The campaign aims to deliver these core values and the messages behind them to consumers in over 50 countries through various digital platforms, including Samsung.com, YouTube and social media channels, beginning today.

To kick off the campaign, Samsung released a video that highlights the innovative AI technologies behind Bespoke AI. Samsung’s refrigerators, ovens and other home appliances work together to create an intelligent AI kitchen. Products like the all-in-one washer-dryer deliver optimized performance for every cycle, while the robot vacuum cleaner provides personalized experiences tailored to users’ lifestyles and needs.

Robust security ensures users can enjoy their smart appliances with confidence.[2] In particular, Knox provides thorough protection from malware and external threats. Also, SmartThings, with its unparalleled connectivity, serves as the central engine of the AI home.

Samsung continues to strengthen the quality, durability, and customer service of its home appliances to ensure lasting reliability throughout each product’s lifecycle. Leveraging its competitive edge in key components such as compressors and motors, the company further elevates the user experience by offering the Home Appliance Remote Management (HRM) service[3] — now available in more than 120 countries[4] — and providing up to seven years of free One UI upgrades[5] that keep products up to date with the latest AI features and security enhancements.

“The ‘Why Samsung’ campaign brings together what truly defines Samsung appliances — innovative Bespoke AI, seamless SmartThings connectivity, trusted Knox security, and lasting reliability,” said Jessie Song, Vice President and Head of Marketing Group at Digital Appliances (DA) Business, Samsung Electronics. “Moving forward, we will continue to deliver compelling messages to consumers worldwide about why they should choose Samsung appliances.”

Samsung Newsroom will be presenting a series of four interviews that delve into each of these core values.

For more information, please visit: https://www.samsung.com/my/home-appliances/why-samsung/

[1] Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

[2] For further information see: Knox Vault | Fundamentals | Samsung Knox Documentation

[3] HRM is supported on SmartThings-enabled models released after 2019. Users must download the SmartThings app available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. Availability of supported products and features may vary by country and model.

[4] As of August 2025.

[5] Supported on Wi-Fi-enabled home appliances released in 2024 and later.

▲ Samsung DA held a global event to unveil its vision and new products.

Samsung Electronics unveiled its refreshed “AI Home” vision and innovative appliance lineup at its global launch event, Welcome to Bespoke AI, in Seoul, Korea. With a focus on providing a more secure and intuitive user experience, the company introduced an AI Home experience, showcasing advanced AI features and a wider range of screen-enabled appliances.

Jeong Seung Moon, EVP and Head of the R&D Team for Digital Appliances Business at Samsung Electronics, opened the global press conference by introducing the company’s vision for creating an AI Home that harmoniously connects various devices and, as a result, caters to user needs in every room of the home.

“Through our Bespoke AI appliances, Samsung has brought an AI Home to life that not only enhances everyday convenience but also enables energy savings and care,” said Jeong Seung Moon. “We will continue to expand the advanced AI Home to more households, leveraging smart screens, Bixby and Knox security.”

The 2025 Bespoke AI Appliance Lineup

▲ Samsung unveiled the new Bespoke AI appliances for 2025.

During the event, Samsung introduced its Bespoke AI appliances for 2025, which bring new and innovative functionalities to solve users’ difficult problems.

At the heart of the company’s vision is the AI Home display.[1] Built upon the innovation of the first introduction of the AI Home display last year, the AI Home with new size options has been expanded to a broad range of new products, such as Bespoke AI Refrigerators, the Bespoke AI Laundry Vented Combo, Washers and Dryers.[2]

The 9-inch AI Home screen on the Bespoke AI Refrigerator lineup increases consumers’ options by offering a similar experience to what’s available on the larger AI Family Hub screen. With the upgraded AI Vision Inside,[3] food management has been enhanced with new features such as recognition of processed food items,[4] for models with the AI Family Hub and those with the AI Home. Through the 7-inch AI Home in the Bespoke AI Laundry, users can intuitively control the washing and drying cycles, as well as monitor and control other connected devices.[5]

Moreover, the new Bespoke AI appliances bring enhanced features that adapt to consumer needs. For example, the Bespoke AI Hybrid Refrigerator utilizes AI to efficiently cool the inside of the fridge, detecting its current status and predicting internal temperature changes to effectively adapt cooling.

