Samsung Electronics has long recognized the significance of these advanced technologies, and has been actively pursuing innovation in these fields. Expert researchers are working hard at Samsung Research’s¹ 14 R&D centers and 7 global AI centers all over the world in order to prepare for the future, innovate for users and create the next generation of cutting-edge technologies and services that the Samsung Electronics’ legacy is built on.

In this relay series, Samsung Newsroom is introducing tech experts from Samsung’s R&D centers around the globe to hear more about the work they do and the ways in which it is directly improving the lives of consumers.

The first expert in the series to be introduced is Sergii Lytvynenko, Head of the Visual Intelligence Team at Samsung R&D Institute Ukraine (SRK). Sergii has been working for SRK for more than decade since he first joined as a SW Engineer. Read on to hear more about the groundbreaking work Lytvynenko and his team undertake at SRK.

Q: Can you please briefly introduce the Samsung R&D Institute Ukraine and the kind of work that goes on there?

Our R&D center is located in Kyiv, situated in the heart of Ukraine. Since its inception in 2009, SRK has been focused on and has deep expertise in the AI, Augmented Reality (AR) / Virtual Reality (VR) and Security domains. SRK is composed of prominent industry professionals and is currently working on the study of intelligence security, computer vision, context-aware intelligent services, and more. Also, as part of industrial-educational cooperation initiatives, SRK actively co-operates with local universities and schools.

Q: What are you and the Visual Intelligence Team working on at the moment?

Our team is currently conducting fundamental research into the AI, Computer Vision and Computer Graphics domains. The main mission of our team is to transform research advancements into holistic user experiences, thereby enhancing the quality of people’s lives, simplifying their daily routines and delivering positive emotions and immersive experiences.

To do so, we are collaborating closely with various teams in other countries by conducting advanced research in our focal domains and working with different business units by contributing our core technologies to Samsung products.

Q: Your team covers two major technological domains – Computer Vision and Computer Graphics. How do these technologies contribute to innovating new user experiences?

Last year, we undertook extensive work on the Smart Trainer solution, which enables a totally new level of home fitness experiences. Through the USB camera connected to the Samsung Smart TV, the system can track your activities, keep track of the exercises you do and even offer recommendations on your form accuracy, all thanks to AI. We are now very happy that Samsung TV users can enjoy this feature in their homes.

Q: How are you incorporating the key technologies from your focal domains into your current projects, such as AR Glasses?

These days we are performing advanced R&D to tackle major challenges in the computer vision and graphics areas for AR Glasses. On the vision side, we are working on the essential solutions required for AR, including Simultaneous Localization and Mapping (SLAM), Depth Estimation, Environment Understanding and Human Computer Interaction (HCI). On the graphics side, we are conducting research into low-latency rendering for AR and Game Performance optimization.

▲ Visual Intelligence Team at Samsung R&D Institute Ukraine

Q: As well as AR, your team contributes to S Pen technology development. Can you give us a bit of background into the development of this technology?

One of our focal R&D areas and core solutions is handwriting recognition technology for S Pen enabled devices, which is being deployed and spread to Galaxy line up. While working on our handwriting recognition solution, we also developed a rich patent portfolio, thus contributing to Samsung’s core technology development.

Q: In what ways do you think the optimized S Pen technologies your team created for the Galaxy Z Fold3 will complement users’ experience of the device?

Galaxy Z Fold3 is a really unique product. Its large, flexible display expands the boundaries and opens up new possibilities for users to serve as a true productivity companion for daily business and education. Within this context, S Pen and handwriting recognition and low latency become of crucial importance and we are taking the very best of the conventional pen and paper to deliver those same types of experiences to the digital screen.

Q: In what ways do the technologies your team contributed to Galaxy Z Fold3 set to enhance the quality of users’ lives and simplify their routines?

We deployed our AI Based Point Prediction solution to minimize the latency input of S Pen in order to make the writing and drawing experience feel more like that of pen and paper. Furthermore, handwriting recognition technologies make digital writing smarter, easier and more enjoyable. Users can transform their notes to printed documents, recognize tables, diagrams, embed links, undertake math problems and more, simpler than ever before. Experiences like this are what make a real difference in our daily lives.

Q: What do you see as the main technology trends right now?

These days, we recognize Visual Modality as the next big thing: how to transform a note into a smart note, how to make a video into a smart video, and how much useful context information we can extract from these processes. For this technology, AR opens up tons of possibilities, as well as challenges to be resolved. For example, “Digital Eyes” that would fully explore an environment for a user and provide well-organized contextual information could totally change our lives.

Another big trend right now is HCI. Here we think multi-modal interaction, which is a crucial part of HCI, would be essential. Multi-modal interactions are user-machine interactions that encapsulate vision, language and knowledge, and this technology can help a Samsung device understand the world in which it’s situated.

Q: What has been your most memorable achievement at SRK so far?

June 2021 was a really special month for us as we won the CVPR (Conference on Computer Vision and Pattern Recognition) 2021 Chart Question Answering Challenge. CVPR is the world’s biggest conference on computer vision and AI. We are really proud of what we achieved.

Q: Visual intelligence technologies are crucial when it comes to innovating new mobile experiences for users. In what ways do language-related technologies also contribute to these experiences?

Natural Language Processing (NLP) is one of the most challenging research areas. We really wish that every single person around the world were able to use and experience our solutions, and to achieve this, language expansion and support are of crucial importance. In S Pen Handwriting recognition, we are continuously working to extend the language coverage. Our solution now supports more than 80 languages, and more are on the way.

An interview with Lukasz, a natural language processing expert from Samsung Research Institute Poland can be found in the following episode.

¹ Samsung Research is the advanced research and development (R&D) hub of Samsung’s Consumer Electronics (CE) Division and IT & Mobile Communications (IM) Division.

Samsung Electronics, Worldwide Olympic Partner in the Wireless Communications Equipment and Computing Equipment category, is bringing cutting-edge mobile technology and Olympic inspiration to the Winter Youth Olympic Games Lausanne 2020. In addition to its Olympic Showcase, Samsung is connecting the future generation of Olympic athletes with current Olympian Dina Asher-Smith to defy barriers to achieve meaningful progress and push beyond all limits with an inspirational panel session.

“Samsung has supported the Olympic Movement for over 30 years, and we are proud to continue our legacy by empowering this generation of athletes to ‘Do What You Can’t’ spirit at the Youth Olympic Games Lausanne 2020,” said Stephanie Choi, Senior Vice President and Head of Global Marketing Team of Mobile Communications Business, Samsung Electronics. “From Lausanne to Tokyo, this Olympic year holds many exciting opportunities for Samsung to showcase innovation and change the way participants experience the Games through mobile products and services with 5G connectivity.”

Throughout the Youth Olympic Games, visitors will be able to immerse themselves in Samsung’s groundbreaking technology at the Samsung Olympic Games Showcase located in the Yodli Park. Visitors will be able to experience:

• 5G Galaxy Smartphones: Samsung’s Olympic Games Showcase invites visitors to experience the most recent editions of Samsung’s 5G smartphones, including the Galaxy S10, Galaxy Note10, Galaxy Fold and Galaxy A90.
• Creative Experiences: Visitors will be also able to interact with the creative capabilities of Samsung mobile technology, such as Galaxy smartphone cameras, S Pen and VR.
• Olympic Games Pins: Visitors will have the opportunity to receive special Samsung Olympic Games pins that embody the value of the Youth Olympic Games.

To further empower connection and inspire the next generation of Olympic athletes, Samsung will also host a special panel discussion as a part of the ’Chat with Champions’ series, co-hosted with the International Olympic Committee. Athletes competing in the Youth Olympic Games are invited to learn more on building their personal brand, and to hear inspirational stories that will keep them motivated as their careers develop – on and off the field of play. Panelists will include:

• Stephanie Choi, Senior Vice President and Head of Global Marketing Team, Mobile Communications Business at Samsung, who will provide insights about Samsung brand and her career journey as an industry leader and innovator;
• Dina Asher-Smith, World Champion sprinter, Team GB Olympic Medalist, and one of Team Galaxy athletes, who will share her story of defying barriers to become the fastest British woman in recorded history;
• Janosch Nietlispach, Six-time Kickboxing World Champion turned social media influencer, who will talk about how he became an athlete influencer, interacting with fans on social platforms;
• Zac Farrer, Global Partnership EMEA, Facebook, who will share tips on how athletes can grow their personal brand and expand their communities on social media.

Participating athletes are invited to visit the special ‘Chat with Champions’ session at the Yodli Café at 8pm on Jan 12th to meet other athletes and share encouraging messages to support one another.

“Samsung has been an integral part of elevating the Olympic Games’ fan experience through their innovative technology and powering lifelong memories for athletes and fans alike,” said Timo Lumme, Managing Director of the IOC Television and Marketing Services. “As we celebrate what the future of the Olympic Games will look like for future generations in Lausanne 2020, it’s only natural that Samsung is helping make that connection.”

As a longstanding Olympic partner, Samsung will continue its support for athletes defying barriers beyond the Youth Olympic Games Lausanne 2020 to the Olympic and Paralympic Games Tokyo 2020.

Fans and volunteers experience the Galaxy Fold, Note10+ 5G, and A90 5G smartphone devices at the Samsung Olympic Showcase in Yodli Park during the Youth Olympic Winter Games Lausanne 2020.

Fans and volunteers experience the Galaxy Fold, Note10+ 5G, and A90 5G smartphone devices at the Samsung Olympic Showcase in Yodli Park during the Youth Olympic Winter Games Lausanne 2020.

Fans and volunteers experience the Galaxy Fold, Note10+ 5G, and A90 5G smartphone devices at the Samsung Olympic Showcase in Yodli Park during the Youth Olympic Winter Games Lausanne 2020.

Samsung Olympic Showcase, the unique dome-shaped venue put Samsung’s latest technology on display, in addition to providing various experiences during the Youth Olympic Winter Games Lausanne 2020.

About Samsung’s Involvement in the Olympic Games

Samsung has been a Worldwide Olympic Partner since the Olympic Winter Games Nagano 1998. For over 20 years, the company’s industry-leading wireless communications equipment has enabled fans and athletes around the world to stay connected and share in the journey to achieve greatness of sportsmanship. For Tokyo 2020, Samsung will help spread the spirit of the Olympic Games through proprietary innovations that are shaping the digital future of the Olympic Games. Samsung’s commitment to the Olympic Movement will continue through to Los Angeles 2028 in the wireless communications equipment and computing equipment category, including the activation of the Artificial Intelligence, Virtual Reality, Augmented Reality and 5G features of that equipment.

The demonstration, held at the ‘Korea International Circuit’ racetrack, was made possible by Samsung Networks’ end-to-end 5G mmWave solutions, including 5G New Radio (NR) base stations. The same equipment has been in commercial operation in the United States since the first half of this year.

While the racing car moved at approximately 130 miles per hour (210Km/hour) on the track, the trial verified the stable performance of live downloads, uploads and handovers between 5G cell sites on the racetrack. Download speeds reached up to 1Gbps, demonstrating the capacity for multi-gigabit downloads on a 5G device inside a racing car, using 200MHz bandwidth of 28GHz spectrum.

5G’s high speeds, instantaneous communications, and seamless handovers allow for a more effective and safer way to transfer video to and from cars accelerating up to 130 miles per hour (200~370Km/hour.) The companies were able to use this live video streaming capability to broadcast multiple views of the race in real time over SK Telecom’s live broadcasting solution, T Live Caster 5G.

The test showed that the mmWave technology can unlock the full potential of 5G, for delivering innovative uses cases and business models, such as new entertainment experiences in motor sport events. For example, cameras built into the cars’ cockpits will be able to stream real-time video data from each car over 5G wireless links, allowing viewers to enjoy vivid scenes of the race from the driver’s point of view. Through VR, AR and 360 degree video streams, racing fans will be able to enjoy the immersive experience of feeling as if they are inside an actual moving car.

“5G already opened up a new horizon when the first commercial service started in the first half of 2019 across Korea and the U.S.,” said Jaeho Jeon, Executive Vice President and Head of R&D, Networks Business at Samsung Electronics. “Samsung is at the forefront with global operators in bringing 5G benefits to consumers, industries and societies by helping them deliver 5G commercial networks. This trial is a great example of taking a user experience and the racing industry to new heights.”

“5G commercial service means much more than just faster speeds. It is a vital engine in transforming digital landscapes to bring enhanced and new business models that had only lived in our imagination,” said Park Jin-hyo, Chief Technology Officer and Head of ICT R&D Center of SK Telecom. “We will continue to work closely with Samsung in pushing the limits of legacy technology and maximizing the power of the 5G network.”

In September 2017, Samsung achieved the world’s first 5G handover at 118 miles per hour (190Km/hour) and 1Gbps speed download in a vehicle moving at 127 miles per hour (205Km/hour) in Korea (Link). Based on these achievements, Samsung has advanced network innovation through a comprehensive series of real-world use cases powered by 5G in partnership with global operators, helping to overcome the limits of legacy technology.

About SK Telecom

SK Telecom is the largest mobile operator in Korea with nearly 50 percent of the market share. As the pioneer of all generations of mobile networks, the company has commercialized the fifth generation (5G) network on December 1, 2018 and announced the first 5G smartphone subscribers on April 3, 2019. With its world’s best 5G, SK Telecom is set to realize the Age of Hyper-Innovation by transforming the way customers work, live and play. Building on its strength in mobile services, the company is also creating unprecedented value in diverse ICT-related markets including media, security and commerce.

For more information, please contact skt_press@sk.com or sktelecom@bcw-global.com

The 5G SA Core, jointly developed by Samsung Electronics and SK Telecom, not only supports technologies including network slicing and function modularization based on 3GPP standards, but also offers additional functions that operators have been using since LTE, include billing, subscriber management and operational convenience system. The interoperability assessment is the final stage for verifying the validity of 5G SA data transmission, signifying that the SA system is ready to be launched for commercial service.

Both companies implemented several cutting-edge technologies in the 5G SA Core that has been used for the interoperability. The technologies include Data Parallel Processing technology that performs QoS and transmission control simultaneously; Data Acceleration technology that classifies and distributes similar traffic types; and Path Optimization technology that automatically delivers data traffic to Mobile Edge Computing (MEC) platform.

“The fundamental structure of 5G SA is built on a completely new configuration, successfully delivering the most optimized 5G service to customers and enterprises across numerous industries,” said Jaeho Jeon, Executive Vice President and Head of R&D, Networks Business at Samsung Electronics. “Maintaining Korea’s leadership in network innovations through continuous investments in next-generation technologies is important to Samsung and SK Telecom, and the companies will continue to collaborate on developing and commercializing 5G SA.”

“Along with the initial phase of NSA rollout, we have been continuously focusing on researching and developing the SA technology in order to provide customers a differentiated service quality with innovative products, which will be launched in the first half of next year,” said Park Jin-hyo, Chief Technology Officer and Head of ICT R&D Center at SK Telecom. “By strengthening bilateral collaboration with Samsung, SK Telecom will drive and lead highly innovative 5G technologies and solutions.”

Once 5G SA is commercialized, data processing efficient will be improved by threefold, allowing efficient control for supporting massive data traffic. Moreover, 5G SA system is highly optimized for emerging next generation services such as Autonomous driving, Smart Factory, Smart Farm, and AR/VR.

For the past five years, the two companies have been collaborating on LTE and 5G development, which ultimately led to this successful 5G SA Core interoperability test. Some of other accomplishments include the commercialization of Virtualized LTE Core and Packet Optimization system; and they have completed the development of 3GPP Rel. 15 based SA Core in July last year, and successfully launched 5G NSA commercial service in April this year.

About SK Telecom

SK Telecom is the largest mobile operator in Korea with nearly 50 percent of the market share. As the pioneer of all generations of mobile networks, the company has launched the fifth generation (5G) network on December 1, 2018. The company is not only leading innovations in the field of mobile network, but is also creating unprecedented value in areas such as media, security and commerce. In the Fourth Industrial Revolution, SK Telecom will inspire the world, building a future beyond expectations. Building on its strength in mobile services, the company is also creating unprecedented value in diverse ICT-related markets including media, security and commerce. For more information, please contact skt_press@sk.com or sktelecom@bm.com

Consumers in South Korea will be the first to get their hands on the world’s first 5G smartphone. A monumental release not just for Samsung but for the mobile industry as a whole, the Galaxy S10 5G allows users to unlock an entirely new mobile experience – one that combines bar-raising display, camera and performance innovations with support for the next-generation telecommunications standard, 5G.

