-in sink and dedicated Water Jet for convenient pre-treatment of laundry, incorporates a magic dispenser that lets you wash with less worry about residual detergent. It is specially designed to create a powerful water vortex that dissolves both liquid and powder detergent and spreads it evenly before you start washing.

Breaking Barriers in Mobile Productivity and Wearable Technology

In the 2016 Forum, Samsung also showcased the news of its wearables for Latin America. The brand announced the increase in its portfolio of products and services that work seamlessly together, also breaking new grounds and introducing new categories. This is the case of Gear VR – Virtual reality goggles with high definition that allow people 2D and 3D experiences. Beyond creating immersive situations in a very comfortable way, it also counts with a large amount of contents.

On the other side, Gear S2 classic 18k rose gold and platinum will also come to Latin America, offering a more personal and customizable experience. Therefore, Samsung is expanding its line of watch straps and watch face options. Samsung has partnered with exclusive designers, such as Alessandro Mendini, on premium watch straps for the Gear S2, and has introduced fun and creative watch faces including Peanuts characters and artworks.

Mobile Payment Service in Devices

On top of all the high quality smart devices already available in Latin America, Samsung is also developing new services to guarantee, full convenience and connectivity, proving its commitment with meaningful technology.

Samsung Pay is about to be launched in Brazil, in the coming months. With the widest acceptance of any mobile payment service, Samsung Pay is also very safe and simple, bringing us closer to a world without wallets. When it is time to pay, just launch Samsung Pay, scan your fingerprint and hold your Samsung device close to credit card reader in the payment machine. Done! In short seconds, the operation is concluded.

Even fast, it does not lack anything in terms of security. The system also has security layers composed of KNOX that constantly monitors any malicious activity. Each transaction uses a digital token to replace the actual card number. The mobile authorizes payment only with the consent (authentication through fingerprint) of the user.

Samsung Pay works with most existing card terminals in Latin America. That means this is the first and only payment solution that will make a transaction in almost any place where you can tap a credit or debit card (Samsung Pay is compatible to supports both NFC and MST systems)

Corporate Citizenship at the Heart of Business Strategy

Pedro Kim, president and CEO of Samsung Electronics Latin America, speaks about company’s vision and business strategy during a press conference at Samsung Latin America Forum 2016

For the first time at Samsung Forum, the company detailed in depth its Corporate Citizenship initiatives all around Latin America.

“Our strategy in Corporate Social Responsibility is based in using Samsung’s global network and innovations to create positive change for people across the world. Specifically, in Latin America, we have chosen education as our main cause”, explains Helvio Kanamaru, senior manager of Corporate Citizenship at Samsung Latin America Office.

In this context, Samsung works with three major programs in the region. They are:

• Solve for Tomorrow is a program that challenges young students in Latin America (since 2014) to show creative ideas of how Math and Science can improve their local communities. Goal: stimulate youth’s engagement into thinking about practical solutions to issues encountered in daily lives (society).
• Tech Institute is the program in which Samsung contributes to personal and technical professional training for young people in order to promote inclusion according to labor demand in the industry. Samsung is even starting to provide the 1^st IoT Tech Institute of Latin America, in partnership with USP University in Brasil (in São Paulo).
• Samsung Smart Schools are aimed at providing students and teachers of under-served areas with quality environment for education. Goal: enhance the learning process of students enrolled in public schools by providing new technologies and equipment, making the educational environment more intuitive, interactive and efficient.

“Innovation brings us not only inspiration to create new products and to deliver growth for our business, but also, great ability to help us on addressing some of the major social challenges of the world”, concludes Pedro Kim, CEO and President of Samsung Latin America.

Yoo Young Kim, CEO and President of Samsung Electronics Africa Office, speaks about company’s vision during a press conference at Samsung Africa Forum 2016.

Samsung Electronics unveiled its product line-up for 2016 at its annual Samsung Africa Forum event. The company underlined the importance of innovation that makes a meaningful difference in people’s everyday lives, showcasing its new bezel-less curved SUHD TVs with Quantum dot display, the industry-first Front Load Washer with AddWash, and a range of refrigerators and freezers with Twin Cooling technology.

“Samsung has continuously worked to help people live smarter lives, and this year we have taken a huge step forward with our diverse products and services,” said Mr. Yoo Young Kim, CEO and President of Samsung Electronics, Africa Office. “We will continue to enhance consumers’ quality of life by listening to their needs and strengthening our ecosystem.”

The Next Generation of Home Entertainment

Samsung unveiled its spectacular new line-up of SUHD TVs that feature unparalleled picture quality with Quantum dot display; the world’s first bezel-less curved design, which is beautiful from every angle; and the smartest user experience that makes it easy for consumers to access all their entertainment content in one place.

Samsung’s 2016 SUHD TVs feature the world’s only cadmium-free, 10-bit Quantum dot display, offering the most true-to-life picture quality with stunning brightness, exceptional contrast and the most lifelike colours ever offered by Samsung. The future of display technology, Quantum dot display converts light into nearly any colour in the visible spectrum without distortion or compromising the brightness level, delivering the optimum viewing experience for consumers, regardless of the lighting environment.

