Galaxy AI is built to understand what you need before you even ask, whether that’s suggesting a change in your routine or pulling up just the right information at the right time.

This level of personalisation can be incredibly helpful, but the more your phone knows, the more there is to protect. So, what’s keeping all that personal data secure?

Samsung believes there is no privacy without strong security. That’s why every Galaxy device is protected from the chip up by a multi-layered approach, which includes on-device personalisation, user-controlled cloud processing, and ecosystem-wide protection through Samsung Knox Matrix.

At the core of this system is Samsung Knox Vault, the company’s hardware-based solution for safeguarding your most sensitive information.

Secured at the Hardware Level

Most mobile devices rely solely on software to protect sensitive data. Galaxy devices go further.

Knox Vault is a hardware-level security solution that creates a physical barrier between your most private information and everything else. It works like a locked room inside your phone, with its own processor and memory to encrypt sensitive data, with Knox Vault securing the keys. It pairs a secure processor with dedicated memory, isolating your passwords, PINs, biometrics, as well as financial information and cryptographic keys. These are the kinds of details you don’t want anyone else to access, and Knox Vault is built to make sure they stay private. You don’t need to activate or manage it, as it’s always on, working silently in the background, keeping your data safe while you get on with your day.

This is particularly crucial in the age of AI as user concerns are expanding from traditional cybersecurity threats, like viruses and malware, to worries over leaking personal data, such as conversations with your AI assistant. And as AI becomes part of more everyday tasks, the types of data that need protection are also expanding.

For example, metadata from your most personal photos not only details the resolution and file format, but also shows the exact location where the image was taken. This personal metadata is more than just files — it’s information that is deeply connected to your daily life. And in the era of AI, these types of data used to provide personalised suggestions needs to be kept private.

Knox Vault helps mitigate these growing concerns by safely storing personal information in a secure, hardware-isolated environment designed to block both physical tampering and remote attacks, ensuring your data can’t be accessed without approval.

Personalised AI, Protected at the Core

Knox Vault not only provides protection for today’s threats, it also ensures your privacy as mobile experiences continue to evolve.

As Galaxy AI becomes more useful, it also becomes more personal, learning how you use your device and adapting to your needs. And because these highly tailored AI experiences rely on deeply personal data, Knox Vault plays a crucial role in keeping that information private and secured.

Galaxy AI ensures privacy by processing tasks directly on-device where possible, keeping data in your hands and off online servers. For example, Audio Eraser,[1] removes background noise from videos or voice recordings without the need for any cloud-based processing — so your personal information stays private. Call Transcript[2] operates in the same way, keeping your calls organised while ensuring personal conversations stay private by remaining on-device.

Knox Vault ensures your data is protected, confidential, and secure. Building on its role in Galaxy AI as the trusted foundation for security and privacy, Knox Vault will expand across Samsung’s growing AI ecosystem as AI becomes more deeply integrated into the user experience.

Knox Vault is more than a security feature, it’s Galaxy’s promise that no matter how advanced your devices become, or how much AI evolves, your privacy is secured.

For more information on Samsung Knox Vault, please visit https://news.samsung.com/my/.

[1] Results may vary per video depending on sounds present in the video. Samsung Account login required. Certain types of sound can be detected such as voices, music, wind, nature, crowd and noise. The actual sound detection may vary depending on audio source, and the condition of the video. Accuracy of results is not guaranteed.

[2] Call Transcript feature requires Samsung Account login. Call recording may not be supported in some countries. Currently available on pre-installed Samsung phones and Voice Record app. Service availability may vary by language or region. Certain languages may require language pack download. Accuracy of results is not guaranteed.

Samsung Electronics Co., Ltd. today announced updates to Knox Suite, an all-in-one business solution package designed to manage and secure enterprise devices. Previously only available as one comprehensive package, Knox Suite now offers flexible plans — Base, Essentials and Enterprise — that cater to the diverse security and device management needs of businesses of all sizes, from small startups to large enterprises managing thousands of devices.[1]

As a comprehensive security and management framework leveraged and trusted by over 35,000 businesses across 134 countries, Samsung Knox is essential for organizations using Samsung Galaxy devices as it unlocks their full operational potential. Built on Samsung’s industry-leading Samsung Knox security platform, Knox Suite delivers robust protection, simplifies IT workflows and provides actionable insights that drive efficiency and productivity.