The Bespoke AI Laundry includes new functions to enhance consumer convenience, with new standalone models that have upgraded AI Wash and AI Dry to AI Wash+ and AI Dry+,[6] as well as models to be launched in Europe, using up to 55% less energy than class A minimum requirements for the washer.[7] Also, Samsung unveiled the new Bespoke AI Laundry Vented Combo, which is the first ever vented combo in its class.[8] It significantly reduces drying time, finishing both washing and drying in 68 minutes with its Super Speed cycle.

Samsung is continuing to innovate its vacuum cleaner lineup, as well. The cordless stick vacuum cleaner, the Bespoke AI Jet Ultra, will be launched with the world’s most powerful[9] suction power of up to 400W.[10] The upgraded AI Cleaning Mode 2.0[11] classifies more diverse environments[12] like corners[13] and the type of carpets[14] for improved cleaning performance.

Samsung also revealed the Bespoke AI Jet Bot Steam Ultra.[15] Not only is the robot vacuum cleaner designed to climb thresholds, but it is also enhanced with AI Object Recognition for complex environments,[16] which can recognize obstacles as small as 1cm, and even transparent liquids[17] for better cleaning results. And when it encounters corners or walls, the brush pops out, allowing it to clean areas that can be difficult for typical robot vacuum cleaners to deal with.

Samsung Home Appliances Bring Easy To Use, Care and Saving to Consumers

Samsung elaborated further on its “AI Home” vision and its commitment to integrating AI across the connected experience to cater to diverse lifestyles — through the core benefits of Easy to Use, Care and Saving.

Thanks to the adoption of the AI Home display, users will find it easier than ever to engage with the full functionality of their Bespoke AI appliances. The smart screen is now an even better central control hub, even connecting third party devices through SmartThings without the need for a separate hub device.[18] Users can also utilize features like the refrigerators’ Daily Board to receive personalized information and better manage their day — or use Map View to effortlessly monitor and control other connected devices.

The upgraded Bixby allows for easier control of appliances through voice commands and enhances usability through new features like Voice ID.[19] It personalizes services by recognizing the user’s voice, automatically switching to the Samsung account of the speaker and showing their calendar on the screen. And if that person also uses the low vision option on their Galaxy smartphone, it will be automatically synced to the screen for a better viewing experience.

New SmartThings services were also introduced during the event, including Family Care,[20] which sends an alert to other family members if a user’s movement is not detected at the set time — or if there is no activity for a certain amount of time after the last activity. It is also possible to use the robot vacuum cleaner to look for signs of an emergency, with all of this functionality being tightly secured by Samsung Knox.

Continued Efforts To Deliver Reliable Experiences

To complete its “AI Home” vision for 2025, Samsung shone a light on how it is pushing the boundaries of innovation, prioritizing a trusted experience for users.

First, Samsung will apply enhanced Knox security to devices across the lineup so that users will be able to enjoy their AI Home experience with peace of mind. This year in particular, Trust Chain, which is part of Knox Matrix, is applied to all Wi-Fi enabled appliances launching in 2025. Users can continuously monitor products’ security status in real time through the dashboard.[21]

Knox Vault is also applied to home appliances for the first time,[22] storing particularly sensitive user information, such as passwords and authentication information, in a separate hardware chip to ensure protection. Furthermore, to protect against the potential of future quantum attacks, Samsung’s security is also equipped with post-quantum cryptography (PQC), a part of Knox Matrix Credential Sync, for its screen-applied products.[23]

Another key priority for Samsung is making sure that customers can use the latest software features on their existing appliances without buying new ones. With Smart Forward,[24] the software update service through SmartThings, Samsung continuously updates its appliances with new features to enhance the consumer experience.

Samsung is also actively improving product maintenance. SmartThings Home Care utilizes AI to diagnose each appliance’s status, and if signs of malfunction are detected, it sends a notification in advance. In addition, a technical support representative can provide guidance on remote measures based on pre-diagnosis results.[25] This support feature has already expanded to more countries, including France, Netherlands and Canada, following Korea and the United States.

By integrating all of these wide-ranging initiatives, Samsung aims to create safer and more reliable smart home experiences that users can enjoy with comfort and peace of mind.

To watch the global event “Welcome to Bespoke AI,” which showcases the AI Home experience that simplifies daily life, adapts to your needs, and creates a home that revolves around you, please see video below:

For more information, please visit: https://www.samsung.com/my/

[1] AI Home display refers to the 7″ or 9″ LCD screen on the product. Does not mean all services available on the AI Home are AI or generate information or outcome using AI. Certain functions accessible through the AI Home utilize AI-based algorithms, which can be updated periodically to improve accuracy. AI-based algorithms may generate incomplete or incorrect information.