This year, all of the Samsung SUHD TVs will feature the ability to provide a premium high dynamic range (HDR) experience, with 1,000 nit HDR minimum for a higher level of contrast between light and dark images. New Ultra Black technology also significantly reduces light reflection, further enhancing picture quality with minimal glare.

Built on the Tizen operating system (OS), Samsung’s 2016 Smart TVs make it easier for consumers to discover and access all their favourite content and services, from TV shows and movies, to games and programme information, all in one place. The new Samsung Smart TV eliminates the need to juggle multiple remote controls. The Samsung Smart TV will automatically recognise the type of set-top box, game console, OTT box or home theatre system that is connected to the TV. This allows users to control all of the external devices with the Smart Control remote — with no setup required.

Samsung also unveiled the latest additions to its audio product line-up, including the HW-K950 Soundbar, the company’s first to feature Dolby Atmos®, and the industry’s first soundbar package to include two Dolby Atmos®-enabled wireless rear speakers. The complete HW-K950 package delivers an incredible 5.1.4-channel sound.

Intelligent Digital Appliances Transform the Kitchen

Many consumers have dreamed of owning a spacious refrigerator that keeps food fresher longer so their weekly grocery shop goes further. It is a common disappointment to reach into the refrigerator to find that the fruits or vegetables have lost their natural moisture, even when kept in the vegetable drawer.

“The R&D team at Samsung worked hard to overcome this problem. Now consumers can keep food fresher, longer, with Samsung’s innovative Twin Cooling Plus technology,” says Sunil Gupta, Africa Regional Product Manager, Digital Appliances.

Samsung’s Twin Cooling Plus technology is a truly independent cooling system, preventing unpleasant smells from food moving between the fridge and freezer, ensuring the original flavour of ingredients stored in the freezer is perfectly preserved and odourless.

No air movement between the compartments also means the freezer stays completely frost-free, prolonging the shelf life and the flavour of its contents. It also prevents the build-up of ice, removing the need to defrost the freezer.

Thanks to the Twin Cooling Plus technology, consumers can enjoy flexibility with cooling storage depending on their needs. The true independent cooling system allows for turning the freezer into a fridge when required, or just turn off the fridge compartment when leaving home for a long vacation. The five modes are Freezer-Fridge, Energy Saving, Vacation, Fridge Max, and Mini mode.

Samsung today also launches an affordable range of refrigerators and freezers, designed especially for African consumers. These include the vertical freezer, the 180-litre top-mounted freezer, the 1-Door 110-litre fridge, and a chest freezer in the small size capacity of 150 litres.

Making the Washing Machine Work For You

Samsung recognises that in the rush to get laundry done on a frenzied weeknight or during a crazy weekend, a stray sock may simply get overlooked, so Samsung’s simple, practical response to that is to add the industry’s first “AddWash” door to its front load washer.

The Samsung Front Load Washer with AddWash has a distinctive access door that makes it convenient to add any item, such as a piece of forgotten laundry or extra detergent, in mid-cycle without needing to drain the washer and open the main washer door.

AddWash utilises a SuperSpeed feature, which finishes a load in less than an hour. It also features our EcoBubble technology, which premixes detergent with air and water, penetrating clothes 40 times faster than a normal mix of water and soap. It comes with an array of smart functions, making it easier for users to monitor and control wash cycles.

From gently caring for delicate fabrics, to advanced technologies that make detergent work harder, to a full load washed in as little as 30 minutes, Samsung’s Front Load Washer with AddWash can easily keep up with your family’s toughest laundry tasks.

Visitors are experiencing the 360 Cassette air conditioner at Samsung Africa Forum 2016 exhibition.

Corporate Citizenship at the Heart of Business Strategy

For the first time at Samsung Forum, Samsung will be showcasing its Corporate Citizenship initiatives in Africa.

Samsung will bolster its efforts in Africa in a bid to help the continent achieve its Sustainable Development Goals.

“As a global citizen, we felt it was important to use our technology to give back to society. We do this in four ways: by creating new learning opportunities so that young people can enjoy access to better education; by using our technical expertise to develop and provide access to new healthcare solutions; by supporting youth employment through vocational training and skills development; and by reducing our impact on the environment,” says Abey Tau, Corporate Citizenship and Public Affairs Manager.

For more information on this press release, including photos related to the 2016 Samsung Africa Forum, download the event app at: www.sforum2016.com/afr.

“Samsung has continuously worked to help people live smarter lives, and this year, we are taking another huge step forward with our diverse range of connected products and services,” said David Lowes, CMO, Samsung Europe “We will continue to enhance and revolutionise consumers’ everyday lives by listening and anticipating consumer needs to deliver products and services that create meaningful progress that can enrich everyday life.”

The European Forum event follows a hugely successful Consumer Electronics Show (CES) for Samsung in January, at which the brand collected an incredible 80 awards, including Best of Innovation award in TV.

Setting a New Standard for Viewing and Audio Experience

Samsung unveiled its spectacular new line-up of SUHD TVs that feature unparalleled picture quality with Quantum dot display. The world’s first bezel-less curved design, which is beautiful from every angle, also provides the smartest user experience that makes it easy for consumers to access all their entertainment content in one place. Samsung’s 2016 SUHD TVs feature the world’s only cadmium-free, 10-bit Quantum dot display, offering the most true-to-life picture quality, with stunning brightness, exceptional contrast and the most lifelike colours ever offered by Samsung.