“Enterprises of varying sizes and industries have diverse device management needs, but ultimately are looking toward the same end goal – enabling secure, productive mobile workspaces,” said Jerry Park, EVP and Head of B2B Team, Mobile eXperience Business at Samsung Electronics. “That’s why we’re introducing flexible options within Knox Suite, designed to provide businesses with the tailored tools they need. Through these new scalable solutions, Knox Suite is now optimized for all types of operational use cases, empowering businesses to comprehensively and intelligently manage enterprise ecosystems.”

Scalable Solutions Enhance Device Management

With Knox Suite Plans, businesses can optimize and securely manage their Samsung Galaxy device ecosystems, enhancing IT efficiency and empowering employees to maximize productivity throughout the device lifecycle. With its presence in UEM market, Samsung was named a Major Player in the IDC MarketScape: Worldwide Unified Endpoint Management Software 2024 Vendor Assessment (doc #US51234224, April 2024). Knox Suite is trusted by customers worldwide. Now more customizable than ever, Knox Suite is available in three plans:

• Knox Suite – Base Plan: Included with Samsung Galaxy device purchases at no additional cost, the Knox Suite – Base Plan is ideal for businesses seeking simple and secure set-up of managed business devices. IT administrators can add Samsung devices into their Enterprise Mobility Management (EMM) solutions without the hassle of manual enrollment, and ensure devices and data are protected with government-grade security[2]. The Base Plan includes access to Knox Mobile Enrollment (KME) and Knox Platform for Enterprise (KPE), with no additional license key requirement for use.

• Knox Suite – Essentials Plan: For those looking for more than just device setup, the Knox Suite – Essentials Plan transforms mobile devices into powerful and efficient assets. In addition to solutions found in the Base Plan, the Essentials Plan also features Knox Manage and Knox Remote Support – services designed to enable unified, cross-platform device management plus real-time troubleshooting support.

• Knox Suite – Enterprise Plan: As the most comprehensive Knox Suite package, the Enterprise Plan helps organizations get the most out of extensive device fleets through granular OS version control, intelligent insights and tailored features designed for the frontline. From large-scale enterprises to mid-market companies with dedicated IT support teams, this plan is best fit for those looking to fully optimize digital workspace experiences and improve productivity for frontline workers. In addition to solutions found in the Essentials Plan, the Enterprise Plan includes Knox E-FOTA, Knox Asset Intelligence, Knox Capture, and Knox Authentication Manager.

For businesses investing in Galaxy Enterprise Edition, a comprehensive package of business-ready mobile devices and services, it now includes a one-year Knox Suite – Enterprise Plan license at no additional cost, providing even greater value.

Ongoing Innovation for Intelligent Device Management

These updates continue the evolution of Knox Suite for more intelligent device management. For businesses already using other EMM solutions, Knox Suite can be integrated seamlessly into existing operations to provide deeper insights and enhanced control over Samsung Galaxy devices, allowing IT teams to optimize device performance without disrupting existing workflows. Samsung’s ongoing collaboration with leading EMM providers also guarantees increased accessibility of Knox Suite through these partner platforms, ensuring that businesses can harness the full potential of Knox Suite’s powerful features, regardless of their current IT setup.

Looking ahead, Knox Suite will continue to evolve to be even more intelligent and intuitive, empowering IT administrators with advanced tools and actionable insights while enabling businesses to unlock the full potential of their Samsung Galaxy devices to create secure, efficient mobile workspaces of the future.

[1] Offers, features, services and availability may vary by market, third-party solution and/or device.

