Maggie Kang, the co-director of KPOP DEMON HUNTERS, joined Galaxy Unpacked 2026 as the event’s creative partner, shaping the experience from concept to stage. Kang brought a distinct creative perspective to the launch with her cultural authenticity and imaginative world-building.

Samsung Newsroom sat down with Kang to discuss her involvement in Galaxy Unpacked 2026 and how she approached blending culture, creativity and innovation.

Q. The meeting of a cultural icon like you and technology is refreshing. How did you come to take on this role?

Thank you! What excited me about this collaboration wasn’t just the opportunity to advise on an event, but the chance to explore how storytelling and technology intersect. Samsung has long been at the forefront of innovation, and I see technology as a powerful creative medium in itself. Samsung represents a unique bridge between heritage and the future — something I deeply relate to in my own work. This felt less like a typical partnership and more like a shared creative dialogue about how culture and technology can shape new experiences together.

Q. What stood out to you about collaborating with Samsung for the first time? Were there any memorable moments?

I was truly impressed by how open-minded Samsung was throughout the collaboration. I pitched a few ideas that might have been considered a bit unconventional for a tech brand like Samsung, but they were incredibly receptive. This kind of openness allowed us to explore new creative possibilities together.

One memorable moment was when we worked together in person while I was visiting Seoul last December. It was more than just a productive session; it felt like a shared creative journey. The team went out of their way to create an atmosphere where collaboration flowed naturally, even providing delicious local snacks to enjoy during our sessions. Those moments really stood out — they added a personal touch to the professional experience and helped foster a deeper sense of connection.

Q. What did you focus on most when advising on the creative aspects of the event?

As with everything I do, the first thing I focused on was always the story — how can we craft an experience that truly connects with the audience? How do we make technology feel relatable to users?

For me, it was also essential to weave in the Korean element. Samsung, headquartered in Korea, carries with it a legacy that holds a unique cultural significance. I wanted to ensure that this heritage wasn’t just acknowledged but lived through the narrative, even in subtle ways. Whether it’s through visual storytelling or cultural references, I felt it was important to keep that spirit alive, creating a deeper connection for both local and global audiences.

Q. What is the one thing you want the audience to take away from the event?

I hope the audience walks away with a sense of excitement about how Samsung is pushing boundaries and exploring new creative directions. The team truly took bold steps, showcasing ideas we haven’t seen from Samsung before. I want them to appreciate not just the innovation, but the openness — Samsung is embracing a spirit of openness that redefines what the brand stands for.

Q. As you worked on Galaxy Unpacked 2026, how did you view Samsung’s role in shaping culture through technology?

Honestly, I learned so much from working with the Samsung team. There’s so much Samsung is doing to advance technology to improve our lives. I found myself telling the team “I need this right now” many many times! And because so much is being done by Samsung, I really wanted to help get that message across to users — that’s what Galaxy Unpacked 2026 is all about!

What excited me most was helping convey the event’s message: “Stars by Your Side.” Through this theme, we wanted to make AI experiences feel closer, more approachable and personal to users. Collaborating with Samsung allowed me to see firsthand how technology can connect with people on a cultural and emotional level, and to bring that story to the audience in a meaningful way.

Q. Do you plan to continue this type of cross-industry collaboration in the future?

Absolutely, I would love to continue! Storytelling is at the heart of everything I do, and it’s incredibly rewarding to see how these skills can bring new perspectives and creativity to the tech space. Collaborating across industries allows for exciting intersections between culture, narrative and innovation, and I hope to keep exploring these opportunities to create experiences that are both meaningful and inspiring.

At the exhibition, Samsung Electronics operated a 350-square-meter booth and presented its vision for next-generation HVAC solutions under the theme “Enabling Better Living.” Spanning residential to commercial applications, Samsung demonstrated how AI-driven energy management and advanced maintenance innovations can deliver tangible benefits in real-world environments.

Samsung Newsroom sat down with Hye-seong Baek, Vice President of the Digital Appliances (DA) Business at Samsung Electronics, to discuss the company’s HVAC innovations and strategies.

Q. What were the key factors behind Samsung’s participation in this year’s AHR Expo?

Since Samsung’s first official debut in 2015, Samsung has showcased its latest innovations at the AHR Expo every year. Additionally, North America is the world’s second-largest HVAC market, and it represents a critical arena where the industry’s most advanced technologies compete.

At this year’s exhibition, Samsung directly engaged with its partners to share its differentiated business vision and AI-based HVAC solutions, while further strengthening mid- to long-term partnerships built on mutual trust.

Q. What were the key products and solutions showcased at this year’s Expo?

Samsung unveiled a wide range of solutions that bring enhanced convenience and connectivity to diverse industrial applications and customer environments.

In the commercial segment, Samsung introduced the DVM S2+, a high-efficiency, large-capacity air-conditioning solution with significantly enhanced AI capabilities. At its core is on-device AI that learns from its environment in real time to minimize energy consumption while delivering optimal indoor comfort.

In line with residential sustainability trends, Samsung is targeting the North American unitary¹ market with Hylex, an inverter-based outdoor unit that uses the low global warming potential (GWP)² R454B refrigerant, as a key product. The newly introduced Hylex features inverter technology that delivers high energy efficiency, low noise and a compact design tailored to North American consumer preferences.

Samsung also strengthened its EHS lineup of residential air-to-water heat pumps (AWHPs), offering a practical alternative to conventional fossil-fuel boilers while maximizing hot-water supply and heating efficiency.

Q. At this year’s CES, Samsung shared its vision of HVAC solutions serving as a new growth engine. Why is Samsung increasingly focusing on the HVAC sector?

HVAC is a core technology that regulates temperature and humidity across residential, commercial and industrial facilities, and the HVAC sector plays an essential role in supporting everyday life by providing optimal air conditions in these spaces. In recent years, the market has gained further momentum amid global efforts to address climate change, paired with increasingly comprehensive regulations on eco-conscious energy use. Looking ahead, Samsung anticipates the market to grow annually at a stable rate of approximately 5%.

Samsung is focusing on scaling HVAC services in connection with smart homes and smart cities. By integrating Samsung’s AI technologies and SmartThings across the broader HVAC market, Samsung expects to see strong potential to create meaningful synergies ranging from remote maintenance to energy cost optimization.

Q. What do you see as the key trends shaping the U.S. HVAC market in 2026?

This year, the key trends in the U.S. market are sustainability and high efficiency. Environmental regulations such as the adoption of low-GWP refrigerants are continuing to expand into the commercial sector, alongside new design and installation standards being introduced. In response, the market is shifting away from high energy-consuming, fixed-speed air conditioners toward high-efficiency inverter heat pump systems.

In the residential segment, demand for eco-conscious HVAC heat pumps is steadily increasing, while the adoption of VRF (Variable Refrigerant Flow) systems is accelerating in the commercial sector. This is driving greater diversification across HVAC solutions, while rising demand for AI data centers and high-performance computing is fueling the growth of precision cooling systems as an increasingly important market segment.

Moreover, AI-based predictive maintenance and optimization technologies — along with comfort and energy-saving solutions enabled by a wide range of IoT sensors — are becoming more widespread, with improvements in energy and operational efficiency emerging as a key industry trend.

Q. What sets Samsung apart from its competitors in the highly competitive North American HVAC market?

In North America, the residential segment accounts for approximately 70% of the HVAC market, while the commercial segment represents about 30%. In the residential space, Samsung is expanding its regional distribution network with Samsung Lennox HVAC North America, its joint venture with leading residential HVAC provider Lennox. Through this venture, Samsung leverages its energy-efficient, inverter-based ductless lineup.

In the commercial segment, Samsung is working closely with FläktGroup, Europe’s largest HVAC equipment provider — which the company recently acquired. Together, the companies offer comprehensive, customized solutions centered on modular chillers,³ tailored for high-value applications such as data centers and cleanrooms.

Above all, Samsung’s most distinctive strength lies in the hyperconnectivity enabled by SmartThings and SmartThings Pro. In residential settings, this means continuously evolving experiences as a result of seamless connectivity, while in commercial environments, it manifests as advanced solutions that significantly enhance building-wide energy optimization and maintenance efficiency.

Q. What are Samsung’s goals in the North American HVAC market?

The goal is clear: to leap forward as a top-tier HVAC player in the North American market by leveraging advanced technologies and a diverse product portfolio.

Building on Samsung’s unique strengths in the ductless segment, Samsung is planning to expand into the ducted market — where centralized systems are the norm — through strategic synergies with FläktGroup. With the combination of Samsung’s chiller technologies and FläktGroup’s advanced cooling solutions, Samsung will deliver optimized solutions for data center applications.

In parallel, Samsung will continue to accelerate the rollout of products with low GWP and further strengthen AI-powered energy-saving technologies. Through these efforts, Samsung aims to deliver a differentiated, integrated energy management experience for consumers in the North American residential market, where heating and cooling account for a significant share of electricity consumption.

1. Commonly used in North America, residential unitary systems cool homes and mid-sized buildings by distributing chilled air through ductwork. ︎
2. A metric that indicates the amount of energy the emission of 1 ton of gas will absorb over a given period of time, relative to the emission of 1 ton of carbon dioxide. ︎
3. A system designed with cooling capacity divided into multiple independent modules, enabling a stable supply of heating and cooling to meet a building or facility’s load requirements. ︎

Samsung Newsroom spoke with Bouroullec about the ideas behind the speakers’ design and his collaborative process with Samsung. The following responses have been modified for clarity and brevity. 

Orb and Dot: Speakers That Shape the Color of a Space 

Q. What inspired the Music Studio design? 

Music has the power to surround you and transform your mood and emotions. I see music and sound as air and light: they’re an essential part of a room’s atmosphere. They can change the mood — even the “color” of a space. To me, that was the best place to begin: an essential form to visualize sound.

I first drew symbols with an orb and a dot in the middle because this was inherently the skeleton of a “traditional” speaker. And then the forms came together. A moon-shaped orb would immediately connect the device to the idea of sound and music. Dots would visualize sound through time.

Of course, whether or not the language resonates depends on one’s imagination and cultural background. But I am happy with the way I was able to express my interpretation of sound and music. It was a joy to build a visual environment that enhances the symbolic and sculptural nature of Music Studio — defined by its orb and the dot at its center.

A Symphony of Design and Engineering

Q. How was the experience of collaborating with Samsung on an audio product?

Design is a practice that must go hand in hand with engineering. So of course Music Studio was conceived through a close dialogue between design and engineering. Based on my ideas, I first provided a form that engineering could build on. Then there has been a process of pure morphological transformation.

Because Samsung engineers have a deep, grounded knowledge in sound and technology, the process of developing the form into a product was very pleasant. The engineers’ ideas based on their expertise were inspiring, even.

Music Studio’s circular orb form, inspired by the origins of loudspeakers, connects directly to the geometry of sound. Refined through engineering, the shape evolved to enhance the acoustics while preserving its pure, sculptural presence.

In the end, the idea wasn’t compromised. Instead, it naturally evolved into a better form that enabled clearer sound and deeper bass. I am a creative person; my instruments are production tools, my notes are materials and my songs are everyday objects. If I were a musician, Samsung would be the most powerful orchestra I could ever play with.

Harmony: Connecting Sound and Space, Past and Present

Q. How do you feel about the final product and its fit in users’ spaces?

I aimed to convey an essential elegance through design. Designed to integrate naturally into any interior, Music Studio is a timeless and enduring companion for everyday life. In terms of form factor, a sturdy metal mesh front houses the speakers with precision, expressing honesty and function.

Design always builds on conventions and widely accepted symbols that have been refined over decades — sometimes over centuries. On the other hand, technology evolves and so does the way we use the devices.

So a key factor I focused on was to create a design that is both fresh enough to signal a new era in audio and pure enough to seamlessly integrate into various environments. Being “pure” means that Music Studio is easily connectable to the history of speakers. Being “fresh” means that it is able to incorporate new ways of experiencing audio content — like the addition of playlists and podcasts.

In the end, I believe the design language of Music Studio has a simplicity to it that enables it to blend with older functionalities and patterns while heralding newer and more contemporary experiences.

About the Music Studio Series

Introduced at The First Look 2026, Samsung’s Music Studio 5 and Music Studio 7 Wi-Fi speakers incorporate technology from Samsung’s Audio Lab and offer connectivity for Wi-Fi casting, streaming services, voice control and Bluetooth via Samsung Seamless Codec. Available in black and white, the models can be used as standalone speakers or paired with additional units or Samsung TVs via Q-Symphony for wider stereo sound or a full surround-sound setup.

About Erwan Bouroullec

Erwan Bouroullec, born in 1976, began his design career after studying contemporary art in Paris. He and his brother, Ronan, founded a design studio in 1999 and have since worked with brands including Vitra, Alessi, Kartell, Magis and Hay. Known for an emphasis on simplicity, functionality and natural aesthetics, Bouroullec’s work reflects a minimalist approach.

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

With the acquisition completed in November last year, FläktGroup’s new CEO David Dorney is set to guide the company through an exciting chapter. A seasoned industry executive, Dorney brings more than 20 years of global HVAC leadership experience with a focus on driving growth across key industrial sectors.

Samsung Newsroom sat down with Dorney to hear more about his vision for the future, the opportunities ahead and what the acquisition means for FläktGroup.

Q. Tell us about FläktGroup and its biggest strengths.

FläktGroup has deep roots with a story that goes back to 1909. We’ve pioneered ventilation systems for commercial and industrial buildings, clean rooms, marine applications and fire safety.

We are proud of our teams, their expertise in their chosen fields and the immense effort they put into their work every day. We want our FläktGroup employees to grow in the best way possible. We aim to ensure this happens by continually investing in training and developing our people. This will be coupled with the delivery of top-quality solutions from each of our 14 global manufacturing facilities, backed by our field-trained after-sales service engineers, so that our many loyal customers can enjoy continued satisfaction and peace of mind.

One area of deep expertise is in data center cooling — since introducing our first computer room air conditioning (CRAC) unit in 1964, we’ve been delivering solutions for more than 60 years. That experience means we understand every detail, from precision cooling to energy efficiency.

Q. How do you see the HVAC market today and in the future?

The HVAC market is strong and growing, driven by energy efficiency mandates, rising urbanization, adoption of smart technologies such as IoT and AI and increased focus on indoor air quality (IAQ), with projections showing significant expansion through 2030-2035. Key trends include demand for heat pumps, low-GWP refrigerants and smart connected systems.

Obviously, we are seeing rapid innovation in liquid cooling technologies, and globally, demand for energy-efficient HVAC systems is rising in regions like North America, Europe and Asia-Pacific. The outlook for our industry is positive and we’re ready to adapt and lead.

Q. What are some of FläktGroup’s recent successful projects?

Our recent important projects span both new-build and turnkey retrofit solutions across a range of essential industries. For instance, we’ve onboarded a number of new data center customers and have provided on-site support for AI and cloud services globally. We have also delivered a turnkey solution in Sweden for a customer building a CO2-free steel production plant, and we completed several defence projects within our marine business, for various countries including India and the US.

This year, we achieved our first cross-selling success in the US, where we delivered FläktGroup Air solutions together with Samsung modular chillers¹ for controlling the environmental conditions in an aerospace application.

Q. Where do you see synergies between Samsung and FläktGroup?

We are looking at cross-selling opportunities, supply chain integration and joining forces when it comes to R&D, to accelerate the time to market with our key new product introduction (NPI) roadmap.

By combining FläktGroup’s HVAC expertise with Samsung’s technology leadership, we can create smarter, more connected solutions. For example, integrating our HVAC systems with Samsung’s SmartThings Pro and b.IoT platforms will open doors to advanced energy management and smart building solutions. Samsung also brings strong AI capabilities, which we can use to optimize performance and efficiency.

Q. Which regions or industries will you focus on next?

Our priority is to build on our new partnership with Samsung and continue the collaboration between our teams that started in 2025. We’re focusing on coolant distribution unit (CDU) technology and expanding our FläktEdge smart control systems, while investing in R&D to speed up delivery and support partner projects.

The planned plant in Korea will be a template for all future FläktGroup factories, and it is essential to the expansion of our presence in the wider region. We’re also investing in new production facilities and field services in India and the US, where we see significant growth opportunities in data centers and indoor climate solutions.