This new range provides a premium, high dynamic range (HDR) experience, with 1,000 nit HDR minimum for a higher level contrast between light and dark images. New Ultra Black technology also significantly reduces light reflection, further enhancing picture quality with minimal glare.

Built on the Tizen operating system (OS), Samsung’s 2016 Smart TVs make it easier for consumers to discover and access all their favorite content and services, from TV and movies to games and program information, all in one place on the new Smart Hub. The need to juggle multiple remote controls is also eliminated. The Samsung Smart TV will automatically recognize the type of set-top box, game console, OTT box or home cinema system to which it is connected.

Showcasing the full SUHD range from the 7000 series models to the premium 9000 series, Samsung will bring a wide selection of SUHD TV models to Europe in spring 2016.

The company also revealed the first Ultra HD Blu-ray player, the HDR-compatible UBD-K8500, which offers four times the resolution and 64 times higher colour expression than conventional Blu-ray players. The UBD-K8500’s built-in upscaling technology enhances the picture quality from standard Blu-ray discs and DVDs, and consumers can also play CDs. The Samsung Ultra HD Blu-ray player will be available from March across Europe and each device will be sold with a copy of Fox Home Entertainment, The Martian, Starring Matt Damon in Ultra HD.

Samsung also unveiled the latest additions to its audio product lineup, including the HW-K950 Soundbar, the company’s first to feature Dolby Atmos®, and the industry’s first soundbar package to include two Dolby Atmos®-enabled wireless rear speakers. The complete HW-K950 package delivers incredible 5.1.4-channel sound.

At the event Samsung showcased its newest curved monitors and demonstrated the productivity benefits of its professional-geared displays. With the release of its CF591 and CF390 monitors, Samsung continues to elevate its pioneering curved display design to offer even greater visibility and user comfort. These 1800R curvature monitors match the natural shape of the human eye, providing a more natural viewing experience.

Intelligent Next Generation of Digital Appliances That Transform the Home

Samsung’s market leadership in digital appliances is also evident with its launch of smart and practical innovations that could make a big difference to household chores.

The new AddWash Front-load Washing Machine has a distinctive access door that makes it convenient to add any item, such as a piece of forgotten laundry, without having to drain the washer in order to open the main washer door mid-cycle. It also allows users to add hand-washed items for rinsing, or additional softener anytime during the cycle.

It also comes with an array of smart functions, which work with both Android and iOS smartphones. That not only makes it easy to monitor the progress of the laundry program, but also offers the option to alert users on their smartphone just before the start of a new washing cycle, for example if they want to add a few delicate or hand-wash items towards the end of the wash cycle.

An embodiment of Samsung’s innovation in delivering super time savings and washing performance, the AddWash Washing Machine comes with a SuperSpeed feature that makes it possible to complete a normal wash in less than an hour without compromising washing performance. Samsung AddWash will be available across Europe from this month.

Samsung used its European Forum to announce that French-English two-star Michelin chef, Michel Roux Jr. is to become the eighth member of its esteemed Club des Chefs.  Michel Roux Jr., of Le Gavroche and Roux, is also known in the UK as a popular TV personality, appearing as a judge and presenter on the BBC’s popular primetime programme, Masterchef.

Samsung also announced the expansion of its robot vacuum lineup with POWERbot Turbo Wi-Fi. Now with 70 times more powerful suction than leading robot vacuum brands*, its Cyclone Force system uses strong centrifugal forces to pick up and separate dirt into the outer chamber to reduce filter chopping and keep optimal suction power.

Equipped with Smart Control Wi-Fi connectivity, the vacuum enables consumers to control the movement of the vacuum remotely using their smartphone. The “Select & Go” feature creates a virtual map of the entire home on your smartphone app, with each room that can be named individually. It then lets you pick specific areas or rooms in the home that may need cleaning. Simply select a room and the vacuum will make its way over there. With an enhanced digital mapping system that can literally “see” its way around your home, Samsung’s new robot vacuum delivers the ultimate clean, all without lifting a finger.

A major new attraction at the European Forum 2016 was the new Family Hub Refrigerator, redefining the kitchen with the ultimate smart home appliance, which helps families to connect and provides new ways to manage, shop and prepare food. Its centrepiece is a 21.5-inch Full HD LCD touchscreen, a digital command centre for the connected home, which combines powerful performance with ground-breaking technology never before seen in a refrigerator.

The Family Hub’s Key capabilities include:

• Improved Food Management: Three built-in cameras take a photo of the inside of the refrigerator every time the door is closed so consumers can always see what they have wherever they go, via their smartphone.

• Family Communication Centre: The Samsung Family Hub Refrigerator enables the family to write notes, post photos, share calendars and artwork, right on the refrigerator’s touchscreen, or using their smartphone if they are away.

• Connected Entertainment: With the Family Hub Refrigerator’s built-in stereo speakers, people can stream their favourite music service, or TV content from their Samsung Smart TVs directly to the touchscreen, as well as connecting to their own Bluetooth speakers.