[2] Samsung Knox has successfully met the rigorous security requirements set by Governments and major enterprises around the world, providing business users with a robust mobile security solution. https://www.samsungknox.com/en/knox-platform/knox-certifications

Considering both durability and the desire to stay technologically current, it is no surprise that software updates play an essential role in our choice of smartphone. Far too often, we find ourselves in need of replacements as these updates reduces after 3 to 4 years. Starting with the Galaxy S24 series, Samsung introduced 7 years of Android OS upgrades and 7 years of security upgrades for the first time. This does not only extend the lifespan of your smartphone but also ensures you and your device remain at the cutting edge of technology, with enhanced user experience. Through continuous updates, your device stays fresh with the latest features, functionality, and compatibility – it’s like receiving a brand-new phone with each update! And now, with the recent One UI 6.1 updates, more Galaxy users can enjoy the benefits of Galaxy AI.

AI is revolutionizing the world, and with its emergence, smarter and better experiences will redefine how we live. Galaxy AI is defined not only by what your phone can do, but also by empowering you with the right tools to boost productivity and ignite creativity. As the standard-setter of premium mobile innovation, the S series is the first to introduce a new era of mobile AI experiences from Galaxy. Now, Samsung is enabling selected Galaxy devices, powered by Galaxy AI, to be in the hands of users in a way that has never been done before.

Samsung is broadening the reach of Galaxy AI. With the One UI 6.1 update, the Galaxy S23 (including Galaxy S23 FE), Galaxy Z Flip5, Galaxy Z Fold5, and Galaxy Tab S9 series will receive the Galaxy AI features, elevating the standard of users’ mobile AI experience[1][2]. This expansion empowers Galaxy users, keeping them at the forefront of innovation and productivity.

Update will be available by batches[3] starting from 28 March 2024 onwards.

To learn more about Galaxy AI, visit: https://www.samsung.com/my/galaxy-ai

To purchase Galaxy devices, please click the respective links below:

• Samsung Galaxy S24 Ultra: https://www.samsung.com/my/smartphones/galaxy-s24-ultra/buy/
• Samsung Galaxy S24+ | Samsung Galaxy S24: https://www.samsung.com/my/smartphones/galaxy-s24/buy/
• Samsung Galaxy S23 Ultra: https://www.samsung.com/my/smartphones/galaxy-s23-ultra
• Samsung Galaxy S23: https://www.samsung.com/my/smartphones/galaxy-s23
• Samsung Galaxy ZFlip5: https://www.samsung.com/my/smartphones/galaxy-z-flip5
• Samsung Galaxy ZFold5: https://www.samsung.com/my/smartphones/galaxy-z-fold5
• Samsung Galaxy Tab S9 Series: https://www.samsung.com/my/tablets/galaxy-tab-s/galaxy-tab-s9-ultra-wi-fi-graphite-512gb-sm-x910nzahxme/

[1] Samsung does not make any promises, assurances or guarantees as to the accuracy, completeness or reliability of the output provided by AI features. Samsung Account login may be required to use certain Samsung AI features.

[2] Some AI features from Galaxy S24 series may not be available at previous generation models.

[3] One UI 6.1 update will be available for respective devices by batches. It will be available for Galaxy S23 series (including S23 FE series) and Galaxy ZFlip5 and Galaxy ZFold5 series starting from 28^th March 2024 onwards. It will be available for Galaxy Tab S9 starting from 8^th April 2024 onwards.

What is Samsung Care+?

Have you ever wondered what Samsung Care+ is? Is it another electronic device? No more guessing! It’s a comprehensive one-stop device protection with extensive support services for your Galaxy device[1].

All you need to do is purchase it within 30 days of your Galaxy purchase to ensure you are covered when needed. It goes beyond standard warranty, offering complete protection for accidental / liquid damage so you don’t have to worry about your Galaxy slipping down to the ground and shattering the screen. While we always do our best to keep it safe, sometimes, prevention is better than solution.

What does Samsung Care+ cover?

Accidental and water damage are included in our coverage. At Samsung Malaysia, we understand that traveling to a Samsung Authorised Service Centre (ASC) for repairs can be inconvenient. That’s why we offer 24/7 smartphone diagnostics, troubleshooting support, and user guides. If the issue persists, don’t worry; we can pick up the Galaxy from your doorstep and return it to you without any charges for logistics! Just a note that there will be an excess fee that you will need to pay, but it is way lesser with Samsung Care+.