How will putting the power of 5G into consumers’ hands change the way we enjoy things like AR, VR, 8K video and cloud-based content? To answer those questions and more, Samsung Newsroom spoke with Albert Hoseong Kang, of Samsung Electronics’ Innovative Product Planning Group.

Creating a Faster Future

The Galaxy S10 5G opens the door for users to access unprecedented speeds – up to 20 times faster than 4G.

As Kang explained, 5G speeds will fast-track the development of cloud-based services, make the idea of buffering videos a thing of the past, and change the way we create content and enjoy our favorite multimedia. “Downloads and uploads speeds will be dramatically reduced, which means more people will be watching and shooting high-definition content,” said Kang.

5G will also revolutionize gaming, sports, and other entertainment. “When 5G networks are implemented, response speeds will be drastically shortened, which means you’ll experience real-time responsiveness with most types of content,” said Kang. “Delay times will be virtually eliminated during sports broadcasts, and games like first-person shooters and racing games, which could be difficult to enjoy due to mobile devices’ technical limitations, will be taken to a whole new level.”

This also includes cloud-based games, or games that may be played in real time via a cloud server. Cloud-based games don’t have to be downloaded to your phone, don’t take up storage space, and don’t require individual updates. They do, however, require fast and stable network speeds, which makes them difficult to fully enjoy when connected to 4G networks. But with its 5G network support, the Galaxy S10 5G will allow users to experience graphics-intensive cloud-based games in all their glory.

The launches of 5G networks will also lead to more utilization of AR services. The Galaxy S10 5G’s innovative 3D Depth Camera works by measuring the length of time it takes for an infrared light signal to bounce off subjects, and uses that data to enhance AR services, generate Live Focus bokeh effects when shooting videos, and measure objects’ size – as well as the distance between them – with Quick Measure.

“The Galaxy S10 5G’s 3D Depth Camera will help bring about a variety of useful services,” said Kang. “All of these innovations are the results of careful consideration of how to deliver more value – and new multimedia experiences – to 5G smartphone users.”

Optimized Inside and Out

The Galaxy S10 5G was designed for consumers who want it all, and optimized to take full advantage of the incredible speed, power and connectivity that comes with 5G networks.

To maximize users’ immersion when viewing high-quality HD video and other digital 5G content, Samsung equipped the device with a 6.7-inch, edge-to-edge display – the largest in the Galaxy S10 line. To enable users to spend more time streaming, playing and doing, and less time charging, Samsung incorporated a high-capacity 4,500mAh battery, as well as support for Super Fast Charging of 25W.

When the time came to decide upon an optimal storage setup, Samsung focused on usability, carefully considering how smartphone users will utilize their devices in the 5G era. This ultimately led to the decision to equip the Galaxy S10 5G with 8GB of RAM and 256GB of baseline storage – the largest baseline storage in the Galaxy S10 line.

The Galaxy S10 5G has a futuristic feel to it, which, as Kang pointed out, extends to the design and color of the device. When refining the design, he explained, “We tried to create the impression that using a 5G smartphone is like using the smartphone of the future.”

Some of these enhancements included making the side metal frame thinner than on the other Galaxy S10 models, which makes the Galaxy S10 5G more comfortable to hold, and offering the phone in its own unique range of colors¹: Crown Silver, Majestic Black and Royal Gold. The Crown Silver model features a prismatic color treatment, which means that its color changes depending on the angle of the light.

Driving 5G Innovation

As Kang explained, developing the first smartphone optimized for 5G wasn’t easy. Because 5G phones had never been developed before, the process required venturing into unknown territory.

“Since it was the first time, we needed to overcome a number of technological barriers,” said Kang. “We also faced difficulties developing new hardware and software.”

To overcome those barriers, the company drew from its long history of developing industry-leading mobile innovations.

“Although it was our first time developing a 5G device, we have a wealth of experience when it comes to developing technologies for new telecommunications standards,” said Kang. “The know-how we accumulated during the shifts from 2G to 3G and from 3G to 4G enabled us to gather valuable insights into the market for 5G devices and their users.”

When it came to testing and refining the device, the development team leaned on their company’s leadership in 5G network solutions. As Kang explained, “Samsung has already developed a wide array of end-to-end solutions for 5G services – ranging from network equipment to processors, memory semiconductors and handsets – which made testing easier.”

According to Kang, Samsung’s ultimate goal for these solutions, and for the Galaxy S10 5G, is to “create a world where anyone can enjoy 5G,” and create an environment in which cloud, AR, VR and ultra-high definition video services can truly flourish. “We will continue to provide new experiences that deliver the promise of the 5G era by working with our partners and strengthening our leadership in this area,” said Kang.

The Galaxy S10 5G’s Korean release is just the beginning. Soon, Samsung’s groundbreaking 5G phone will be released in markets around the world to help usher in the 5G era.

¹ May differ by region and carrier

Streaming media consumption continues to grow, enticing new users to the internet and providing everyone with more ways to engage with online media services and content. New technologies from virtual reality and 360-degree video to online gaming and entertainment all have the potential to offer users richer 4K and beyond images with a wider range of colors at faster speeds. AOMedia’s AV1 tackles the challenging technical hurdles to enable this growth – while using compression to reduce data demands. By joining AOMedia at the highest level, Samsung will directly participate in expanding adoption of AV1 to help bring better media experiences to customers and their devices around the world.

“Samsung is a recognized pioneer in next-generation multimedia and video compression technology and an active contributor to the international video coding standards. We are committed to fostering innovation through openness,” said Seunghwan Cho, Executive Vice President of Samsung Research, the advanced R&D hub of the company’s SET business (end products). “We’re excited to join AOMedia to help open up new possibilities to use AV1 open-source, cross-platform, online video in ways that will optimize today’s ecosystem to meet the increasing demands of next-generation users.”

As an AOMedia member, Samsung joins the ranks of fellow board members Amazon, ARM, Cisco, Facebook, Google, IBM, Intel, Microsoft, Mozilla, Netflix, NVIDIA and others.

“We’re tremendously excited to welcome Samsung to the Alliance for Open Media. Samsung is joining AOMedia at a critical time as adoption and use of AV1 picks up throughout the video ecosystem,” said AOMedia Vice President of Communications and Membership, and Director at Google. “We look forward to collaborating with Samsung to accelerate development and adoption of AV1 and future media technologies.”

Created at the outset for hardware optimization, the AV1 specification, reference code, and bindings are available for tool makers and developers to design into products at https://aomedia.org/av1-features/get-started/.

For the third and final in the Online Docent series, Samsung invites you to tour the very latest in mobile technology, straight from the CityCube Berlin exhibition center. Read on for a virtual guide of the Mobile zone, where the Galaxy Note9 is on full display along with the Galaxy Watch, Galaxy Tab S4 and other latest Samsung mobile devices in a variety of exciting and hands-on experiential booths.

Throngs of visitors to Samsung Town crowd into the venue’s Mobile zone, which offers hands-on looks at the company’s latest mobile innovations.

The Mobile zone offers fun for all ages, with plenty of opportunities to play with Samsung’s newest smartphones, tablets, wearables and more.

Galaxy Note9 – The New Super Powerful Note

The Mobile zone tour begins with booths presenting a full overview of the latest in the Galaxy Note series, demonstrating its enhancements designed to provide users with “the highest perfection.” The Galaxy Note9 has been designed to offer the speed, power and performance that today’s users want and need. Users can spend all day with their phone in hand without having to worry about battery life, thanks to the Galaxy Note9’s 4,000mAh battery¹. The Galaxy Note9 also offers users more space to complete tasks efficiently and effectively, with 128GB/512GB of internal storage². Furthermore, a slimmer cut and symmetrical curves accompanied by its 6.4-inch display, the Galaxy Note9 matched with AKG built-in stereo speakers provides the most immersive experience yet.

Since its launch along with the original Galaxy Note in 2011, the S Pen has provided innovative ways and exciting to users to communicate and streamline their Note experience. For its latest iteration, Samsung understood that users needed their S Pen to be able to do more than personalize their writing, drawing or ‘Screen-off’ memo drafting needs; and so, the S Pen now comes with an integrated Bluetooth Low-Energy module so that users can remotely control their device from a distance. The remote-control aspect allows users to take selfies remotely at the click of a button. Users can also use it as a convenient clicker with Samsung DeX, for remote, seamless presentation slide control.

At the S Pen Galaxy Photo Booth, visitors can experiment with the S Pen’s new remote capabilities – by just pressing a button on the S Pen, visitors are able to take a selfie, even when the phone is about 10 meters away from them.

At the S Pen Live Message Relay booth, visitors are experiencing more of the S Pen’s advanced features. Attendees can create their very own AR Emoji on the Galaxy Note9 and use the S Pen to add personalized Live Messages, drawings and more effects. These can be shared with other attendees through the screen at the event.

The Echoverse booth features special lighting and mirror effects, providing an exciting space for visitors to design a Live Message with the S Pen before taking a selfie and sharing the unique results.

Next up on the tour, the Camera Experience booths are demonstrating to visitors how the advanced camera in the Galaxy Note9 can help them take their best photos yet – effortlessly. Brand new intelligent functions, Scene Optimizer and Flaw Detection, do the work for you in capturing the perfect picture. The Galaxy Note9’s camera also features support for Samsung’s recently introduced Super Slow-mo function and AR Emojis that are more expressive than ever, so that you’ll never run out of fun ways to communicate with friends.

This interactive booth allows visitors to explore how groundbreaking the Super Slow-mo function of the Note9 can be. Attendees can choose an RC Car from the extensive line-up on offer, race them using the Note9 and utilize Super Slow-mo to fully capture and enjoy the dynamic scene.

Galaxy Watch – Heritage Design, Lifestyle Function

The Galaxy Note9’s wider ecosystem, powered by SmartThings, allows users centralized, easy control of their Samsung devices. The improved Galaxy Watch maintains its classic real watch design, but now comes with maximized battery life⁴ and LTE connectivity to allow integration across your devices, even when away from your Galaxy smartphone. The Galaxy Watch is the perfect lifestyle tool, introducing innovative tools to track your stress levels and sleep cycles⁵, providing an informative morning/evening debrief, and the ‘My Day’ watch face allows you quick access to the next 10 hours of your schedule.

At the Galaxy Watch Experience booth, users are learning how the Galaxy Watch has also become the ultimate fitness tool. Swim-ready with 5ATM support⁶, it has 39 exercise types for you to choose from and the device can detect the 6 most common exercise types automatically. Available in two sizes, the Galaxy Watch is the perfect complement to your daily activities, whatever your lifestyle type. And with a wide variety of straps to choose from, including the 25 especially stylish options from Samsung and Braloba that are currently on display in Samsung’s booth, it’s easy to customize your Galaxy Watch with a look that suits your style.

Attendees get hands-on with the new Galaxy Watch

IFA visitors challenge themselves as well as other attendees with the connectivity and support of the Galaxy Watch in the trampoline section of the Fitness experiential booth.

In addition to offering users tools to help them take charge of their health and fitness, the Galaxy Watch features a wide variety of strap options that allow users to customize their watch with a look that suits their style.

Collaboration Galaxy and Art

In the center of the Mobile zone, this year’s IFA presentation features Samsung’s latest creative collaboration with British pop artist Sam Cox, more commonly known as Mr. Doodle. The Mr. Doodle Façade Wall serves as a centerpiece, showcasing the full immersive quality of the bezel-less Galaxy Note9 screen as phones come together to display Mr. Doodle’s quirky and imaginative style in impressive ‘infinity’ style.

Samsung Electronics and Sam Cox (aka “Mr. Doodle”) have come together to showcase a special collaboration of technology and art. This side of the display wall utilizes The Frame, the Galaxy Note9 and the Galaxy Tab S4 so that visitors can fully enjoy the eye-catching nature of Mr. Doodle’s work as a media art.

IFA visitors use the Galaxy Note9 to snap a fun selfie in front of the Mobile zone’s “Mr. Doodle x Galaxy” digital mural.

Using the Galaxy Tab S4 and its refined S Pen, Mr. Doodle decorates a photo of a guest with his trademark quirky illustrations, creating a truly unforgettable souvenir.

Full VR Immersion

VR gaming has never been so exciting. At the 4D Experience booth, visitors can take part in an interactive 4D racing game with a car simulator. Also at the Galaxy Shoot-out VR, pairs of guests wearing Galaxy Note9-equipped Gear VRs, gloves and foot sensors can battle it out in a one-on-one soccer penalty shoot-out. Enthusiastic participants can even check the scoreboard afterwards to see how they ranked.

Enthusiastic attendees take part in the Galaxy Shoot-out VR – just one of the Mobile zone’s many fun activities.

Guests wearing Samsung HMD Odyssey headsets strap in for an exhilarating ride in the booth’s “Racing VR” VR simulator.

Thank you for following the IFA 2018 Online Docent series, presented to you live from IFA in Berlin. Stay tuned to the Newsroom for further information on the very latest Samsung products designed to help you do what you can’t.

¹Estimated against the usage profile of an average/typical user. Independently assessed by Strategy Analytics between 11-24 July 2018 in Santa Monica, CA, U.S. and Milton Keynes, U.K. with pre-release versions of SM-N960 (128GB). Actual battery life may vary.
²512GB internal memory as standard. 512GB models available in select countries. Up to 512GB additional storage with external SD card (sold separately).
³The Dual Aperture supports F1.5 mode and F2.4 mode. Dual Aperture is installed on the rear wide-camera.
⁴Battery life varies by device and usage: Galaxy Watch 46mm (80+ hours with typical usage; up to 168 hours with low usage) and Galaxy Watch 42mm (45+ hours with typical usage; up to 120 hours with low usage). The actual time of battery life may vary depending on the network connection, component, setting, signal strength, noise and many other elements.
⁵Measured value is not appropriate for medical use.
⁶Galaxy Watch has an ISO 22810:2010 certification for wristwatches for 5 ATM rating of 50 meters (165 feet) under defined conditions of pressure, time, velocity and temperature. This means that both devices are safe to wear while walking in the rain or showering and may be used for shallow-water activities like swimming in a pool or the ocean. However, Galaxy Watch should not be used for scuba diving, water skiing, or other activities involving sudden temperature changes, high-velocity water activities or submersion below shallow depth. Rinse in fresh water and dry after use in sea water.

Technology is dramatically changing our world. As we are in the midst of the digital transformation, mobile and smart devices have become an inextricable part of our lives.

As CMO of Samsung Electronics, I am often asked what technology means for the future of marketing and creativity. Behind this question I believe lies a deep-rooted concern – how will technology transform creativity? Will technology be the downfall or saviour of creativity? The rise in data engineered campaigns has the capability to remove the human connections we all need.

Embracing Change

Technology is, and always was, about change. And change brings challenges. I know this, not just because of my role, but through my personal experiences.

Before joining Samsung, I worked in the beauty industry. Without any background in technology, it felt like I had landed in a foreign country when I made the change from cosmetics to tech 11 years ago.

My role is to use what I have learned to help transform Samsung from a technology-focused, to consumer-centric company. Features and specs, of course, are important. But they only tell part of the story. No matter how fast or powerful a processor is, it only becomes meaningful when its capabilities are weaved into people’s lives.

Creative Catalyst

Samsung’s Relúmĭno is a case in point. Harnessing the capabilities of the smartphone camera and VR devices, the application helps visually impaired people see the world with clarity. With the potential to transform lives, Relúmĭno shows how technology can give voice to millions around the world to narrate their own stories.

When we look at innovations through a humanistic lens, technology can become a powerful catalyst for creativity.

Take 5G for example. With the speed of data transfer that 5G can bring to us, I believe 5G technology could drive an exponential change to our world. 5G will fuel the fourth industrial revolution. When we speak about how 5G will change the way we live, work and play, the story suddenly becomes even more inspiring.

A Brand-New Era

As a marketer at Samsung, I see that technology is writing new rules for creativity on a micro, as well as macro, scale. Brands are changing the way they communicate as new cultural values emerge with technological innovations.

With the proliferation of technology, brands are no longer bystanders in society. They can now make a difference at scale. Samsung’s DYTECTIVE, an app designed to diagnose dyslexia quickly and for free, shows that a simple idea can produce profound results.

As people are better informed and entertained than ever before, they are seeking much more than material comforts, which drives brands to create experiences with a deeper meaning.

Greater connectivity and mobility has also turned consumers from viewers and bystanders, into active participants. This opens a whole new level of relationship between brands and people, in other words, a new dimension of creativity for brands and marketers.

Do What You Can’t

Technology will transform creativity, for the better, by inspiring all of us to achieve the impossible.

When we aspire to enact change and stand by values that seem improbable, we are compelled to find solutions that are truly transformational.