Breaking Barriers in Mobile Productivity and Wearable Technology

At the European Forum 2016, Samsung also showcased the soon-to-be launched new Gear S2 classic 18k rose gold and platinum. For a more personal and customizable experience, Samsung is expanding its line of watch straps and watch face options. Samsung has partnered with exclusive designers, such as Colombo, on premium watch straps for the Gear S2, and has introduced fun and creative watch faces including Peanuts characters and artworks from Keith Haring, Jean-Michael Basquiat, Jeremyville and Burton Morris.

In addition, the Gear S2 will be compatible with devices running on iOS to extend accessibility to a wider range of mobile users.

Samsung also showcased the Galaxy TabPro S, which combines Samsung’s world-class technology powered by Microsoft Windows 10 operating system to create the thinnest and lightest 2-in1 tablet available on the market. By integrating the most popular features of laptops and tablets, users now have access to full notebook PC functionality in a lightweight tablet for the most productive mobile experience.

With a sleek and lightweight form factor, the Galaxy TabPro S is designed to be easily carried around all day, powering you through your home and work life. A full-sized keyboard cover enhances the usability, while a flexible hinge enables optimal, dual-angle viewing for the clearest display under any circumstance.

The Galaxy TabPro S extends Samsung’s advanced technology to the Windows operating system by providing the first Super AMOLED display for Windows, as well as other core features such as fast charging and up to 10.5 hours of battery life. For enhanced productivity, the Galaxy TabPro S is also compatible with a multiport adopter and Bluetooth Pen.

Samsung as a Top Brand in Europe

Last year, Samsung Electronics was named the second most valuable brand in the world, according to results from world leading, independent brand valuation consultancy, Brand Finance. The company was also named a top ten Superbrand in the Business Superbrands 2015 category. In its 34^th year of operation within Europe Samsung continues to invest heavily in European design and production creating vast employment in the region.

Looking forward, Samsung aims to continue its efforts in cultivating premium brand strength through providing a more personalised experience for customers, both before and after purchase. Through deep consumer insights, Samsung will continue to grow in parallel with consumers’ evolving needs as they go through different life stages.

*Suction power tested on Samsung VR9300 in comparison with a leading robot vacuum brand’s particular model in the US market as of March 2016. The test was performed by an independent lab (SLG) based on the test method modified from EN 60312-1

Yong Sung Jeon, President & CEO of Samsung Electronics Southeast Asia & Oceania, speaks during a press conference at Samsung Southeast Asia Forum 2016.

Samsung Electronics showcased new innovative technologies that will make a meaningful difference in consumers’ lives at the Samsung Southeast Asia Forum 2016 in Kuala Lumpur, Malaysia. The company also unveiled its focus on smarter living for the region, spotlighting a dynamic line-up of new products – including the new boundless curved SUHD TVs with Quantum dot displays, the cleverly designed Samsung AddWash Washing Machine, the connected Family Hub refrigerator and the large screen Windows tablet, the Galaxy TabPro S.

“At Samsung, we have always placed our customers’ needs at the heart of everything we do, and we have a stellar track record of launching thoughtful innovations that enhance our customers’ quality of life,” said Yong Sung Jeon, President & CEO, Samsung Electronics Southeast Asia & Oceania. “This year is no exception. I am thrilled to be able to introduce groundbreaking products and services that will revolutionize smarter living and bring IoT technology into consumers’ everyday lives.”

Apart from unveiling its latest product innovations, Samsung also highlighted its ongoing efforts to continually strengthen its brand in the region through deep engagement with its customers to provide personalized services, and continued contribution to local communities.

Samsung as a Top Brand in Asia

Last year, Samsung Electronics was named the best brand in Asia in 2015 for the fourth year in a row, according to results from ‘Asia’s Top 1000 Brands’ annual online survey conducted by Campaign Asia- Pacific in collaboration with Nielsen. Samsung is also ranked top-five in at least 14 consumer electronics sub-categories. Besides smartphones, it also leads in mobile phones, refrigerators and TVs.

Looking forward, Samsung aims to continue its efforts in cultivating premium brand strength through providing a more personalized experience for customers, both pre and post purchase. Through deep consumer insights, Samsung will continue to grow and evolve with consumers’ evolving needs as they go through different stages of their lives.

Setting a New Standard of Viewing Experience

Samsung unveiled its spectacular new line-up of SUHD TVs that feature unparalleled picture quality with Quantum dot display, the world’s first bezel-less curved design which is beautiful from every angle and the smart user experience that makes it easy for consumers to access all their entertainment and content in one place.

Samsung’s 2016 SUHD TVs feature the world’s only cadmium-free, 10-bit Quantum dot display, offering the most true-to-life picture quality, with stunning brightness, exceptional contrast and the most lifelike colors ever offered by Samsung. Keeping in mind that most viewers watch TV in a lighted room, Samsung designed its new SUHD TVs to deliver the optimum viewing experience, regardless of lighting environment.

This new range of Samsung SUHD TVs will provide a premium high dynamic range (HDR) experience, with 1,000 nit HDR minimum for a higher level of contrast between light and dark images. New Ultra Black technology also significantly reduces light reflection, further enhancing picture quality with minimal glare.

Built on the Tizen operating system (OS), Samsung’s 2016 Smart TVs make it easier for consumers to discover and access all their favorite content and services, from TV and movies to games and program information, all in one place with the New Smart Hub, Smart Control remote and Smart View mobile application.