[2] AI Home is available on select models, and its availability may vary by region.

[3] Available on select T-Type and French Door refrigerator models. As of April 2025, AI Vision Inside can recognize 37 food items like fresh fruits and veggies. If the food is not recognizable, it may be listed as an unknown item. AI Vision Inside cannot identify or list any food items in the fridge door bins or freezer. It recognizes food items based on deep learning models, which may be updated periodically to improve accuracy.

[4] AI Vision Inside will recognize and recommend that users save processed food items that have been placed inside multiple times, allowing up to 50 items to be saved with the designated name. Processed foods are limited to those that keep a certain packaged form. AI Home recommends saving the item after it has been input more than 4 times during 30 days.

[5] A Wi-Fi connection and a Samsung account are required. Third-party devices must be SmartThings compatible.

[6] Based on an advanced AI-created algorithm. It may not detect certain fabrics or accurately identify them when a load includes a mixture of different fabric types. To prevent wear, wash like fabrics together. For US, the names of features are applied differently; AI OptiWash and AI OptiDry to AI OptiWash+ and AI OptiDry+.

[7] Based on Samsung internal testing. The energy consumption of this 9KG model is EEI 21.8, which is 55% more energy efficient compared to the minimum threshold of energy efficiency class A (EEI 52 for 9KG models). Energy ratings tested with Eco 40-60 program, 55% savings tested with Eco 40-60 program.

[8] Among 27” vented washer/dryers. Sold only in the U.S., Canada and Mexico.

[9] Based on testing by SLG Prüf- und Zertifizierungs GmbH, in accordance with the IEC 62885-4 Cl.5.8 standard, using a handheld type vacuum cleaner (with no brush) in Jet mode. The results were compared to cordless stick vacuum models available on the market with a stated suction power within 30% of the actual suction power of the Samsung model tested by SLG. Based on sales data between January 2024 and December 2024 as compiled by an independent market research institute.

[10] Based on testing by SLG Prüf- und Zertifizierungs GmbH, in accordance with the IEC 62885-4 Cl.5.8 standard. Measured at the inlet of the non-motorized tool when the dustbin is empty, using Jet Mode and a large capacity battery that is fully charged. Lasts up to 1 min.

[11] The updated functions of AI Cleaning Mode 2.0 can be activated after registering the stick vacuum cleaner on the SmartThings App. The operation of AI Cleaning mode 2.0 may be limited in certain environments, such as when the All-in-one Clean Station is unplugged or Wi-Fi connection is unstable or the Bluetooth connection status between the stick vacuum cleaner and the All-in-one Clean Station is unstable. If AI Cleaning mode 2.0 does not work frequently, please move the All-in-one Clean Station to a space without obstacles nearby. To enable continuous function updates, keep Wi-Fi on in the house on at all times.

[12] The ability to identify different cleaning environments and the time it takes to change the settings can be affected by environmental conditions.

[13] When used with Slim LED Brush+. Corner and floor-wall joint detection only operates in hard floor environments. “Corner” refers to the area where two flat and closed walls meet. The suction power increases about 2-3.5 seconds after the brush is pressed against the wall. If the brush contacts only one side of the corner or if there is a gap in the corner, it may not be recognized as a corner, and the recognition accuracy and reaction speed may vary depending on the wall shape and actual usage environment.

[14] When used with Active Dual Brush.

[15] Product features are still in development and may change. It does not guarantee final specifications.

[16] Based on our deep learning model trained using a predefined set of data and may yield incomplete or incorrect information. New datasets may be introduced to our learning model from time to time to enhance its accuracy.

[17] A liquid spill is defined as having a size of 7cm x 7cm or larger. Identification may be affected by the size of the stain or the environmental conditions of the floor, such as the floor pattern.

[18] Available in the refrigerators’ 32” AI Family Hub and/or 9” AI Home. A Wi-Fi connection and a Samsung account are required. All products must be connected to SmartThings. Only 3rd party devices that are compatible with SmartThings can be registered.

[19] Bixby availability may vary depending on the country. Bixby only recognizes certain accents and dialects of English (U.K.), English (U.S.), English (India), French (France), German (Germany), Italian (Italy), Korean (South Korea), Mandarin Chinese (China), Spanish (Latin America), Spanish (Spain) and Portuguese (Brazil). Voice ID will be available starting May of 2025 through Smart Forward update. Launch date may differ according to region and country. Bixby activated Samsung Account is required. Up to six accounts can be registered per device. To increase the accuracy of identifying each voice, it is recommended for you to register your voice in quiet surroundings. Voice ID is done based on the tone of voice used during registration process. Any change or modification to your voice may lead to misidentification.