At Samsung, it’s part of our DNA to enact change and stand by values that seem improbable.

Do What You Can’t is more than a slogan. It’s a call to action.

* This editorial is based on YH Lee’s address at Cannes Lions 2018.

1. Faster, more transparent machine learning

Artificial intelligence (AI) will dramatically expand within the next 12 months. It is already changing the way people interact with a number of applications, platforms and services across both consumer and enterprise environments.

In the next couple of years, there will be new approaches on two fronts. Firstly, less data will be required to train an algorithm. This means an image recognition system that currently needs 100,000 images to learn how to operate will only need a small fraction of that number. This will make it easier to quickly implement powerful machine learning systems.

Secondly, the technology will become more transparent. Advances in technology will mean researchers will be able to open the black box of AI and more clearly explain why a particular model made the decision it did. Currently, a lot of academia and start-ups are putting much effort into understanding how a machine makes decisions, how the models are learning from the data and what are the parameters of data that influence the models.

Scott Phoenix, The CEO of Vicarious, makes a presentation about human-level intelligent robots at the Samsung CEO Summit last October in San Francisco. (source: www.vicarious.com)

Samsung plans to build an AI platform under a common architecture that will provide the deepest understanding of usage context and behaviors. This is one of the core strategies to make the user-centric AI ecosystem. Samsung NEXT has also invested in various companies innovating in the field, including Vicarious, a company developing neuroscience-based artificial general intelligence (AGI) for robots for simpler deployment with faster training and Bonsai, which develops an AI platform that empowers enterprises to create, deploy and manage AI models, and FloydHub, a start-up that has developed a cloud service for machine learning.

2. New AR and VR form factors and viewing models

Both augmented reality (AR) and virtual reality (VR) are increasingly being relied upon to create more immersive worlds where technology enables users to get more hands-on with virtual overlays and environments. In the case of AR, devices won’t remove us from our world, but will rather enable us to have objects appear as if they were really there.

2018 will witness more developers embracing AR, starting to make interesting applications moving beyond the world of gaming. One such example is a furniture company planning to make its full catalogue available in AR. Samsung NEXT has invested in companies like 8i, which provides a platform that enables true 3D (fully volumetric) video capture of people, allowing viewers to walk around as real humans in VR and AR.

8i’s Holo augmented reality application enables digital recreation of people and characters to be seen in the real world through a smartphone camera. (source: www.8i.com)

Head Mounted Displays (HMDs) will see foundational technology improvements in the quality of their displays, sensors, and materials. In 2018, there will be a lot of excitement in the industry in the form of M&A and investment activities. “For VR, we will see more standalone devices, falling between existing HMDs powered by mobile phones, and high-end hardware connected to powerful PCs. This will enable more people to experience the technology in new ways,” said Ajay Singh, Samsung NEXT Ventures.

3. Blockchain to look beyond cryptocurrencies

“In 2017, we saw blockchain technology increasingly applied to develop unbanked countries and communities,” said Raymond Liao from Ventures. “With underpinnings in peer-to-peer transactions, blockchain has the power to democratize transactions by removing the middleman and reducing the needless fees that so frequently hamstring those deprived of banking services.”

Cryptocurrency is the dominant killer application for blockchain up to now. However, we will see blockchain entrepreneurs and decentralization idealists, freshly financed by token sales, marching to either empower consumers against the one-sided data monetization paradigm, or break up enterprise data silos in, e.g., supply chain and healthcare industries.

Samsung’s focus on security will be an advantage for the company as far as blockchain is concerned. The elephant in the room around blockchain is that the entire technology is only as secure as the users’ keys. Samsung’s technology enables enterprise customers to be assured of a certain level of security in how their employees interact with their blockchain-based apps. Furthermore, Samsung NEXT includes in its portfolio companies like HYPR that provides enterprise with enhanced security and user experience using blockchain and Filament that secures Internet of Things (IoT) devices with their blockchain protocol.

4. IoT to put power in the hands of healthcare patients

Healthcare is an industry that is ripe for disruption. We will begin to see the power of IoT in healthcare with the emergence of inexpensive, continuous ways to capture and share our data, as well as derive insights that inform and empower patients. Moreover, wearable adoption will create a massive stream of real-time health data beyond the doctor’s office, which will significantly improve diagnosis, compliance and treatment. In short, a person’s trip to the doctor will start to look different – but for the right reasons.

Samsung is using IoT and AI to improve efficiency in healthcare. Samsung NEXT has invested in startups in this area, such as Glooko which helps people with diabetes by uploading the patient’s glucose data to the cloud to make it easier to access and analyse them. Another noteworthy investment in this space from Samsung NEXT is HealthifyMe, an Indian company whose mobile app connects AI-enabled human coaches with people seeking diet and exercise advice.

HealthifyMe connects patients with AI-based healthcare coaches

(source: www.healthifyme.com)

Samsung is uniquely positioned among tech companies in that it already has a significant business in healthcare. The company has solutions in wearables, hospital screens and tablets, and X-ray and MRI machines. By tying all these solutions together and cooperating with other partners, it will enable patients to manage their health from their own devices.

5. IoT breaks free from homes and enters the city

In the next couple of years, one should expect to see IoT transform urban environments thanks to the combination of learnings from smart homes and buildings, and the proliferation of 5G. Transformation will happen in waves, starting with innovation that requires fewer regulations. It is expected to impact the daily life of the community in meaningful ways, such as parking solutions, mapping, and bike share schemes.

Samsung NEXT already has various IoT investments including Stae for data-driven urban planning, and Swiftly that provides enterprise software to help transit agencies and cities improve urban mobility.

The company has its own IoT platform SmartThings—an acquisition that came through the Samsung NEXT team. The platform is connected to ARTIK for enterprises and HARMAN Ignite’s connected car platform, creating a comprehensive IoT ecosystem. Based on its progress on IoT, Samsung showcased its vision for ‘Samsung City 2020’ at this year’s CES, which is on its way to realization.

The Samsung Electronics CES 2018 booth showed off its “Samsung City 2020” concept

President Youngky Kim of Networks Business at Samsung Electronics estimates that monthly wireless internet usage will soar to 100GB in the 5G era from the current usage of 10 GB at most in the 4G environment. In other words, users will be able to enjoy wireless internet services including 4K and 8K UHD videos, virtual reality (VR), holograms, and autonomous vehicles to their satisfaction.

Using the 5G technologies that have been developed over the last seven years, President Kim has been committed to deploying 5G networks in many parts of the world. He said, “We will focus on the U.S. where 5G services will launch this year, as well as Korea and Japan – the leaders of 5G commercialization. It is our goal for Samsung’s 5G technology market share to exceed 20% by 2021, and to become one of the top three global network equipment suppliers within the next five years.”

President Kim sat with Samsung Newsroom on 27^th February at MWC held in Barcelona, Spain. The Q&A outlines the types of benefits consumers will be able to enjoy in the 5G era, and Samsung’s competitive edge and business strategies.

Q. How do you think the 5G will make a difference in our lives?

Kim: “4G brought us mobile connectivity so that we can use our smartphones anytime and anywhere. 5G will extend wireless connectivity to cities and factories as a whole. Internet of Things (IoT) will become a part of our lives, and consumers’ monthly wireless internet usage will skyrocket to 100GB. Furthermore, hologram video calls, augmented reality (AR)-based GPS, and autonomous vehicles will be more widely available.”

Q. Almost every participating enterprise at MWC 2018 talks about 5G. What differentiates Samsung from the rest?

Kim: “The telecommunications business is no longer just about expanding network coverage and enhancing performance. Going beyond simple connectivity, we aim to implement an automated and intelligent network that focuses on our consumers. The main task is to develop new services that are virtually latency-free. Samsung will demonstrate its unique competencies to bring 5G services to life, based on the company’s businesses and experiences in networks, mobile devices, TVs, home appliances, semi-conductors, and electronics parts as well as IoT platform.”

Q. For the first time in the world, the 5G network will be commercialized in the U.S. When do you think it will be distributed on a major scale?

Kim: “Countries like the U.S, Korea, Japan are on the verge of jumping into 5G commercialization. Samsung will accelerate the commercialization of 5G by working actively with service providers in 5G adoption-advanced countries. To deliver 5G services seamlessly, “killer applications” must be provided along with the network and user devices.”

Q. Samsung collaborates with Verizon for the commercialization of 5G in the U.S. What meaning does this partnership hold?

Kim: “The U.S. is an early-adopter and has a very large market, of which Verizon is the No.1 operator. In this respect, the partnership is recognition of our technological competencies. The 5G network employs the millimeter wave spectrum, which is a distinctive frequency bandwidth yet to be used for communications. It is therefore crucial that it successfully works out in an in an everyday setting. We believe that coming in first place to let users experience commercial services based on the millimeter wave spectrum will bolster our presence in the 5G market.”

Q. What is Samsung’s strategy to become one of the top three network equipment suppliers?

Kim: “Technological competency is our competitive edge. Samsung has been dedicated to validating 5G technologies and applying the requirements of global standards. Furthermore, we have been committed to developing and demonstrating “world first” technologies over the last seven years. To achieve success in our 5G business, our viewpoints on technologies, products and strategies must stay focused on consumers. I am positive that Samsung has every potential to grow into a top-tier enterprise with our consumer-centric products, services and infrastructure in the global 5G market.”

To celebrate its eleventh Olympic Games and to honor its twenty-year long commitment to The Olympic Partner (TOP) program, Samsung Electronics – Worldwide Olympic Partner in the Wireless Communications Equipment and Computing Equipment category – proudly delivered unique mobile experiences through innovative technologies during the Olympic Winter Games PyeongChang 2018.  Together with the Olympic Movement, Samsung focused on spreading its shared values of achieving the extraordinary and inspiring others to ‘Do What You Can’t.’

Various VR experience zones powered by the PyeongChang 2018 Olympic Games Limited Edition featured the exhilaration of winter sports including Winter Ride, Skeleton and Snowboarding, making the Samsung Olympic Showcases a must for all Olympic Games fans. The ‘Mission to Space VR: A Moon for All Mankind’ allowed visitors to experience lunar gravity for the first time through a space mission made possible with innovative 4D VR technology.

“As the Olympic Winter Games PyeongChang 2018 come to an end, we’re proud to know that Samsung technology powered lifelong memories for Olympic athletes and fans worldwide,” said Younghee Lee, CMO and Executive Vice President, Samsung Electronics. “I’m thrilled that Samsung’s meaningful technological advancements enabled a more enjoyable, exciting and connected experience for all.”

The Olympic Winter Games PyeongChang 2018 allowed Samsung’s newest advancements to empower people through state-of-art technology. By the numbers, Samsung’s milestones included the following highlight

SPREADING THE OLYMPIC SPIRIT

• 4,000+ PyeongChang 2018 Olympic Games Limited Edition were presented to the International Olympic Committee (IOC) to support athletes
• 1,500 torchbearers spread the passion and hope during the PyeongChang 2018 Olympic Torch Relay
• 149,353 specially-designed Samsung PyeongChang 2018 pins were distributed to Samsung Olympic Showcase visitors
• 10 lucky pin-collectors won the PyeongChang 2018 Olympic Games Limited Edition and two grand prize winners won two tickets to the Olympic Games Tokyo 2020

CREATING MEANINGFUL CONNECTIONS THROUGH INNOVATIVE TECHNOLOGY

• 435,878 athletes and fans visited nine Samsung Olympic Showcases for interactive activities powered by 2,157 Samsung products
• 163,121 fans escaped the real-world to experience the exhilaration of eleven VR attractions such as going down the fresh mountain slopes while snowboarding, and careening down the skeleton – all VR was powered by the PyeongChang 2018 Olympic Games Limited Edition
• 150 calls were made by Olympians at the two Samsung Olympic Showcases @ the Olympic Villages – adding up to 700 minutes
• 1,282,904 downloads of PyeongChang 2018 Olympic Winter Games Official Mobile Application which was developed together with POCOG (The PyeongChang Organizing Committee for the 2018 Olympic and Paralympic Winter Games) featuring real-time updates, athlete information, medal standings and Olympic Winter Games records

Through its ongoing partnership with the IOC, Samsung strives to foster the best possible environment for athletes and fans to create, capture and share lifelong memories of their Olympic Games experiences. As part of this collaboration, the Olympic Winter Games PyeongChang 2018 provided Samsung with a platform to demonstrate a future full of possibilities by displaying its ever-evolving leadership in the mobile technology space.  Samsung is also an official sponsor of the Paralympic Winter Games PyeongChang 2018 taking place from March 9^th to 18^th, during which the brand will continue diverse activities including the Samsung Paralympic Showcases amongst others.

The Samsung Olympic Showcase is specifically designed to help athletes and fans embrace the excitement of the Olympic Winter Games, enabling them to create, capture and share their own experiences while celebrating the Olympic Spirit.

Members of the South Korea Men’s National Ice Hockey team, Bryan Young, Mike Testwuide, Michael Swift, Matt Dalton, and Brock Radunske visit the Samsung Olympic Showcase in Gangneung Olympic Park in South Korea during the Olympic Winter Games PyeongChang 2018.

Team members from the South Korea Men’s National Ice Hockey team show off their skills with winter sports skills by participating in the Galaxy Fitness Alpine Skiing at the Samsung Olympic Showcase in Gangneung Olympic Park in South Korea.

Matt Dalton from the South Korea Men’s National Ice Hockey team feels the exhilaration of gliding down snowy mountains and precipitous cliffs through the Snowboarding VR experience at the Samsung Olympic Showcase in Gangneung Olympic Park in South Korea. The film is displayed through the Samsung Galaxy smartphone and compatible Gear VR.

Inside the Infinity Room at Samsung Olympic Showcase in Gangneung Olympic Park, Matt Dalton, Michael Swift, and Mike Testwuide from the South Korea Men’s National Ice Hockey team experience kaleidoscope like wondrous views controlled by PyeongChang 2018 Olympic Games Limited Edition.

Inside the Infinity Room at Samsung Olympic Showcase in Gangneung Olympic Park, Matt Dalton and Mike Testwuide from the South Korea Men’s National Ice Hockey team are all smiles at the kaleidoscope like wondrous views controlled by PyeongChang 2018 Olympic Games Limited Edition.

Snowboarder from Italy, Omar Visintin experiences simulated Olympic Snowboarding through 4D motion virtual reality at the Samsung Olympic Showcase in Gangneung Olympic Park in South Korea. The film is displayed through the Samsung Galaxy smartphone and compatible Gear VR.

Six-time Olympian from India, Shiva Keshavan poses for a photo with his PyeongChang 2018 Olympic Games Limited Edition at Samsung Olympic Showcase in Gangneung Olympic Park in South Korea. In collaboration with the International Olympic Committee (IOC), Samsung presented over 4,000 devices to all Olympians, allowing them to capture and share through Samsung mobile technology to enhance their Games-Times experiences.

A true example of “Do What You Can’t,” six-time Olympian from India, Shiva Keshavan stops to hold the Olympic torch as he learns about Samsung’s 20-year heritage as a Worldwide Partner in the Wireless Communications Equipment category while visiting the Samsung Olympic Showcase in Gangneung Olympic Park in South Korea during the Olympic Winter Games PyeongChang 2018.

Fusing rich visuals with crisp acoustics, the Samsung HMD Odyssey offers an experience that draws you in deeper to the world of mixed reality, a blend of virtual reality and augmented reality.

HMD Odyssey is a head-mounted display, developed to explore the world of Windows Mixed Reality. The headset was designed in partnership with Microsoft, creating a device that seeks to reimagine the realms of virtual reality through its high-resolution dual displays, AKG headphones, built-in microphone and intuitive installation.

Read on for our hands-on, first impressions look at the new mixed reality headset.

Out of the Box, Into the Game

Set-up is truly intuitive. As well as being ready to play right out of the box, the Samsung HMD Odyssey’s ergonomic design also allowed me to adjust the device to my satisfaction in moments.

The HMD Odyssey does not require any external motion sensors, thanks to its Inside-Out Position Tracking, which frees you from the confines of a single environment and allows you to plug and play, anywhere. Just connect the device to a compatible PC^* wherever you are and get ready to explore a virtual world.

To set up the HMD Odyssey, I first connected my device to a compatible PC. Next, I was instructed to point the headset towards my PC monitor, and draw the shape of the room, while keeping the headset facing the monitor. This allowed the device to map the physical space around me, and any obstacles, such as furniture and walls, in the physical world became “walls” in the virtual world, to prevent me from bumping into anything.