Q. What is your vision as CEO, and what are your key goals?

Our vision is clear: we want to move forward with Samsung in 2026 and beyond, becoming a global leader in HVAC. That means working closely with our customers and partners alike, addressing their key challenges such as reducing their carbon footprint. It’s a big mission, especially with climate change and its impact on wellbeing.

Our goals focus on innovation, quality and sustainability. We’ll keep developing energy-efficient solutions and smart technologies that make buildings healthier and safer. FläktGroup has already been doing this for more than 100 years, leveraging our broad product portfolio and also investing in new solutions, and now we are taking it to the next level.

Q. Looking ten years ahead, where do you see FläktGroup?

I see FläktGroup, together with Samsung, as a global leader in HVAC and a trusted name everywhere. We’ll be known for sustainability, smart technology and energy efficiency.

Some examples of our current focus areas are expanding environmental product declaration (EPD)² coverage to 95% of products by 2026, launching FläktEdge specifically for key mission-critical vertical markets and embedding circular economy principles into design and packaging.

Through these efforts, we hope that FläktGroup will establish itself as a company that contributes to creating a more sustainable global society.

1. A modular chiller system consists of multiple smaller, independent chiller units that link together and operate as a single, scalable system, offering a stable supply of cooling and heating loads for buildings or facilities. ︎
2. An Environmental Product Declaration (EPD) is an independently verified document that provides transparent and comparable information about the life-cycle environmental impact of a product. ︎

Samsung’s quality and reliability are increasingly being recognized by media outlets worldwide. In the U.K., independent review outlet ‘Trusted Reviews’ selected the Samsung Series 9 Bespoke AI Washing Machine¹ as its “Best Washing Machine” at the Trusted Reviews Awards 2025, highlighting its cleaning performance and smart features. The publication has also reviewed Bespoke AI Jet Ultra, noting its impressive boost in suction power and excellent battery life.

In the third edition of the global “Why Samsung” campaign, Samsung Newsroom spoke with Miyoung Yoo, Executive Vice President and Head of the Global CS Team, DA Business at Samsung Electronics, about how the company is advancing quality, innovation and the reliability benefits customers experience — and where Samsung is headed next.

Bringing SW Seven-Year Upgrade and Strengthening the Durability of Core Components

Q1. What efforts is Samsung making to strengthen user trust in its home appliances?

Home appliances are used over long periods of time, making it crucial that they remain safe and reliable after purchase. This means product design must account not only for how appliances are used today, but also for how users’ lifestyles may evolve in the future.

Samsung is working to enhance the quality and reliability of its AI appliances by leveraging software, hardware and advanced AI technologies. First, Samsung provides software upgrades for smart home appliances, enabling them to continue evolving over time.² We are also helping customers use their appliances more reliably and for longer through our Home Appliance Remote Management (HRM)³ service.

On the hardware side, we use our manufacturing know-how that we’ve built up over half a century and a vigorous verification system to continuously enhance the durability and competitiveness of our compressors and motors — which are “the heart of home appliances.” We also conduct long-term, high-intensity reliability testing to ensure stable performance, even in extreme environments around the globe.

Most recently, Samsung has further enhanced product quality and reliability by incorporating AI capabilities. For example, we use AI in our digital inverter compressor to help save energy while creating optimal cooling. We further apply AI to our HRM service to detect early signs of abnormal operation and proactively notify users.

Upgrading Both Appliance Performance and Security Through AI and Software

Q2. What is Samsung’s software update policy for its home appliances to improve reliability?

Samsung AI appliances are evolving into advanced devices capable of receiving real-time feature upgrades and, through software innovation, resolving certain issues remotely.

Samsung supports software upgrades for up to seven years for its smart home appliances released since 2024. This enables the addition of new convenience features and the latest security technologies to appliances users already own, allowing products to continue evolving over time.

For example, the AI Vision Inside feature on the Family Hub refrigerator has been upgraded this year. AI Vision Inside recognizes food items being put in or taken out of the refrigerator using a camera and creates a food list on the product’s screen, enhancing the convenience of food management. The number of fresh foods recognized has increased to 37, and users can now additionally register and manage up to 50 types of processed and packaged foods.⁴

Q3. Besides the SW updates, are there ways to improve reliability through SW?

Samsung is continuously improving product durability and reliability by providing its HRM service.

Samsung’s HRM is a system that collects and analyzes data from SmartThings-connected appliances in real time. Based on the analysis results, advisors can assess the product’s status and guide customers on the most appropriate actions — or resolve issues by remotely adjusting settings. This allows users to receive professional care without having to describe issues in detail and in some cases, resolve them quickly without the need for a service engineer visit — saving both time and repair costs.⁵

For instance, if a washing machine is not dispensing fabric softener, a consultant can remotely adjust the detergent box mode. If a refrigerator does not feel cool enough due to overstocking, a consultant can remotely set the temperature lower than the minimum available to the users.

Samsung has continued to advance its HRM service by incorporating AI technologies that proactively detect early signs of potential issues and notify users in advance. For example, by analyzing factors such as laundry room and outdoor temperatures, the system can predict frost risks in washing machines and dryers and notify users in advance via smartphone alerts. It can also detect low refrigerant levels in air conditioners and refrigerators early on, helping prevent issues from escalating into major failures.⁶

Meanwhile, Samsung Electronics Canada received an award for excellence at the 2025 CIO Awards Canada, presented by IDC in November, recognized for its HRM project, providing reliable services to customers and setting new industry standards. The CIO Awards specifically honor organizations that demonstrate exceptional innovation and business value through IT solutions.

This year, we plan to significantly expand this service by supporting 17 languages in around 120 countries.

The Heart of AI Appliances: Innovating Core Components With AI

Q4. From a hardware perspective, what sets Samsung’s appliance quality apart?

Building on its capabilities in AI appliances, Samsung is now dedicated to solidifying its competitive edge in core components by pushing the boundaries of hardware reliability.

Compressors and motors are often called “the heart of home appliances” because they are directly linked to product performance and durability. Since 1976, Samsung has been manufacturing compressors for nearly 50 years, continuously advancing both technology and durability. Today, its eighth-generation compressor incorporates innovations that directly enhance energy efficiency and reliability, including ultra-precision machining to a tolerance of one-tenth the thickness of a human hair (5 μm=0.005 mm), friction-reduction technology and high-rigidity coatings. For washing machine⁷ motors, Samsung applies 3D high-speed balancing technology to ensure stable operation even during spin cycles reaching 270 rotations per second. This significantly reduces vibration and noise.

To ensure seamless performance across diverse environments — from the heat and humidity of Southeast Asia and the Middle East to the extreme cold and heavy snowfall of polar regions — the company conducts rigorous stress testing on core components. Refrigerator compressors undergo extensive testing in a dedicated testing space, including continuous operation for 1,500 hours at 85°C and 500 hours at 100°C, to ensure core component reliability.

In addition, AI is being applied to further strengthen the performance and reliability of these core components. Samsung compressors have evolved from digital inverters to AI digital inverter compressors, which use AI to adjust the operation of the compressor’s internal motor to help save energy and improve durability.

Q5. Going forward, how will Samsung further strengthen the reliability of its home appliances?

We plan to continue enhancing the reliability of our home appliances by strengthening the three pillars of software, hardware and AI. Our ultimate goal is to deliver an excellent user experience throughout the entire product lifecycle, from purchase to long-term use, while continuing to innovate more trustworthy appliances.

On the software side, we are improving the convenience and accuracy of features by combining them with AI. For example, the HRM service is evolving its functions to enable more precise product diagnosis and user support by analyzing product status and error history with AI. Ultimately, with AI, we aim to transform the appliance use and care paradigm from repair to prevention, thereby strengthening reliability.

On the hardware side, we are accelerating innovation focused on core components. We have rapidly transitioned our compressors from fixed-speed designs — where operating speed remains constant — to digital inverter technology, significantly improving energy efficiency and stability. Samsung has driven further transformation with AI Hybrid Cooling, which uses an AI digital inverter compressor in normal situations and gets a Peltier cooling unit to work additionally when intensive cooling is required.

By continuously advancing AI-driven core component technologies and delivering ongoing software upgrades, Samsung plans to continue its efforts to deliver “appliances that remain reliable over time.”

1. WF90F09C4SU1 model. ︎
2. Available on Wi-Fi-enabled Samsung appliances produced since 2024. Some updates may have limitations depending on the hardware. ︎
3. Available on SmartThings-enabled Samsung appliances produced since 2019. Must download the SmartThings app available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. ︎
4. As of April 2025, AI Vision Inside can recognize 37 food items like fresh fruits and vegetables. If the food is not recognizable, it may be listed as an unknown item. AI Vision Inside cannot identify or list any food items in the fridge door bins or freezer. It recognizes food items based on deep learning models, which may be updated periodically to improve accuracy. AI Vision Inside also recognizes packaged food items that have been saved by the user, and up to 50 items can be saved with designated names. Packaged items are limited to those that keep a certain packaged form. A Wi-Fi connection is required. ︎
5. Currently the home appliances diagnosed by AI model are limited to washing machines, dryers, refrigerators, kimchi refrigerators and air conditioners. ︎
6. Actual results may vary depending on individual use and circumstances. ︎
7. 6-12kg small to medium-sized drum washing machines. Excluding Bespoke AI Laundry Combo models. ︎

Seundja Rhee (1918-2009) forged a singular abstract language between Seoul and Paris, translating the cycles of nature, cityscapes and cosmic symbolism into color and form. Long recognized by curators and historians for expanding the possibilities of post-war abstract art, Rhee is one of the earliest Korean women artists to gain international recognition in the genre. A newly curated selection of her works is now available on Samsung Art Store, offering a close-up experience of her art without the limitations of time and place.

Reintroducing a Modern Master of Abstract

The launch of Rhee’s collection goes beyond a digital exhibition; it represents a unique collaboration between the extensive archives of Gallery Hyundai, which has dedicated years to documenting and researching her work, and Samsung’s innovative technology that brings new clarity into every layer of art. This partnership invites global audiences to rediscover a modern pioneer of abstract painting.

Samsung Newsroom spoke with Young-Sook Kwon, director of Gallery Hyundai, about Seundja Rhee’s artistic legacy and the significance of bringing her work into the digital age.

Seundja Rhee developed a distinctive visual language while spending time between France and Korea, earning international recognition in an era when few women artists achieved such visibility. Her works explore themes of nature, the universe and human existence, carrying a powerful resonance that still feels vivid today.

A Pioneer Who Pushed the Boundaries of Korean Abstract Art

Q. How is Rhee recognized in Korean abstract art history?

She is regarded as the first woman abstract artist in Korea, one who independently expanded the language of abstraction through continuous stylistic development. While in Paris, Rhee went studied abstract painting and sculpture at the Académie de la Grande Chaumière, an institution known for shaping artists such as Pablo Picasso and Paul Gauguin. This experience deepened her appreciation for contemporary abstract art. In 1956, she debuted at the National Society of Fine Arts exhibition, where critic George Boudaille praised her work, marking her entry into the European art scene.

Over her remarkable six-decade career, she endured both the hardships of a turbulent modern era and the personal constraints of a patriarchal and traditional society, overcoming that pain through art.

Her style remains distinctive even within contemporary abstract art, portraying art as a creative energy that heals wounds and reflects on human existence, rather than the expressionists, who conveyed the unrestrained expression of their inner selves. Throughout her life, she imbued her work with a worldview that continually evolved and expanded.

Q. What is the key theme or aesthetic characteristic that runs through her work?

Her art reflects the pursuit of harmony with all things in the universe, a balance achieved through unity with nature and a long-standing virtue in Korean spiritual culture. Her ability to express this Eastern philosophy within the framework of Western abstract painting marks a significant contribution to both Korean and global art history.

A phrase that aptly encapsulates her artistic vision could be: “Yin, Yang, and the Milky Way Flowing Between Them,” as proposed by art critic Eun-rok Shim in the book commemorating the 100th anniversary of Rhee’s birth. A phrase that, in my view, beautifully articulates her worldview.

Samsung Art Store: A Digital Platform That Brings the Artist’s Touch and Spirit to Life

Q. What significance does the extensive archive of Gallery Hyundai, which has worked closely with Rhee for nearly 70 years, hold in Korean art history, and how does it facilitate a re-examination of her artistic legacy?

Our extensive archives provide a rich foundation for research from multiple perspectives. Seundja Rhee stands alongside Whanki Kim and Youngkuk Yoo as a pioneer of Korean abstract art, having boldly moved to Paris despite the hardships posed by the Korean War and gaining significant recognition there as a woman artist. In 1974, Gallery Hyundai’s founder, Myung-ja Park, hosted Rhee’s solo exhibition devoted entirely to her abstract works. It marked the beginning of the gallery’s longstanding support of Korea’s first woman abstract painter, who later became the gallery’s exclusive artist. 

Rhee’s story, one that charts a new abstract language distinct from the trajectory of Western modernism, continues to inspire artists of all generations who are shaped by different cultures. After a 20th century largely dominated by male narratives in contemporary art, our journey with Rhee stands as a significant milestone in art history, particularly at a moment when there is a renewed interest in revisiting the contributions of women artists.

In 2018, Gallery Hyundai commemorated the 100th anniversary of Seundja Rhee’s birth with a major exhibition at the National Museum of Modern and Contemporary Art, drawing on its extensive artist archives. Building on this legacy, we are now preparing a new exhibition that will feature many materials not yet released to the public.

Q. What motivated this collaboration with Samsung Art Store? What do you hope to achieve from making Rhee’s works accessible to the public?

I believe that Samsung Art Store, as a digital platform that transcends physical boundaries, can introduce her work to audiences in many countries who might not have had the opportunity to experience it in person. I hope this collaboration allows more generations to discover the joy of engaging with her art.

Q. How does the Art Store enhance the experience of Rhee’s work?

Her paintings are known for their delicate, intricate layers that overlap the canvas. Her woodblock prints reveal her signature carving techniques — short, thick lines that taper to a fine point. On a digital screen, viewers can observe her unique touch more closely and take their time appreciating the spirit she infuses into each piece. This is the aspect of the collaboration I find most exciting.

Q. How did you curate the collection for the Art Store?

We selected representative pieces from different periods of her career, along with works of significant importance. The collection spans from her 1959 piece, marking a transition towards abstract art, to the “Cosmos” series created during her final years, tracing the evolution of her worldview throughout her life.

Q. What are your top three works from Rhee available through the Art Store?

1. No. 1 “The Snow from Vaugirard Street” – completed five years after she began her journey in the art world.

2. No. 7 “A Mother I Remember” – a defining work from the 1960s.

3. No. 19 “A City of September” – her final painting.

Q. Do you have a message for the public encountering her work for the first time through this launch?

Life is never without challenges, and Rhee’s was no exception. Born in 1918 during the Japanese colonial period, she endured both personal loss and the upheavals of modern history. Yet, she maintained extraordinary courage and strength, using art to express essential themes such as communication, coexistence, and the joy of life. Through Samsung Art Store, I hope audiences will find a deep appreciation for the vibrancy of life that fills her canvases.

A Journey of Life That Becomes Art

Q. What motivated her to consistently change her style of work and explore new themes?

Rhee’s “Woman and Earth” series from the 1960s reflects her maternal love as a painter, capturing her longing for her sons and her desire to be a proud mother — feelings that continued until her first exhibition in Korea in 1965. Every brushstroke and carved line carries that nurturing spirit, as if she were offering a spoonful of rice to her children and gently patting them on the head.

Her perspective shifted from depicting life on the ground in the 1960s to capturing the city skyline in her “Superimposition” and vertical repetition in “The City” series in the 1970s. After returning to Seoul and reuniting with her sons in 1965, she found a renewed sense of emotional freedom. A visit to New York in 1969 was another turning point, as the skyscrapers and the city’s vibrant skyline left an impression on her. The night view from the Empire State Building, with its intermingling lights and rushing traffic, found its way into her art through intersecting lines and brighter colors. Rhee’s evolving approach to life is intricately reflected in her work, demonstrating her ongoing commitment to express meaningful messages through painting while contemplating the cycles of existence. In this way, her attitude towards life has been reflected in her works. I think she was able to continuously grow and evolve because she never stopped challenging herself to contemplate life along its cycles and to express the messages she wanted to share with the world through her paintings throughout the cycle of life.“

Q. How can we interpret her use of the ‘semicircle where Yin and Yang meet’ as a signature motif, and what is its significance?