[20] Appliance must support Wi-Fi and connect to SmartThings to activate service. Users can activate the service on the SmartThings.

[21] Trust Chain Dashboard is applied to appliances with 7-inch or 9-inch AI Home, and AI Family Hub screen launching in 2025.

[22] Knox Vault is applied to Bespoke AI Jet Bot Steam Ultra and appliances with 7-inch or 9-inch AI Home, and AI Family Hub screen launching in 2025, except Bespoke AI Oven.

[23] PQC is applied to appliances with 7-inch or 9-inch AI Home, and AI Family Hub screen launching in 2025, except Bespoke AI Oven.

[24] Smart Forward updates are available for software only, and for models released after 2017 that are equipped with standardized OCF protocol. Adequate hardware specifications may be required for certain updates. Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

[25] Applicable to appliances launched after 2018 and is supported on models with standardized OCF protocol released from 2018 onward. Supported features may vary according to region and country. Appliance must support Wi-Fi and connect to SmartThings to activate service.

According to an online survey by Samsung Electronics, consumers worldwide seek personalized AI-powered home solutions that streamline household chores with minimal time and effort.

From May 23 to 28, 2024, Samsung conducted an independent online survey with 1,880 participants aged 20 to 59 across South Korea, the United Kingdom and the United States. The multiple-response survey targeted primary home appliance users and key purchasing decision-makers, gathering insights into perceptions of AI and the outlook for AI home appliances.

When asked about the expected role of AI in the home, respondents frequently mentioned “help / helpful / assist” (379 responses), “cleaning” (259), “cooking” (181), “automatic” (178) and “easy / easier” (144).

Expectation for AI within Households 

Moreover, some respondents highlighted security and safety as key expectations — anticipating that AI home appliances will not only reduce household burdens based on individual needs but also manage home safety.

Samsung Newsroom examines how the company continues to refine its AI Home experience by leveraging AI and connectivity to help consumers effortlessly manage daily tasks while ensuring robust security.

An Intuitive and Connected AI Home Experience

The survey revealed a strong demand for simple, intuitive controls in home appliances.

When asked about AI interaction preferences, respondents most frequently mentioned “voice / tell / talk” (203 responses) — followed by “help / helpful / assist” (175), “convenient / comfort” (155) and “control” (128).

Expectations for AI Interactions in Home Appliances 

Samsung’s AI home appliances maximize ease of use through the advanced AI-powered Bixby voice assistant and seamless device connectivity via built-in screens. With Bixby’s ability to analyze context, understand intent and remember conversations, users can easily control their appliances.

This year, Bixby has been integrated into the Bespoke AI Dishwasher[1] for the first time. Additionally, the 2025 Bespoke AI Hybrid Refrigerator with AI Family Hub+ and the latest washers and dryers will feature voice recognition to provide personalized information tailored to each family member.[2]

These innovative screen-equipped appliances offer effortless control and seamless access to information.

▲ Visitors to Samsung Electronics’ booth at CES 2025 experience controlling home appliances through Bixby.

The Bespoke AI Hybrid Refrigerator with Kitchen Fit,[3] featuring a 9-inch AI Home screen, displays a Daily Board that summarizes personalized information such as weather forecasts, daily schedules and meal recommendations.

Meanwhile, the 7-inch AI Home screen on the 2025 Bespoke AI Laundry Combo[4] serves as a built-in hub — allowing users to manage SmartThings-connected home appliances and IoT devices without a separate hub.[5]

AI Home Appliances Must Do More With Less

Many respondents expressed strong interest in conserving resources. When asked about the most relevant AI-driven experiences, “minimizing resource usage” ranked highly among respondents in the U.S. (67%), U.K. (59%) and South Korea (49%).[6]

Samsung’s latest AI home appliances enhance performance and energy efficiency by combining advanced hardware, AI and SmartThings.

The new Bespoke AI Laundry Combo reduces drying time by approximately 20 minutes compared to its predecessor, completing a wash and dry cycle in just 98 minutes[7] using Super Speed cycle. Meanwhile, the Bespoke AI Hybrid Refrigerator optimizes cooling efficiency and energy savings by using a compressor and Peltier module[8] to deliver rapid cooling while maximizing energy efficiency.

Enhancing Home Security and Safety With AI

Respondents expect AI-driven security features to protect their homes and ensure their families’ safety. “Security / safe” was frequently mentioned as a key factor in interactions with AI home appliances.