Everyone’s body is different, and the HMD Odyssey is designed for an optimal fit for everybody. For example, the hard type headband, with its cushioned Forehead Pad, is easily adjustable and ensures an even weight balance for hours of comfortable play. The headband can be tightened to sit snugly on the head, even while wearing glasses, and blocks out any surrounding light. A nice addition is the physical volume buttons, which mean that you can control sound levels with just one press, rather than scrolling through in-game controls. What is more, the Inter Pupillary Distance (IPD) Control Wheel, positioned under the goggles, adjusts the distance between the left and right dual displays, allowing you to find the perfect fit for your eyes.

See More, Experience More

At the heart of the full visual immersion is superior picture quality. The world may have been virtual, but the sharp, crystal clear images that surrounded me made it feel completely real.

The Samsung HMD Odyssey’s dual 3.5-inch AMOLED displays are finely tuned for the mixed reality experience, offering remarkable image definition.

At the same time as delivering more vibrant colors, deeper blacks and sharper contrast, the HMD Odyssey also renders motions more smoothly. The larger screen size and 1440×1600 high-resolution picture quality per each display on the left and right, provide a fluid and lifelike virtual experience, with fast focusing and a clear and stable experience overall.

The HMD Odyssey’s 110-degree Field of View alters the boundaries of the mixed reality world. The scope is greater than that of other devices and closer to the average person’s 120-degree real world field of view, allowing you to explore and move through worlds without viewing distortion, for heightened realism.

Achieving True Immersion

Incorporating the sense of sound through its built-in headphones and mic, the HMD Odyssey adds another crucial dimension to the mixed reality experience.

I was pulled further into the world by the device’s 360° Spatial Sound. By simulating 3D sound using direction, distance and environment, 360° Spatial Sound allowed me to pinpoint the source of noise in the virtual realm. The whole effect encourages you to use your hearing as you would in the real world, listening through built-in AKG headsets which produce clear, world-class acoustic and bass.

Whether working together as a team to clear missions and battle enemies, or simply chatting to other players, it is well known that building bonds a key part of the gamer’s experience. I found these bonds are even tighter with the HMD Odyssey’s fitted array mic, which allows players to communicate with each other mid-game, without ever having to remove the headset.

To help me navigate Windows Mixed Reality, the HMD Odyssey came equipped with two 6 Degrees of Freedom (6DOF) motion controllers that tracked movements inside the mixed reality world. A tutorial guided me through using these tools when I first connected my device to a PC, in which I learnt how to maneuver through the world, performing actions like “teleport” to rapidly shift from one place to another.

I soon discovered that 6DOF goes beyond the three axes of regular VR controllers: I had the freedom to move not only straight – forward and back, up and down, left and right – but also in the rounded and rolling motions: yaw, pitch and roll. The HMD Odyssey headset also supports 6DOF, so that your head as well as your arms can control motion in the game.

Diving Into Windows Mixed Reality

The first place you will visit in your Windows Mixed Reality journey, and whenever you use the headset, is the Mixed Reality Portal. The portal appears in the virtual world as Cliff House, a spacious villa with an ocean view, that I could explore and customize to access all my Windows apps.

A wide range of apps and games can be downloaded from the Microsoft store, ready to make you feel totally immersed. There is also support for Steam VR, which has over 2,000 VR games in its catalogue^**.

My first game was the music-themed Rock&Rails, an exhilarating thrill-ride. I struggled not to flinch or recoil as I flew through the sky, fighting off enemies by shooting from my guitar. Rock&Rails is available from the Microsoft store with purchase of the Samsung HMD Odyssey headset, so you can get into the game as soon as you unbox your device^***.

With a set-up that is effortless, striking 1440×1600 resolution dual AMOLED displays, built-in AKG headphones and support for a wide range of games and media. Samsung’s HMD Odyssey provides all that you need to experience the exciting new realm of mixed reality.

^*Windows Mixed Reality requires a compatible Windows 10 PC and the Windows 10 Fall Creators Update. Compatibility may be checked using the Windows Mixed Reality PC Check tool available on the Microsoft Store.

^**Title availability is subject to change.

^***Bundle availability may change with location and date.

Throughout the Olympic Winter Games, a total of nine Samsung Olympic Showcases, featuring a mix of cultural, technological and immersive fan experiences, will be in PyeongChang and Gangneung, including Olympic Parks and the Olympic Villages, the Main Press Center, and four at the Incheon International Airport. Samsung Olympic Showcases @ PyeongChang Olympic Plaza and @ Gangneung Olympic Park opening on February 9^th will provide visitors with engaging experiences incorporating Samsung’s legacy of breakthrough innovation and interactive activities powered by Samsung technology.

Athletes and fans will first experience the Samsung brand history and heritage in engineering, design, and craftsmanship, and then the partnership history with the Olympic Games. Then through interactive experiences, visitors will be able to feel the exhilaration and escape into real-world thrills in winter sports through VR including snowboarding and skeleton, as well as participate in alpine and cross-country skiing contests that will challenge fans’ fitness capacity. For the first time, visitors will be able to experience the ‘Mission to Space VR: A Moon for All Mankind’ created by Samsung. Visitors will experience a full space mission including mission briefing, trying on the training suits and helmets, and the truly immersive experience in the Moon rig where they will feel lunar gravity with every step.

“For two decades as a Worldwide Olympic Partner, Samsung has connected fans, visitors and athletes from around the world with our latest technological innovations, which have now evolved to also include immersive experiences,” said Younghee Lee, CMO and Executive Vice President, Samsung Electronics. “We’re delighted to share Samsung’s latest mobile technologies and products so fans and athletes can enjoy new, unique experiences while at the Olympic Winter Games.”

“Over the course of our longstanding partnership, Samsung has brought new experiences and technology advancements to each Olympic Games,” said IOC President Thomas Bach. “Samsung helps to make each and every one an exciting and meaningful experience for all.”

Visitors will experience and engage with Samsung’s products and Galaxy brand through a variety of activities through a comfortable, interactive environment, including:

• Immersive VR Experiences: Unique VR experiences powered by the Galaxy Note8 will allow fans to escape into exhilarating moments on the fresh mountain slopes in snowboarding and skeleton as well as escape to space in Mission to Space VR: A Moon for All Mankind’ – available to consumers to experience for the first time. Other experiences include simulated skiing adventures.

• Playful Experiences: Promoting the playful side of technology, Portrait Pool allows visitors to turn their “selfies” into painted characters for social sharing, S Pen Gallery to create own portraits with Galaxy Note8 and S pen as a paint brush, Infinity Moment to create user generated content with the Galaxy Note8.

• Kids Lounge: A dedicated kids lounge in a hands-on zone, where kids can play, learn and explore Samsung products and expand their creativity through hands-on experience.

• Smart Home (IoT): Multi Device and futuristic demos powered by mobile technology that showcase the IoT, helping visitors to imagine the future lifestyle.

• Unbox Samsung: The journey of ‘Unbox Samsung’ where visitors can experience the Living History of Samsung since 1988 when the first mobile phone was launched.

• Purchase and Customer Service: Visitors will also be able receive customer service and make purchases of the mobile products and its accessories.

• Interact & Relax: Within lounges and in the Cultural Community where various lifestyle programs will take place as well as in the Café where food and beverages will be available for purchase using Buddy Points acquired during the interactive experiences.

• Special Events: A series of events will take place at the Samsung Olympic Showcase to enhance the Olympic Winter Games experience including athlete visits and celebrating holiday moments.

From the latest in VR/AR, IoT, healthcare and more, Samsung selected the seven new startups for investment based on their business potential and contribution to innovation:

• Hyperity – A VR/AR solution to remotely control smartphones and desktops through virtual screens without a physical monitor

• Linkface – A unique VR solution that can detect eye and facial muscle movement and let users directly control VR content

• PIXELRO – A smartphone-based solution to provide a vision correction solution to presbyopia, replacing regular eyeglasses

• BlueFeel – A personal portable air purifier that doesn’t block the user’s mouth, developed as a response to users who dislike the discomfort of regular dust masks

• Defind – A smart shoe matching service that carries out a 3D scan of a customer’s foot to enable them to buy shoes that fit perfectly

• Soft Launch – A social media-based recommendation service for restaurants and stores aiming to combat fake reviews, and developed by employees from multiple Samsung affiliates

• 1Drop – An ultra low-cost blood glucose measurement solution using LED and the camera of a smartphone

A Collaborative Approach

The prospective entrepreneurs were provided with intensive training and preparation on key aspects of running a business with the help of experts before launching their startups. They also engaged in various talk sessions with former colleagues with success spinning off businesses to obtain know-how.

“We have provided the support to establish 32 C-Lab alumni startups over the past two years and based on our valuable past experience, we are planning to build up a more profound and actionable program to nurture employees’ ideas and launch new startups,” said Jaiil Lee, Vice President and Head of the Creativity & Innovation Center at Samsung Electronics.

C-Lab alumni startups have performed well in recent years, securing additional global funding, increasing company valuation and opening up unexpected business opportunities. For example, 360-degree camera manufacturer Link Flow started as a business for travellers in their 30’s and 40’s, but after being spotted by the security maintenance industry, underwent further iterations and will be unveiled as an official product at this upcoming CES 2018.

Created in December 2012, the C-Lab is an in-house startup incubation program that nurtures a creative organizational culture and innovative ideas among Samsung employees. The spin-off policy was introduced in 2015 and since its inception C-Lab alumni startups have been striving to open a new startup ecosystem.

Kicking off the full slate of presentations, discussions and hands-on labs held at San Francisco’s Moscone West convention center were keynote speeches from Samsung and tech industry leaders. The opening keynote event illuminated Samsung’s efforts to usher in the new phase of IoT that it’s calling “Intelligence of Things”, and showcased the exciting implications for developers and consumers.

Check out the highlights of the keynotes below.

SDC 2017 attendees take their seats before the start of the conference’s keynote event.

DJ Koh, Samsung Electronics’ President of Mobile Communications Business, opens the conference by discussing how Samsung’s leadership in hardware, IoT, artificial intelligence (AI) and augmented reality (AR) is bringing the company closer to realizing its vision of an innovative future created through “connected thinking”, where connected experiences are seamless and unified across devices.

During his speech, Mr. Koh announced that Samsung will unite its IoT services – including Samsung Connect, SmartThings and ARTIK – into a powerful, integrated platform called SmartThings, which will go beyond smartphones and ultimately unite the world’s largest ecosystem of mobile devices, appliances, TVs and IoT sensors.

Next, Injong Rhee, Samsung Electronics’ Chief Technology Officer and Executive Vice President of Software and Services, discussed some of the user-experience challenges that can arise with screen or touch-panel technologies, and how Samsung’s Bixby interface – which currently features over 10 million active users – alleviates them.

Mr. Rhee also demonstrated exciting ways that users will be able to interact with their connected services in the new Intelligence of Things era. To illustrate this point, he offered attendees a glimpse of Project Ambience – a prototype dongle that may be applied to a variety of electronics to make them Bixby-compatible.

Gilles BianRosa, Senior Vice President and Chief Product Officer for Samsung’s Visual Display Business, revealed that beginning in 2018, Samsung will offer Bixby-enabled TVs in the US and Korea. He followed up that announcement by discussing the exciting opportunities that the TVs’ Bixby integration and seamless connectivity will create, including intuitive voice controls and multi-device viewing experiences.

Yoon C. Lee, Samsung Electronics America’s Senior Vice President and Division Head of Content and Services, discussed how adding Bixby support and SmartThings integration to Samsung’s Family Hub refrigerators marks a big step – one that will offer developers “tremendous opportunities to develop new content, applications and experiences in areas like food, health, home management, entertainment, and more.”

Eui-Suk Chung, Samsung Electronics’ Executive Vice President and Head of the Service Intelligence Team, offered attendees a peek at Bixby 2.0 – an update of the intelligent assistant that’s even more ubiquitous, open and personal.

Dag Kittlaus, CEO and Co-Founder of Viv Labs, described the exciting benefits that Bixby 2.0 presents for developers. These include the abilities to build services without being limited by domains or interfaces, and make services compatible with any and all electronic devices. Mr. Kittlaus also announced that Bixby 2.0 is currently being introduced as a private beta SDK available to select partners, and is set to roll out in 2018.

Robert Parker, Samsung Electronics’ Chief Technology Officer of SmartThings, elaborated on how the platform’s support for broad integration allows developers to create seamless experiences that utilize the full Samsung device ecosystem, and highlighted how partners like ADT and NVIDIA are harnessing SmartThings to better serve their customers.

James Stansberry, the Samsung Strategy and Innovation Center’s (SSIC) Senior Vice President and General Manager of ARTIK IoT, outlined how Samsung’s ARTIK IoT platform will merge with SmartThings to become an ideal platform for developing enterprise-grade IoT products and services, and introduced new, secure system-on-modules (SoMs) that offer important security enhancements for IoT solutions.

Pranav Mistry, Samsung Electronics’ Senior Vice President of Research, shared some of Samsung’s exciting developments in AR, and discussed how the company incorporates advanced object recognition and spatial understanding software into its smartphones’ cameras to create new ways to interact with the world.

Google’s Vice President of Virtual and Augmented Reality, Clay Bavor, joined Mr. Mistry on stage to illustrate how Samsung and Google’s partnership on ARCore, an augmented reality SDK for Android, is opening the door for incredible AR innovations that will benefit developers and users. A preview of ARCore is currently supported by Samsung’s Galaxy S8, and support for the Galaxy S8+ and Note8 is coming soon.

Attendees examine the wide range of Samsung technologies that empower developers to design connected solutions that enrich daily life.

Samsung Electronics introduces the 360 Round, a new camera for developing and streaming high-quality 3D content for specialists and enthusiasts who demand a superior virtual reality (VR) experience. Announced at the Samsung Developer Conference (SDC 2017), the Samsung 360 Round uses 17 lenses—eight stereo pairs positioned horizontally and one single lens positioned vertically—to livestream 4K 3D video and spatial audio, and create engaging 3D images with depth.

The 360 Round’s durable, compact design features IP65¹ water and dust resistance for use in everyday weather conditions and a fanless design to reduce weight and eliminate background noise. With additional features, including PC software for controlling and stitching and expandable external storage², the 360 Round provides long lasting shooting for any sized job.

The growth of 360 content platforms, such as Samsung VR, Facebook and YouTube, as well as the spread of 360 videos through major media, has increased the need for high-quality 360 videos among VR professionals and enthusiasts. The 360 Round is the first product to meet these needs by combining high-quality, 360-degree imagery with advanced 3D depth at a reasonable price compared to other professional 360 cameras.

“The Samsung 360 Round is a testament to our leadership in the VR market. We have developed a product that contains innovative VR features, allowing video producers and broadcast professionals to easily produce high quality 3D content,” said Suk-Jea Hahn, Executive Vice President of Samsung Electronics’ Global Mobile B2B Team. “The combination of livestreaming capabilities, IP65 water and dust resistance and 17 lenses makes this camera ideal for a broad range of use cases our customers want—from livestreaming major events to filming at training facilities across various industries.”

The Samsung 360 Round combines high-quality images with a durable design and a content management software solution that allows VR directors to transform virtual reality through a complete set of advanced features.

High-Quality 360 Content

The 360 Round offers high-quality 3D images with a 4K camera, thanks to 17 paired lenses that capture a 360-degree view for a full 3D experience. In addition, the 360 Round enables live streaming with little-to-no latency³ and broadcasts easier than ever, with one-step stitching and control software provided by Samsung.

Durability

The Samsung 360 Round uses a uni-body chassis designed to reduce heat, removing the need for a cooling fan and minimizing size and weight. The compact design helps eliminate excess noise and reduce power consumption for hours of continuous shooting. Additionally, the 360 Round is IP65¹ dust and water resistant, making it an ideal choice for capturing content in the most challenging environments. With expandable connectors and ports, the 360 Round is designed to easily and quickly connect to additional equipment, such as an external mic, and storage for saving large files.

The Samsung 360 Round will be available in October in the United States before expanding to other markets over time. For more information please visit http://www.samsungmobilepress.com or www.samsung.com/galaxy.

360 Round Product Specification

¹When using this feature, please put AC adaptor in a waterproof pack

²Sold separately

³Depending on network connections

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

On August 17, fans from over 50 countries put on their Samsung Gear VR headset to witness the spectacular sights and sounds of Coldplay’s ‘A Head Full of Dreams Tour,’ live from Soldier Field Stadium, Chicago. The concert’s full 360 VR broadcast gave Samsung Gear VR users around the world an immersive viewing experience that has never been seen before.