Rhee’s interest in art as a form of communication led her to explore symbols and geometric motifs that could transcend borders and languages. The image of the large Taegeuk pattern on the Sungnyemun Gate of the Royal Tomb of King Suro, which she visited with her father as a child, left a strong impression on her. She recalls passing through that gate, feeling as if she were escaping the oppressive reality of the Japanese colonial period and entering a mystical world. She expresses the idea of “coexistence of conflicting elements,” such as Yin and Yang, East and West, earth and sky, reality and ideal — all on a single canvas, creating her own universe.

As you explore her work, may you also feel the depth of her intelligence, sensitivity and spirituality — qualities that grew stronger as she overcame adversity and found healing through art.

Samsung Electronics is taking a major step closer to bringing the dream home to life with its AI Home, an ecosystem that seamlessly connects devices and intelligently adapts to users’ needs.

At the center of this ecosystem is SmartThings, Samsung’s IoT platform and the core engine connecting devices within the AI Home.¹ The service integrates with more than 4,500 models from over 380 partners,² building a vast AI Home ecosystem. The number of home appliances connected to SmartThings has reached 33 million — up about 30% compared to the beginning of this year.³

Combining unmatched connectivity with ambient intelligence that understands and anticipates user needs, Samsung aims to create an AI-powered home that minimizes everyday chores and maximizes life’s possibilities through intelligent, connected appliances.

For the second interview in this four-part “Why Samsung” series, Samsung Newsroom spoke with Hyesoon Yang, Executive Vice President and Head of Multi-Device Experience (MDE) Strategy Team, Digital Appliances (DA) Business at Samsung Electronics, about how SmartThings is transforming daily living through AI Home innovation.

The Next Generation of Connectivity

Q1. Why has Samsung been building the foundation for a connected AI Home?

Home appliances were invented to reduce household chores and have continued to evolve for more than a century. Technology has eliminated much of that labor, but one challenge remains — creating seamless connections across the household journey, from washing to drying, food management to cooking and cleaning to air purification.

The first step toward solving this issue is achieving smooth device connectivity — and that’s exactly what SmartThings delivers. By enabling appliances and devices to communicate and operate in sync, SmartThings ultimately aims to free users from housework and help them enjoy a more effortless, fulfilling life.

Q2. What sets Samsung apart in enabling a connected AI Home?

Samsung home appliances connected through SmartThings go beyond their traditional functions, not only improving convenience by integrating devices but also advancing energy management and efficiency. As an open platform, SmartThings seamlessly connects with devices from global partners — allowing it to perform complex cross-device functions and gain a deeper understanding of the home through a network of sensors. Such high-level connectivity, along with the advanced interoperability of Samsung appliances, is what makes a truly intelligent AI Home possible.

SmartThings has grown rapidly, from 100 million global users in 2019 to more than 410 million as of July 2025 — a more than fourfold increase in six years. In Korea alone, the number of users has surpassed 23 million.⁴ Building on this foundation, Samsung’s AI Home delivers tangible benefits by simplifying daily routines (Ease), supporting loved ones (Care), helping users optimize their time and energy (Save) and protecting the home (Secure). Backed by unmatched connectivity and openness, this differentiated AI Home experience reflects Samsung’s distinctive advantage and fulfills the fundamental purpose of home appliances.

Less Chores, More Time

Q3. What are some benefits consumers can enjoy through Samsung’s connected platform and AI Home ecosystem?

When a washing cycle finishes while users are watching TV, a notification appears in the upper-right corner of the screen — letting them check laundry progress. While cooking in the kitchen, users can turn on the air conditioner in their child’s room directly from the SmartThings-connected refrigerator display. With 3D Map View, users can monitor and control all connected devices through a three-dimensional layout of their home. The Away Mode feature in SmartThings automatically turns off lights and the TV when users leave — and even starts the robot vacuum to clean on its own.

Quick Remote is another convenient feature that lets users control their appliances directly from their smartphones.⁵ When a SmartThings-connected appliance is nearby, a pop-up automatically appears on the smartphone — allowing users to operate the device instantly without searching for a remote.

SmartThings also helps users save energy effortlessly. When AI Energy Mode is activated, it analyzes usage patterns to reduce energy consumption by up to 10% for refrigerators,⁶ 70% for washing machines⁷ and 30% for air conditioners.⁸ Samsung is expanding this energy-efficient ecosystem globally through partnerships with companies like British Gas in the United Kingdom and CoolBlue in the Netherlands.

Q4. Beyond appliance control, how does SmartThings enhance family and pet care?

Housework is more than cleaning — it’s also about caring for one’s family and home. SmartThings-connected appliances now extend that care, helping users look after themselves, their families, their pets and their living spaces.

Family Care⁹ supports loved ones who live apart. If abnormal activity patterns are detected or a connected appliance has not been used for a certain period, SmartThings sends an alert prompting users to check in. Through the SmartThings app, users can also set medication schedules — sending smartphone reminders, dispensing the right amount and temperature of water from a connected purifier and even enabling home monitoring through a linked robot vacuum when no one is at home to check in.

Pet Care helps keep pets safe and comfortable while owners are away. On hot days, users can remotely turn on a SmartThings-connected air conditioner or check in on their pets through a home camera. If barking is detected, users can play soothing music through the robot vacuum or stream calming videos on the TV.

Connected through SmartThings, home appliances have redefined their role — evolving from simple household tools into intelligent companions that make daily life more convenient while caring for users and their families.

Ambient Intelligence — The Future of AI Home

Q5. What direction is Samsung taking with SmartThings and AI Home?

At IFA 2025, Samsung introduced the Smart Modular Home — a solution that allows users to experience the benefits of an AI Home from the moment they move in, demonstrating that the AI Home is no longer a vision of the future but a reality.

Additionally, Samsung is advancing ambient intelligence technologies that intuitively understand user context without being intrusive. By learning from and analyzing data across connected devices, the company aims to create a fully automated AI Home that understands users’ behaviors, preferences and routines. The overarching goal of SmartThings and AI Home is to become a true companion in every home — automatically adapting to each person’s lifestyle, freeing them from household chores and providing peace of mind.

None of this is possible without robust security. In the part three of the “Why Samsung” interview series, Samsung Newsroom will explore the company’s strengths and future direction in security.

1. To use SmartThings features, the SmartThings app must be installed and connected to a wireless network. Feature availability, supported environments and specifications may vary by product. The SmartThings app can be downloaded from the Galaxy Store, Play Store or App Store (Android OS 9.0 or later with at least 3GB RAM or iOS 15.0 or later). ︎
2. Based on WWST (Works with SmartThings) partner data as of July 2025 ︎
3. Based on global cumulative data as of November 2025 ︎
4. Based on the cumulative number of registered users linked to Samsung accounts as of November 2025 ︎
5. To use Quick Remote, the SmartThings app (version 1.8.13 or later) must be installed and connected to a wireless network with Bluetooth enabled. The feature is available only on Samsung Galaxy mobile devices running Android OS and supported on products released in 2024 or later. For air conditioners, the feature works within a 10-meter radius. Performance may vary if obstacles block the signal. The activation range and response time may differ depending on user environment. ︎
6. Comparing factory settings temperature without AI Energy mode and with AI Energy, which optimizes the compressor speed and defrost cycle based on usage pattern and conditions. Results may vary depending on the usage pattern and conditions. Available on compatible models from June 2023 through a Wi-Fi update through the SmartThings app on Android and iOS devices. Wi-Fi connection, Samsung account and SmartThings required. ︎
7. Can be applied when the selected washing temperature is 20~40°C. Max saving results from washing a 40-degree cycle as a cold wash. Savings based on internal testing on the WW11BB944AGB model in normal usage conditions. Results: Power consumption without AI Energy Mode = 0.539 KWh. Power consumption with AI Energy Mode = 0.145 KWh. Results may vary depending on the actual usage conditions. Wi-Fi connection, Samsung account and SmartThings required. ︎
8. The testing was conducted in Samsung’s 132m² residential environment laboratory at a temperature of 35°C / 24°C (dry bulb/wet bulb, KS C 9306: air conditioner). Results provided to and interpreted by Intertek, comparing the power consumption between AI energy mode on and off in AI comfort mode of AF25DX934WARN and AR07D9181HZN model. Actual savings may vary by usage patterns and environment and the set temperature may increase by up to 2 degrees. Wi-Fi connection, Samsung account and SmartThings required. ︎
9. Applicable to Samsung smartphones, tablets, TVs, refrigerators, washers, dryers, ovens, cooktops, water purifiers (Korea only), robot vacuums and other SmartThings-compatible devices. SmartThings app installation, device pairing and wireless network connection are required. Currently available on Samsung Galaxy smartphones with Android OS 11.0 or later and at least 3GB RAM. Availability, supported features and specifications may vary by country and are subject to change without notice. ︎

The company’s ultimate goal is to eliminate household chores altogether through AI appliances that can make decisions and operate autonomously.

At the forefront of this vision is Bespoke AI — one of the four core values of Samsung’s Digital Appliances (DA) Business. Bespoke AI refers to a new category of AI appliances that understand users and act independently to deliver personalized experiences. With unique solutions like Screens, Bixby and Vision, Samsung is redefining what AI appliances can offer.

To explore the direction, goals and consumer benefits of Bespoke AI, Samsung Newsroom sat down with Jeong Seung Moon, Executive Vice President and Head of R&D Team at Digital Appliances (DA) Business, Samsung Electronics, for the first interview in a four-part series.

Reducing Chores With Bespoke AI, Powered by Screens, Bixby and Vision

Q1. What is the ultimate value that Bespoke AI aims to deliver?

Bespoke AI refers to AI appliances that deliver truly personalized appliance experiences, based on deep understanding of each user’s lifestyle and needs. It’s designed for users who seek more ease, comfort and convenience in their daily lives. Samsung’s product development is focused on advancing the connection between AI and devices so that appliances can understand users and act on their behalf — ultimately achieving zero housework.

Q2. What makes you believe that Bespoke AI can significantly reduce housework?

Bespoke AI is built on three foundational technologies: Screens, Bixby and Vision — and it’s this combination that enables entirely new experiences in the home.

• On products such as the Bespoke AI Family Hub, hybrid refrigerators, washers, dryers and cooking devices, screens allow users to intuitively check and control functions, enhancing both convenience and accessibility. They also serve as control hubs for the whole home through SmartThings connectivity.
• Bixby, Samsung’s voice assistant, is being applied across the entire Bespoke AI lineup. Its growing presence allows users to control appliances by voice alone, offering a hands-free experience that lowers barriers to use.
• Vision technology is built into products such as the Family Hub refrigerator, the 9-inch screen refrigerator, the Bespoke AI Steam robot vacuum and ovens. These appliances can recognize objects on their own to assist with household chores — representing a clear evolution toward reducing the burden of home management.

Samsung is also expanding Wi-Fi connectivity across its product lineup to enable more advanced, connected features. For example, 91% of Bespoke Four-Door Refrigerators (FDR) sold globally are now Wi-Fi enabled.² Samsung has already expanded its AI appliance lineup to more than three times the size of last year’s — and is expected to maintain strong growth into 2026.

AI That Handles Cooking and Laundry With Ease — Even Responding to Each Family Member’s Voice

Q3. What are the unique advantages of Bixby in Bespoke AI appliances compared to other products?

Bixby has been enhanced with a large language model (LLM) tailored for appliances, enabling users to interact naturally with their devices through conversation-like commands.

Voice ID, newly introduced this year, takes personalization a step further. In shared households, it recognizes who’s speaking and tailors responses accordingly.³ When a user asks, “What’s on my schedule?” Bixby will pull up their calendar, not someone else’s. It works just as naturally with photos, playlists and more.

Bixby is also tightly integrated with hardware features across Samsung’s appliance lineup, making control more seamless. With the industry-first innovation of wakeless voice control, users can operate appliances like refrigerators or washing machines without first saying “Hi Bixby” before giving a command.⁴ Paired with features like Auto Open Door, users can simply say, “Open the left (right) fridge door” for a truly seamless experience.

Q4. Can you explain more specifically what kind of benefits Bespoke AI brings to daily life?

Bespoke AI is designed to recognize and take care of everyday tasks that people often find tedious, difficult or time-consuming. With advanced AI capabilities, tasks that once required manual effort and user supervision can now be handled automatically, marking a major shift in how chores are managed.

For instance, the Bespoke AI Family Hub refrigerator is equipped with AI Vision Inside, which identifies ingredients as they are placed inside. It helps manage food inventory and even recommends recipes based on available items. While cooking, it can also send optimal settings to connected kitchen appliances — minimizing inconvenience and enhancing meal preparation. The system is evolving to incorporate wellness insights as well, helping users make healthier lifestyle choices through connected cooking experiences.

The Bespoke AI Laundry Combo, an all-in-one washer and dryer, uses features like AI Opti Wash & Dry to detect the fabric type, soil level and weight after clothes are loaded.⁵ It then automatically dispenses the right amount of detergent and selects the most suitable wash and dry cycles, handling everything from start to finish.

Even noise and vibration are automatically controlled through AI Vibration Reduction Technology,⁶ for a quieter laundry experience. These are the kind of tasks that, before Bespoke AI appliances, required constant attention and manual effort.

Smarter AI Appliances That Think Ahead and Act on Their Own

Q5. What is the future direction for Samsung’s AI appliances?

Samsung is evolving the Bespoke AI experience so that appliances not only understand users and their home environments, but also take action autonomously based on each situation. The goal is to allow individuals and families to spend more time on what truly matters by reducing the time and energy spent on household chores.

Looking ahead, Samsung plans to expand the Bespoke AI experience beyond the home to other areas, such as buildings, vehicles and even ships — creating more intelligent, interconnected environments across industries. To bring this vision to life, Samsung is working closely with domestic and global partners across hardware, software and services.

In the next interview in this series, Samsung Newsroom will highlight the second core value of its home appliances: seamless SmartThings connectivity.

1. The number of AI appliance models has increased from approximately 300 models in 2024 to around 1,030 models as of March 2025. Key AI appliances include: Refrigerators with screens and AI Vision, washers/dryers with AI Opti Wash / Dry cycles, cooking devices with screens and AI Vision, robot vacuums with AI Floor Detection, and dishwashers with AI Wash. ︎
2. As of September 2025 ︎
3. Only available on Bespoke AI refrigerators with touchscreen panels released after 2024. Available models and features may vary by country and region. ︎
4. Available models and features may vary by country and region. ︎
5. AI Opti Wash & Dry (Wash Cycle) fabric type detection operates within a maximum load of 3kg, while stain detection functions within a maximum load of 9kg. It detects 5 fabric types: Normal (Cotton), Towels, Delicates, Denim, and Outdoor. When washing mixed fabrics or other types, it detects the most similar fabric. Classification based on representative fabric characteristics may result in recognition differing from the actual fabric. ︎
6. Available models and features may vary by country and region. The degree of vibration and noise reduction may vary by model. ︎

At the forefront of research into next-generation network architectures, Samsung Electronics embeds AI throughout communications systems while leading technology development and standardization efforts in AI-RAN.

▲ Charlie Zhang, Senior Vice President, 6G Research Team at Samsung Electronics

In part three of this interview series, Samsung Newsroom spoke with Charlie Zhang, Senior Vice President of 6G Research Team at Samsung Electronics, about the evolution of AI-RAN and how Samsung’s research is preparing for the 6G era. This follows parts one and two of the series exploring Samsung’s efforts in 6G standardization and global industry leadership.

Reimagining 6G for a Dynamic Environment

In today’s mobile communications landscape, sustainability and user experience innovation are more important than ever.

“End users now prioritize reliable connectivity and longer battery life over raw performance metrics such as data rates and latency,” said Zhang. “The focus has shifted beyond technical specifications to overall user experience.”