One thing to highlight here is about our repair concierge service, where we also offer free pick-up and delivery service for your other Samsung devices such as TVs or air conditioners that need fixing. You only need to pay for the repair fee charged by the service centre. Additionally, you can redeem free protective film replacement along with this service.

The best part about Samsung Care+ is that you don’t have to pay the original price for repairs or get a replacement in case your device is badly damaged accidentally[2]. For example, if a Galaxy ZFold5 (256GB) was sold at RM6,799, you would only need to pay an additional RM329 to get it fixed. If it’s damaged beyond repair, you would only need to pay an additional RM629 to get a replacement phone from Samsung Malaysia if you purchase Samsung Care+.

In short, while Samsung’s standard warranty covers inherent mechanical and electrical defects only, Samsung Care+ provides comprehensive device insurance for accidental/liquid damage and extended warranty for your insured Galaxy, along with support services for all Samsung devices in your home for up to 2 years.

Can you see the difference now? Don’t hesitate to purchase Samsung Care+ to keep your Galaxy protected!

To learn more about Samsung Care+, visit:

https://www.samsung.com/my/offer/samsung-care-plus/

[1] Only limited to Galaxy smartphone, tablet and smartwatch

[2] Device replacement will be provided in the case where the damage cannot be repaired, subject to TIMB approval

Picture Credit: @vivian06041

Imagine this, you’re strolling by the park with your loved ones at night and stumble upon a beautiful lighted scenery but your photo turns out grainy and blurry. We understand how challenging it is to capture these precious moments.

As the camera technology advances, taking good pictures in the dark is no longer an issue. With Nightography, a game-changing feature that allows users to take clear, vibrant photos even in low light environments. The advanced AI technology and the Super Clear Lens on the Galaxy S22 Bora Purple will help you take natural and smooth-looking photos at night without any camera glare or reflections.

If you are looking to elevate your Nightography on the go, now’s the perfect time. From now until 30 September 2022 – show your personality with your dream device! With every purchase of the Galaxy S22 256GB Bora Purple edition[1], customers are entitled to the following gifts worth RM1,116 at participating outlets.

[1] Terms and conditions apply. While stock lasts.

Kuala Lumpur – July 7, 2022 – During a recent visit to Indonesia, TM Roh expressed confidence in the continued popularity of foldable smartphones globally. In addition to discussing trends in the mobile market, he spoke about the mobile business in Southeast Asia and the role of technology in shaping the future.

Unfolding the Potential of Foldables

TM Roh noted that Samsung’s foldable phones have redefined what is possible in the industry, like the Galaxy Note Series did, and will continue to set new standards in mobile technology.

“Foldables are transforming and reshaping the mobile market. As the pioneer and leader of the foldable smartphone category, we are focused on delivering incredible foldable experiences that enhance our consumers’ everyday lives,” said TM Roh, President and Head of Samsung Electronics’ MX (Mobile eXperience) Business. “We will continue to develop the unique advantages of the Galaxy foldables, such as viewing on a large screen using a compact and durable device, taking photos and videos in Flex mode, multitasking on split screens with an S Pen and enjoying a unique user experience with the new foldable form factor. We will also enhance the foldables experience through partnerships with industry leaders, such as Google, to support more applications and services for foldable devices.”

The popularity of foldable form factors is expected to continue. In 2021, the global sales volume of foldable smartphones grew more than four times as compared to 2020, exceeding the market growth forecast by three times. The success of the Galaxy Z series is testament to the increasing appetite for foldable smartphones, with sales of the Galaxy Z Fold3 5G and Z Flip3 5G in a single month exceeding the cumulative sales of foldable phones in 2020.

Best-in-Class Mobile Experiences for All Smartphone Users

Expounding on Samsung’s mission to make the latest and best in mobile technology more accessible, he said, “For more than a decade, Samsung has played a key role in laying the foundation for a new generation of connectivity in 5G by working with local regulators and carriers in Southeast Asia. While 5G networks are still limited in this region, I’m committed to ensuring that consumers in this region are equipped to benefit from 5G connectivity as soon as the infrastructure is available. And I’m confident that Samsung’s 5G devices will be the first choice for users in Southeast Asia and Oceania, and across the globe as well.”