Samsung’s VR Live Pass project kicked off June 3 at UFC 212, where the highly-anticipated featherweight clash between Jose Aldo and Max Holloway was broadcast live in VR, marking the first live VR broadcast event for Samsung and the UFC. The project continued in July at X Games 2017 in Minneapolis, where adrenaline-filled BMX and skateboarding competitions featuring the likes of Chad Kerley, Jagger Eaton and Jimmy Wilkins were also broadcast live to Gear VR users.

Coldplay’s concert in August was the final destination for Samsung’s VR Live Pass project in 2017. Samsung held a number of special viewing events across multiple countries, including Canada, Brazil, and the United States, leading up to the Live Nation concert to help drive user engagement for the momentous event.  

At Samsung 837 in New York, Coldplay fans donning Gear VR headsets enjoy an immersive, 360-degree concert experience.

Samsung showcased the 360 VR broadcast in locations around the world, including its Galaxy Life Montreal interactive space in Canada.

Fans take in the spectacular show while relaxing on the lawn at The Americana at Brand in Los Angeles.

Coldplay and the Gear VR make for a memorable date for a couple viewing the show at Kinoplex Itaim in São Paulo, Brazil.

Samsung’s VR Live Pass marked a special moment in time for the industry, as Gear VR owners were able to strap on their headsets, connect to the Samsung VR app and enjoy world-class entertainment as if they were there in the front row, regardless of their actual physical location.

Gear VR users who were unable to catch these events live can still enjoy replays and highlights from them through the Samsung VR app and the Samsung VR website until the end of October 2017.

From the pyrotechnics, to the laser lights and the phenomenal setlist, Gear VR users in more than 50 countries will be able to experience the magic of Coldplay’s performance at no additional cost. To tune-in, consumers will need a Gear VR headset with a compatible Samsung smartphone, and navigate to the Samsung VR service. A concert replay will also be available on Samsung VR for a limited time.

“Through our industry-leading VR hardware and platform ecosystem, we are thrilled to offer Samsung Gear VR owners access to premium, immersive live entertainment and experiences in full 360,” said Michael Schmier, Vice President of Content and Services, Samsung Electronics America. “By partnering with Live Nation and Coldplay, music fans across the globe with Gear VR can tune in to the live concert, experiencing the energy of the show like never before.”

“Live Nation is a trailblazer when it comes to producing live virtual reality concerts, and we’ve been excited to bring Coldplay into the mix since announcing our collaboration with Samsung and Gear VR in late May,” said Kevin Chernett, Executive Vice President, Global Partnerships and Content Distribution, Live Nation. “We not only give fans the best in-seat experience, but we’re also committed to working with the best technologies to provide every music fan an extraordinary concert experience, regardless of where they are.”

Coldplay’s “A Head Full Of Dreams Tour,” produced by Live Nation, is the No. 5 highest grossing tour of all time, according to ticket sales data reported to Billboard Boxscore. Launching in March of 2016, The “A Head Full of Dreams Tour” has welcomed 5 million people.

A Head Full of Dreams is Coldplay’s seventh album and the follow-up to 2014’s GRAMMY®-nominated Ghost Stories.

For more assets and information, please visit https://news.samsung.com/us/ or http://samsungvr.com. For information on how to purchase Gear VR, please visit http://www.samsung.com/gearvr.

About Live Nation Entertainment
Live Nation Entertainment (NYSE: LYV) is the world’s leading live entertainment company comprised of global market leaders: Ticketmaster, Live Nation Concerts, and Live Nation Media & Sponsorship. For additional information, visit www.livenationentertainment.com.

To inspire a new culture of creating and consuming immersive content, BuzzFeed and NowThis will offer viewers easily snackable content: from simple how-to’s to the front lines of live 360-degree moments and breaking news worldwide. BuzzFeed will push virality to new heights by taking viewers on journeys through new cultures with BuzzFeed News around the world, as well as everyday experiences that are true to BuzzFeed’s style. NowThis will immerse viewers in 360-degree cityscapes and provide exclusive access to new places and ancient traditions from the comfort of their own home.

“Our 360-degree and virtual reality technologies enable more interactive storytelling to help consumers gain a deeper understanding of the world,” said Younghee Lee, CMO and Executive Vice President, Samsung Electronics. “These partnerships are a testament to our dedication to reimagining the way moments are captured and shared, and making these immersive experiences accessible to more consumers.”

Samsung builds on its continued efforts to shape a new era of journalism and content consumption by giving viewers access to news and content from all angles. Through partnerships and collaborations, Samsung hopes to inspire Millennials and Generation Z to contribute, create and share their own 360-degree videos and experiences.

“We’re excited to partner with Samsung to give our audience engaging, social 360-degree video content,” said Matthew Henick, Head of Development, BuzzFeed. “Samsung’s 360-degree technology will enable BuzzFeed to use our ‘test and learn’ strategy to unlock new kinds of shareable content, while learning more about how audiences are consuming and using it.”

“We’ve seen a ton of success with our millennial audience delivering the content they want, on the platforms they want, and in the formats they want,” said Christian Tom, Publisher, NowThis.

“Integrating Samsung’s 360-degree technology allows us to take our storytelling capabilities a step further and give our audience a deeper look into places and experiences they might not otherwise see, through the NowThis lens.”

Samsung recently announced its latest Samsung Gear 360, a 4K-resolution-capable 360-degree camera with enhanced features for easier user operation and high-quality content. For more product information, please visit http://www.samsungmobilepress.com

Catch a glimpse of some of the immersive experiences that Samsung’s Gear 360 partners will have in store below.

Created in December 2012, C-Lab is an internal venture incubation program that encourages a creative corporate culture and nurtures innovative ideas from Samsung employees. The program supports the development of inventing ideas from all areas of the business.

The products on display will include a smart aid for visually impaired people, monitorless PC viewing glasses, a VR home furnishing solution and a 360-degree travel experience platform.

Relúmĭno

Relúmĭno is a visual aid application that works incorporated with Gear VR for near blind and visually impaired people which enable them to read books and watch TV with new levels of clarity. It works as a mobile app that when inserted into the Samsung Gear VR can enhance visuals and text so that they can be enjoyed in better quality. The technology even has the ability to remap blind spots by displacing images and uses an Amlser grid chart to correct distorted images caused by metamorphopsia. Relúmĭno enables visually challenged people to watch TV without using the expensive visual aids currently available in the market.

Monitorless

Monitorless is a remote-control VR/AR solution that enables consumers to use devices such as smartphones and PCs without a monitor. The solution consists of a special pair of glasses that resemble regular sunglasses. They are used to view content from other devices such as smartphones and PCs and can be used for both Augmented Reality (AR) and Virtual Reality functionality thanks to the electro chromic glass featured on the glasses. Monitorless addresses the fact that there isn’t enough AR and VR content currently available and also enables users to play high-capacity PC games on a mobile device.

VuildUs

VuildUs is a home interior and furnishing solution enables users to see what a new furniture purchase would look like and whether it would fit in the room before they buy it. It consists of a 360-degree depth camera and a mobile app for VR compatible devices. First, users connect both devices and scan their home using the camera. That data is used to build a VR version of the user’s home which the user can then enter when wearing a VR headset. They can view items of furniture in 3D, and buy it on the spot if they like how it looks in the room. The solution removes the need for measuring space before buying furniture because it enables them to see whether it would fit in real time.

traVRer

traVRer is a 360-degree video platform that enables users to experience realistic virtual travel before and after a real-life trip. Those using the platform are able to visit landmarks and famous places around the world but with the mood, noises and events captured. Users can switch seamlessly between different videos to go in different directions or see the place at a specific time of day – all without the need to navigate menus for alternative video options.

“We continue to support new ideas and creativity, especially when these traits could lead to new experiences for consumers,” said Lee Jae Il, Vice President of Samsung Electronics Creativity & Innovation Center. “These latest examples of C-Lab projects are a reminder that we have some talented entrepreneurial people who are unafraid to break new ground. We’re looking forward to further exploring novel applications for VR and 360-degree video because there are endless possibilities in this area.”

The C-Lab projects will be exhibited at Samsung Electronics’ booth (4YFN G1 in the Fira Barcelona).

Samsung Electronics introduces “Our Digital Creators: An overview of Samsung’s Corporate Citizenship Programme in Europe 2016.” The brochure is full of stories drawn from Samsung’s most influential and inspiring educational projects, and contains quotes from educational partners, teachers and students across each of the 17 markets that hosted Samsung’s initiatives.

Samsung’s goal over the last three years has been simple: to use technology to transform the educational experience and empower young people to become the innovators of tomorrow. The results of these experiences, and the critical role Samsung has played in incorporating technology into education, are reflected in the observations of participating educators like Jacqueline Willer, Head Teacher at London’s Henwick Primary School.

“I can remember walking past a classroom and seeing the children completely and utterly focused, heads down, completely immersed in their learning,” she recalls. “It was such a marked difference from how I’d seen that class learning the year before.”

A Commitment to Digital Education

This is a time of unprecedented change, and it is Samsung’s belief that technology is a driving force behind this transformation. When used in the right way – generously, and with good intentions – technology can be a powerful force for good.

Samsung’s vision has always been to create shared value, especially through our corporate citizenship programs, where our ambition is: “To devote our human resources and technology to create superior products and services, thereby contributing to a greater global society.”

As outlined throughout the brochure, this commitment has been expressed through years of initiatives spanning employment, digital creation, connected classrooms, museum partnerships and issues of social awareness.

Addressing regional problems with locally relevant technological solutions is the backbone and strength of our citizenship programs. This strategy has enabled us to reach nearly 400,000 direct beneficiaries through over 1,600 Smart Classroom and 80 Digital Classroom programs. In just three years, we have advanced a movement for technology in education with initiatives such as Samsung Campus, Beat the Street and Coding Masters Junior.

Coding Masters Junior has effected changes in the Polish education system that will ultimately help more students develop valuable digital skills. As a result of that project, beginning in September 2017, programming courses will be included in students’ core curriculums from the first grade of primary school on.

Samsung Campus, another enriching initiative, is a free, two-year course open to 18- to 25-year-olds who have a passion for technology but may not have received opportunities to pursue it. The program focuses on developing programming skills to help students secure employment, and welcomed its inaugural class in September of 2014. Since graduation, 68 percent have found employment, and the remaining 32 percent have elected to pursue further training.

In July, in collaboration with German publishing house Cornelsen, Samsung organized a roundtable for developers and educators to discuss integrating VR technology into the classroom. Interactive VR apps were designed and presented, with the winning concepts tested at six select schools. The project yielded the first-ever VR app designed specifically for classroom use, and established prototypes with which to design immersive lessons to cover a variety of school subjects and reach as many students as possible.

With OFF4ADAY, Samsung, in partnership with Moige (the Italian Parents Movement) and the Italian State Police, established the country’s first helpline to support victims of cyberbullying – an issue affecting a third of Italian teenagers. OFF4ADAY has so far helped more than 2,000 teens, and taken measures to raise awareness in schools that have seen cyberbullying-related web searches increase by 60 percent.

Finally, in the Netherlands, where 18 percent of traffic accidents involving youngsters are caused by distractions from smartphones, Samsung teamed up with traffic safety organization Veilig Verkeer Nederland (VVN) to create the ‘Beat the Street’ virtual reality game. The game, which provides crucial lessons on traffic safety and the dangers of distracted smartphone use via immersive VR, has so far reached some 4.5 million citizens.

A New Chapter of Influence

Technology is an ever-evolving field, and Samsung’s citizenship activities are no different. We’re currently on track to meet our pledge, made to the European Commission’s Grand Coalition for Digital Jobs, to reach 400,000 people by December 2016, and we’re now shifting our focus to the future. This brochure closes one chapter of our citizenship story, focused on quantity, and initiates a new vision focused on quality, innovation and partnerships.

Samsung will focus resources on a network of lighthouse schools that will serve as shining examples of the future of education, and enhance its technology and education partnerships by bringing 3D printing and VR technology into more classrooms.

The stories found in the pages of this brochure pay tribute to the countless people – spanning local NGOs, governments and experts in education – who are as passionate and committed to making a difference as we are.

When we work together with shared ambitions and focus, we truly can achieve the incredible. The “Our Digital Creators” report is available in its entirety via the attachment below.

The individual pictured is European Commissioner for Employment, Social Affairs, Skills and Labour Mobility Marianne Thyssen, and the photo was taken during the European Pact for Youth conference on November 24, which was jointly organized by CSR Europe and the European Commission. While many prominent companies were represented at the conference, Samsung had the privilege of being the only company given the opportunity to demonstrate a solution for how immersive technology can be used to inspire education.

Partnerships for Education

Samsung has invested in the European Pact for Youth initiative, which brings together representatives from business, education and the European Union to fight youth unemployment in Europe, for the last three years. During that span, Samsung’s citizenship programs have reached nearly 400,000 young people across the continent, equipping teachers and creating opportunities for students to learn new digital skills. Samsung has also been a key player in encouraging further business and education partnerships across Europe through its CSR Europe board membership.

Although the European Pact for Youth has equipped thousands of young people with new digital skills and the confidence to seize future employment opportunities, unemployment and a digital-skills gap continue to exist in European society. To address these issues, Samsung will continue to strengthen its business and education collaborations—cooperating in an anticompetitive manner at all levels of education, and continuing to nurture the digitally literate workforce of the future.

A Whole New Way of Learning

The Gear VR biology lesson demoed at the conference was yet another example of how Samsung is reimagining ways in which technology may be used in the classroom.

To design it, Samsung Germany collaborated with Cornelsen, one of the leading providers of high-quality educational media in German-speaking countries. Together, the partners developed immersive material that takes students on a journey beyond the confines of their biology textbook and into the human body itself.

The lesson was simple yet effective. One student was given a tablet displaying information on relevant scientific principles while the other was presented with vivid animations of organs and biological processes in action on the Gear VR.

“Studying biology through the Gear VR was a very cool and new experience,” said one of the participating students, after experiencing a lesson with the technology for the first time. “I’ve never tried anything like it before,” she continued. “It felt much easier and more fun to learn, and most of all, it was easy to understand because I saw it with my own eyes.”

When presented with the prospect of studying with the engaging technology on a regular basis, the student’s response was enthusiastic. “I want to use VR in my class to study as soon as possible!” she said.

Stories Reflect Success

To assess the success of its educational initiatives, Samsung could point to the more than 1,300 Smart Classrooms and 65 Tech Institutes it’s created, and the nearly 400,000 young students who have benefited from these programs since 2013. Such figures, however, do not speak nearly as loudly as the stories behind them.

The accounts of the inspirational teachers and talented students who are already well on their way toward becoming the innovators of tomorrow are what inspire Samsung to innovate and enhance the learning experience. Because everyone, no matter what barriers may lie in their way, has the right to a quality education.

Samsung Electronics announced today it was participating in the launch of the Global Virtual Reality Association (GVRA), a non-profit organization dedicated to promoting the growth of the global virtual reality (VR) industry. Samsung is joined by Acer Starbreeze, Google, HTC VIVE, Facebook’s Oculus, and Sony Interactive Entertainment in the formation of this organization, which together will develop and share best practices for the industry, and foster dialogue between public and private stakeholders around the world.

The goal of the Global Virtual Reality Association is to promote the responsible development and adoption of VR globally. The association’s members will develop and share best practices, conduct research, and bring the international VR community together as the technology progresses. The group will be a resource for consumers, policymakers, and industries interested in VR.

VR has the potential to be the next great computing platform, improve sectors ranging from education to healthcare, and contribute significantly to the global economy in the coming years. Through research, international engagement, and the development of best practices, the founding companies of the Global Virtual Reality Association hope to unlock and maximize VR’s potential and ensure those gains are shared around the world as widely as possible.

For more information, visit www.GVRA.com.

For fans of science, Serbia is well-known as the birthplace of many world famous scientists from Mihailo Pupin to Mileva Einstein to Milutin Milankovic. However, among these, the name that often first comes to mind when thinking about Serbia and its contributions to the scientific community is the inventor of the modern AC electricity supply system, Nikola Tesla.

Samsung Electronics Adria (SEAD) in cooperation with the Museum of Nikola Tesla in Belgrade, as well as the Institute for Educational Quality and Evaluation, recently organized the local corporate citizenship project ‘Be Like Tesla’ in celebration of the 160th anniversary of Tesla’s birth. With Serbia continuing to face economic challenges and the flight of young people abroad, the project was designed to invest in and raise a new generation of Tesla’s for the future of Serbia.

The ‘Be Like Tesla’ project incorporated multiple program elements designed to raise appreciation for Tesla as well as instill a passion for innovation among students.