To address these concerns, Samsung equips all its smart appliances with the proprietary Samsung Knox[9] security solution to safeguard user data from external threats such as malware.

▲ Jong-Hee (JH) Han, Vice Chairman, CEO and Head of Device eXperience (DX) Division at Samsung Electronics, describes Samsung Knox.

This year, the company is expanding Knox Matrix[10] — its blockchain-based security system that enables connected appliances to monitor each other’s security status — to appliances with 7- and 9-inch screens as well as the latest robot vacuum cleaner.

The Knox Matrix Dashboard will be introduced to Samsung’s 2025 home appliance lineup,[11] allowing users to monitor the security status of all connected devices and receive alerts for potential security issues.

Furthermore, Samsung is integrating Knox Vault into its screen-equipped home appliances and robot vacuum cleaners this year.[12] This system securely stores sensitive user data — such as passwords and biometric information — on a dedicated hardware security chip, protecting against data breaches and hacking attempts while reinforcing security.

Passkey will be introduced to screen-equipped home appliances that support browsers, helping users replace traditional passwords with biometric authentication — such as fingerprint or facial recognition — via their smartphones for more secure and convenient logins.[13]

“As global interest in AI continues to grow, more consumers expect enhanced experiences through AI-powered home appliances,” said Bona Lee, Vice President and Head of Customer eXperience (CX) Insight Group of Digital Appliances (DA) Business at Samsung Electronics. “We will continue researching consumer needs and delivering innovative Bespoke AI experiences so that consumers can enjoy convenient and safe daily lives.”

Samsung will unveil its 2025 Bespoke AI product lineup at the “Welcome to Bespoke AI” event at the end of March.

For more information, please visit: https://www.samsung.com/my/

[1] Availability may vary by country.

[2] Availability may vary by country.

[3] The launch timeline, model, available features may vary by country.

[4] The launch timeline, model, available features may vary by country.

[5] Supports Wi-Fi, Zigbee, Matter and Thread.

[6] The personal relevance metric is divided into seven categories, with the top two aggregated for analysis.

[7] According to the DOE standard test fabric with a composition of 50% cotton and 50% polyester, the quick course may vary depending on the type of clothing, moisture content, characteristics, and washing volume in real use environments.

[8] The Peltier module operates under one of the following conditions:
– When the temperature in the fridge rises above the normal range.
– When AI analyzes the user’s refrigerator usage patterns, predicts the temperature after a certain period and detects situations like large-scale stocking or cleaning.

[9] Samsung Knox has been integrated into Samsung smart appliances released since 2018.

[10] As of February 2025, Knox Matrix Credential Sync has been implemented into the 2024 Bespoke AI Hybrid Refrigerator with AI Family Hub+.

[11] 2025 Bespoke AI Hybrid Refrigerator with AI Family Hub+ and appliances equipped with 7- and 9-inch screens.

[12] 2025 Bespoke AI Hybrid Refrigerator with AI Family Hub+ and appliances equipped with 7- and 9-inch screens.

[13] Supports Passkey authentication for websites using the FIDO (Fast Identity Online) international standard.

Smartphones hold our entire world within them – from financial services, to storing our personal and sensitive data, as well as confidential work files. For many, the Galaxy Note series was that world. As technology continues to evolve, we grow along with it, becoming more aware of security and privacy issues, as well as becoming more careful in protecting ourselves from the dangers of cyberspace, including getting the latest software updates.

The latest Galaxy S23 Ultra offers 5 years of security updates and 4 generations of Android OS updates, so you trust that you’re getting the best-in-class protection for a longer time. Secured by Knox, you don’t have to sweat it over being hacked, or worry about malware and spyware breaches. With this assurance, you also won’t lose sleep over information leaks, especially when it comes to payment details, and you can use apps like Samsung Wallet with total confidence.

Plus, there are extra benefits with Samsung’s Privacy Protection features that give you greater peace of mind. For example, you can customise permissions to third-party apps to have access only to specific photos or videos you allow, while other files in your storage will keep remain inaccessible. Additionally, you can share files privately and prevent resharing, through read-only versions, blocking screenshots, and setting expiration dates for files.

From now until 30 June, customers who purchase any model will get the additional rebate up to RM1,000.

For eco-savvy consumers, you can also trade in and enjoy great savings with RM500 instant rebate! It’s time to upgrade to the Galaxy S23 Ultra: https://www.samsung.com/my/smartphones/galaxy-s23-ultra/buy/

The smartphone has become the centre of how we work, live and play. For many, it has even become the only thing that we bring out of the home, replacing our laptops, wallets and even house keys.