5G technology is a key enabler of integrated mobile experience with Samsung’s Galaxy ecosystem, which revolves around the Galaxy smartphones as its hub. The ecosystem offers seamless experiences between the smartphone and multiple devices, such as products in the Galaxy Watch and Buds series, and even provides a PC-like experience with Galaxy tablets through Samsung Dex.

He said, “While we have consistently focused our efforts on improving the smartphone experience for users, we also recognize the growing demand for a connected lifestyle. We are continually innovating to improve and expand our ecosystem to bring more convenience to Galaxy users and to help them achieve their aspirations.”

He also mentioned the diversity of the region, which includes developing markets where mid-tier smartphones continue to be important drivers for Samsung.

“By having a keen understanding of our target consumers’ needs, we are able to maintain the affordability of our mid-tier smartphones while providing a great mobile experience as we focus on strengthening specifications of priority product features, such as the battery, memory, performance, and 5G capabilities. In addition, various features from the flagship smartphones, such as the enhanced cameras, and dustproof and water resistant, are extended to the Galaxy A series,” said TM Roh.

Shaping the Future with Innovative Sustainability Efforts

Recognizing the role it plays in using technology as a force for good, Samsung has been expanding its Galaxy for the Planet commitment and putting sustainability at the center of its innovations. “I always emphasize the importance of sustainability in every single thing we do, from the way we design, manufacture, and recover materials throughout the product lifecycle to protect our planet.”

He also highlighted how Samsung has been working closely with a group of young inspirational changemakers, who are committed to using technology to innovate for humanity and mobilize global communities, through Generation17. The global partnership with the United Nations Development Programme (UNDP) aims to advance the 17 Global Goals.

In February this year, two Generation17 Young Leaders from the Southeast Asia and Oceania were invited to join the global initiative for the first time: Tamara Dewi Gondo Soerijo from Indonesia, a social enterprise founder working  to empower refugee women by providing upskilling opportunities, and Thuy Anh Ngo from Vietnam, who launched a mobile app to educate the elderly on physical and mental health.

Dominated by a large population of youth, the Southeast Asia and Oceania region has seen a rapid rise in the growth of the digital economy, driven by the ambitions, lifestyles and technological skillsets of young digital natives.

He said, “The reason we, at Samsung, must champion a more open world is that our future demands it. Our younger consumers want authentic, personal experiences as a way to express themselves and create new opportunities. We take pride in enabling a world where technology connects and inspires us all.”

For more information on the Galaxy Z series, please visit:

Galaxy Z Fold3 5G: www.samsung.com/my/smartphones/galaxy-z-fold3-5g/

Galaxy Z Flip3 5G: www.samsung.com/my/smartphones/galaxy-z-flip3-5g/

If you pre-order the much anticipated Galaxy S22 series by 3 March 2022, you can take your Galaxy experience to the next-level with the exclusive pre-order gifts worth up to RM1,168– including the powerful Galaxy Watch4 Bluetooth (40mm) and/or a Galaxy x LAMY Safari Twin Pen – as well as the option to enjoy peace of mind with Samsung Care+ up to 2 years at only RM441!

For Samsung Care+ Purchase with Purchase (“PWP”) promotion[2]:

Samsung Care+ provides total protection against all accidental breakage and breakdown for up to two years on new Galaxy phones. With the Samsung Care+ PWP promotion ongoing, customers can enjoy 30% off the protection plan and stay worry-free with their Galaxy S22 series devices throughout the year!

The pre-order of the Galaxy S22 series is available at Samsung Experience Stores, Samsung Authorized Partners and Samsung Malaysia Online Store. For more information on the pre-order offers, kindly visit: https://www.samsung.com/my/offer/mobile/galaxy-preorder-2022/

To pre-order the latest Galaxy devices, visit the links below:

• Galaxy S22 Ultra 5G: https://www.samsung.com/my/smartphones/galaxy-s22-ultra/buy/
• Galaxy S22 | S22+ 5G: https://www.samsung.com/my/smartphones/galaxy-s22/buy/

[1] The promotion is valid from 17/2/2022 to 3/3/2022. Collection date starts from 1/4/2022 to 30/4/2022.