The company also unveiled its first Ultra HD Blu-ray Player, the UBD-K8500, which is HDR compatible and offers four times the resolution and 64 times detailed color expression of a conventional Blu-ray player.

Intelligent Digital Appliances That Transform the Home

Samsung’s market leadership in digital appliances is also evident with its launch of smart and practical innovations that could make a big difference to household chores.

The new Samsung AddWash Washing Machine has a distinctive access door that makes it convenient to add any item, such as a piece of forgotten laundry, without having to drain the washer in order to open the main washer door mid-cycle. It also allows users to add hand-washed items for rinsing, or additional softener anytime during the cycle.

An embodiment of Samsung’s innovation in delivering super time savings and washing performance, the AddWash Washing Machine comes with a SuperSpeed feature that makes it possible to complete a normal wash in less than an hour without compromising washing performance.

Samsung also unveiled the new Family Hub Refrigerator, a sophisticated multi-tasker that connects families, organizes groceries and home tasks, and provides entertainment.

The Family Hub’s Key capabilities include:

• Family Communication Center: The Family Hub is a hub of household connections with a thoroughly digital twist. All communications are housed and displayed on a 21.5 inch full HD touch screen located on the upper right exterior door. This screen allows users to post, share and update calendars, pin photos, share treasured kids’ works of art, and leave notes – all with the ease and convenience of their

• Improved Food Management: The Family Hub features three high quality cameras inside the fridge to capture an image every time the door closes. Users can then access those images anytime using their smartphones to peek inside their With this, users can more efficiently manage their groceries by identifying food that they already have or need, in order to keep their kitchen fully stocked – a revolutionary advancement in refrigerator technology.

• Connected Entertainment: With the kitchen serving as a common gathering spot in homes, the Samsung Family Hub offers options for music streaming to play through its built-in speaker or for users to connect to Bluetooth wireless speakers and enjoy music throughout the home. Users can even enjoy their favorite television programs right on the Family Hub screen using Screen mirroring with their Samsung Smart TVs – never having to miss a moment of a favorite football game even if one is busy preparing

Samsung also announced its new top-mounted freezer (TMF) refrigerator, the RT7000, which features Samsung’s unique Twin Cooling PlusTM technology, and is designed to enhance modern living.

The healthiest meals start with the freshest ingredients, and the Twin Cooling Plus independent cooling system ensures that a humidity level of up to 70 percent is maintained throughout the fridge, so that food stays fresh no matter where it is stored.

With two truly independent evaporators, the Twin Cooling Plus technology features two separate airflows in the fridge and freezer, thereby preventing unpleasant smells from food moving between the fridge and freezer. With no air movement between the compartments, the original flavor of ingredients in the freezer is preserved perfectly.

Breaking Barriers in Mobile Productivity and Wearable Technology

The Gear S2 classic now comes in two new unique color variants – Rose Gold and Platinum – for a classic, timeless design. These new models reflect Samsung’s commitment to bringing more choices to its consumers with new material varieties, providing users with diverse options to express and match their style, while highlighting its circular design and advanced functionality.

Much to the consumers’ anticipation, Samsung also unveiled the Galaxy TabPro S, which combines Samsung’s world-class technology, powered by the Microsoft Windows 10 operating system, together into a premium tablet. By integrating the most popular features of laptops and tablets, users now have access to full notebook PC functionality in a lightweight tablet for the most productive mobile experience.

Beyond hardware innovations, Samsung also announced that Samsung Pay will be coming to the Southeast Asia and Oceania region in 2016, starting with Singapore and Australia.

The company also today announced the launch of its regional mySamsung program. This is an ownership program that both new and current Samsung customers can access through a mobile application. The application will help customers manage their devices, give easy and direct access to customer service representatives as well as provide ownership privileges for them to get the most out of their Samsung devices.

Samsung’s Black Stainless Steel Collection promises the ultimate in contemporary design.

Crank up the heat with Samsung’s Black Stainless Steel Collection.

For more information about CES 2016, please visit our exclusive page #SAMSUNGxCES2016

“Samsung’s focus is on marrying beautiful design and practical innovation to create appliances that help consumers be more efficient. Taking note of the way consumers tackle cleaning in their home, we set out to create simple yet meaningful solutions to address obstacles they often just accept as part of their routines,” said John Herrington, Senior Vice President, General Manager of Home Appliances, Samsung Electronics America. “Our two latest washers reflect Samsung’s commitment to infusing refined style, thoughtful innovations and unmatched performance into everything we do.”

Making the Washing Machine Work on Your Schedule

Samsung recognizes that in the rush to get laundry done on a frenzied weeknight or during a crazy weekend, a stray sock may simply get overlooked in the race to get everything else done – so Samsung’s simple, practical response to that is to add the industry’s first “AddWash” door to its front load washer. The Samsung Front Load Washer with AddWash has a distinctive access door that makes it convenient to add any item such as a piece of forgotten laundry or extra detergent in mid-cycle without needing to drain the washer and open the main washer door.

With the world’s largest 5.0 cu. ft. capacity that can handle 3.6 baskets of laundry in a single load built into a standard 27-inch washing machine, the Samsung Front Load Washer with AddWash easily stacks up against any machine on the market when it comes to getting more laundry done, faster.