‘Be Like Tesla’ Caravan Visits 17 Cities across Serbia

The ‘Be Like Tesla’ project first kicked off at the end of 2015 with the ‘Be Like Tesla’ caravan which toured 17 cities across Serbia over a one-month period. Driving into and parking at a conference hall in the various cities it visited, the caravan housed interactive lectures for students utilizing the technology tools of the Samsung Digital Classroom. All lectures were performed by the popular young Serbian actor Biojan Dimitrijevic, who playing the part of Nikola Tesla, taught children about his life achievements. In total, over 3,000 students visited the caravan during its tour throughout Serbia.

National School Competition and Exhibition at Kalmegdan

In 2016, the ‘Be Like Tesla’ project included a national competition for Serbian primary school students during May and June. Students were tasked to develop an invention inspired by the works of Nikola Tesla with about 150 schools from across Serbia taking part in the competition.

In the lead-up to the announcement of the winner, the ‘Be Like Tesla’ project also organized a major exhibition from June to July at Kalemegdan (aka, the Belgrade Fortress) in Belgrade. One of Serbia’s most important national symbols, the fortress is visited by upwards of 30,000 local and overseas tourists daily. At Kalmegdan, the exhibition featured 90 different panels on both the life and work of Nikola Tesla, as well as the projects of the national school competition finalists.

In addition, a demo of the Samsung Digital Classroom was also organized at Kalmegdan featuring exhibits from the Museum of Nikola Tesla leveraging Samsung VR and other technology.

The Grand Finale: Winner Announced on Tesla’s Birthday

On July 10, the 160^th birthday of Nikola Tesla, more than 5,000 people gathered at Kalmegdan to celebrate the winner of the national school competition. Dignatories on hand for the event included Sinisa Mali, the Mayor of Belgrade, other high-ranking state and city officials, representatives of the Nikola Tesla Museum, media, and Samsung representatives. During the proceedings, a live video stream from the Tesla Science Center in New York was also organized.

For the grand prize, primary school Mihajlo Pupin from Zemun, Belgrade was awarded for its project “Carousel.” The project featured operation of a toy carousel with a smartphone and sound recognition technology, leveraging wireless data transmission, one of Nikola Tesla’s inventions. As an award, the school and students received a fully-equipped Samsung Digital Classroom.

In addition, the jury also decided to award two more schools with Samsung TVs for their outstanding innovation and creativity including Sreten Mladenovic Mika from the city Nis for its project “Tesla’s Tower in Minecraft-u,” and elementary school IV Kraljevacki Battalion from Kraljevo for its video work, “Be Like Tesla.”

Following announcement of the winners, a Samsung representative also announced a three-year plan for continuing cooperation with the Museum of Nikola Tesla to further raise interest in science among Serbia’s youth leveraging the latest technology.

To celebrate both a great event and a successful project, the night also featured a special demonstration of a replica transformer, based on the model which Nikola Tesla constructed in Colorado Springs in 1899. The device uses modern technology and can produce voltages from 12 million volts, while its sparks can reach up to nine meters. The unique sight at Kalemegdan was watched live by thousands marking a striking end to a truly remarkable night.

The Samsung Galaxy Studio, which opened this week in Rio de Janeiro for the Olympic Games, was specifically designed to help fans embrace the excitement of the Olympic Games and celebrate the Olympic spirit, enabling them to create, capture and share their own experiences. At the Galaxy Studio fans can demo immersive technologies such as a new Samsung 4D VR kayaking experience that simulates the exhilarating Olympic event; an interactive Galaxy S7-guided tour in which visitors can experience the Galaxy ecosystem throughout the studio; and have the opportunity to collect exclusive Rio 2016-themed pins, among many other experiences.

International Olympic Committee President Thomas Bach (left) presents an Olympic Torch to DongJin Koh, President of Mobile Communications Business at Samsung Electronics, at the Samsung Galaxy Studio in Olympic Park in Rio de Janeiro, Brazil on Saturday, August 6 during the Rio 2016 Olympic Games.

International Olympic Committee President Thomas Bach visits the Samsung Galaxy Studio in Olympic Park in Rio de Janeiro, Brazil on Saturday, August 6 during the Rio 2016 Olympic Games.

For more information about Samsung’s involvement in the Olympic Games, please visit www.samsungmobilepress.com/Olympics/

About Samsung’s Involvement in the Olympic Games

Samsung began its Olympic Games involvement as a local sponsor of the Seoul 1988 Olympic Games. Beginning with the Nagano 1998 Olympic Winter Games, the company extended its commitment to the Olympic Movement as the Worldwide Olympic Partner in the Wireless Communications Equipment category, providing its proprietary wireless communications platform, called Wireless Olympic Works (WOW), and mobile devices. These innovative mobile phone technologies provide the Olympic Family with real-time, user location-based information service, interactive communications, and Samsung Pay. Samsung hosts various Olympic campaigns to share the excitement of the Olympic Games with people around the world and enable everyone to participate in the Games through its innovative mobile technology. Samsung’s commitment as a Worldwide Olympic Partner continues through to Rio 2016, PyeongChang 2018, and Tokyo 2020.

Throughout human history, advances in technology have led to advances in storytelling. Drawings on caves led to paintings, which led to photography, which led to moving images on the silver screen. With each new form, stories became richer and more engaging, but they never became immersive—at least until now.

To date, visual storytelling has been bound—by walls, and frames, and bezels of screens. But today, for the first time, narrative is breaking free of the box, and storytellers can practice their craft on an infinite canvas. In this way, virtual reality is not an evolution; it is a revolution. It’s 360 degrees of storytelling, and the next great medium.

For our part, Samsung has designed, developed, and deployed the technology at the center of this new medium. From cameras to headsets, to platforms for sharing and viewing content, Samsung’s devices and services have brought VR experiences to life.

Of course, technology alone cannot power a medium. Content—irresistible and immersive stories—will always be the driving force. Pioneering filmmakers are already leading the way, but their work represents only the beginning of the new era of visual storytelling. For VR to flourish, we need an ecosystem in which content is easily created, accessed, and shared.

That is why we are launching Samsung Creators—a program committed to supercharging the next generation of VR content creators through a series of partnerships, events, competitions and more.

Creators—and their stories—have the unique power of making VR of interest to a wider audience; and inspiring the hobbyists, the backyard filmmakers, or even the people who are just a little bit curious to put on a headset or take Gear 360 for a spin, so they can live amazing stories, or create their own.

Through Samsung Creators, we’ll be empowering some of the biggest names in film, tech, culture, and sports, equipping them with the very best VR technology, and letting their imaginations run wild. These Creators will take their own, one-of-a-kind experiences, and open them up to the audiences everywhere.

We are also supporting up-and-coming VR directors and cinematographers who want to not just tell stories, but transport people to the center of new worlds. We’re hosting workshops to give filmmakers the opportunity to learn about Samsung’s VR technology, and competitions to highlight their best work. We’re building a VR infrastructure, so any filmmaker can share their vision with the world.

The future of VR depends on this democratization. VR needs content and it needs creators. Not a few, but a lot—a critical mass. In short, VR needs you.

So, join us on this journey. Get your hands on a Gear 360. Create something awesome. Check out the Samsung Creators website. Enter a competition to for a chance to become an awarded VR storyteller. Go to an educational seminar. Create the stories, experiences, and worlds that we’ve yet to see—worlds that are limited not by boxes, screens, or frames, but only by the reach of our vision.

Source: Samsung Newsroom US

Samsung Electronics participated in UN World Humanitarian Summit which was held during the 23^rd and 24^th of May in Istanbul. At the Summit, Samsung Electronics Turkey lended a hand and provided its Samsung Gear VR and Galaxy smartphones.

The World Humanitarian Summit – the first summit of its kind held by the United Nations – brings together participants  from the global community which include hundreds of delagates and leaders of Governments, crisis-affected communities, CEOs of the private sectors, multilateral organizations, international and national NGOs, youth representatives, civil society, diaspora, civil-military, and academic leaders.

The UN is producing films using the Virtual Reality (VR) technology, and through this new and powerful approach, they are changing the way how organizations raise awareness and funds. These films highlight some of the most pressing global challenges that the humanity faces, including the Syrian refugee crisis and climate change issues.

At the Summit’s VR Hub and UN Women’s booth, visitors were able to watch the 9 immersive films* produced by the UN, using the located Samsung Gear VR and Galaxy smartphones, which were provided by Samsung Electronics.

Highlighting the importance of taking action to prevent and reduce human suffering DaeHyun Kim, Samsung Electronics Turkey President stated; “As a company using technology to improve the world, we are committed to using our global network and innovation to create positive changes for people everywhere, helping them to live a better life that is full of possibilities. We focus our resources on tackling key issues in the areas of education, employment, healthcare and the environment. While we are already in cooperation with UNFPA for a very important local project for women, when the opportunity to extend our cooperation with UN for the World Humanitarian Summit presented itself, as Samsung Turkey we mobilized our resources at once. We are most pleased to support UN`s endeavours in raising awareness for the importance of humanitarian aid, utilizing Samsung VR. We foresee that technology will play an ever increasing role in support of the humanitarian endeavours, and we are happy that Samsung technology can deliver up to the task.”

Samsung Electronics’ Cooperation with UNFPA (United Nations Population Fund)

On May 24, DaeHyun Kim, Samsung Electronics Turkey President, Dr. Babatunde Osotimehin UNFPA Executive Director, Mariarosa Cutillo, UNFPA Chief of Strategic Partnership met at UNFPA’s booth at the WHS Exhibition Hall.

The cooperation of Samsung and UNFPA had recently started with Samsung’s support to the Women and Girls Safe Space founded by the UNFPA for women and girls in Şanlıurfa who have difficult access to healthcare, by providing the two centers with two Ultrasound machines. This granting of Samsung amounts to $150.000, and an estimated 26.000 women are expected to benefit from it.

About their cooperation with UNFPA, Samsung Electronics Turkey President DaeHyun Kim stated that “As Samsung we are most happy to cooperate with UNFPA in Turkey. Samsung is at the service of the communities in every way that we can, and at this time, we are providing our ultrasound machines, making sure that both the present and the increasing demand in the area for women’s reproductive health related services are provided for, with the best technology available.”

The Special Breakfast Event Hosted by the Global Business Coalition for Education (GBC-Education)

DaeHyun Kim, Samsung Electronics Turkey President was also present at the special breakfast event hosted by the Global Business Coalition for Education (GBC-Education), an NGO which aims to bring the business community together to accelerate progress in delivering quality education for children and youth. The event which was held with the aim of making education in emergencies a leading priority on the Summit agenda, was hosted by GBC-Education’s Executive Chair Sarah Brown and was attended by United Nations Secretary-General Ban Ki-moon, Former British Prime Minister Gordon Brown, as well as more than 150 high level representatives from philanthropic organizations, governments, UN agencies, multilateral organizations, and business leaders.

At this meeting, Mr. DaeHyun Kim and Ms. Sarah Brown spoke about the possibility of Samsung contributing to education in emergencies, and that Samsung shares GBC-Education’s vision regarding the importance of continuing with the educations of the children and youth affected by the conflicts, no matter what.

*About UN’s 9 VR Films

1. Exclusive premier of the new Virtual Reality film of the United Nations Secretary-General’s Mission for Humanity “Home”: As the fish cannot live out of the sea, Syrian people cannot live without Syria” says Zaad, a 16-year-old refugee in Jordan. With more than 60 million people displaced or refugees, the world faces the greatest humanitarian crisis since WW2. From Jordan to Lebanon, the Democratic Republic of the Congo and South Sudan, Home takes us on a humanitarian journey with the UN Secretary-General. Directors: Charlotte Cans (UNOCHA) & David Ohana (UNICEF)

2. “My Mother’s Wing”: In Gaza, foundations are built, destroyed, and built again. This virtual reality experience follows the struggle and strength of a mother coping with the death of her two children in the 2014 war. By UNSDG Action Campaign My Mother’s Wing

3. “Clouds Over Sidra” follows a twelve year old in the Za’atari camp in Jordan – home to 84,000 Syrian refugees. It follows her to school, to her makeshift tent and even to the football pitch.  The Zaatari Refugee Camp is home to 130,000 Syrians fleeing violence and war. Children make up half the camp’s population. This is the story of Sidra, a 12-year old girl who has spent the last 18 months in Zaatari. By UNSDG Action Campaign Clouds over Sidra

4. “Waves of grace”: Liberia has endured the largest Ebola outbreak in history. As communities rebuild, one woman seeks healing through faith. This is the story of Decontee Davis, an Ebola survivor who uses her immunity to care for orphaned children in her village. By UNSDG Action Campaign Waves of Grace

5. “For my Son” is the moving letter from a father to his baby son recalling his journey fleeing the war of Syria. Follow this courageous father, husband and educated lawyer who for the sake of his family left the Za’atari refugee camp to look for a better life in Amman. By RYOT  For My Son

6. “The Crossing” follows the journey of refugees crossing the Mediterranean sea to find a better life for themselves and their family. Experience their hopes, their challenges and their emotions when arriving “on the other side”.  By RYOT The Crossing

7. “Growing up Girl” is the story of a 10-year old girl from a rural village at the border between Kenya and Tanzania. Follow her through her daily life of collecting water and fire-wood, walking miles to go to school and the reason she does her homework under a light post. By RYOT Growing up Girl

8. “Ready for 100” is a virtual journey through the Antarctic glaciers and the effects of climate change on them, and on the animals and communities that depend on them. By RYOT Ready for 100

9. Crossing Tanganyika (Working title), Finess is a refugee once again in the Lusenda Refugee Camp in the Democratic Republic of Congo.  Women in her new community have suffered through sexual violence, discrimination and the loss of loved ones. When fleeing Burundi, she left behind her two daughters, but she never gave up hope of getting them back. Witness her courage and triumph through the power of UN Women’s safe spaces that promote education and vocational training, theater, song, dance, and solidarity in humanitarian crises. A film by UN Women

About United Nations Population Fund (UNFPA)

UNFPA, the United Nations Population Funds, is the lead UN agency for delivering a world where every pregnancy is wanted, every childbirth is safe and every young person’s potential is fulfilled.

UN’s Virtual Reality Hub at the UN World Humanitarian Summit Exhibition, Yunsoo Cho, the Ambassador of Republic Of Korea to Turkey, check out the virtual reality film with Gear VR.

(From left to right) Lucy Doughty Doughty Family Foundation and Theirworld Trustee and Advisory Board Member, Gordon Brown Former British Prime Minister, DaeHyun Kim Samsung Electronics Turkey President, Erdem Erkul Samsung Electronics Turkey Director of Public Sector & External Affairs participated in the UN World Humanitarian Summit.

Injong Rhee, EVP & Head of R&D, Software and Services of Samsung Electronics’ Mobile Communications Business, emphasized Samsung Mobile’s strategy to become a provider of meaningful software and services to make the company’s hardware more valuable to consumers during the opening keynote speech of the Samsung Developer Conference (SDC) 2016.

In his speech, Rhee also called for greater collaboration between developers and partners from various industries as the world becomes increasingly connected, and gave attendees a glimpse into the rich possibilities offered by the company’s ecosystem.

Samsung Knox

Samsung Knox is a software platform and an ecosystem for security, which Samsung created by building on its unique device technology. It is the foundation of most of the company’s services including Samsung Pay, Samsung Health and Samsung Connect Auto, which need strong security and data privacy.

Its commitment to interoperability will now be extended beyond Android to include Tizen—an operating system that is expected to play a central role in numerous Internet of Things devices in the near future. Only Samsung, using Tizen and Knox, can offer this combination of an open ecosystem with strong, hardware-based security and global connectivity.

Samsung Pay

In addition to ensuring simplicity and security, Samsung wanted to enable Samsung Pay to be used virtually anywhere. To do this, magnetic secure transmission (MST) was built into the back of the phone, allowing the device to function in the same way that traditional credit cards do.

This is a perfect example of Samsung’s software strategy—where a unique hardware feature is leveraged to enable a new service, one that provides a compelling user experience and delivers real value to consumers.

Samsung is adding to this value through continuous global expansion, as well as by including additional features such as support for membership cards, gift and private label cards, transit cards and online payments.

Samsung Connect Auto

Samsung is seizing opportunities for new applications and services that take advantage of an always-on connection in the car, the biggest platform in the world after mobile.

Working with leading mobile operators, automakers, insurance companies and rental car agencies, Samsung is creating a set of products and services that make driving safer, as well as more eco-friendly, productive and fun. Included among these is Connect Auto, a simple device that plugs into the car’s dashboard.

Samsung is also building an API and SDK on their open platform so developers will be able to build their own applications, and is planning to start a limited beta program this quarter and a public beta program next quarter.