In line with this shift, Samsung has been conducting 6G research since 2020. The company published its “AI-Native & Sustainable Communication” white paper in February 2025, outlining the key challenges and technology vision for 6G commercialization. The paper highlights four directions — AI-Native, Sustainable Network, Ubiquitous Coverage and Secure and Resilient Network. This represents a comprehensive network strategy that goes beyond improving performance to encompass both sustainability and future readiness.

▲ The four key technological directions in “AI-Native & Sustainable Communication”

“AI is not only a core technology of 5G but is also expected to be the cornerstone of 6G — enhancing overall performance, boosting operational efficiency and cutting costs,” he emphasized. “Deeply embedding AI from the initial design stage to create autonomous and intelligent networks is exactly what we mean by ‘AI-Native.’”

How AI-RAN Transforms Next-Gen Network Architecture

To realize the evolution toward next generation networks and the vision for 6G, network architecture must evolve to the next level. At the center of this transformation is innovation in RAN, the core of mobile communications.

Traditional RAN has relied on dedicated hardware systems for base stations and antennas. However, as data traffic and service demands have surged, this approach has revealed limitations in transmission capacity, latency and energy efficiency — while requiring significant manpower and time for resource management. To address these challenges, virtualized RAN (vRAN) was introduced.

vRAN implements network functions in software, significantly enhancing flexibility and scalability. By leveraging cloud-native technologies, network functions can run seamlessly on general-purpose servers — enabling operators to reduce capital costs and dynamically allocate computing resources in response to traffic fluctuations. vRAN is a key platform for modernization, efficiency and the integration of future technologies without requiring a full infrastructure rebuild. Samsung has already successfully mass deployed its vRAN in the U.S. and worldwide.

▲ Network Evolution towards AI-RAN

AI-RAN ushers in a new era of network evolution, embedding AI to create an intelligent RAN that learns, predicts and optimizes on its own. Not only does AI integration advance 4G and 5G networks that are based on vRAN, but it also serves as the breakthrough and engine for 6G. Real-time optimization sets the platform apart, boosting performance while reducing energy consumption to improve efficiency and stability.

In addition, AI-RAN enables networks to autonomously assess conditions and maintain optimal connectivity. “For instance, the system can predict a user’s movement path or radio environment in advance to determine the best transmission method, while AI-driven processing manages complex signal operations to minimize latency,” Zhang explained. “By analyzing usage patterns, AI-RAN can allocate tailored network resources and deliver more personalized user experiences.”

Proven Potential Through Research

Samsung is advancing network performance and stability through research in AI-based channel estimation, signal processing and system automation. Samsung has verified the feasibility of these technologies through Proof of Concept (PoC). At MWC 2025, the company demonstrated AI-RAN’s ability to improve resource utilization even in noisy, interference-prone environments.

“With AI-based channel estimation, we can accurately predict and estimate dynamic channel characteristics that are corrupted by noise and interference. This higher accuracy leads to more efficient resource utilization and overall network performance gains,” said Zhang. “AI also enhances signal processing. AI-driven enhancements in modem capabilities enable more precise modulation and demodulation, resulting in higher data throughput and lower latency.”

System automation for RAN optimization further analyzes user-specific communication quality and real-time changes in the network environment, dynamically adjusting modulation, coding schemes and resource allocation. This allows the network to predict and mitigate potential failures in advance, easing operational burdens while improving reliability and efficiency.

“These advancements enhance network performance, stability and user satisfaction, driving innovation in next-generation communication systems,” he added.

Global Collaboration Fuels AI-RAN Progress

International collaboration in research and standardization — such as the AI-RAN Alliance — is central to advancing AI-RAN technology and expanding the global ecosystem.

“Global collaboration enables knowledge sharing and joint research, accelerating the industry’s adoption of AI-RAN,” said Zhang. “Samsung is a founding member of the AI-RAN Alliance and currently holds leadership positions as vice chair of the board and chair of the AI-on-RAN Working Group.”

▲ Organizational structure and roles of the AI-RAN Alliance

Building on its expertise in communications and AI, Samsung is advancing R&D in areas such as real-time optimization through edge computing and adaptability to dynamic environments.

“Samsung’s involvement accelerates AI‑RAN adoption by bridging technology gaps, promoting open innovation and ensuring that advances in AI‑driven networks are both commercially viable and technically sound — thereby advancing the ecosystem’s maturity and global impact,” he explained.

Through this commitment to collaboration and investment, AI-RAN technology is expected to progress rapidly worldwide and become a core competitive advantage in next-generation communications.

Leading the Way Into the 6G Era

Samsung is strengthening its edge in AI-RAN with a distinctive approach that combines innovation, collaboration and end-to-end solutions in preparation for the 6G era.

Through an integrated design that develops RAN hardware and AI-based software in parallel, the company is enabling optimization across the entire network stack. Samsung has boosted performance with its deep expertise in communications, while partnerships with global telecom operators and standardization bodies are helping accelerate industry adoption of its research.

Continued research in areas such as radio frequency (RF), antennas, ultra-massive multiple-input multiple-output (MIMO)¹ and security is playing a critical role in transforming 6G from vision to market-ready technology. With the establishment of its AI-RAN Lab, Samsung is accelerating prototyping and testing, shortening the R&D cycle and paving the way for faster commercialization.

“Beyond ecosystem development, Samsung is positioning itself as a leader in AI-RAN through a blend of innovation, strategic collaboration and end-to-end solutions,” Zhang emphasized. “Together, these elements cement Samsung’s role at the forefront of AI-RAN.”

AI-RAN is redefining next-generation communications. By integrating AI across networks, Samsung is leading the way — and expectations are growing for the company’s role in shaping the future.

In the final part of this series, Samsung Newsroom will explore the latest trends in the convergence of communications and AI, along with Samsung’s future network strategies in collaboration with global partners.

¹ Multiple-input multiple-output (MIMO) transmission improves communication performance by utilizing multiple antennas at both the transmitter and receiver.

Designed with the customer experience in mind, Amore Seongsu seamlessly incorporates a range of Samsung Electronics products into the space. Alongside lifestyle TVs such as The Serif and The Sero as well as Smart Monitors, the store recently introduced Samsung’s Color E-Paper. The addition marks a meaningful step toward sustainable transformation through digital innovation — while remaining true to the store’s core philosophy of effortless authenticity.

▲ (From left) Tae-hyun Kim, Senior Manager and Jeongsik Shin, Assistant Manager of the Restore Business Team at Amorepacific Creative Center, are enhancing store operations by introducing Samsung Color E-Paper to the flagship store.

Samsung Newsroom spoke with Tae-hyun Kim, Senior Manager and Jeongsik Shin, Assistant Manager — both part of the Restore Business Team at Amorepacific Creative Center — about how Color E-Paper was integrated into the store and how visitors have responded.

Flexible Placement: Allowing for Seamless Digital Integration

When visitor enter Amore Seongsu, the first space they encounter is the reception area — where Color E-Paper displays the store layout and event information.

▲ Visitors are welcomed by Samsung Color E-Paper at Amore Seongsu, one of Seoul’s trendiest spots.

“Color E-Paper was the first thing I sought when I walked into Amore Seongsu — to check the store map,” said Hefziba Mancilla Plaza, a Canadian intern at Amorepacific. “I actually thought it was a framed poster until someone told me it was a digital device.”

Another Color E-Paper is installed in the merchandising zone, suspended elegantly from the ceiling like an art piece. As visitors conclude their immersive journey through the store, the display elegantly complements the product presentation.

▲ Samsung Color E-Paper suspended from the ceiling in the merchandising zone at Amore Seongsu.

Weighing just 2.5 kg including its cordless, rechargeable battery, Color E-Paper is lightweight and easy to install in various formats — hanging, standing or wall-mounted¹ — without the need for additional mounts. This versatility allows retail managers to easily adapt to the frequent changes characteristic of pop-up retail spaces.

“Amore Seongsu is a space where the concept of beauty is reinterpreted through visual storytelling and thematic experiences, allowing visitors to immerse themselves in a journey to discover a beauty that reflects the self,” said Kim. “Although Samsung Color E-Paper is a digital device, its slim, cable-free design and light weight enables us to easily install it anywhere without worrying about changing the visual language of the existing environment.”

▲ (Left photo, from left) Alena Zhang, Hefziba Mancilla Plaza and Abigaël Mihalache appreciate how Samsung Color E-Paper’s sleek design naturally blends into the store interior.

Visitors seem to notice the alignment between space and design. “What stood out to me [about Amore Seongsu] was how the preserved structure of the old building and the central garden create a unique atmosphere that enhances the products display,” said Abigaël Mihalache, a customer from France. “Color E-Paper blends in and draws attention to the products while supporting the brand’s story.”

Streamlined Operations: A Smarter Way To Manage Retail Spaces

Beyond its versatile installation options, Samsung Color E-Paper offers another key advantage — the ability to adapt content to suit the space and context.

At Amore Seongsu, monthly themed exhibitions and brand pop-ups mean frequent content updates. In the past, replacing and reinstalling printed materials required significant time and cost. With Color E-Paper, staff members can now update and apply content changes quickly and easily using a dedicated mobile app. The app also supports a playlist feature, enabling multiple pieces of content to be displayed and rotated in sequence, further improving space utility and operational efficiency.

▲ Kim highlights how easy content updates have opened up new possibilities for store operations.

“When we used posters or brochures, we couldn’t make modifications once they were printed. The process of ordering, receiving and installing them was also cumbersome,” said Shin. “Content management is significantly faster and more efficient with Color E-Paper since everything is handled through a single app.”

“In a faced-paced environment where information constantly changes, we needed a visual medium that could communicate effectively without overwhelming the space,” Kim added. “Most backlit displays end up feeling harsh in our store. They are too bright and end up clashing with our calm ambiance. Color E-Paper, on the other hand, integrates naturally and offers a more refined, less intrusive presentation. That subtlety was especially appealing.”

The Vision: A Step Towards Sustainable Beauty

Color E-Paper is unlocking new possibilities for next-generation digital signage — delivering both immersion and convenience while reducing the need for paper and ink and, at the same time, using significantly less energy than conventional digital signage.

▲ Shin values the sustainability aspect of Samsung Color E-Paper.

By providing a soft, paper-like display, Color E-Paper resonates with Amorepacific’s philosophy of embracing natural, self-reflective beauty. Unlike typical backlit displays, this innovative product uses a printing-like technology paired with Samsung’s proprietary Color Imaging Algorithm technology to deliver vibrant colors and sharp images.

“We put a lot of care into ensuring that our visual materials accurately reflect the real colors and textures of our products,” said Shin. “Samsung Color E-Paper‘s subtle, natural colors allow us to maintain that consistency without overstatement.”

▲ A visitor examines how Samsung Color E-Paper naturally reflects the colors of the products.

Additionally, Color E-Paper consumes just 0.00 watts² when displaying static content, enabling energy-efficient operation, even in spaces where content changes frequently

“The fact that Color E-Paper offers a sustainable alternative to paper makes it even more meaningful,” Kim added. “It aligns with Amorepacific’s philosophy of not only conveying external beauty but also reflecting on intrinsic values.”

Brands tell their stories through physical space and customers connect with those stories through experiences. Samsung Color E-Paper is bridging experience and meaning, driving transformation with technology that blends seamlessly into virtually any environment.

¹ Accessories including stand and wall-mount sold separately.
² According to International Electrotechnical Commission (IEC) 62301 standards, power consumption under 0.005 watts is displayed as 0.00 watts.

▲ The Bespoke AI Family Hub refrigerator opens with a light touch.

Today, Auto Open Door is available across a range of appliances, including refrigerators, ovens, washing machines, dryers and dishwashers.¹

Washer-dryers and dishwashers open automatically at the end of a cycle for better hygiene and more convenience. The 2025 Bespoke AI Laundry Combo goes further, adding air circulation to reduce up to 40%² of leftover moisture in the drum after washing.

Starting this year, users don’t even need to say “Hi Bixby” to activate Auto Open Door — a simple command like “Open the fridge door” is enough.

Samsung Newsroom spoke with Nae-young Park from the Washing Machine Module Lab, Digital Appliances (DA) Business, and Chang-Woo Han from the AI Solution Team, Samsung Research at Samsung Electronics to learn how the feature came to life.

▲ (From left) Nae-young Park and Chang-Woo Han

Q. What inspired the development of Auto Open Door?

Park: When putting groceries into the refrigerator or loading laundry into the washing machine, users often had to set down what they were carrying just to open the door. With washing machines, leaving laundry inside after a cycle could lead to lingering moisture and musty odors. We developed this feature to ease those inconveniences while also considering hygiene.

Q. What aspects did you focus on most during development?

Park: We considered several factors, including opening angle and speed, to make sure the door opened in a stable, natural way. Angles were tested in one-degree increments, and the structure was fine-tuned to create an experience that didn’t feel too slow or too fast. For washing machines, we even measured oxygen concentration at different door angles to find the optimal setting for smooth air circulation — effectively reducing residual moisture in the drum.

Q. How was the voice-activated door-opening feature designed to work without calling Bixby?

Han: Because the system had to recognize commands without a wake-up phrase, it needed to remain in standby and respond quickly. That required balancing energy efficiency with responsiveness, using low-power, low-latency technology. To achieve this, we implemented low-power keyword detection and on-device automatic speech recognition (ASR) — detecting the user’s voice, identifying phrases like “Open the fridge door” and using on-device ASR to accurately interpret and execute the command.

Q. What efforts went into making the voice recognition technology stable and efficient?

Han: High-quality voice recognition depends on accurately understanding a variety of commands and requires large amounts of recorded voice data. Since collecting that data manually is time-consuming and resource-intensive, we developed zero-shot text-to-speech (TTS)³ technology to streamline the process. Zero-shot TTS can synthesize required sentences in many different voices and use them for training. We advanced the technology to the point where it can replace models trained on real human voices.

Q. What is the future development direction for Auto Open Door?

Park: Looking ahead, Auto Open Door will be expanded to more products. We want to equip a broader range of appliances with this technology so users can interact with any Samsung appliance naturally. Our goal is to create solutions that make life easier for everyone, regardless of their physical condition or circumstance.

Han: This year, we introduced new voice recognition capabilities such as Voice ID — which distinguishes between family members — and voice control that works without a wake-up phrase. Moving forward, we will keep improving core performance while developing more personalized services for users.

With Auto Open Door, Samsung has turned user-centered innovation into everyday convenience. Going forward, Samsung plans to continue making this feature available on more of its products. As the company continues to deliver differentiated technologies and new appliance experiences, consumers can look forward to even greater ease and comfort at home.

¹ Products and models equipped with the feature may vary by market.
² Up to 40% moisture reduction measured after 24 hours with Auto Open Door compared to closed-door conditions. Test conducted at 25℃ and 55% relative humidity with a 1 kg IEC laundry load (standard cycle, spin level 4) and door open at a 10˚angle.
³ Zero-shot TTS references approximately five seconds of speech provided by the user to synthesize new audio in a similar style.

Samsung is working to meet the demands of mobile lifestyles with a new generation of PCs that combine the power of a laptop with the DNA of a Galaxy smartphone. As announced during the most recent Samsung Galaxy Unpacked event, the company worked closely with its longstanding, trusted partner, Intel, to develop a new lineup of devices built to transform the future of mobile computing – the Galaxy Book series.

▲ (From Left) Chris Walker, Corporate Vice President and General Manager of Mobile Client Platforms, Intel, and Dr. Hark-Sang Kim, Executive Vice President and the Head of New Computing R&D Team of Mobile Communications Business, Samsung Electronics

Reimagining Mobile Computing

Samsung and Intel have a long history of collaboration and co-innovation. Brought together by a shared vision to deliver premier computing experiences, the partnership has enabled Samsung to combine its industry-leading mobile ecosystem with Intel’s innovative PC ecosystem to create devices that are purpose-built for today’s multi-device world.

“Our teams have jointly invested thousands of engineering hours to ensure deep integration at the platform level. We bring the best of both companies to provide a unified experience across all devices with mobility, connectivity and performance,” explained Chris Walker, Intel’s Corporate Vice President and General Manager of Mobile Client Platforms, who oversees the company’s product roadmap, engineering, and customer engagement across all mobility segments.