While we are generally more mindful today of the dangers posed by hackers to our laptops and computers, we also need to recognise that smartphones are prone to cyberattacks as well. Hackers go where the crowds are and right now, that’s mobile devices. That’s why it’s never been more important to stay safe, and why we’re constantly innovating to protect you and your data against emerging threats.

The billions of smartphones around the world are filled with sensitive personal and business data, providing infinite opportunities for hackers to steal and sell private information. In fact, cybersecurity firm IronNet reported that cyberattacks have increased 168% between May 2020 and May 2021, with attacks on smartphones becoming one of the biggest cybersecurity threats in the Asia Pacific region.

Samsung is committed to keeping users safe and secure, with Samsung Knox providing true end-to-end protection throughout the entire lifecycle of your device. In this article, we explore five potential cyberattack scenarios that could happen when the safety of your device is compromised – and explain how Samsung Knox protects you from these threats, in line with our ethos of placing security at the heart of every decision we make.

Cyberattack Scenario 1: Unauthorized backdoor access

Outside of Samsung, developers routinely create software ‘backdoors’ for apps and even mobile OSes so that they can gain easy access for troubleshooting purposes. However, hackers are able to discover these backdoors, which usually bypass any or all cybersecurity measures on the device in question.

To prevent unauthorised backdoor access, do not download unofficial or unauthorized apps. Downloading software other than what the manufacturer originally installed to gain full access to the device’s operating system could also introduce malware or spyware that leads to unauthorised backdoor access.

How Samsung protects you against this threat: At Samsung, we design, create, and validate every computer chip, every piece of wiring, and every hardware component before using them to manufacture our smart devices in highly secure factories around the world. This chip-up approach gives us control over design, manufacturing and assembly, ensuring a secure supply chain that prevents unauthorised backdoor access in our devices – resulting in an end product that our users can trust completely.

Cyberattack Scenario 2: Compromised, weak, or re-used passwords

As users continue to create new accounts for digital services, ranging from telehealth services to new ride-hailing and e-commerce platforms, they provide more avenues for hackers to exploit.

As an August 2021 survey from IBM[1] found, 86% of consumers in Asia Pacific admit that they re-use the same credentials across multiple online accounts. This is a poor data privacy habit – just one attack could leave a user’s entire internet footprint vulnerable to hackers.

How Samsung protects you against this threat: Samsung’s devices[2] are equipped with innovative biometric authentication technology, such as Ultrasonic Fingerprint, so that access to your data can be protected even if your device is lost or stolen. Known as Samsung Pass[3], this biometric authentication tool also lets users easily access log-in credentials without the need to remember countless usernames and passwords[4]! To take data protection to the next level, we have also equipped our devices with Knox Vault, a secure processor that operates independently from the main CPU. Knox Vault securely isolates your biometrics data from the rest of your phone, so no one can get their hands on your data.

Cyberattack Scenario 3: Free Wi-Fi may not be so free after all

Free Wi-Fi hotspots are a boon for everyone who needs access to the Internet on their mobile devices for work or play. However, public Wi-Fi services provide an opportunity for hackers to steal data, as the data that you send across the web – such as credit card information for online purchases – might first pass through the hands of a hacker via a public Wi-Fi network.

How Samsung protects you against this threat: For everyday browsing, Secure Wi-Fi[5] encrypts outgoing internet traffic and disables tracking apps and websites. It allows you to browse the internet safely on public wireless connections without fear of security breaches[6].

Cyberattack Scenario 4: Phishing attacks compromising sensitive data  

Phishing is a type of attack in which cyber criminals trick victims into handing over sensitive information or installing malware[7], disguised as links, attachments, or even legitimate apps, on their devices.

Once hackers have access to your sensitive information, they could use it to demand a ransom from you, steal your personal information, carry out other vices, or make purchases with your credit card information, for instance.

How Samsung protects you against this threat: Device Protection in Samsung Device Care continuously scans your device for malware or suspicious activity, and alerts you when you mistakenly install malicious apps through detection via the McAfee protection.

Additionally, the Samsung Secure Folder keeps data secure, and isolates problematic apps within the folder to keep apps away from users’ personal information.

Meanwhile, when you’re paying for purchases with Samsung Pay[8] on your mobile device, your card information is encrypted and completely isolated to protect it at all times.