Samsung Health

When Samsung launched S Health in 2012, the company aimed to empower people to live healthier lives by focusing on the pillars of healthy living—diet, activity and sleep. Today, the app is used by 150 million users in more than 130 countries.

Going forward, Samsung is prioritizing three key areas in its health services: empowerment, connectivity and security. The company is also building new services with partners across the healthcare system to solve key industry pain points.

For example, Samsung is working with HealthTap to bring medical expertise to users anytime, anywhere, and is developing remote monitoring technologies with hospitals and partners like Vivify to improve care while reducing costs. Moreover, Samsung is developing chronic disease management solutions that use its phone and wearable data to generate actionable insights and a comprehensive view of the user.

Soundcamp

Soundcamp is Samsung’s music creation app that enables users to record and perform their own songs with no sound lag.

It is not just for musicians. Audio app developers can also use it by integrating it into their own music applications. With Samsung’s Professional Audio SDK, third-party apps can utilize low-latency audio and inter-application audio routing.

Additionally, Samsung is working side by side Google’s Android audio team to make Samsung’s SDK compatible with many other Android devices.

Samsung Gaming

Mobile has become the platform for playing games and the Galaxy S7 was designed with a slew of features to improve the gaming experience for both gamers and developers. It is the first smartphone on the market to support Vulkan and boasts Game Tools and Game Launcher—tools that make gaming more fun and convenient.

Along the same vein, Samsung announced the Galaxy Game Dev Program, which will give developers a direct channel to the company and its partners’ support to allow them to make the best games possible on Samsung devices.

Samsung VR

Samsung believes that 2016 is shaping up to be the year of VR and is working to enable users to create, watch and discover VR content more easily with the Gear 360 camera, the Gear VR headset and the Samsung Milk VR service.

With the introduction of the Gear 360 camera, Samsung also enhanced the way to view Milk VR content by releasing the Milk VR app for the Gear VR. This new companion Android app allows you to enjoy content from Milk VR on your smartphone without GearVR. They also created the samsungmilkvr.com website.

New features have been added to Milk VR to better support developers. The Milk VR upload SDK, for example, allows makers of 360 cameras and 360 video editing tools to directly upload to Milk VR, regardless of the manufacturers. Also, with new tools on samsungmilkvr.com, developers can add interactive hotspots, hyperlinks between two 360 videos, to VR videos.

Samsung is also providing features that let users stream content from hard drives or media servers on local networks. The company plans to release a live streaming SDK in the coming months to allow for the creation of live streaming end points, real time transcoding and distribution to Gear VR users.

SDC 2016 will feature presentations from tech leaders and will offer a number of sessions in which developers can exchange ideas, partake in new experiences and explore potential innovations. Through the conference, Samsung aims to transform the future by combining its hardware, software and services with developers’ ideas.

Sherry FitzGerald, Ireland’s largest privately owned estate agents approached Samsung to work with them on the project as part of a wider business initiative to monitor global technology developments. The Samsung Gear VR headsets, were chosen because of their ability to provide a comfortable, easy to use, high quality 360 degree experiences of new properties for interested house hunters.

The Virtual Reality platform has been tested on two fully functioning VR walk troughs of new client home schemes as well as completed extensive user testing and feedback. One of the tests was part of the marketing campaign for a fourth-coming high-end residential housing development – Rokeby Park in Lucan Village, West Dublin. Working with a local environment artist, they created a virtual reality walkthrough of one of the properties letting potential purchasers experience a more lifelike view of the properties in the development than could be offered by simple floor plans or small scale models.

Speaking at the launch, Ivan Gaine, Head of New Homes at Sherry FitzGerald said “We are hugely excited to be leading the field in this exciting cutting edge technology. The freedom it gives our viewers to go on a virtual walk through of an unbuilt property and appreciate the proportions of the rooms, see the views from the window and experience the expected finish of a show house all by simply putting on a headset, is very futuristic. The Samsung VR walkthrough is now one of the suite of marketing tools available to our developer clients and initial reaction from our clients and our ultimate buyer customers is overwhelmingly positive. We have also developed 3D printed models and touch screen technology at many of our launches and marketing suites.”

Adrian McInerney, general manager – Samsung Business Ireland, Samsung Ireland commented: “Buying a new home is one of the biggest purchases you will ever make so we’re really excited to be able to bring this to life for people who are hoping to buy a property off plan. We are already working with a number of companies in other regions and industries to create similar user experiences. For example, Audi used the Gear VR headset to create the first digital car showroom and offer customers the ability to test drive new cars.

“We are excited to be involved in yet another first by enabling Sherry FitzGerald to offer the first virtual reality experience to house hunters in Ireland. This is such an innovative project, and our Samsung Gear VR headsets give Sherry FitzGerald an unparalleled opportunity for innovation and customer engagement perfect for this kind of retail environment.”

Joanne Geary, Group Head of Marketing and Business Development also commented, We are currently developing the next evolution of the technology and our ultimate plan is to have VR Headsets in every Sherry Fitz office around the country where buyers can virtually view any property on our books simply by viewing through the VR Headset. The technology is just as relevant for large scale commercial developments where we can model up what an office building will look like and conduct a viewing of for office or retail leasing purposes for example. The opportunities are endless and our journey has just begun.”

Television is on course to collide with virtual reality and create a host of as-yet-unimagined experiences; that’s the view of Oscar-winner Tim Webber, Chief Creative Officer at Framestore, who was speaking at Samsung: Inside The Future of Television, a future-gazing panel event that saw leading minds from the worlds of technology and entertainment explore and debate what’s next for television in our lives.

The panel, hosted by TV presenter Marc Edwards (France 24, BBC World, Eurosport), included:

• Simon Bryant (Head of Consumer Electronics, Futuresource) – An analyst who specialises in the television market, Simon has overseen countless industry reports and has a keen eye for changing TV habits across Europe.
• Simon Mills (Bespoke Editor, Wallpaper* UK) – An expert on architecture and interiors, Simon has spent 25 years writing everywhere from The Sunday Times Magazine to GQ and The New Yorker.
• Grzegorz Stanisz, European Director of Sales and Marketing, Samsung – Grzegorz has dedicated the last 13 years to securing Samsung’s place as category leader of the television market in Europe.
• Tim Webber (Chief Creative Officer, Framestore) – Tim won an Oscar for his VFX work on Gravity, and also had a hand in The Dark Knight and Avatar. Framestore recently created a VR experience for HBO’s Game of Thrones.

TV: From Viewing to Experiencing

The panel began by looking at how television is moving from something consumers passively view, to an active device we experience.

First, the panel considered how experiences on mobile devices can be used to enhance the TV experience. Dual-screening is well established, with Grzegorz Stanisz of Samsung stating that “30% of the time, your eyes are away from the TV screen”, a point Tim Webber supported: “People are looking at their phone as much as at the TV. We need to produce content that works in companion with what’s on the big screen…content without ‘joins’.”

The continued growth of on-demand content is a trend all the panel expect to grow and grow. “Turning to how that experienced is controlled,” design expert Simon Mills was unequivocal: “The TV remote is on its last legs. Digital natives have grown up controlling their own devices, curating their own content.  No longer is the remote the preserve of a parent in the big chair.”

Grzegorz Stanisz of Samsung tempered that the TV remote was here to stay for now, but it needed “a convergent approach…one remote to rule them all” pointing to the recently unveiled Samsung Smart Control – one remote which can control multiple devices – as an example of this.

Despite the “unreal” growth of on-demand content, consumer electronics expert Simon Bryant believes some traditional TV habits will remain – at least for now; “linear is here to stay, primarily as a relaxing experience” he said.

TV and the New Home Ecosystem

Next, the panellists turned to the home of the future and how smart, more beautiful TVs will fit into all our lives. In the future, Simon Mills of Wallpaper* expects televisions to become an integral part of how our homes are designed, stating; “architects will start integrating viewing tech into buildings from the start so they can function wirelessly and technologically…and work aesthetically.”

All panelists agreed that consumers are becoming much more design savvy, a reason why Grzegorz Stanisz of Samsung firmly believes “TVs need to look good not only from the front but also from the back and sides- from 360 degrees.”

Exploring the impact of the Internet of Things, Simon Mills was certain that increased connectivity will cement the television’s place at the centre of the home: “The TV will become a hub. There could even be applications for when we’re not even watching it, such as light patterns to help us sleep or wake.”

The Power of UHD Content for Consumers

A 2015 independent study, commissioned by Samsung, proved that UHD was 38% more immersive than HD content. Asked where we go beyond UHD, Grzegorz Stanisz said: “We are one step away from creating a lifelike experience in everyone’s home.”

Moving on to what this means for content creators, Tim Webber said creative studios such as Framestore “are working at the high end [of content production], and the increase in resolution, and increase in dynamic range means televisions are coming up to match.”

As overall Visual Effects Supervisor on Gravity, Tim admitted he found it “painful to see people watching some films on the back of an airplane seat.”

VR and TV

VR continues to gather pace in 2016, and the technology had a strong presence at the Samsung European Forum. Asked about the market potential of VR, Simon Bryant of Futuresource was positive: “VR is a huge growth market, we estimate around 70m head-mounted units selling annually by 2020, VR will be worth around $16billion including content and hardware. The growth over the next few years will be staggering.”

New hardware needs fresh content, and Framestore have already created a virtual reality companion experience for HBO’s Game of Thrones: “VR is a no-brainer for dramatic content”, says Tim Webber. “You are building a world that goes way beyond telling a story. I see VR enhancing the role of the TV”

Cinema and the Not-So-Small Screen

As average television screen sizes grow throughout Europe, questions were raised about how cinema, and home entertainment will relate to one another. Tim Webber said “the quality of screens and sound is now up there with cinema. The lines are blurring but they will always be two different experiences.”

Simon Bryant, backed this up with market insight from across Europe: “Small screen sales are falling, being replaced by tablets and mobile devices. While this is happening the primary screen is getting bigger and bigger.”

Commenting after the panel, Michael Zoeller, VP European Head of Visual Display, Samsung said: “Samsung has spent the last decade leading the television market and we are constantly driving for meaningful innovation for our consumers. For example, the SUHD televisions we unveiled at CES 2016 are already redefining the home entertainment experience with innovations like quantum dot display, bezel-less design, and IoT ready hub technology.”

“We brought together this panel to explore what the future means for television and some of the insights our panellists considered were fascinating. I’m hoping we can bring them all back in 2026 to see how their predictions stack up”.

By pairing Galaxy smartphones with the Gear VR and visiting Olympic.org for a direct link to the Youth Olympic Games VR experience, fans located in Samsung Galaxy Studios in Lillehammer, the Samsung Experience Store CC-Vest in Oslo, Norway, and across the globe were able to fully immerse in the Opening Ceremony and feel the energy of the crowd. The breakthrough experience maximized the excitement of the Youth Olympic Games and allowed Samsung to connect with youth and millennials through interactive VR experiences and spread the Olympic spirit around the world.

Fans at the Samsung Galaxy Studio in Lillehammer experience the feeling of being inside of the Opening Ceremony events through the first-ever Live Streaming of Olympic Games content made possible by the IOC and Samsung Galaxy smartphones and VR technology.

Fans at the Samsung Galaxy Studio in Lillehammer experience the feeling of being inside of the Opening Ceremony events through the first-ever Live Streaming of Olympic Games content made possible by the IOC and Samsung Galaxy smartphones and VR technology.

Fans at the Samsung Galaxy Studio in Lillehammer experience the feeling of being inside of the Opening Ceremony events through the first-ever Live Streaming of Olympic Games content made possible by the IOC and Samsung Galaxy smartphones and VR technology.

Fans at the Samsung Galaxy Studio experience the passion and energy of the Lillehammer 2016 Youth Olympic Games Opening Ceremony through Samsung Galaxy smartphones and Gear VR technology.

Samsung supported the International Olympic Committee to deliver the World’s first-ever Virtual Reality Live Streaming of Lillehammer 2016 Winter Youth Olympic Games Opening Ceremony via Samsung Galaxy smartphones and Gear VR technology.

[Samsung Galaxy Studio – VR Station] The Samsung Galaxy Studio-VR Station in Lillehammer played host to the first-ever Live Streaming of Olympic Games content by made possible by the IOC and Samsung Galaxy smartphones and VR technology.

[Lillehammer 2016 Winter Youth Olympic Games Opening Ceremony] Spectators from around the globe unite in Lillehammer at the Lillehammer 2016 Winter Youth Olympic Games Opening Ceremony to cheer on young athletes as they follow their dreams and pursue their passions in sports and in life.

In addition to getting immersive views of the Olympic torch lighting and the Parade of Nations, fans can also experience the thrill of VR at three different Samsung Galaxy Studios at the event. Included are the VR Station, a theater-like venue where participants can virtually take part in winter sports in 4D, as well as the VR Bus. Here, attendees partake in an exhilarating, 360-degree ski jump simulation that takes them through the stunning scenery of Lillehammer, Norway.

On February 11, 2016, International Olympic Committee (IOC) President Thomas Bach, along with members of the IOC Young Ambassadors program visited the Samsung Galaxy Studio just ahead of the start of the Lillehammer 2016 Winter Youth Olympic Games.

“Samsung is a dedicated Partner to the Olympic Movement and supports the IOC in engaging young people worldwide through its cutting edge mobile technology and passion for sports,” Bach said. “It is a pleasure to visit the Samsung Galaxy Studio here in Lillehammer and experience first-hand the virtual reality technology, which could be used at future Olympic Games as well.”

International Olympic Committee President Thomas Bach sits in a 4D motion chair to experience the innovative ski jumping VR film at the Samsung Galaxy Studio in Lillehammer.

The immersive ski jumping film is displayed through the Samsung Galaxy smartphone and compatible Gear VR headset.

International Olympic Committee (IOC) Administration is all smiles as they gear up for the start of the 2016 Winter Youth Olympic Games at the Samsung Galaxy Studio in Lillehammer.

International Olympic Committee President Thomas Bach visits the Samsung Galaxy Studio in Lillehammer ahead of the start of the 2016 Winter Youth Olympic Games.

Members of the IOC Young Ambassadors program mingle and take selfies before the start of the Games. Samsung provided a Galaxy S6 edge+ to each member of the program to enable them to share stories, interact and promote the Games in their own countries.

International Olympic Committee (IOC) President Thomas Bach meets with the 39 members of the IOC Young Ambassadors program before the start of the Lillehammer 2016 Winter Youth Olympic Games.

Members of the IOC Young Ambassadors program join together at the Samsung Galaxy Studio in Lillehammer before the start of the 2016 Winter Youth Olympic Games.

Two IOC Young Ambassadors pose for a photo together at the Samsung Galaxy Studio in Lillehammer before the start of the 2016 Winter Youth Olympic Games.

Members of the IOC Young Ambassadors program experience ski jumping in 4D.

Two IOC Young Ambassadors visit the Samsung Galaxy Studio in Lillehammer to test out the Galaxy S6 edge+, which they’ll use throughout the 2016 Winter Youth Olympic Games to document and share their experiences with the world.

The main hurdles that we spend a lot of time thinking about are inspiring mass adoption, creating great content, and continuing the discovery of what VR is capable of.

Widening the consumer base is a top priority. VR can (and will) be a revolutionary platform for gaming and entertainment, but we’ve been seeing firsthand just how far the medium can reach. We now have the power to traverse great distances in no time at all and walk a mile in another man’s shoes. VR has the power to transform how people feel about one another. How can VR continue to reshape journalism and news? How can VR affect education and learning? Every new revolutionary technology, be it the cell phone or the laptop, is pushed to the limits by humanity. How do we use this thing in a way where our lives are greatly improved? VR is no different. 2016 will see the continued push to explore how VR can transform existing modes of communication, bring people closer together, and make our lives more streamlined.

Next, creating great content. I think we’re entering a period of rapid experimentation and exploration. I think over the course of the next year we’ll see a lot more narrative exploration in VR. Storytellers are already retraining their brains to think in 360º, and so many great VR experiences already exist. I believe that great storytellers can tell a great story using anything. As more and more companies and studios invest in VR, we’re going to see some really great narrative experiments. We’re still at the infancy of this new art form. It took cinema decades to invent the close-up. Even longer to invent the match-cut. So on and so forth. As technology grows more widespread and the creation of VR experiences becomes democratized, we’re going to hear from new voices.

The simplest way we arrive at compelling content in VR is to imagine what would be compelling to experience in real life. In a lot of ways, VR is the closest we’ve come to inventing a teleportation device. You can take anyone from anywhere and transport them into moments, experiences, and stories. VR can eliminate the proximity between people, places, and things in a way that I haven’t seen done before. It’s helpful to think about what kinds of characters you want your audience to interact with, and how you’ll want the audience to remember them. That’s really what the storytelling goal should be: to create memories. Once you’ve got that in mind, you can reverse engineer everything else. We’re going to start seeing stories that take us to faraway and impossible locations, and stories that blur the lines between our world and the virtual one.