Dr. Hark-Sang Kim, Executive Vice President and the Head of New Computing R&D Team of Mobile Communications Business, Samsung Electronics, emphasized that the partnership is driven by the shared mission to innovate quickly to meet the demands of users’ evolving needs.

“Our customers expect their smartphones to offer power and productivity comparable to their PCs, and they want their PCs to behave more like their smartphones, providing connectivity and portability. They also expect reliability, with the assurance that the apps they need will work perfectly, without compatibility issues or hassle. These evolving needs have reenergized Samsung and Intel’s partnership, resulting in even deeper collaboration,” said Dr. Kim.

As part of its work with Samsung, Intel established a co-engineering team dedicated to advancing mobile computing innovation and strengthening cross-devices experiences.

“Samsung continues to reimagine PC design for the future. Together, we’re thinking a step ahead of how people use devices and where they’ll take them,” said Walker. “By blending the best of the smartphone, tablet, and PC, we’ve built a new device class.”

A New Standard of Performance in an Ultra-Thin Form Factor

For several years, Samsung and Intel have been working together to create a new category of devices that deliver unparalleled connected experiences for today’s mobile-first consumers. Following thousands of hours of collaboration, the teams realized their vision in the latest Galaxy Book series.

“This partnership had an immediate impact on the next generation of Galaxy Books. The Galaxy Book Pro and Galaxy Book Pro 360 are optimized for the best Intel Evo platform, ensuring powerful performance and an ultra-thin design for maximum portability and connectivity,” said Dr. Kim. “Galaxy Book users will also enjoy enhanced connectivity with always-connected LTE or 5G and more efficient Wi-Fi connectivity with the most advanced standard available today, Wi-Fi 6E.”¹

Powered by 11th Gen Intel® Core processors and Intel® Iris® X^e graphics, the Galaxy Book series is built to make consumers’ everyday lives simpler, smoother, and more intuitive. Engineers at Samsung and Intel also worked hand-in-hand to ensure that the two devices would Intel Evo platform-verified, guaranteeing that they would provide the powerful performance that users need.

“By measuring workflows under real-world conditions for consistent performance and battery life together, the teams delivered the best possible laptop experience in these thin, light and super sleek form factor,”² explained Walker. “The Galaxy Book Pro series is unique because it has the incredible thinness and responsiveness of a smartphone with the performance of a powerful PC. Together, Samsung and Intel delivered on the promise of uncompromised mobility. We’re setting a new standard for computing.”

Driven by a vision to realize seamless connectivity across devices, Samsung and Intel collaborated to add the SmartThings Find capabilities to the new Galaxy Books.

“More mobile and flexible lifestyles also mean more opportunities to forget your device somewhere. Samsung and Intel worked to fully optimize Intel Bluetooth drivers in order to power Samsung SmartThings Find, an exclusive device location service that provides a sense of security and peace of mind for users on the go,” Dr. Kim explained.

Not only did the project bring SmartThings Find to the Galaxy Books, but the experience also laid the blueprint for future collaborative efforts.

“This has been a true co-engineering effort between Samsung and Intel to deliver this feature in record time, and we will use this to continue to deliver innovation for Samsung devices going forward,” said Walker.

Devices Built for the New Normal

Since virtual connections have become more central to people’s professional and personal lives than ever before, Samsung and Intel engineers focused on creating enhanced collaboration experiences for the Galaxy Book series.

“Our devices should be able to adapt to the way we work. With the Galaxy Book series, we wanted to give users the ability to communicate clearly with others, no matter where they are,” said Dr. Kim.

Harnessing the capabilities of the Intel Gaussian and Neural Accelerator 2.0, or Intel GNA 2.0, Intelligent Noise Cancelling uses artificial intelligence to remove distracting background noises, such as barking dogs, doorbells, and vacuum cleaners, from voice and video calls. Combined with AI-accelerated background blur and integrated Intel® Wi-Fi 6 (Gig+), the Galaxy Book Pro series delivers unmatched video conferencing experiences.

And to help users accomplish more on the go, Samsung and Intel joined forces to bring powerful connectivity solutions to the Galaxy Book series.

“Building on its extensive experience and in-depth expertise in developing mobile connectivity features for Galaxy smartphones, Samsung worked closely with Intel to equip the Galaxy Book Pro line up with three industry-leading connectivity solutions from Intel, including Wi-Fi 6E,³ 5G, and custom Bluetooth enablement. These technologies together enable easy access to gigabit-plus speeds across devices,” said Walker.

Creating Devices for an Inter-Connected World

The Galaxy Book series marks a new chapter in the partnership between Intel and Samsung. The experience not only led to the development of category-defying devices, but also built the foundation for the next stage of innovation.

“Through strategic partnership and technical cooperation, Intel and Samsung will continue to work towards our shared goal of creating next-generation mobile computing experiences to meet users’ needs,” said Dr. Kim. “Moving forward, Intel and Samsung will deliver even more optimization, reliability, and custom experiences to bring your Galaxy Book to the center of your connected world, allowing you to do more wherever you are.”

Aside from improving device capabilities, the partnership also promises to deliver technologies that will change the future of mobile computing.

“We plan to collaborate on new leading-edge technologies, including our Intel Core processors leveraging multiple types of XPU cores, unique PC designs aligned with Galaxy DNA, more personalized computing through enhanced AI technology, and a stronger continuity of experience across devices,” said Walker.

¹ Wi-Fi 6E availability will vary. Wi-Fi 6E wireless network router required and sold separately.

² As measured by industry benchmark and Representative Usage Guides testing and unique features of 11th Gen Intel® Core i7 processors that power designs, which are co-engineered as part of Intel’s comprehensive laptop innovation program Project Athena then tested, measured, and verified against a premium specification and key experience indicators to ensure unparalleled user experiences. Learn more at www.intel.com/Evo

³ Wi-Fi 6E availability will vary. Wi-Fi 6E wireless network router required and sold separately.

Users of the latest Galaxy A Series devices can now seamlessly and securely share music with their friends’ Galaxy devices and Galaxy Buds thanks to such features as Music Share and Buds Together, removing the fuss of switching Bluetooth connections or sharing earbuds.

You can also keep tabs on your belongings, from your Galaxy devices to your wallets to your pets, with the new SmartThings Find and Galaxy SmartTag features, which let you check your items’ locations easily and quickly.

Learn more about the awesome new range of Galaxy ecosystem and connectivity features available on the latest Galaxy A devices in the videos below.

Users can get more of what they love done on their Galaxy A52, A52 5G or A72 thanks to the devices’ vivid Super AMOLED displays that support up to 800 nits brightness and Eye Comfort Shield, meaning that the screen can be viewed comfortably regardless of lighting conditions.

What’s more, in order to help users enjoy their smartphone’s display without interruption, the new Galaxy A52, A52 5G and A72 devices come with screen refresh rates of 90Hz and 120Hz respectively.¹

Learn more about the latest Galaxy A Series devices’ display in the video below.

¹ The Galaxy A52 and A72 offer a screen refresh rate of 90Hz. The Galaxy A52 5G offers a screen refresh rate of 120Hz.

In order to provide more users with the most powerful camera experiences possible, the Galaxy A52, A52 5G and A72 come with rear quad cameras. From a 123-degree field of vision on the Ultra Wide Camera and the bokeh effect of the Depth Camera on the A52 and A52 5G to the 64MP high-resolution of the Main Camera and the A72’s precise Tele Camera, you can enjoy steady and sharp shooting experiences whether from close up or far away.¹

The latest Galaxy A Series devices also feature innovative Galaxy flagship camera features such as 4K Video Snap, Scene Optimizer, Optical Image Stabilization, Night mode, Pro Video mode – and more.

Take a look at the videos below to learn more about the awesome camera experience available on the Galaxy A52, A52 5G and A72.

¹ Galaxy A52 and A52 5G devices come with Main, Ultra Wide, Macro and Depth rear quad cameras. Galaxy A72 devices come with Main, Ultra Wide, Macro and Tele rear quad cameras.

Right from the beginning of the manufacturing stage, the latest A series devices have been tested on their water and dust resistance to ensure full functionality. Learn more about how Samsung brought this Galaxy foundational feature to the A series in the video below.

In this 4-part Galaxy Tech Talk series, Samsung is spotlighting the latest Galaxy A52, A52 5G and A72 device innovations, as explained by Samsung employees. Stay tuned for the next installment.

Here, product concept developers Elin Park and Jeongmin Seo from the Gear 360’s Product Strategy Team, as well as product designers Woojung Moon, Minki Ham and Namkyu Kim from the Next Generation Design Team, discuss how they optimized the device’s usability from the planning stage, how that consideration is reflected in the final design, and how to put the camera’s innovations to use to create dynamic content.

Q. What types of consumers did Samsung have in mind when designing the new Gear 360?

Elin Park: Last year’s Gear 360 targeted tech-savvy early adopters who were curious to try out a new way to create unique content. When we expanded the functionality of this year’s model, we made the device more useful to the main creators and consumers of digital content: millennials.

This is a generation of consumers who are tech fluent and constantly plugged in, recording and sharing their daily lives in real time through social media. They also prioritize bang for their buck, which is why the device’s increased functionality ultimately comes with a decrease in price.

Q. Could you expand on how taking a millennial-focused approach shaped the new model’s development?

Jeongmin Seo: In order to make the device more appealing to millennials, our plan was to adhere to the basic identity of the previous model while improving its portability, usability and price. These efforts led to the addition of key functions that young consumers will appreciate, including the camera’s livestreaming* and video and photo editing features.

By introducing the ability to broadcast live in 360 degrees, the Gear 360 offers millennials new levels of digital engagement. This function allows those who view your content to experience the scene as if they were right there beside you, and creates an immersive means to share special moments or snapshots of daily life with family and friends. Not only can you enjoy various special effects like adding stickers or filters to photos, you can also get creative with 5 unique viewing modes available in the Gear 360 app, which allow content creators customize their videos and photos without the use of a special lens.

360 degree view, Round view, Dual view

Q. The original Gear 360’s spherical form was quite unique. What led to this year’s redesign?

Woojung Moon: Last year, we focused on creating a design that reflected the device’s main function: capturing a full, 360-degree view of a scene in all its detail. This year, our goal was to create a model that was user friendly and ready for anything, and would make it easy to capture and share high-quality pictures and videos.

Minki Ham: The original model’s spherical shape proved quite popular with users, which is why when crafting the new Gear 360, we focused on a design that maintained that round identity while making the device easy to use in everyday life. The new ergonomic handle is a product of this utility-focused design process.

Because the camera was built for fun, we went with a form that looks quite playful. Aesthetically, the device resembles a friendly cartoon character, and we actually created a limited-edition figurine that brings that character to life.

Q. What were some of the other adjustments that were made to streamline daily use?

Namkyu Kim: The new Gear 360 features a blend of inviting design and intuitive controls that make it a joy to use.

Because we wanted to ensure that the new model would be easy to interact with and carry, we chose to make it smaller and outfitted it with a handle and ring strap that provide a comfortable and secure grip.

By incorporating the ring strap, we’ve also provided users with a handy stand to use to prop up the device and record hands free. We also adjusted the camera’s shutter button to make it easier to access.

Q. How are the new Gear 360’s design and functions reflective of trends we’re seeing in the VR market?

Jeongmin Seo: When it comes to capturing content, the popular trend has shifted from photos to videos, from videos to VR, and ultimately to the platforms that provide the most realistic images.

In order to be successful, products like this must evolve with their platform. Right now, we’re seeing more and more popular media platforms – including YouTube and Facebook – incorporating support for 360-degree content, resulting in more consumers viewing and sharing immersive videos and images. This has resulted in a demand for VR technologies that allow users to create and fully experience dynamic 360-degree content.

Samsung created the Gear 360 to take 360-degree content to new heights. We streamlined the new model’s UX (user experience) and editing functions to make content easier to create. To illustrate VR’s ability to foster realistic viewing experiences, we’ve partnered with BuzzFeed and NowThis to create 360-degree content that allows viewers to immerse themselves in engaging stories anytime, anywhere.

Together with the Gear 360’s livestreaming capability and streamlined design, these collaborations will inspire more users to create and share their own 360-degree videos and experiences.

Q. In your opinion, what are some examples of content that’s best captured in 360 degrees?

Elin Park: Many consumers will purchase a camera for use during special occasions, such as a family vacation. However, our daily lives are, in fact, full of unique moments and memories that are perfect for capturing in 360 degrees.

Whether you’re recording your latest vlog or your child’s soccer game, a scenic vista or a family wedding, the Gear 360 allows you to capture a complete view of special moments, big or small, in a way that smartphones simply cannot.

*Live Broadcast resolution is 1920 x 960 and requires Nougat OS and compatibility varies by device, OS and region.

Q. When it comes to hardware, what is most notable about the Gear Fit2?

Chaekyu Choe: To improve performance as a sports band, we added a GPS, an application processor (AP) on the level of a smart watch and improved sensors.

With an embedded GPS, the Gear Fit2 allows users can go out and more accurately track their activities, like walking or running, without bringing along their smartphones.

By separating the LED and photodiode, both of which are needed to measure heart rate, we were able to use a bigger photodiode and enhance heart rate accuracy. Generally, many wearable devices have a combined module for the LED and the photodiode due to their small size. Also, the Gear Fit2’s barometer sensor, which is now about 10 times more precise, made it possible to measure elevation accurately enough to know how many stairs people climbed.

Putting all of the functions into such a slim design was difficult because the space was so limited, especially with the curved design. There are two buttons on the side of Gear Fit2, which restricts the space even more. In order to overcome these limitations, we considered how best to arrange components, how to minimize the space between chips, et cetera. We also had to reduce the number of components.

Q. How were you able to embed full GPS capabilities?

John Kim: The antenna has to receive the satellite signals, but getting it to perform well was a challenge. Antennas work better when they are further from the human body. However, as the Gear Fit2 is slim and has a detachable band, it was challenging to find an optimal spot.

So, a new method was devised: a hybrid antenna. In order to place the antenna as far as possible from the wrist, the antenna was embedded inside the display, and an assistant antenna was installed in another area, thus forming a dual antenna that enhanced performance.

Q. How did you improve battery efficiency?

Hyukbeom Kwon: During the development, we found that power consumption can be reduced by controlling how often the GPS is accessed according to signal intensity. In general, exercise that requires GPS data is normally done outdoors where GPS signals are usually strong. So, we decided to make it turn on and off the radio frequency blocking function.

Through this low-power GPS technology, we were able to reduce power consumption significantly, so it uses about one-fourth the power of a regular GPS device.

Q. How does the automatic workout recognition work? And were there any challenges in developing this feature?

Wonhee Lee: The accelerometer sensor is used to identify the user’s motion first, and then the gyroscope sensor detects the direction and type of movement. Based on the sensor data, the Gear Fit2 can detect five types of workout – walking, running, cycling, elliptical trainers and rowing machine – and automatically recognize when those activities have been done for at least 10 minutes.

As there wasn’t any systematized database telling us “this workout is such-and-such,” we had to understand the data and figure out how to use it to identify each type of activity ourselves. To identify the exact type of workout, we had to get data from as many people as possible – because even for the same workout, the speed and intensity differ greatly depending on one’s age, height, gender, and so on.

Even after we found patterns for each activity, it was difficult to set a standard. For instance, when cycling, the Gear Fit2 detected not only changes in speed and direction, but also minute vibrations similar to what’s experienced when riding a small automobile. So we needed to find out how to distinguish between a car and a bicycle. Regarding workout equipment, there are so many types on the market depending on the manufacturer. Whenever we found an elliptical machine in a park or fitness center, we tried to use it.

Q. What are some of the benefits of using the Tizen OS for developers and consumers?

Keunsang Han: Based on our experience developing the Gear S2, we learned a lot, such as data processing methods, communication technology between a wearble and a smartphone, and the sensor API.

From the user’s perspective, many partners are participating to develop watchfaces, and users can download and use it – that’s because Tizen OS-related SDKs are provided and there is an app store. You can also find various fitness-related apps and watchfaces on Galaxy Apps.

Q. Was there anything unusual or different about the product development process?

Hyukbeom Kwon: Since the Gear Fit2 is a sports band, we had to test the performance firsthand, combining continuous field data with results from the lab. Even a minor modification to the hardware or software required more live testing. We would go outside, regardless of the weather, to conduct those tests. We walked and walked in the park, and exercised a lot.