Beyond that, the time-saving and high-performance washer makes sure you get the clean you need in as little time as possible. From gently caring for delicate fabrics, to advanced technologies that make detergent work harder, to a full load washed in as little as 30 minutes, Samsung’s Front Load Washer with AddWash can easily keep up with your family’s toughest laundry tasks.

Available Spring 2016, Samsung Front Load Washer with AddWash (model WF50K7500AV) debuts in Samsung’s new and sleek black stainless steel finish.

A Seamless, Clean Look for Your Washing Machine

Samsung takes its revolutionary activewash Top Load Washer to the next level by introducing a completely new Mid Control design, putting the washer’s entire control panel flat and within easy reach on top of the machine. This stunningly sleek and contemporary design is as innovative as the cleaning technology inside. In addition to its more optimal positioning, the Mid Control Panel offers a new, intuitive, digital touchscreen control panel that is seamlessly built into the lid.

In the Samsung activewash Top Load Washer with Mid Control, the built-in activewash sink is larger, and deeper, creating a more optimized pre-treatment space. You can easily pre-treat and pre-soak your clothes with a water jet and gentle scrubbing surface and then pour the laundry and water directly into the washing machine drum for the wash cycle.

Samsung’s Super Speed technology keeps you on schedule by shortening the wash cycle to as little as 30 minutes (up to 50% faster than other machines) without sacrificing performance. And its Innovative Smart Care technology and VRT® Vibration Reduction Technology complete the picture of a beautifully designed washer that is the perfect ergonomic blend of power, performance, design and environmental sensitivity.

Close attention has been paid to the washer’s ecological impact. Although equipped with 5.0 cu. ft. of high performance capacity, the Samsung activewash Top Load Washer with Mid Control operates like a much smaller machine from an environmental standpoint with a number of settings that minimize water and temperature usage. Samsung leads the industry among top loaders in kilowatt/year reduced power consumption and Water Factor (WF), the key measures for washer efficiency as rated by the Department of Energy’s ENERGY STAR® program. And this washer is ENERGY STAR Tier 1 certified.

Available Spring 2016, the Samsung activewash Top Loader Washer with Mid Control (model WA50K8600/AV) will be offered in a black stainless steel finish with sleek chrome detailing around the door lid. A matching dryer with the same Mid Control Panel design will also be available.

Powering Up with New Cleaning Innovations

In addition to Samsung’s existing POWERbot VR9000 and POWERbot Essential Robotic Vacuums, Samsung is dedicated to enhancing the robotic vacuum market with two new additions at the CES 2016: POWERbot Turbo and POWERbot Essential Wi-Fi.

Now with 70 times more powerful suction than the leading robotic vacuum brand , Samsung’s POWERbot Turbo Robotic Vacuum is a reliable cleaning partner at home. Equipped with Smart Control Wi-Fi connectivity, the vacuum enables consumers to control the movement of the vacuum remotely using their smartphone. The “Select & Go” feature creates a virtual map of the entire home on your smartphone app, with each room that can be named individually. It then lets you pick specific areas or rooms in the home that may need cleaning. Simply select a room and the vacuum will make its way over there. With an enhanced digital mapping system that can literally “see” its way around your home, Samsung’s new robot vacuum delivers the ultimate clean, all without lifting a finger.

The POWERbot Essential Wi-Fi Robotic Vacuum provides 10 times more suction than the leading robotic vacuum brand and is also equipped with Wi-Fi capabilities so you can easily schedule specific cleaning times or turn the vacuum on/off.

Both robotic vacuums feature Visionary Mapping Plus System, with an onboard digital camera and high performance sensors that detect its surroundings and map out the optimal cleaning path. As it cleans, the vacuum stores this path as a Digital Floorplan® as the most efficient path to systematically clean your home and navigate around typical obstacles with ease. The robotic vacuums’ Cyclone Force system uses strong centrifugal forces to pick up and separate dirt and debris into an outer chamber to reduce filter clogging and to maintain optimal suction power as it cleans your whole house.

Both products will be available Spring 2016.

For more information about CES 2016, please visit our exclusive page #SAMSUNGxCES2016

Samsung Electronics demonstrated how it is taking the Internet of Things (IoT) from vision to reality, using its IFA 2015 press conference in Berlin to showcase a range of new connected devices and IoT services. Samsung’s latest contributions to the rapidly growing IoT ecosystem are deeply rooted in the company’s core philosophy for IoT: openness, cross-industry collaboration and – most importantly – a human-centric approach.

“For Samsung, IFA 2015 is all about the Internet of Things. We are certain that IoT will revolutionize the world of consumer electronics, and this is our opportunity to update you on how far we have come in just a year,” said Dr W.P. Hong, Chief Marketing Officer for Samsung Electronics. “Every year, Samsung sells more than 300 million products to European consumers. Today, our products are used by 85 million Europeans – at home, and increasingly at work. No organization is better placed to ensure that the latest industrial revolution is driven not by technology, but by people’s expectations. Our vision is of an IoT that’s ‘In Sync With Life’, that’s an IoT for you.”

To get a sneak peek of the infinite possibilities of IoT, visit Samsung’s IoT zone at the center of Samsung’s stand in the CityCube at Messe Berlin, which was created in collaboration with renowned architect Feruccio Laviani.