Pre-order gifts are on a first-come, first-served basis, while stocks last. Other terms and conditions may apply. Please visit https://www.samsung.com/my/offer/mobile/galaxy-preorder-2022/ for full terms and conditions.

[2] This PWP Promotion is limited to the first 1,785 Customers for the 1-Year Plan, and 765 Customers for the 2-Year Plan nationwide. The Promotional Products are on a first come first served basis, and while stocks last.

When I look around me, I’m astounded by how much innovation exists in our world today. Yet I am most excited about the evolution of the smartphone. This single device gave way to new digital industries – to remote work, schooling, entertainment and fitness – and the ability to capture, explore and communicate with anyone, anywhere with the touch of a finger.

The smartphone is a portal to infinite progress. And at Samsung, we have never taken that for granted.

It’s not enough for mobile innovation to just evolve with the world. We have to be a step ahead, so our technology can help transform the way we experience everything around us and make our lives easier. That’s why we constantly push ourselves to break the rules of what a smartphone can do.

Breaking the Rules to Start the Next Chapter in Smartphone History

In 2011, the Galaxy Note merged the convenience and portability of smartphones with the expansive screen and notepad-like functionality of tablets. Some balked at the 5.3-inch display — considered enormous then — but Note created a legacy where a large display is now the standard. The S Pen also surprised everyone. It empowered people to bridge creativity with productivity – whenever inspiration struck, they could quickly write down their ideas and thoughts in Samsung Notes.

In 2019, we dared to redefine smartphones once again. We launched our Galaxy Z Fold Series and brought an entirely new form factor to the mobile industry. Our cutting-edge foldable design changed how people used their phones. With Flex Mode, video calls are hands-free and easier. And multitasking with multiple windows are also a breeze, as your phone becomes tablet-sized in the blink of an eye. And once again, the industry took notice, with many mobile companies now following in our footsteps to make foldables the next big thing.

Innovating by Listening to Consumers and Taking Note

In a sea of smartphone sameness and iterative updates, our ambition remains firm: to detect the signals that transformation is stirring – by listening to your feedback – and continue to deliver mobile experiences that empower us all to evolve.

We know many of you were surprised when Samsung didn’t release a new Galaxy Note last year. You loved the unparalleled creativity and efficiency of the Galaxy Note series, which enabled you to switch from gaming nirvana to high-octane productivity in the blink of an eye. You raved about the lifelike S Pen, which many say rivals putting ink to paper. And we haven’t forgotten about these experiences you love.

Catalyzing the Next Evolution of Galaxy

For years, Samsung has converted the skeptics who thought our ideas were impossible. Whether it’s a screen that’s too big, a stylus no one knew they needed or a pro-grade camera that could truly bring mobile photography out of the dark.

With every fresh evolution of Samsung Galaxy devices, we have introduced features that redefine the entire mobile category. And we’re about to rewrite the rules of industry once again.

At Unpacked in February 2022, we’ll introduce you to the most noteworthy S series device we’ve ever created. The next generation of Galaxy S is here, bringing together the greatest experiences of our Samsung Galaxy into one ultimate device.

With it, you will own the night – taking the best and brightest photos and videos you’ve ever captured with a phone. You will also dominate the day with power, speed and tools that can’t be found elsewhere. You will enjoy cutting edge-innovations made possible thanks to the smartest Galaxy experience yet. All while feeling good about being part of the most sustainable Galaxy ecosystem. And, yes, you will help Samsung rewrite the future of smartphones once again.

Get ready for the ultimate Ultra experience.

Transferring your WhatsApp content from your iPhone to your new Samsung Galaxy device has gotten easier. WhatsApp has launched a feature that preserves the end-to-end encryption when you move your entire WhatsApp chat history, account information, voice notes, media, photos, settings and even your profile photo onto your new Samsung device. So your WhatsApp messages stays and belongs to you as you enjoy the advantages your Samsung smartphone brings.