Yonghak Lee: We had to consider how to customize the daily activity record for each region. For instance, we developed the screen in consideration of how Arabic script reads from right to left, and the 24-hour activity tracker needed to be modified according to time differences when going overseas.

(From left to right) Senior Engineer Chaekyu Choe, Senior Engineer Keunsang Han, Principal Engineer John Kim, Senior Engineer Hyukbeom Kwon, Assistant Engineer Yonghak Lee and Senior Engineer Wonhee Lee

Designers and mechanical R&D engineers at the Mobile Communications Business explain how the design of the Gear Fit2 originated, and how it was realized.

Q. What is the design concept of the Gear Fit2?

Jeff Jones: The original Gear Fit, with its thin, sleek look, was designed as a sports band. Then, with the Gear S2, we learned how to create a more premium wearable fit for everyday life.

We took the knowledge that we gained during these development processes and utilized it to create the product design of the Gear Fit2, merging the rectangular screen of the Gear Fit with the materials and design characteristics of the Gear S2. The final concept aimed to make the Gear Fit2 a device that is at once sporty and luxurious, and to fit naturally into Samsung’s wearable portfolio.

Q. What were the defining moments of the design process of the Gear Fit2?

Howard Nuk: There were many areas of focus during the design process because there were so many factors to consider.

First, we wanted the device to fit just about everyone, so we focused on the differences in people’s wrists, such as size variations, as well as their comfort level and desired point of contact when wearing something. As such, we spent a considerable amount of time determining the optimal curvature and size for the device.

We also wanted it to work with a vertical based UX. And we wanted to provide two side-by-side touch zones for usability. So we experimented with many different screen sizes and ratios until we found the ideal combination to meet our requirements. For example, we employed a 1:2 display aspect ratio on the Gear Fit2 so that its music player can display the skip forward and backward buttons in a horizontal line.

Q. Tell us a bit about how you selected the color, materials and finish (CMF) of the Gear Fit2.

Seounghyun Son: We selected colors—black, pink and blue—that are more “lifestyle” (as opposed to high-tech) so that the device could be worn in both fitness environments and everyday life. Overall, the colors are more subtle than bright, thus increasing the likelihood that someone would wear it all day. Additionally, we wanted to increase the appeal of the band by making it softer than the original Gear Fit and by using a 3-dimensional pattern rather than the 2-dimensional pattern of the Gear Fit.

Q. What are the main differences between the Gear Fit2 and the previous model in terms of mechanical features?

Hyunjun Kim: The Gear Fit2 differentiates itself with a premium, more refined design. We accomplished this by applying aluminum materials rather than plastic ones. To avoid discomfort, we worked hard to make it lightweight. Needless to say, applying metal to a wearable was no easy feat, even though Samsung has been incorporating it into its products, including its smartphone models, since last year.

We also included an improved clasp that uses a secure loop to prevent the device from falling off, and created both large and small variants to ensure that it will fit a wide variety of wrist sizes.

Youjung Song: As a sports band, waterproofness is one of the most fundamental features of the Gear Fit2. Since the device boasts a curved display and very thin bezels, we couldn’t use the materials and structures that are typically utilized to ensure waterproofness. So, we employed a special waterproofing material different from the one we used with the Gear Fit, to ensure IP68-level water and dust resistance. In fact, the material is the same one we used in the Galaxy S7 edge.

Q. What was your biggest focus in developing the main body of the Gear Fit2?

Hyunjun Kim: Because the Gear Fit2 is a wearable device, there was no right method for developing the body, since comfort is different for everyone. It was really challenging to create a design that the majority of people would feel comfortable wearing. So we focused on improving the quality of experience (QoE)—which is inevitably subjective—while being faithful to the basics to develop the product and maintain the design concept at the same time.

Youjung Song: To realize the refined design and useful features of the Gear Fit2, we used a wide variety of materials including curved glass, metal, plastic, silicon and urethane compound. Instead of carving the metallic part to create a curve, we applied the appropriate amount of pressure to bend it in the same curvature as the curved glass. This perfectly interlocked it with the main body and band, making the parts appear as a single object.

The fact that each material required different engineering processes made this a challenge.
Furthermore, we also had to find a way to ensure cost-efficient production to make the Gear Fit2 more affordable.

Q. What was the most difficult part of developing the main body of the Gear Fit2?

Youjung Song: Due to its shape, and the device’s small size, there wasn’t enough room to fit all the components inside. So, to make the most of the curved internal space, we applied some changes in its structure, such as splitting the mainboard into three parts. We even had to develop a tool called a “zig” to apply the right amount pressure on a curved surface—a technique we had never tried. We also produced some super-small components exclusively for the Gear Fit2. In particular, ensuring waterproofness required us to tap into different technologies and materials.

Hyunjun Kim: For me, the hardest part of developing the Gear Fit2 was creating its band. We had to find a way to satisfy people with wrists of all sizes and also consider numerous factors including how the ends of the band would be clasped together, whether the band needed an extra clasp to prevent it from falling off, ease of use and consumer feedback. Seeing as the Gear Fit2 is the first wristband design with a clasp, there was a mixed reaction to it.

Q. What makes the Gear Fit2 band so special?

Hyunjun Kim: The Gear Fit2 comes with softer band materials to provide a more comfortable fit than its predecessor and the Gear S2. The joint is certainly one of a kind, as it’s made from a special material with excellent durability to remain unchanged, even after thousands of rounds of clasps. Furthermore, clasping is easier. We also made improvements in the top color coating materials to provide an even better fit.

Seounghyun Son: We applied different patterns on the two sides of the band. On the outer side, we used a 3D pattern to add a touch of luxury, even though it doesn’t affect the usability of the device. We made the inner side of the band fast-drying so that it stays wearable, even when the device is exposed to water.

Q. What was your focus when designing the charging dock of the Gear Fit2?

Hyunjun Kim: There are actually two POGO pins on the charging dock so that the Gear Fit2 can charge upside down or right-side up. In addition, the dock has the same curvature as the Gear Fit2, and is equipped with magnets (which are also embedded in the Gear Fit2’s main body) to make charging an effortless task. Lastly, we continued to make micro adjustments on the dock to prevent corrosion in the case that your device is wet.

From left to right: Engineer Youjung Song, Senior Designer Seounghyun Son and Senior Engineer Hyunjun Kim

Note: Howard Nuk, VP of Samsung Design America, and Jeff Jones, Designer of Samsung Design America, contributed their opinions via email.

Principal Designer Minki Ham, Senior Designer Kyunghan Noh and Assistant Designer Woojung Moon shared their insights about what went into the device’s creation.

(From left to right) Assistant Designer Woojung Moon, Principal Designer Minki Ham and Senior Designer Kyunghan Noh

Q. How did you first come up with the idea for the Gear 360’s design?

Minki Ham: The idea actually started out quite small. When the product planners asked for feedback on an initial idea, our thought was “that’s worth testing.” At first, we were not really sure whether the concept would fly. However, the burgeoning Virtual Reality industry made us increasingly confident about the opportunities 360-degree cameras could create.

Kyunghan Noh: Many designers of the Gear 360 had worked on camera projects before, but we didn’t take a standard approach this time around. We considered it as a whole new category of product, which required a new creative approach. We had to start from scratch because its imaging experience is very different from that of most cameras.

Q. Tell us a little about the Gear 360’s design concept.

Minki Ham: We began the process by asking fundamental questions about how the device would be used, its imaging quality and other important issues. The Gear 360 is sleek and minimal on the outside, but it is a 360-degree imaging device designed for daily and outdoor use, and features sturdy hardware on the inside.

When we started drafting the Gear 360’s design, there were already quite a few 360-degree cameras on the market, but some required professional knowledge to use or were bar-shaped. Those obviously have their own advantages, but we really wanted to address the limitations of them-available designs with the Gear 360. For instance, bar-shaped 360 cameras can be attached to a head mount, but they may not be as convenient to use.

We also tried to come up with an iconic design that would befit Samsung’s very first 360-degree camera, something that would represent a break from the norm. We were eager to come up with an eye-catching look that would impress. We aimed to make people want to take a closer look at the device or touch it.

Q. Where did you find inspiration for the Gear 360?

Kyunghan Noh: It was inspired by the helmets astronauts wear in space. These helmets look sleek, seamless and minimal, but also feature very sturdy inner structures. The idea of providing 360-degree images also played a major part. Unlike regular cameras, the Gear 360 captures images in a 360-degree field of view. The images it captures are spherical, so it made sense to create a globe-shaped camera that offers a consistent viewing experience from any angle.

Q. What kind of challenges did you need to overcome for this project?

Kyunghan Noh: In terms of design, our top priority was to make this new-type camera appeal to customers. We needed the Gear 360 to have a whole new product look, one that set it apart from existing devices. The challenge for us was to enable it to create images that were totally different, but to do so without losing the essential elements of a 360-degree camera.

The LCD display on the top of the device was actually not an original feature of the design plan. At first we thought that the menu, functions and other information could be displayed on a smartphone screen, as users need to pair it with a smartphone in order to view and share content. However, we later realized that to do so might not result in a truly intuitive design. We wanted to make it intuitively clear to users as they first set eyes on the camera which buttons they needed to press to start recording or change the recording mode. That is why we ended up adding a display to the finished device.

Woojung Moon: As the Gear 360 is spherical, users don’t need to think about where the front or the back of the device is. But as this design was somewhat new for many customers, people would often ask us questions like, “Where am I supposed to look when I’m taking a selfie?” or “What angle should I be looking at the display from?” We also had to decide where to put the display and control buttons, as a spherical camera does not have a front, so to speak.

We initially thought the best way to use the Gear 360 was to put it on a flat surface using its tripod, or to hold the tripod when taking a picture. But to our surprise, many people suggested holding the body or pushing buttons, even though this could mean one of the lenses might be covered by the user’s hand. I have video recordings and images captured using the Gear 360 on my smartphone to show to people who are not familiar with it.

Q. How and why did you choose the colors and materials for the Gear 360?

Woojung Moon: In terms of the color choice, we first had to decide whether the Gear 360 was going to be positioned as a standalone product, or if it was going to be matched together with Samsung smartphones and the Gear VR. The idea of unveiling a new-concept product in a whole new color might have helped draw attention to the Gear 360. However, we thought that as users might want to get more out of it by using it in conjunction with the Gear VR, it would be better to use the same white and black color scheme as the Gear 360 for consistency. In terms of materials, we used optimal solutions that would prevent overheating and also help increase the device’s portability. Unlike the Gear VR, though, the Gear 360 is suitable for outdoor use as well. Therefore, we went with materials which are resistant to contaminants and applied a non-slip coating to the accessories for outdoor usage.

Q. The Gear 360 comes with a tripod. Can you explain a little about this and the accessories’ design?

Minki Ham: During the development, we realized that in order to increase the Gear 360’s usability and portability, it needed a tripod. That’s why we started to think about size and designs that would be a good fit with the body. We designed the body and tripod to fit together as a complete package, and used the same design language for both.

Woojung Moon: As the spherical shape makes for quite a unique design, we also had to think long and hard about how we could make accessories that would match with the Gear 360. Camera accessories are often functionality-focused, and thus can sometimes feel mechanical or tool-like. It is often the case they are not very well designed from an aesthetic standpoint. As they are often large in size, they can sometimes look mismatched when they are connected with the main devices. One benefit of the Gear 360’s spherical design is that you can attach it to a whole range of surfaces. You can even use it on a helmet using its camera mount. That is why, in addition to the standard package, we also developed a Value Pack, which includes the camera mounts (suitable for both curved and flat surfaces), as well as a tripod that is twice as long as the standard model.

The standard tripod is designed to be stood on surfaces, while the value pack tripod can also be held in the hand like a selfie stick, and features a remote control. You can also attach a range of accessories to the universal tripod hole for greater compatibility and convenience.

Six camera experts who worked on the Gear 360 project in the Mobile Communications Business, explained the challenges they had to overcome as well as the lessons they learned during the development of the product.

(From left to right) Principal Engineer Yongwook Kim, Senior Engineer Junghyun Lee, Soojung Kim, Dongok Choi, Dongwoo Kim and Engineer Kiyun Jo

Q. Tell us a bit about the Gear 360 and how it came to be developed.

Yongwook Kim: In the same way that consumers once prompted camera manufacturers to support video recording on digital cameras, they are now wanting to see photos and watch video content in the same way they would with their own eyes. Gear VR provides such an experience, allowing viewers to feel as if they are actually in the moment.

Yet people also want to capture these moments, along with every little object and action that appears in them, as accurately as possible. Understanding this, we developed the Gear 360.

Dongok Choi: Devices like smartphones and TVs—of which Samsung is most reputed for—are essentially tools that enable viewers to consume content. On the other hand, the Gear 360 is a new type of product that lets them produce content.

Q. How did the development process of the Gear 360 differ from that of traditional cameras?

Dongwoo Kim: Traditional cameras allow you to capture an image within a limited angle of view through the lens, so you have to actually point the camera directly at the subject you’re shooting to capture it. In typical lenses, there is a central area and a peripheral area. Because we naturally focus on the center of a photograph, camera lenses, in general, produce the best picture quality at the center and relatively lower quality on the sides.

But 360-degree cameras are different. They shoot in all directions and don’t distinguish between the central and peripheral areas. When using Gear VR, for example, the “center” of an image or video changes as you turn your head in different directions. If there were a drastic difference in picture quality between central and peripheral areas, it wouldn’t feel very lifelike. Therefore, we had to minimize this difference on the Gear 360, and placed a great emphasis on designing and manufacturing the lens to ensure consistency in picture quality.

Q. How did you accomplish this?

Dongwoo Kim: Since it was our first time developing a 360-degree camera, we had to go through numerous procedures including analyzing consumer demands, determining design specifications and developing a methodology for evaluation and standardization.

Also, we had to consider things we had never given thought to before with smartphone cameras such as the stitching algorithm—which connects pictures and videos from all directions in a sphere-like form. We had a lot to do on the software front, too.

Soojung Kim: To adjust sensor assy and lens assy for the Gear 360, we needed equipment to carry out the “active align” process. However, in the initial stages of the Gear 360’s development, facilities that manufactured this equipment were also in their infancy, producing only 10 to 20 units per hour.

Because of this, it took an enormous amount of time to manufacture a pilot device for testing. We really couldn’t afford to wait, so we had to roll up our sleeves and personally help out with the manually-operated equipment. I remember how excited we were when we finally saw the module completion process working properly.

Q. What were the challenges in using two camera modules on the Gear 360?

Kiyun Jo: Considering the sphere-like design of the product, as well as performance and efficiency in aligning multiple cameras, we decided to use two camera modules and two image sensors. This created new challenges, including sensitivity deviation between the sensors and differences in the volume of image shift from each camera.

A typical camera design might incorporate multiple lenses into a single lens module to allow for more sophisticated functions. To do this, it is critical to align the optic axis of each lens accurately. But developing the Gear 360 was even more challenging, as we had to square each lens module perfectly with the other.

Another key element in manufacturing a camera is to set a perfect locational relation between the lens and sensor. While the tilt of the sensor is typically the top priority in smartphone cameras, our focus with the Gear 360 was on both three-directional motion components (x, y and z) as well as spin components (yaw, pitch and roll). In other words, we had to apply far more sophisticated standards to the tilt and spinning of the lenses.

Q. Why did you choose the 195-degree view angle?

Junghyun Lee: If you want to shoot everything in a full field of view of 360 degrees with two lenses, each lens has to capture more than 180 degrees. Also, you need some overlap of the two images or videos for stitching.

We had no specific formula to work with, but we knew that it was better to go for a larger view angle to give the software enough information to successfully stitch the images.

However, a larger view angle forces the device to use up more resources, making it more difficult to design the device in terms of optics and components. With this angle, the lenses might also capture the camera’s internal components. So we had to pay extra attention to ensure that the components would not interrupt the view angle. After much trial and error, we found that a 195-degree view angle guarantees optimal results.