Samsung SmartThings Hub, with ‘Smart Home Monitor’ Solution

Samsung SmartThings launched a new line-up of more powerful and easier to use IoT devices, and is taking them global.

Alex Hawkinson, the founder and CEO of SmartThings, said that for the Internet of Things to succeed, IoT devices must to be extremely user-friendly, while also giving consumers the ability to customize and seamlessly access tools that offer peace of mind when they’re away from home. The new Samsung SmartThings Hub, sensors and updated mobile app, launch in the United States today, in the United Kingdom next week, and will roll out across Europe in 2016.

The new Samsung SmartThings Hub has a more powerful processor that enables video monitoring, and includes a battery backup that lasts up to 10 hours in case of a power outage. Balancing privacy with security, the video monitoring capability allows people to access a livestream at any time, yet only records video when an unexpected event, such as motion by the front door, is detected.

SmartThings is also introducing a new solution called ‘Smart Home Monitor’ which provides unified access and control against intrusion, smoke and fire, leaks and floods, and other common household issues by delivering real-time notifications and video clips from multiple cameras via the SmartThings app.

Personalized Well-Being with Samsung SleepSense

A good night’s sleep is one of the most important factors for a healthy life, and Samsung SleepSense helps consumers to better understand and manage their sleep. The sensor is a flat disk, and simply by placing it under a bed’s mattress, it provides contactless monitoring of a person’s heart and respiratory rate including movements during sleep.

The SleepSense is a connected device that helps create the best environment for falling and staying asleep. It connects to Samsung appliances as well as third party IoT devices; for example, when the user falls asleep, the application will automatically turn off the television, and adjust the heating or air conditioning for a perfect sleep environment.

Based on SleepSense’s daily sleep scores and reports, which can be seen on the user’s smartphone, the application provides expert advice and recommendations, taking into account each individual’s metabolism – the result of a collaboration with Dr. Christos Mantzoros from Harvard Medical School. SleepSense delivers an accuracy of up to 97% in the comfort of your own home.

Expanding the UHD Ecosystem with Key Content and Partners

Samsung is committed to expanding the UHD ecosystem by partnering with companies including Amazon, Netflix, Wuaki, Chili, Strefa VoD, Videoland, and Videoload, as well as regional broadcast partners across Europe, including Canal Plus, British Telecom (BT) and HD+, who are all vital for creating and delivering UHD content to a global consumer base.

Through these partnerships with global leaders in the UHD space, Samsung is bringing commercial UHD broadcasting to market, so users can enjoy their favorite shows and programs in the premium picture quality they desire.

Samsung also has partnered with Gamefly to launch Gamefly Streaming – a subscription service that brings the world’s favorite games into peoples’ living rooms – without the need for consoles, cables or discs. Gamefly works by streaming popular titles over the Internet, with games including Batman: Arkham Origins, Lego Batman 3, GRID 2 and HITMAN Absolution – all available directly on Samsung Smart TVs.

Elevating the Viewing Experience

Samsung’s No. 1 commitment is to provide users with TVs that produce the ultimate viewing experience. Samsung’s SUHD TVs are capable of displaying High Dynamic Range (HDR) picture quality, which showcases greater contrast, brighter colors, intricate shadow detail and distinct highlights. Overall, the picture appears more vivid and authentic than ever before.

Owners of Samsung TVs can celebrate that their TVs are the first on the market that support the new HDMI 2.0a specification, which enables the transmission of HDR metadata across external HDR-compatible sources. The software update provides SUHD TV owners with the most lifelike picture quality available today. This firmware update is set to broaden the spectrum of HDR content available for consumers, as well as set an entirely new standard for the TV and entertainment industry at large.

Furthermore, customers can enjoy this superior picture quality on Samsung’s range of curved televisions, which provide a true-to-life viewing experience paired with sleek design that fits seamlessly in their homes. Customers can choose from 28 amazing Curved SUHD TVs – ranging in size from 48-inch to 105-inch.

To further provide consumers with more options to consume their favorite UHD content, Samsung is introducing the new Ultra HD Blu-ray Player which supports UHD Blu-ray disc playback. The player, which is capable of providing four times the resolution and 64 times higher color expression compared to standard Blu-ray, is capable of upscaling content to provide UHD resolution for any disc. Additionally the 4K streaming services are available. The Ultra HD Blu-ray Player features a sleek, curved design—matching perfectly with Samsung Curved SUHD TVs.

Samsung AddWash – a Washing Machine that’s Clever and Connected

Samsung WW8500 AddWash is the world’s first washing machine that allows consumers to add laundry at any point of the wash cycle, thanks to its innovative ‘Add Door’. A simple press of the pause button stops the spinning drum, and makes it possible to add laundry to the wash, whether it’s a uniform that needs to be ready for soccer practice tomorrow or a sweater or even a jeans that did not make it to the laundry pile. AddWash also provides a new level of care for delicate hand-wash only fabrics because they can now be added right at the start of the rinse cycle.

AddWash is also a connected washing machine that works with both Android and iOS devices, enabling consumers to remotely monitor and operate the machine as well as receive a range of notifications straight to their smartphone. The new WW8500 Add Wash helps consumers get faster and better laundry results thanks to its SuperSpeed cycle, which can wash a normal load in less than an hour. It also features SuperSpray, which uses a jet of water to rinse detergent more effectively. The improved ecobubble function creates thicker bubbles that intensely penetrate fabrics 40 times faster than the usual mix of water and soap, delivering exceptional washing results even in cold water.