To migrate your WhatsApp from iPhone to Samsung, simply follow these steps:

1. Turn on your new Samsung Galaxy smartphone and connect by cable to your iPhone when prompted.
2. Follow the Samsung Smart Switch experience.
3. When prompted, scan the QR code displayed on the new device using the iPhone’s camera.
4. Tap Start on your iPhone, and wait for the process to complete.
5. Continue setting up your new Samsung
6. When you reach the home screen, open WhatsApp and log in using the same phone number used on your old device.
7. Tap Import when prompted, and allow the process to complete.
8. Finish activating your new device and you’ll see your chats waiting for you.

What do I need?

• Your new Android device must be factory new or reset to factory settings.
• Samsung SmartSwitch app version 3.7.22.1 or greater on your new device.
• WhatsApp Android Version 2.21.16.20 or greater on your new device.
• WhatsApp iOS version 2.21.160.17 or greater on your old device.
• USB-C to Lightning cable (or equivalent adapters).
• Use the same phone number on the new device as the old device.

To read more on the WhatsApp’s new feature, you can visit here for reference:

WhatsApp FAQ: https://faq.whatsapp.com/general/chats/how-to-migrate-your-whatsapp-data-from-iphone-to-a-samsung-phone/?lang=en

As smartphone cameras became the primary go-to camera for many, the technology powering them has become an integral part of the way we share our lives with each other. Samsung has been at the forefront of this change, building a strong heritage of camera technology that has evolved the way people use the camera — from clear night photography, to professional-grade portraits, smooth video stabilization, and selfies.

Samsung Newsroom talked with Joshua Sungdae Cho, VP and Head of Visual SW R&D at Samsung Mobile, to discuss Samsung’s camera philosophy and legacy of imaging technology.

Joshua Sungdae Cho, VP and Head of Visual SW R&D at Samsung Electronics

What is the driving philosophy behind the features and specs for cameras on Galaxy devices?

Our goal is to satisfy two very different needs. First, we help general users by democratizing the experience of professional photography, making it easy for them to create high-quality photos and videos with nothing but their smartphone. Secondly, we aim to bring a more customized shooting experience for pros who want to use their Galaxy smartphone as a professional tool. To do that, we focus on three key areas: the best shooting and viewing experience, ease of use, and controllability.

Our aim with the shooting and viewing experience is to ensure that users get crisp, vivid results every time they capture images and videos. This is why we have focused on high-resolution images, best-in-class image sensors, and other features like High Dynamic Range (HDR) and Optical Image Stabilization (OIS). For ease of use, we focus on creating features that make getting the best results as simple as possible. Single Take, for example, makes it easy to take multiple pictures and videos all at the same time, then recommends the best shots of the series. Finally, controllability is emphasized in our Pro Photo and Pro Video modes, giving users more control over their final results. Underpinning all of these features is AI, which ensures users get the most optimal results.

(Left) Super steady OFF l (Right) Super steady ON

Can you expand on these three pillars? How do you ensure users get the best shooting and viewing experience?

We take a lot of things into consideration for delivering the best shooting and viewing experience for both photos and video. First, we consider portraits our top priority. With warm tones, but a natural brightness and color, our cameras capture your emotions and expressions in vivid detail. We are continuing to make this a key focus area with upgrades that improve details such as skin texture and hair. Improving the resolution of the images from our cameras is one way we accomplish this.

Higher resolution images contain more pixels, and therefore, more information.  We try to find ways to get more pixels into our sensors, as well as improved optics, so that users produce sharp images and videos even when they crop or zoom. Ensuring users get great results no matter the lighting condition is also a key focus for the shooting experience on Galaxy devices.

Our advanced High Dynamic Range (HDR), for example, makes it possible to shoot in mixed lighting and still get great results. This is possible thanks to the AI in our camera, which takes three images at different exposure levels simultaneously and then combines them into one final image. This same approach is used for low-light photography. To deliver more bright, crisp images in low-light conditions, we use nona-binning technology, which uses AI to merge nine pixels into one larger pixel so it absorbs more light and creates clear, vivid images.