Q. Why do you use fish-eye lenses?

Dongok Choi: Videos and images taken with a fish-eye lens are displayed in a sphere-like form. So if you look at them in 2D, such as on a smartphone, they look flattened and distorted. Considering a 360-degree camera needs to shoot and record everything around you, a fish-eye lens is favorable because it captures things more accurately.

To put this into perspective, imagine a globe in a classroom. Thanks to its spherical shape, it represents scale and size more accurately than a flat world map.

Q. You previously mentioned video and image stitching. How does that work?

Junghyun Lee: Since we shoot with two 195-degree lenses that face opposite directions, the excess parts of the images (from 180 to 195 degrees) overlap each other. The software processes this overlap to seamlessly connect the two images on the sides.

For optimal results, we tried to make the colors and other elements in the two stitched images appear as natural as possible even before being processed by the software. To this end, we made diverse efforts, including minimizing the difference in colors and exposure of the two lenses by adjusting ISO/AWB, and fine-tuning the optics in the engineering process.

Q. How did you evaluate the picture quality for the Gear 360?

Yongwook Kim: There was no specific standard to determine the picture quality. As I mentioned earlier, there is no difference in the central and peripheral parts of the image. So we didn’t know where to look to determine if the picture quality was satisfactory. So we continued to discuss the issue and change the standards and scope throughout the development and verification phases.

Soojung Kim: While we had established standards to evaluate the picture quality of conventional cameras, we didn’t have any to do so with sphere-like images and videos. In addition, we concentrated our efforts to meet consumer expectations, which was difficult as they have ever higher standards driven by steady advancements in smartphone cameras. As a result, we had to devise an entirely new set of standards to evaluate images captured by the Gear 360.

The Galaxy S7 edge Injustice Edition comprises a package that includes a sleek, deep-black Galaxy S7 edge, accentuated by gold detailing and an iconic rear seal, inspired by Batman, one of the DC characters featured in the game. But what went into designing the Galaxy S7 edge Injustice Edition? Senior Designer Kwangmoon Kim, Senior Designer Junwon Lee and Assistant Designer Soohyun Kim in the Mobile business explained the ideas and concepts that went into the game-inspired design.

(From left to right) Senior Designer Kwangmoon Kim, Assistant Designer Soohyun Kim and Senior Designer Junwon Lee)

Q. What was the main concept and principle aim behind the Galaxy S7 edge Injustice Edition?

Junwon Lee: Our aim was to create a complete package that had a special meaning for Injustice: Gods Among Us game and Batman character fans. It includes a specially designed Galaxy S7 edge, a smartphone case and a Gear VR. The main color we used was black, and we also added a touch of gold.

Q. Why did you choose black and gold?

Junwon Lee: No matter if you are a fan or not, black and gold are the colors that most often come to mind when people think about Batman. The Batman character’s design has continued to change, but the black and gold themes used in Batman in 1990s’ still resonate with many people. We decided that these two colors best matched this edition, and our partner companies agreed.

Soohyun Kim: The logo – a black bat on yellow background – is very well-known. In the Batman movies and cartoons, the Bat-Signal, a yellow searchlight with a black bat emblem is projected onto the night sky as a means of calling Batman. Gold reminds people of the Bat-Signal and we believe the color can be attractive to both fans and non-fans alike.

Kwangmoon Kim: We thought about ways to add the gold-colored elements without altering the image of the new edition. As a result, the package presents a unique look as a whole, with each device piece imbued with a touch of gold.

Q. What are the differences between the Galaxy S7 edge Injustice Edition and the S7 edge Black Onyx?

Junwon Lee: We wanted to find a unique black hue for the Injustice Edition. The handset mainly consists of two colors: black and gold. Black encompasses the whole body, including the metal frame, unlike the standard Black Onyx version of the S7 edge. This matt-finish black represents Batman’s suit. Gold, on the other hand, was applied on the logo, edge of the home button and rear camera to make them stand out. We examined a number of image samples for the Batman logo on the back, with consideration given to size and dimension, and, following discussions with our partner companies, eventually selected one.

Q. The special edition’s Gear VR and phone case are also unique. What were these items’ main design focus?

Junwon Lee: Our collaboration with the Injustice: Gods Among Us game also led to the creation of the special black version of the Gear VR with a matt finish. The phone case is a reinterpretation of Batman’s suit, and we made an effort to visualize this in a metaphorical sense, rather than make it too obvious. We chose a material that is both comfortable to grip and durable, but that also maximizes the matt texture. The case also needed to combine great looks and optimum protection. We had to make sure it did not compromise the simple beauty of the Galaxy S7 edge by adding too much detail.

Soohyun Kim: I had never really been interested in superheroes, so at first it was hard for me to understand a strong masculine character. However, I soon realized that Batman was not born with superpowers – he is an ordinary person who decided to make the effort to become a superhero. We wanted to showcase his wise and mysterious characteristics on the packaging. Batman uses a variety of gadgets to augment his powers, and we wanted the Injustice Edition package to match with this kind of equipment.

Q. What did you need to consider when you design a product based on a superhero?

Kwangmoon Kim: When we started this project, I was excited about designing the Galaxy S7 edge Injustice Edition as I enjoyed playing the Injustice game recently, especially with the Batman character in it. We came up with an impression of Batman – a matt-black and solid image – from his characteristics. To turn this idea into a product, though, we needed to bear in mind several considerations. Existing Galaxy S7 edge models had their own shape and a glossy look, and our partner companies have guidelines concerning the use of their superhero characters. We truly examined every elements from every kind of angle to blend them into special, but well balanced.

Junwon Lee: We focused on reflecting the character’s nature and meeting the needs of Batman and Injustice: Gods Among Us game fans. Fans might buy this package edition not just to use its devices, but also so as to own products dedicated to their favorite DC Comics hero. We examined and selected each component of the package from a fan’s perspective and also made proactive suggestions to our partners. The first thing you will see when you open the packaging is a Batman logo badge, which emphasizes the fact that this is a special edition. It is carefully crafted and designed in terms of its size, color and texture. We do not think of this package simply as a way to increase sales. We hope more people will come to appreciate the Samsung and Galaxy brand through our fresh approach and this special edition’s emotional appeal.

Q. Do you recall any stand-out episodes you experienced during the design development?

Kwangmoon Kim: In order to realize the black design for the Galaxy S7 Injustice Edition, we had to work hard and cooperate with other teams. For instance, we had to secure specific set of equipment from existing manufacturing facilities to produce the black metal frame for the special edition. We also had to make numerous attempts to adjust the color and texture to fit with the design. In order to create a totally black look, we even made the slit on the metal frame that provides better antenna performance in black.

Soohyun Kim: I was at a library one day when a book about the history of superhero stories caught my attention, even though I had never really been interested in the subject. I read the book attentively. A few days later, I ended up getting involved in this project – an amazing coincidence. During the production phase, I also learned a lot of things that as a designer I had previously not known about. At the production facility, I could see how important it is be precise and accurate when you are making a quality product. Even a small scratch on the box, a minute color difference or a tiny error in the size of the tray inside the packaging is unacceptable. I learned that great design quality comes from cooperation between different departments, not just from designers themselves.

In a world that is growing more digital with each passing day, the rate at which technology is becoming an increasingly integrated part of our lives can be overwhelming. Despite the rapid shift from analogue to digital, tangible design continues to play an integral role in the way in which we communicate and interact with our surroundings, and even our electronics.

“Technology has its own function, but design is the entity that creates a bridge to let us interact with it,” said Erwan Bouroullec at the Living Design Fair in Seoul while promoting the launch of the Serif TV series in Korea.

Bouroullec and his brother Ronan make up the renowned design duo based out of Paris. Their work ranges from small utilitarian objects to spatial arrangement and architectural projects, and is defined by the siblings’ distinct personalities and shared notion of diligence. Their design philosophy has remained the common thread that intertwines all of their designs, including Serif TV, the brothers’ first digital appliance design project.

Bouroullec admitted that he and his brother were a bit naïve when they first agreed to collaborate with Samsung Electronics on the Serif TV project.

With a very limited knowledge of, and virtually no exposure to, the inner workings of electronics, the duo experienced a number of unforeseen challenges during the design process. The technical mistakes the two made as a result, Bouroullec noted, were part of the learning process.

“If you refuse a mistake, there won’t be any innovation,” he said. “If you only take the path you know, you won’t discover anything new.”

Redefining Television

This concept also applies to the development of technology, and the ever-evolving television industry, in particular.

In less than a century, the TV has transformed from a bulky box of black-and-white images into what Bouroullec calls “a monument to technology”—something that should be seen and not touched.

But while oversized screens, wall mounts and nearly-there bezels define the TV trends of today, the brothers suggest a new approach to television design.

The Serif TV features a bold and colorful frame, which when viewed from the side looks like a stylish capital “I” in a serif font. With a thin body, but a flat top and bottom that stick out, Serif TV doesn’t hang on a distant wall. Rather, it rests on a table or stands supported on long, spindly legs in the actual living space. Its top, which acts as a shelf, allows for greater interaction with other objects, like vases, books and other decorative items.

Furthermore, the Serif TV incorporates a woven fabric panel on the back of the device, which conceals the connectors and allows for seamless viewing in three dimensions.

In this way, Serif TV naturally melts into the living space without being overly dominant.

“When we design something, we try to integrate the object into its surroundings in the same way that tea infuses into water when you put it in a cup,” Bouroullec noted. “Electronic devices should blend into the environment just like any other interior object.”

Timeless Tech

As technological advancements are constant and swift, consumer tech turnover is at an all-time high. But, unlike electronics, Bouroullec claims, design has no trends.

“One of the major things to consider when designing objects is that you have to make them stand the test of time so that five, 10, or possibly even 80 years after their conception, the language and what they try to convey is still relevant,” he stated.

As such, by incorporating natural elements into Serif’s design—from the repeating patterns of its Curtain Mode to an aesthetic imbued with the qualities of metal, wood and stone—the Bouroullecs focused less on short-term objectives, and more on making the television a timeless piece of design.

In doing so, the duo has accurately illustrated how technology is impacting design, and how design is influencing technology.

“It’s clear that one of the more important overall contributions of technology is that it has made it possible for anything to happen, anywhere, at any time,” Bouroullec noted. “Spaces have to be ready for that.”

The newest additions to Samsung’s line-up of Galaxy smartphones are officially unpacked. Samsung Newsroom met with Tae Moon Roh, Executive Vice President and Head of Hardware R&D and Product strategy of Samsung Electronics’ Mobile Communications Business, and one of the key people behind the development of the new devices, to discuss the starting points of the development of the Galaxy S7. During the interview, Roh also explored the challenges he and his colleagues had to overcome during the process, as well as the driving forces behind Samsung’s ceaseless pursuit to provide users with an unparalleled mobile experience.

Q. Can you tell us about the Galaxy S7?

Consumer feedback and analysis of past Galaxy S series models has helped us develop the new Galaxy S7 and Galaxy S7 edge.

We thoroughly studied changing trends in how consumers really use their smartphones especially with regards to SNS, video, camera and gaming. The Galaxy S7 and Galaxy S7 edge are optimized for those purposes, while still maintaining a beautiful design.

We also added practical features like water and dust resistant technology, a microSD card slot and a longer battery life. By perfecting these key features, we are able to provide an unparalleled mobile experience.

Q. What were the challenges in developing the new devices?

It’s true that many smartphone technologies are already advanced. Yet, what’s more important is to deliver the most advanced features harmoniously and provide the best user experience for consumers.

We spent almost a year and half to find a way to maintain the perfect design and add the water and dust resistance feature. It was challenging because every one of us had to brainstorm creative ideas to develop something that is totally different from what we’ve been doing before from elements to manufacturing.

Smartphone cameras have advanced remarkably, but there is still a strong need for brighter and faster shooting under low light conditions. This time, we really focused on how to meet those needs, not just increasing the number of pixels.

The dual pixel technology for the Galaxy S7 and Galaxy S7 edge camera was very challenging. Though the technology is embedded in certain DSLR cameras, it’s novel for the smartphone industry. We wanted to make sure consumers could actually feel and see the improvements in the picture quality in all situations.

Q. What is the driving force for Samsung mobile’s innovation?

Very simply, consumers drive Samsung’s innovation. They are our inspiration to move new technology, services and solutions forward.

For example, we have a Samsung Members Program, specialized for each region. Through this program, we will hear directly from our customers, provide a self-diagnosis service and run communities for our consumers. Listening carefully to customers and finding the right way to realize it, that’s our driving force.

Also, along with our solid product line-ups, we will continue to take lead in both Mobile Payment and Mobile Security Platform innovations with Samsung Pay and Samsung KNOX. Another key area of focus is Mobile Health.

As such, we will relentlessly pursue the technological innovations that will help enrich people’s lives.

Roh joined Samsung Electronics in 1997 and has since played an instrumental role in the hardware R&D development of numerous Samsung products, most notably the Galaxy device line-ups. Prior to being named Co-Head of Samsung’s Mobile R&D Office and Product Strategy Team in December 2015, Roh spearheaded the development of advanced smartphones and tablets as the Head of the Innovative R&D Team. He also played a key role in the strategic product planning, launching and marketing efforts of the Galaxy S6 and Note 5.

BK Yoon, President and CEO of Samsung Electronics, making the opening keynote speech at CES 2015.

At CES 2016, a global consumer technology tradeshow held in Las Vegas, the Internet of Things (IoT) was at the top of the agenda. Against this backdrop, Samsung Electronics unveiled a variety of products and technologies that enable consumers to enjoy the IoT in their daily lives, under the theme of “In Sync With Real Life.”

Samsung Newsroom spoke with BK Yoon, President and CEO of Samsung Electronics, who leads the direction of the consumer electronics (CE) business within the company, to talk about Samsung’s vision for the age of IoT and CE business strategy for this year.

Q: Consumers are still largely unfamiliar with the IoT. How should we see the IoT era?

BK Yoon: The IoT will definitely change our home life; however, I believe the greatest change will be witnessed in the manufacturing sector. Under the IoT value creation structure, manufacturers collect data and give feedback after analyzing it, improving and developing factories, homes and societies.

For example, the introduction of the Family Hub Refrigerator at CES 2016 will serve as a milestone in improving the experience in the kitchen. Because the refrigerator multitasks, it will allow you to communicate with family members, access news briefings, find recipes and enjoy entertaining content. Moreover, it will even let you monitor your cooktop and oven remotely during the cooking process, through connectivity with all devices in the home, bringing a great change to the kitchen experience.

As such, we are convinced that TVs and refrigerators with IoT technology will improve the quality of life for all consumers.

When things communicate with each other, and more so when things communicate with people based on the IoT, unimaginable value will be created.

Q: Samsung emphasizes the IoT in daily life. How does Samsung plan to make this happen?

BK Yoon: Samsung introduced innovative IoT technologies to the products that consumers use frequently and feel familiar with: TVs and refrigerators.

For instance, Samsung unveiled SUHD TVs as an IoT hub at CES 2016. Connected with IP cameras, the TV can be used to monitor activities inside and outside your home. Additionally, you can easily adjust your home’s lighting and AV devices to suit your TV content.

Meanwhile, the Family Hub Refrigerator is equipped with a 21.5-inch touchscreen on the exterior of one door to allow you to access useful information for food storage, communicate with family members and enjoy entertaining content.

Building on this momentum, Samsung plans to take the lead in the age of IoT by connecting all home appliances by 2020. As a result, it will help consumers to lead enjoyable everyday lives.

Q. Technological compatibility, not just among Samsung devices but also with other manufacturers’ devices, is critical to the IoT. What strategy does Samsung have to address that matter?

BK Yoon: Samsung employs an open platform strategy. By adopting an open platform, we promote compatibility even with products made by other companies, so that all devices around the world can be interconnected.

Q. What is the strategy of Samsung for the TV business in 2016?

BK Yoon: Samsung’s TV business has been number one for the last 10 years. Building upon this achievement, we will continue our efforts to deliver premium products, differentiate design, create special user experiences and offer greater content.

This year, we will keep our leadership position in the TV market with second-generation Quantum dot technology that enhances the color gamut by more than 20 percent. We will also release premium design TVs that are more than just a product, but also a timeless objet d’art.

Along with that, a new UX will be introduced to upgrade content accessibility and experience.