*The views expressed in this editorial are the author’s own, and do not necessarily reflect the official opinion of Samsung Electronics.

In an Olympic first, Samsung Electronics is supporting the International Olympic Committee to bring the Games to life through virtual reality coverage so that just about any Galaxy smartphone and Gear VR user can experience the excitement of the event, no matter where they are in the world.

The experience begins at 19:00PM CET February 12 with the Opening Ceremony—the first ever streamed live in virtual reality. Also, throughout the duration of the Games, daily VR sports highlights will provide a Winter YOG experience unlike any before.

To enjoy immersive views of the Olympic torch lighting and the Parade of Nations, among other event highlights, one needs a Samsung mobile phone (Galaxy S6 and later) and compatible Gear VR headset. From the smartphone, viewers can visit olympic.org to access a direct link to the Youth Olympic Games VR experience. Samsung mobile users will also be able to access all the Lillehammer 2016 content by downloading the NextVR app from the Oculus store.

Installation Instructions

1. Make sure you have a Samsung Galaxy smartphone and compatible Samsung Gear VR headset.

2. On your Galaxy phone, open the Oculus Gear VR app and search for “Next VR”.

3. When you’ve found the NextVR app, click “Install”. When it’s finished installing, click “Start”.

Samsung Electronics America, official mobile sponsor of the Sundance Film Festival, is sparking VR storytelling at the Samsung Studio, the go-to venue for filmmakers, content developers, industry influencers and more to connect, learn and share experiences, all through the lens of the latest Samsung products and services, including the new Samsung Gear VR, powered by Oculus.

“One of the biggest trends and themes for 2016 is virtual reality. At Samsung, we are making VR more accessible by partnering with the best in the industry to deliver a growing library of engaging, rich content for our Gear VR which is all made possible by our latest Galaxy devices,” said Marc Mathieu, chief marketing officer at Samsung Electronics America. “We are excited to engage with the creative community at the 2016 Sundance Film Festival to collaborate and amplify viewpoints, content and new technological advancements as we continue to cultivate development in the VR community.”

There are many opportunities for Festivalgoers to meet and interact at the Samsung Studio. Here is a sampling of what’s in store.

Unique programming at Samsung Studio

The team from Funny Or Die joins Samsung to debut the world premiere of the first-ever virtual reality comedy short, “Interrogation” featuring comedians Paul Scheer and Rob Huebel. Discussions will highlight how Gear VR is empowering comedic storytelling in new, immersive ways.

Samsung Studio will also treat Festivalgoers to interactive filmmaker panels with Deadline, BMI, Broadcast Music, Inc. and Funny Or Die, among other programming to be announced.

GONE Returns from Holiday Hiatus

At the 2016 Sundance Film Festival, Samsung, in collaboration with Skybound Entertainment and Wevr, will unveil the latest cluster of episodes from Samsung’s original thriller “GONE.” During December 2015, “GONE Episode #1: Pilgrim” quickly rose to be the number one most viewed piece of content on the service, with viewers quickly gravitating towards the “exploratory video” technology unique to the series.

Gear Indie Challenge Results

In an effort to nurture emerging and independent VR filmmakers, Samsung recently conducted the Gear Indie “There in 60 Seconds” contest, challenging filmmakers to transport viewers to a place that is special and unique in 60 seconds or less. At the 2016 Sundance Film Festival, details on the winning entries will be unveiled, with the winning content available to enjoy on Samsung Gear VR.

New Frontier Mobile VR Content Coming to Samsung Gear VR

Gear VR will be the way to watch the New Frontier Program’s Mobile VR content stemming from the 2016 Sundance Film Festival. Attendees will be able to experience the innovative works of ground-breaking artists who work in new media technology and get a glimpse of how the VR medium is used to immerse the viewer and take storytelling to a new dimension.

Living the Galaxy Life to the Fullest at Samsung Studio

At the Samsung Studio, Galaxy owners can enjoy premium services with the Gear S2 Concierge, offering priority restaurant reservations and complimentary Uber rides – all ordered from Samsung’s newest smartwatch, the Gear S2. Festivalgoers will also be able to use Samsung Pay – the official mobile payment of the 2016 Sundance Film Festival – at the Studio’s café, which will feature menu items from Salt Lake City’s own, “The Rose Establishment.”

More Information about Samsung at the 2016 Sundance Film Festival

Visitors to the Samsung Studio will have access to the Sundance Film Festival Selfie, and will experience the brand’s full range of product innovations including the Gear VR, Galaxy View, Galaxy S6 edge+, Galaxy Note5, Galaxy Tab S2, Gear S2, SUHD TVs and home appliances. The Samsung Studio will be located at 638 Park Avenue and will be open from January 22 – January 26, 2016.

For additional information and the full list of panel details, please visit the 2016 Sundance Film Festival schedule at sundance.org/festival.

Samsung Electronics will once again demonstrate how technology can transform the human experience through a live virtual reality broadcast of alternative rock band The Gift’s highly anticipated concert on Saturday, December 19 at 10 p.m. in Lisbon, Portugal.

The concert celebrating the 20th anniversary of The Gift will take place at the MEO Arena and will be the first direct transmission in Portugal of a musical performance in virtual reality. Utilizing two cameras, the transmission will give the viewer the option of watching the show from the front row, or from the stage alongside the band.

To watch the concert in virtual reality from anywhere in the world, viewers will need the Samsung Gear VR headset, a compatible smartphone and the IM360 VR App, which can be downloaded from the Oculus Store. Alternatively, the concert can be viewed at various Samsung Experience Store locations throughout Portugal.

The Gift was formed in 1994 and is made up of Sónia Tavares, brothers John and Nuno Gonçalves, and Miguel Ribeiro. The band has released five albums of Portuguese and English songs over the past 20 years, which were well received in their native country, as well as throughout Europe. They were also recipients of the MTV Europe Award for Best Portuguese Act in 2005.

Thanks to the latest technological developments, and more affordable devices such as Samsung’s Gear VR, virtual reality has become more accessible. Leveraging this, Samsung recently set out to use this increasingly evolving media platform to connect sports fans around the world to their favorite athletes in a way like never before in Portugal.

On September 20, the soccer match between Portuguese teams FC Porto and S.L. Benfica was broadcast to the world in virtual reality using a multi-camera system which featured 360-degree cameras placed on the pitch and in the bleachers. In October, surfing fans from around the globe had the opportunity to be transported to Portugal’s Supertubos Beach to get an up-close view of the Moche Rip Curl Pro. Now, Samsung is expanding its virtual reality efforts to music.

In September, a smartwatch boasting this powerful shape was unveiled at IFA—a design drastically different from the rectangular styles that preceded it. The mesmerizing Gear S2 immediately set itself apart by boasting a more traditionally analog design. Likewise, the concept of the circle was also applied to the Gear VR, another device by Samsung Electronics. The virtual reality headset allows users to watch digital content in 3D with a 360-degree view—an entirely new experience for most.

Yet, it’s not just tech fans that have fallen for the charms of these circle-centric products. They have made their way into the fashion, sports and entertainment industries throughout the world.

In Vogue

On November 28, Samsung held a fashion show in collaboration with BALR., a Netherlands-based fashion brand founded by three professional soccer players. BALR. produces clothing and accessories based on the concepts of simplicity, luxury and comfort. With over 700,000 Instagram fans, the brand is constantly growing in popularity, especially among millennials.

Working hand-in-hand with Samsung, the brand showcased the Gear S2 with the unique styles of BALR. at the show.

https://youtu.be/rxwqli1Qb7w

“The union of the Gear S2 and BALR. illustrates the future of fashion and technology. Going forward, we will continue to feature technology unique to Samsung by merging IT devices with fashion.” said Menno van den Berg, Managing Director at Samsung Electronics Benelux B.V.

Gear S2 Goes Global with Circular Experience Zones

With a unique circular design, Gear S2 experience zones have sprung up in a total of 17 countries across the world. At these interactive locales, which have been established in cities such as New York, Dubai, London and San Paolo, visitors have the opportunity to try out the Gear S2 and Gear VR devices that are showcased on circular tables.

Virtually Courtside

In early October, Samsung hosted “Balls Don’t Lie” in Milan, Italy. At the event, basketball fans donned Level headphones as they watched their favorite NBA teams bring the action of the courts to Samsung’s SUHD TVs in real time.

The highlight of the event, however, was the Gear VR experience, which allowed attendees to get courtside access to the big game.

Luca Rossi, a sports enthusiast who tried out Samsung’s Gear VR first-hand stated, “I just wanted to watch the game since I love basketball, but I felt like I was actually playing the game. It was so vivid that I can’t explain. It was so real that I could turn around in a circle and see the entire venue, just as if I were really there.”

Hang Ten

Just about every surfing aficionado around the world has heard of Portugal’s Supertubos Beach, which made it the perfect location for a 4D surfing experience.

At the Moche Rip Curl Pro in October, participants were able to slip into Gear VR headsets and hop on surf boards.

“I can’t believe Samsung makes such a fun device!” exclaimed Pedro Guedes, an impressed participant, as he took off the headset. “I feel as if I just came back from surfing!”

Frederico Paiva of Samsung Electronics Portugal explained, “People will begin to see our products associated with sports more often in the future. We plan to carry out unprecedented marketing activities in an effort to bring consumers closer to Samsung.”

The Charm of the Circle

Moving away from the rectangular shape which has been so prevalent in technology in the past, the Gear S2 and Gear VR highlight the charm of the circle. These products promise satisfaction to consumers, not only in design but also functionality.

Created to display information in a circular design, the Gear S2 is appealing to the eye. The product is not only revolutionary in shape, but the functionality upgrade of the Gear S2—which is easily connected to other Android devices—has taken the world by storm. Similarly, the Gear VR, which places the user at the center of attention, is a product that is taking the mobile experience to the next level.

Both products beautifully demonstrate the power of the world’s most captivating shape and how it has inspired Samsung to lead the way in technological innovation across multiple industries and lifestyles.

For Samsung Electronics, IFA 2015 in Berlin was all about the Internet of Things (IoT). And because the IoT is designed to encompass all aspects of our life, there’s an awful lot of great innovations and stylish devices that Samsung presented. Let’s take a look at 10 of the most notable and coolest things from this year’s IFA.

1. IoT Zone

To better explain the IoT, people don’t want to hear technology and numbers as much as they want to understand how the IoT will improve their lives, so Samsung put a creative IoT Zone at the heart of its IFA exhibit. With a series of 24 glass displays, created by architect and designer Ferruccio Laviani to resemble the pages of a popup book, the IoT Zone was a friendly and intuitive way to show people the infinite possibilities of the Internet of Things.

Read more:

Samsung’s Internet of Thing Enters Our Lives

Samsung Electronics Talks the Future of TV

2. SleepSense

One new product that really woke up visitors was SleepSense, a sensor and sleep analysis system that tracks your sleep patterns and suggests changes to improve your sleep. Just a small, thin pad, SleepSense slips under your mattress, where it can track your breathing, pulse and other traits more accurately than anything else on the market. SleepSense can also work together with consumer electronics in your home to adjust your lights and alarm, to wake you up gradually, when your body is at the best point in its sleep cycle.

3. Gear S2

Anticipation was high for Samsung’s latest wearable device, the Gear S2, but according to the people who attended the high-energy launch showcase on September 3, the Gear S2 surpassed all expectations. The round design was stylish and fashionable, and the rotating bezel was an intuitive innovation just right for maximizing the usefulness of a wearable. Available in two versions—the Gear S2 and Gear S2 classic—the device is incredibly customizable, with various watch faces and a wide range of colorful straps that can be easily swapped. And with the Gear S2 being Android-compatible, its promises to be the most versatile and functional wearable yet.

Read more:

[Infographic] Circular Design and Intuitive UX of Gear S2

The Future Gets a Twist at the Gear S2 Showcase

First Look: The Gear S2

Samsung Gear S2 Showcase: Better with Every Turn

4. SmartThings

At home, the SmartThings Hub can turn any home into a smart home, connecting all sorts of devices on an open platform. Now people can turn on the lights or change the temperature even when away from home, as well as get notifications about movement or potential problems (like smoke or leaks).

But the power of SmartThings goes beyond the home, too. In conjunction with cross-industry collaborators, SmartThings is connecting devices and people across industries, from retail to enterprise, and healthcare to transportation, thus growing an open IoT ecosystem across the world. For instance, BMW cars can now directly integrate you with your home while you are driving, giving you alerts right to your dashboard.

And thanks to the open platform SmartThings was built on, expect plenty more partnerships in the future. As Alex Hawkinson, the chief executive of SmartThings, said during the opening press conference on September 3, SmartThings is all about “peace of mind,” “flexibility” and “control.”

Read more:

SmartThings: Bringing Your Home to Life

5. Connected Car

The IoT goes beyond our homes, and one of the most important part of our lives is the car. Now Samsung is bringing the IoT there, too. With the Car Mode for Galaxy app, you can use your smartphone or other wearable device to take calls, listen to music, get directions and even have your text messages read to you, all without taking your eyes off the road or your hands from the wheel. It makes the driving experience much safer and more convenient.

And with Car-Net e-Remote with Volkswagen, you can use your new Gear S2 wearable to integrate with your car. Using your Gear S2, you can see where your car is parked, turn on the air conditioning on a hot day, even stop and start the battery charger for electric vehicles.

6. Virtual Reality Experiences

With Samsung’s virtual reality headset, the Gear VR, people can dive into content like never before. And this year, for the first time, Samsung took advantage of the Gear VR to create a new type of exhibition experience. At four locations around Berlin, anyone could take part in Experience Zones to see for themselves what Samsung’s IFA exhibit was like. And at Club des Chefs, the partnership with four world-renounced chefs, visitors were able to truly immerse themselves in the food and cooking experience.

?list=PLTHa7qutpLjB-Cad3dBZ5GqiT1HIa5Dhi

Read more:

Checking Out Samsung’s IFA Exhibit from Basecamp

[Video] Samsung Cine des Chefs Show at IFA 2015

Gastronomy Goes Virtual with the Samsung Club des Chefs

7. Curved – SUHD, UHD TVs

With 28 types of TVs, ranging from 32 inches to 105 inches, Samsung now has the right TV for every home, from the smallest apartment to the biggest home. The curved screens of the latest UHD and SUHD TVs are fashionable, too, fitting in with everyone’s home.

With UHD and SUHD TVs offering four times the resolution of traditional HD TVs, people are going to need content at that resolution, too, which is why Samsung is working with the UHD Alliance to create standards for the industry—and they say final certification is nearly ready. In the meantime, Samsung announced Gamefly, a streaming service that offers the latest and hottest games in UHD, as well as agreements with many partners to offer movies, TV shows and other content in the stunning, UHD format.

8. Customization

Behind all of Samsung’s innovations and creations is the dedication to making technology work for people and to fill their needs. With that in mind, this year’s IFA saw many collaborations with the fashion industry to customize people’s phones and wearable devices. In partnership with Montblanc, there was an artist tattooing leather cases by hand for Galaxy S6 edge+ phones. And Swarovski is offering glittering, crystal-covered cases for Samsung smartphones, too.

9. Smart Suit

Not only are Samsung’s devices growing more stylish and fashion-forward, but now fashion is increasingly growing more tech savvy. Samsung C&T brought four wearable outfits to IFA, including a suit that has an NFC tag in the wrist, allowing users to change their phone’s mode easily and discreetly, without ever taking it out of their pocket.

10. The Year of the Circle

The circle is nature’s perfect shape, without a beginning or an end. And at this year’s IFA, the circle turned up again and again in the designs and ideas of Samsung’s devices. The IoT Zone, at the heart of Samsung’s exhibit, was circular, with 24 displays arranged like the spokes of a wheel. The Wireless Audio 360 speakers are circular in shape, and their sound is likewise omnidirectional, coming from ring radiator technology.

But the biggest circle at this year’s IFA was undoubtedly the Gear S2 wearable. Not only is this Samsung’s first wearable in a stylish circular shape, but the round bezel actually rotates, serving as the key tool of the device’s interface.

Read more:

[Video] Dive into Samsung Exhibition at IFA 2015 with a Virtual Reality Tour

[Video] Samsung Gear S2 Showcase Highlights

[Infographic] Wireless Audio 360: 360 Sound. All Around You 

[Video] 5 Reasons to Pick Samsung’s New Wireless Audio 360 Speakers