Cyberattack Scenario 5: Zero-day vulnerability

As hackers and cyber attackers are constantly trying to hack into devices, they are always on the lookout for zero-day vulnerabilities. A zero-day vulnerability is a vulnerability in a system or device that has been discovered but is not yet patched. This can be particularly dangerous as cybercriminals target the flaws in a system before developers or the public are aware it even exists.

How Samsung protects you against this threat: Samsung Knox offers real time protection, always actively protecting your devices against data attacks or malware. This means that unauthorised attempts to access or modify your phone’s core are blocked in real time.

When users reboot their Samsung smartphone, Secure Boot is activated to detect any unauthorized software and block attempts to compromise the device through multi-layered, defense-grade[9] security. If the smartphone is booted in an unapproved state, Samsung Knox will automatically lock up apps containing sensitive data such as Samsung Pay, Samsung Pass, Secure Folder or Samsung Health.

Looking ahead to a more secure future

The smartphone has become a key part of our digital lives, whether from home, at the classroom, or even in the office. With new cyber threat vectors continuously putting us at risk, we need to stay vigilant and play an active role in keeping ourselves and our loved ones safe in this digital world.

Security does not just stop at smartphones for Samsung, as Knox protection also extends to the smart appliances in Samsung’s portfolio for an additional layer of protection. This means that your Samsung smart appliances are protected and secured, whether you are mirroring the video you are watching on your Galaxy device with the SmartView app[10] to the screen on your Family Hub, or using the AI function on your AI EcoBubble washing machine to calibrate optimal wash settings.

As a Samsung user, you can be assured that you have a digital partner committed to world-class security and privacy standards – keeping you safe while you work, study, and play.

[1] IBM Security: IBM Consumer Survey: Security Side Effects of the Pandemic: https://filecache.mediaroom.com/mr5mr_ibmnews/191177/Pandemic%20Security%20Side%20Effects%20Global%20Survey_IBM%20Analysis.pdf

[2] Biometric authentication feature availability may vary by device

[3] The available functions, features, and compatible applications for Samsung Pass may vary by country due to differing regulatory and legal environments.

[4] As a best practice, consumers are still advised to input complex passwords to secure their login credentials.

[5] Secure Wi-Fi feature availability may vary depending on country, carrier, or network environment and may not be supported on all Samsung mobile devices. Fees may apply depending on Secure Wi-Fi usage.

[6] As a best practice, avoid connecting to unknown Wi-Fi hotspots and always keep the Wi-Fi network at home secured with complex and long passwords.

[7] https://www.itgovernance.co.uk/phishing

[8] Availability of Samsung Pay may vary by device, bank, issuer, and country

[9] Knox received more accreditations than any other mobile device manufacturer, including STIG approval from the US Defense Information Systems Agency for use in DoD networks in 2013 and certifications from the US Department of Defense, the UK’s NCSC and ANSSI in France

[10] Compatible with all major apps on Samsung Galaxy S6 models or later, running Android 8.1 or higher.

To help you catch up with these and other exciting updates from San Jose, here’s a handy list of the top themes on display at SDC19.

Held at the San Jose McEnery Convention Center in sunny California, this year’s Samsung Developer Conference is a showcase of the hottest topics in tech.

Expanding the Bixby and SmartThings Ecosystems

This year at SDC, Samsung is showcasing strides it’s made to integrate Bixby into a wide range of devices. The company is also introducing enhancements that will make it easier for developers to enrich Bixby and the SmartThings IoT platform with useful services, and in doing so, create more ways for users to infuse intelligence into everything they do.

Outlining Samsung’s efforts to offer developers more ways to work with Bixby, Eui-Suk Chung, EVP, Mobile Communications Business, Samsung Electronics, discusses the AI platform’s expansion. “In 2019, we made it even easier to use Bixby,” Chung explains. “We added new capabilities not only on our flagship devices, but also on most of our A-series devices, on more Galaxy tablets and watches, TVs and home appliances. Just to give you countless new ways to integrate intelligence into everything you do.”

Samsung demonstrates how enhancements to the Bixby Developer Studio, including new Bixby Templates and Bixby Views, will streamline the development of capsules that work across Bixby’s ever-growing ecosystem of devices.

In addition to unveiling a new Rules API that will spur the creation of more automated smart home experiences, Samsung introduced a SmartThings Device SDK beta program – set to launch early next year – that will help third-party manufacturers build SmartThings-supported devices.