Collaborations with BMW and Volkswagen

Samsung sees cars as an important part of the emerging IoT ecosystem, and is working with several leading car makers to innovate in the automotive space.

Samsung SmartThings will soon integrate with BMW cars by displaying notifications from the SmartThings Hub directly on the dashboard. In turn, the SmartThings app makes it possible to check the technical status of your BMW, and even lock and unlock it remotely.

Samsung also announced details of its partnership with Volkswagen, which will offer drivers a seamlessly connected car experience, through Car Mode for Galaxy, an app that adds value to the driving experience powered by MirrorLink^TM, an industry-leading standard for car connectivity.Car Mode for Galaxy, controlled by both touch and voice powered by S-Voice, lets you take calls easily and safely, listen to your favorite playlist, or get directions to your destination ; it even reads you incoming text messages out loud. Users can enjoy all the features through Car Mode for Galaxy mobile app even in a car without mirroring functionality.

The Volkswagen partnership also integrates the Volkswagen Car-Net e-Remote app. The app connects the new Samsung Gear S2 with a range of Volkswagen vehicles, enabling seamless interaction right from your wrist. Whether locating where you parked your car, turning on the air conditioning before you return to your car on a hot day, or managing the battery levels of your electric Volkswagen car, Samsung and Volkswagen take the link between automobiles and wearables to a new level.

“At the heart of all Samsung’s IoT innovations,” said Dr W.P. Hong, “is our long-standing approach of researching and observing people’s daily lives, and looking beyond the obvious to find innovative ways of enriching them, by turning everyday moments into enjoyable experiences. This philosophy will not change as we lead the way to a smarter, more connected, and more human future for us all.”

Samsung at IFA 2015

Samsung will be exhibiting at IFA 2015 from September 4-9, 2015, based in the CityCube at Messe Berlin.

Samsung Electronics announced the launch of the Samsung WW8500 AddWash, a new washing machine that makes it easy to add a piece of forgotten laundry to the wash in mid-cycle.

We’ve all been there: We’ve just started the washing machine, only to discover that we forgot to put a child’s uniform into the wash for football practice tomorrow. Or we’ve just set the weekly wash to go, and then find one sock or a few towels lying on the bathroom floor.

According to the research conducted by Samsung, about 90% of consumers in Europe say that they wanted to put more clothes in the washing machine after a wash cycle had started. But with the front-loading washing machines so popular in Europe, it’s not the easiest thing to do; the door is opened only when the water level inside the drum is low enough, and most people are unsure how to go about it. Indeed, more than half of the consumers surveyed were concerned that opening the washer door might cause a water spill or even cause the washing machine to break down.

Samsung has come up with a unique and painless solution that tackles this annoying problem: The innovative Samsung WW8500 AddWash.

The Samsung AddWash has an extra door located on the upper part of the main door; that makes it possible to add any missed or urgent piece of clothing – and even extra detergent or fabric softener – at any point during the wash cycle. It’s just another example of Samsung’s innovation that makes people’s lives easier.

Adding laundry made super easy

“The new front-loader with the AddWash feature will make your laundry stress-free,” said BK Yoon, President and CEO at Samsung Electronics. “With its unique features, it is a perfect time-saving and convenient solution for busy families.”

In the new Samsung machine, all it takes is a push of the Pause button, and in a second the extra door opens, and it’s big enough to add a sweater or even a pair of jeans. Users can also put in hand-wash items or add extra amount of fabric softener at the start of the rinse cycle.

The sleekly designed AddWash door is also equipped with essential safety features such as a ‘child lock’, which prevents young children from accidentally opening the AddWash door.

A smart washing machine

The Samsung WW8500 AddWash comes with an array of smart functions, which work with both Android and iOS smartphones. That not only makes it easy to monitor the progress of the laundry program, but also offers the option to alert users on their smartphone just before the start of a new washing cycle, for example if they want to add a few delicate or hand-wash items towards the end of the wash cycle.

Samsung’s core technologies applied

The new AddWash model features Samsung’s many innovative technologies to deliver superior time saving and washing performance.

Samsung’s SuperSpeed feature makes it possible to complete a normal wash in less than an hour without compromising washing performance. The SuperSpeed cycle is enabled by the SpeedSpray technology, which shoots out jet sprays of water, so detergent gets rinsed quickly and cleans clothes faster. The water sprays then shower the laundry with clean water, which is drained away simultaneously.

The ecobubble technology pre-mixes detergent with air and water, and then fills every inch of the drum with bubbles that penetrate the fabric 40 times faster than the normal mix of water and soap. The ecobubble offers both gentler fabric care and outstanding wash results even in cold water, while delivering energy savings as well.

Samsung’s AddWash also has a Digital Inverter motor, which delivers superior energy efficiency, minimal noise and longer-lasting performance.

Samsung WW8500 AddWash gives consumers added flexibility and efficiency in their laundry routines. Samsung continues to bring new innovations to modern homes to make lives better and easier for everyone.

*All functionality features, specifications and other product information provided in this document including, but not limited to, the benefits, design, pricing, components, performance, availability, and capabilities of the product are subject to change without notice or obligation.