Last but not least, we also adopt best-in-class hardware to deliver superior viewing and sharing experiences and improve image quality. Samsung’s cutting-edge sensor technology, such as our 108MP sensors and 50x Space Zoom on the Note20 Ultra, make it possible to capture ultra-high-resolution images and even 8K video. We combine this sensor technology with other strengths of Galaxy devices, such as world-class displays to view the results and fast Wi-Fi connectivity and 5G that make sharing large files easy, to create the best all-around smartphone camera experience.

That sounds like a lot of features to pack into a smartphone camera. How do you make sure they are intuitive and easy to use?

Ease of use is particularly important for our camera philosophy. We aim to create an optimal auto-shooting mode that delivers professional looking images and video. The only thing our users need when shooting with a Galaxy device is a good subject and a memorable moment. We also pack our cameras with features that enable greater creativity while still making it easy to get great results.

Scene optimizer is a great example of how we make it easy to get professional level results. Users just have to point and shoot, and the camera delivers an image optimized for color and brightness based on the scene. We use AI to help deliver these optimizations, ensuring that every cloud, sunset, and smile is captured just as you remember.

Ease of use is also at the heart of features like Single Take. With just a single click, the camera takes multiple pictures and videos with dynamic effects simultaneously, allowing users to capture the moment in a variety of ways and choose their favorite. Features like My Filter also make it easy for users to customize their images. With My Filter, users can create a custom filter, save it, then apply it to all of the photos they shoot.

On the opposite end of this ease of use and auto-shooting, you mentioned that customization and control are an important part of the Galaxy camera experience. How do you implement those control features?

Both Pro Photo and Pro Video mode offer users more control over their final results. In Pro Photo mode, users can tweak all aspects of the photo including the ISO, shutter speed, white balance, and exposure levels. It also gives them the power to save RAW images, which they can later edit on their own. With the enhanced Pro Video mode on the Galaxy Note20 series, we’ve given users more creative control over the fine details in their videos.

In addition to manual adjustment of exposure settings, Pro Video mode introduces features such as Zoom control, allowing users to adjust the speed of their zoom for more dramatic footage. In Pro Video mode, users can also adjust the direction of the microphone to get the best sound. To top it off, we’ve also given users the power to record 8K video at 24fps on the Galaxy Note20 for high-quality results with a cinematic feel.

Many of these features seem to be powered or enhanced by AI. Why is AI such an important component of Galaxy cameras?

AI is one of the core technologies in Samsung’s camera technology because it allows us to do a lot of the heavy lifting for the user. We use AI to improve image resolution, optimize new technology for mobile, and provide better experiences for our customers.

Auto Framing on the Galaxy Z Fold2, for example, automatically shifts the view to stay centered and in focus depending on how many people are in view.  When there is only one person, it can follow their motion and keep them centered – ideal for vloggers and creatives that are using their smartphone to create content.

In the future we will continue to implement these advancements to learn, adapt, and develop new technology that improves the overall camera experience.

In addition to improvements in AI, the trend in smartphone photography has been to add more cameras on flagship devices year over year. Is this a trend you believe will continue?

We keep trying to find a balance between the best AI technology and the optimal number of cameras on our devices. Our AI technology is continuously improving thanks to the image training technology we have developed at Samsung. At the same time, we are also working to deliver the best camera hardware for our devices. If we are able to achieve the same results from multiple cameras with just a single AI-powered camera, then we will merge the technologies. Although we are not at that point yet, we are able to deliver stunning results with features like the Ultra-Wide camera that capture landscapes from a whole different perspective, and 50x zoom on the Galaxy Note20 Ultra.

The Galaxy Note20 series is a prime example of how our philosophy is reflected in our devices. We know that video usage has been steadily increasing, and has led to greater demand for better video features. So, for the Galaxy Note20 series, we improved on Super Steady, delivered 8K recording, and added increased functionality with Pro Video mode to enhance the user experience.

Ultimately, whatever we do is in service of consumer needs, to ensure every feature, experience and design choice offers increased functionality and quality.