Q. What is the strategy for digital appliances in 2016?

BK Yoon: This year, Samsung will continue its endeavor to make products that satisfy consumers through thoughtful innovation that cares about consumers, along with more active marketing initiatives.

In the high-end segment, Samsung will solidify its leadership position in the global market with premium products that fulfill the needs of consumers. Meanwhile, in the mid-tier segment, we will launch region-specific products. We will also double our efforts in the B2B system air-conditioning products market.

Samsung has maintained the number one position for the last four years in the global refrigerator market. In the washing machine market, we have been introducing innovative products, such as the front load washer with Samsung AddWash and the Samsung activ dualwash top load washer.

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

Over recent years, a new type of talent known as the “generalist” has emerged. Generalists refer those who create new value by combining many fields and types of knowledge. At Samsung Electronics, one of the most interesting and important types of generalist to emerge has been the technical designer position. Technical designers have the mindset of designers, but the ability to program, allowing them to bridge these two very different fields. To learn about this new approach to UX design, the Samsung Newsroom recently met a few of the technical designers behind the revolutionary Samsung Gear S2.

Combining Technology and Design

Perhaps technical design is not a term with which everybody is familiar. The role of technical designers is to optimize the user experience. More specifically, they use source codes and programs to design functions that explore newer and easier device interactions, creating an optimal user experience.

Until recently, engineers and designers normally communicated with each other only through the designers’ static sketches or documents. Engineers would then have to turn those sketches into final products. But the ambiguities and difficulties in this process sometimes caused delays and misunderstandings. To improve this process, the role of technical designers has emerged as an important one.

Bonghee Han, Principal Designer, explained, “Technical designers are creative designers who have engineering competency and contribute to creating the highest quality UX designs. The importance of technical designers stood out during the designing of the Gear S2, working as a bridge between the graphic designers and the engineers, helping the communication between them. The technical designers considered how to combine design with user interaction to ensure the end result was as functional as it was visually appealing.”

Creating the Circle

“We did not get together intending to do some certain task. In the beginning, some people were designing movements and the user experience, and through Flash they brought their ideas to life.” said Jungwoo Choi, Senior Designer.

However, in developing the Gear S2, which has a new circular shape, naturally the design for new interactions became more important and the designers’ role grew.

“Designing new interactions on a circular device for the Gear S2, many different attempts were made in nearly all aspects of the device. Before the prototypes were made, programs were developed to review the design outcomes, so that gave us more time to think” Choi added.

Their ideation meetings were very passionate. If someone suggested an idea, someone else would immediately be working on the coding. The designers created hundreds and thousands of prototypes and tested them thoroughly to create the best experience for users.

Jongwoo Shin, Senior Designer explained, “After countless attempts, the most optimal point for rotating the display between screens and content was found. This process was applied to everything, including applications, screens and touch responses.”

“Because I believe the most perfect UX is a UX that feels so natural people don’t think about it, I worked on everything in a lot of detail. All these efforts became the basis for the Gear S2, and I am very proud of it.” Shin added.

Working Towards a Shared Goal

When getting to know Samsung’s technical designers, it is remarkable to discover their range of academic backgrounds.

“I studied crafts at university. I wanted to see the outcome of my thoughts and sketches. So I wanted to study to learn how to realize my sketches, so my drawings didn’t just stay as drawings, but were brought to life. This is why I double-majored, to build my knowledge of software development. As I was studying, I learned that I could realize my imagination through source codes, and that’s what attracted me to technical design,” said Minwook Na, Senior Designer.

Jungwoo Choi studied mathematics but was very interested in coding and visuals. Jongwoo Shin studied engineering but was interested in graphics and motion. All of the technical designers have very different degrees and background knowledge, but they are currently working together as a team.

Synergy of Designers and Engineers

“When I was working on the Gear S2, I imagined what it would be like using it and what my friends and family would think using it, and that was enjoyable. In the future, I should be careful not to limit myself to stereotypical ideas. Caging yourself in could hinder your creativity. It is necessary to always stay curious about new things,” said Minkyu Park, Senior Designer.

User experience is a term that was generally unfamiliar 15 to 20 years ago, however, even back then providing convenience to users was actively discussed. And so, too, was technical design. These are the people who have been designing movements and creating new user experiences. Technical designers are crossing the boundaries between designers and developers, creating new synergies. We look forward to the role they will play in the future.

Fonts for Mobile Devices

“As a font designer for smart devices, I ‘draw’ text. My main job is to develop new fonts and optimize existing fonts originally designed for print or web pages by paying attention to the appearance of every single letter,” explained JiEun Kim, Senior Designer of UX Innovation, for Samsung’s IT & Mobile Communications Business.

The term “digital font” refers to the design of text used for electronic devices, such as computers and smartphones. As web design expands, the number of fonts also grows. There are many fonts that are language-specific. Considering that Galaxy devices support more than 90 languages, the number of fonts available for Galaxy users is nearly inconceivable. The default font for Galaxy devices is the result of optimizing the standard typeface used by Android OS, ensuring that it is best-suited for each Galaxy device.

Many people like to change the fonts on their personal devices, testing various styles to find their favorite. Typeface is so important, some users pay to download additional options. For others, font design may go unnoticed as devices and trends change, sticking to familiar fonts that feel comfortable. Just like seasonal fashion, new fonts can be applied for a different look; however, as with many things, simply following the trend is not always the best way to go.

“In my opinion, a good font should be clearly legible, even after long hours of reading. But that does not mean there is a universal font that is best for all devices; depending on differences in display resolution, screen size, aspect ratio and even background colors, the same font can look quite different on different devices,” Kim explained.

For example, the thickness of a white font on a black background can appear to be different than a black font on a white background. Additionally, wearable devices have smaller screens than smartphones. Samsung had to reduce the width of each character of every font to better fit smaller displays.

Creating a Masterpiece

The font design team also takes a creative approach, attempting to create new font styles that are interesting and different. Some people may initially feel slightly uncomfortable with change, but over time it becomes more familiar and eventually the change is preferred. Samsung believes it is very important to find the right balance between meeting the needs of people who like familiarity and pursuing fresh ideas that consumers will come to love.

“We continue to examine our fonts in extreme detail, even if it is barely noticeable to the majority of users. Imagine a sculptor working on his future masterpiece, hammering and sanding the surface for years. In a similar manner, we fine-tune our fonts little by little, getting closer to perfection each time,” Kim added.

Before launching a new device, Kim carefully checks how each font will look, depending on the length and arrangement of text and font size.

Unique to Galaxy

Galaxy users can customize the faces of their smartphones with several pre-loaded fonts such as Choco Cooky, Cool Jazz, Gothic Bold, Rosemary and Samsung’s default font. In the configuration settings menu, fonts can be previewed to see how it will look as a title or description, before applying the changes.

“It’s difficult when a font has really unique characters. People can grow tired of the font in a short period of time, if the characters are too strong. The most widely used fonts around the world are popular for hundreds of years, even while they continue to be refined. Keeping this in mind, we try to make sure every font on Galaxy devices looks neutral, solid and dignified.”

The newest font, Samsung Sans, was designed exclusively for Samsung mobile devices including Galaxy smartphones. Kim joined the design team that carefully developed the tilt, lines and curves of every character, over the past year.

“Samsung Sans is our first exclusive font for Samsung mobile devices. We focused on making Samsung Sans embody the identity of Samsung mobile, delivering a soft, natural typeface that is polished, but not over-styled. Because Samsung mobile devices are favored by hundreds of millions of users around the globe, we tried to design a font that would be easy and comfortable to read in any language,” said Kim.

Another noteworthy difference of font design that users may easily recognize is number font, which is the same for users globally. Due to changes in approaches and design concepts of Samsung’s flagship smartphones, number fonts differ slightly by device. Numbers change the appearance of the lock screen, the weather forecasting widget, dual clock widget and alarm.

The Difference of Typeface

When thinking about the newest smart devices, most people focus on the latest technologies and features. Typeface is recognized subconsciously; however, there are those who always consider the way information is displayed, such as font designers like Kim. They understand typography is a language itself, and think about what fonts are best for every message, location or device.

“As a font designer for smart devices, my goal is to design a smart device-specialized font that feels comfortable, is easy to read and is attractive across many languages. Of course, I want to achieve ultimate optimization for various smart devices, too. You may feel that the fonts currently used on smart devices are good enough, but I don’t think they are 100 percent perfect yet. I believe fonts are similar to facial expressions in a way; the slightest hint of distortion can change the whole impression,” Kim emphasized.

Ronan and Erwan Bouroullec have designed a new television for Samsung, which the French designers claim they approached “like a piece of furniture.”

While this is the duo’s first digital appliance design project, the brothers have worked together as joint partners for about twenty years and currently work from their Paris-based studio. Their work ranges from small utilitarian objects to spatial arrangement and architectural projects, and is defined by the brothers’ distinct personalities and shared notion of diligence. In addition to collaborating with leading design companies, Ronan and Erwan Bouroullec have had their work featured in numerous exhibitions around the world.

Called “Serif”, the Bouroullec brothers’ television features a case that flares out into a base at the bottom and a shelf at the top. The culminating effect is a form that resembles a capital “I” in a serif font when viewed from the side, a truly unique aesthetic for any living space—one that can be likened to a decorative furnishing more so than an appliance.

“One of the challenges was to make the design stronger than the technology itself,” Erwan noted of the design process. “The key value is that Serif sits naturally into any environment, in any place.”

One of the ways the brothers accomplished this was through the addition of the Curtain Mode setting to the user interface. The design-centric feature displays a translucent graphic effect which covers the images on the screen. This enables users to temporarily hide the image without having to completely turn off the TV so that the device can more naturally blend and harmonize into its surroundings.

“Of course design interacts with your day, so design is everywhere. Objects are everywhere,” remarked Ronan. “We tried to give to this technological object a charm and qualities that make you happy to live with.”

In doing so, the Bouroullec brothers, along with their Serif TV, have most certainly redefined the role that technological design plays in our lives, sparking a new way household electronics fit into our living spaces altogether.

There has been a lot of enthusiasm for Samsung’s mobile wallet and the ways in which it differs from other mobile payment systems. Samsung Pay launched in Korea last month, and the mobile payment solution has already proven its biggest advantage is its nearly universal merchant acceptance with both of NFC and MST(Magnetic Secure Transmission) support in nearly all current merchant locations.

Samsung Tomorrow sat down with Samsung Electronics Executive Vice President, Injong Rhee, who is in charge of leading the development of Samsung Pay, to discuss the overall consumer feedback and plans to expand the service in the future.

Q. What has been the feedback on Samsung Pay since its official debut in Korea on August 20?

Considering that only about two weeks have passed since the official launch, the response has been beyond our expectations. We’re seeing an average rate of 25,000 registrations per day for Samsung Pay, and its usage has surged rapidly, recording a daily average of KRW 750 million in terms of transaction volume. After using Samsung Pay, consumers are surprised and pleased by its intuitiveness and quick payment process. In addition, business owners have also been amazed and shown interest in the service.

We have also heard some funny stories since some vendors are unfamiliar with Samsung Pay. For example, when one of the Samsung Pay developers tried to use it at a sauna, an employee told him that they don’t accept it. Just then, another employee standing nearby said, “This is Samsung Pay. We can take it.” The developer was able to complete the transaction. I think it is hard to forget Samsung Pay once people have encountered it because of its ease-of-use and simplicity.

Q. How often do users make payments with Samsung Pay?

The details on Samsung Pay usage are constantly being updated, and a majority of Galaxy Note5 owners in Korea have used the service.

During the open beta period, about five out of every 10 were Samsung Pay transactions. This is an amazing figure since people rarely used mobile payments until now.

During the open beta service here in Korea, the number of active users who made more than one payment with Samsung Pay represent 80-90% of all Samsung Pay users. Seeing that Samsung Pay does not support online transactions yet, it can be interpreted that more than 50% of plastic card payments can be substituted with mobile payment.

Q.What do you think are the reasons behind such enthusiastic initial feedback on Samsung Pay?

We consider plastic cards to be the strongest competitor for Samsung Pay, rather than the other mobile payment services. In order to encourage consumers to use Samsung Pay instead of paying with plastic cards, we had to provide more value than a plastic card could offer.

The strongest point of Samsung Pay is that it will be able to allow users to make payments with credit cards, rewards cards, gift cards, department store cards and store-brand cards with a single mobile device, rather than a stuffed wallet, thanks to MST technology. In addition, many people think it is a hassle to get their wallets from their purses or pockets in order to pull out plastic cards, all while also holding onto their smartphones. Since it is quite convenient to pay with the smartphones they are already holding using Samsung Pay, we expect it to have a greater impact in the lifestyles of consumers.

Samsung Pay will be able to offer other various services, as well. In the future, we will be able to adopt a location-based service, notifying consumers of available coupons nearby, helping users save money and also allowing vendors to effectively execute marketing. It is expected that with these types of value-added services, the transition from using plastic cards to mobile payment services will occur rapidly, changing payment habits, as well as lifestyles.

Q. What is the feedback from banks and merchants regarding Samsung Pay?

In the banking sector, establishing and preoccupying the mobile banking system is the most important issue. Banks are interested in and actively participating in Samsung Pay as a mobile payment service that supports such systems. We were able to build a solid service system for consumers in a very short time, thanks to the eager support for technological integration by the banks. The number of partners adopting Samsung Pay is continuously rising.

Vendors are also showing positive response to Samsung Pay, enabling consumers to use rewards cards more easily, and as a tool for managing clients and advertising. Previously, consumers had to disclose a lot of personal information when signing up for rewards cards, which took extra time and created some security concerns. With Samsung Pay, when consumers wish to apply for membership, we have the data entered automatically.

That said, there are some outdated payment terminals which will require software updates in order to operate the Samsung Pay system. In order to address this issue, we are currently working with those terminal providers and sellers.

Q. Will it be possible for Samsung Pay to be available in other countries in the future? Also, will the range of devices that support Samsung Pay be expanded?

Samsung Pay’s beta tests are being conducted in the U.S., and is scheduled to launch on September 28. We will also conduct beta tests in a few other countries, including Spain and the U.K. It has been demonstrated that countries with a high credit card usage show the strongest interest in Samsung Pay.

Samsung Pay is a service based on Samsung Electronics mobile devices and is part of our efforts to provide more convenient experiences to Samsung’s mobile users. It is a great benefit for consumers, which is expected to contribute to strengthening Samsung’s market share in mobile devices. By providing Samsung Pay and closely connecting it to everyday lives, it has added yet another value that Samsung can offer consumers.

Samsung Pay is currently preloaded on four strategic products: the Galaxy S6, the Galaxy S6 edge, the Galaxy Note5 and the Galaxy S6 edge+, and we will extend it to support more devices, as well as wearable devices in the future.

Q. Currently Samsung Pay does not charge fees. Do you have plans to make profit through the service model?

Samsung Pay is provided to users, banks and credit card companies without charge so there is no profit generated from the service itself, as of now. We are focusing on how to let users fully adopt Samsung Pay easily and conveniently and what kind of additional value we can provide. We can certainly offer more value-added services in the future if they are proven to provide greater value to users.

Q. Samsung Pay users must be particularly interested in mobile device security. What kind of security system does the Samsung Pay apply in order to protect user data?

For the past several years, Samsung has concentrated on developing services, content apps and software. These efforts have laid the foundation for Samsung Pay. In particular, we have strengthened security through Samsung KNOX, a mobile security platform. Samsung Pay was created based on this improved security.

Furthermore, we have fully devoted ourselves to protecting user data within Samsung Pay. Since a one-time virtual card number (token) is generated to make each payment, the actual card number is not stored in the device. Also, if a smartphone is lost, the data in the device can be deleted remotely or the Samsung Pay function can be suspended.

Q. What additional services are you planning to offer through Samsung Pay?

First, we are planning to provide an online payment solution through Samsung Pay. It will be a convenient way to shop online since the public key certificate or password required for previous online transactions will be replaced with fingerprints. We are preparing for a transportation card function, as well.

In addition, we are considering a service that issues a Samsung Pay card number without the physical card itself. We believe it will provide greater value to consumers and vendors by reducing the expense of issuing cards and save in the production of plastic cards.

[Injong Rhee, Samsung Electronics Executive Vice President]