New Devices and Experiences

Those visiting SDC19 are treated to first looks at some of the latest and greatest products of Samsung’s innovation. Spanning categories like mobile devices, UX design and more, the devices and experiences showcased at the conference hold the power to transform the way people live, work and connect.

The launch of Samsung’s Galaxy Fold established a brand-new product category – one that opens the door to a new era of mobile experiences. To help realize its vision of a foldable future, Samsung is demonstrating its commitment to developing a variety of foldable form factors at SDC19. Enriching the category with more options will help Samsung and developers explore new use cases and user experiences.

Also on display at SDC is the new, Bixby-enabled Galaxy Home Mini, which fosters continuous IoT experiences when managing connected devices, and offers powerful pound-for-pound audio quality.

Seeing is believing: An SDC attendee examines how Samsung’s AI ScaleNet technology makes it possible to stream high-quality 8K videos on networks with lower bandwidth capabilities.

Peeks at Cutting-edge Blockchain and Enterprise Solutions

SDC19 offers partners and developers a chance to learn more about one of the hottest trends in technology today: blockchain. Speakers and sessions discuss how enterprises and developers can utilize Samsung’s latest blockchain-powered services to capitalize on the technology’s incredible potential.

The conference also offers attendees an opportunity to see how Samsung is leveraging its years of experience leading innovation in a variety of industries – ranging from retail and manufacturing to transportation and healthcare – to provide enterprises with customized services tailored to their needs.

Seungyun Lee, Principal Engineer, Knox Platform for Enterprise, Samsung Electronics, discusses Samsung’s commitment to advancing blockchain technology – a commitment that’s seen the company produce one of the first smartphones with blockchain technology built-in, and streamline data and cryptocurrency management with the launches of the Samsung Blockchain Keystore and the new Samsung Blockchain Platform SDK. “Together,” Lee explains, “all of these innovations mark a new beginning for the blockchain ecosystem – with Samsung at the forefront.”

SDC attendees eagerly explore the various blockchain innovations being displayed at SDC19. Included among these is the new Samsung Blockchain Platform SDK, which opens up exciting opportunities for developers by 1) offering them more options for securely storing private keys, 2) supporting cryptocurrency transactions, and 3) enabling apps to be smoothly integrated into a mobile space.

Samsung’s SDC19 booth also includes exhibits that illustrate why enterprises in a variety of fields – including industries known to employ the strictest security standards – trust Samsung to help them customize solutions.

But Wait, There’s More!

At the end of the day, SDC is about inspiring people to pursue meaningful innovation. Which is why those visiting the conference are also exposed to projects and initiatives that are making a tangible difference in the world, like the Samsung Global Goals app.

Created to support the achievement of the UN’s Sustainable Development Goals, the educational and donation-based mobile app offers a simple way for the Galaxy community to support the causes they care about. To help maximize the app’s impact, Samsung has announced that it will match proceeds generated through the app and donate the same amount.¹

That’s all for now, but there’s plenty more to come as SDC19 enters its second day. For more information on the topics and innovations being discussed at the event, be sure to check out Samsung Newsroom’s ongoing coverage. And don’t forget to check back here for more updates on Samsung’s latest AI, IoT and developer innovations.

¹Samsung has pledged to match donations with ad proceeds generated through the Global Goals app; up to $5 million annually.

To offer users greater flexibility and convenience, the Galaxy S9 introduces support for innovative biometric authentication features that add new layers to the Galaxy line’s already stout security. Let’s take a closer look at how innovations like Intelligent Scan and Dedicated Fingerprint will streamline how users access their phone and safeguard their personal data.

An Intelligent Approach to Authentication

To make unlocking the Galaxy S9 as simple as possible, Samsung combined its advancements in iris scanning, facial-recognition and intelligent technologies to create a seamless biometric security solution that offers users fast and secure access to their device.

Intelligent Scan is a deep learning-based verification solution that utilizes the collective strength of the Galaxy S9’s iris scanning and facial recognition technologies to allow users to unlock their device and access protected content with a simple glance. The solution works by carefully analyzing your face’s visible features, as well as the lighting conditions of your surroundings, and determining the optimal authentication method to open your phone. Intelligent Scan’s multimodal approach allows it to ensure that biometric authentication occurs successfully in virtually any environment.

The Galaxy S9’s advanced facial-recognition technology utilizes an immense amount of data to recognize your face’s distinct features from a wide range of angles, and its iris-scanning technology has been enhanced to identify unique iris patterns from greater distances. This powerful combination of cutting-edge biometric and intelligent innovations allows the Galaxy S9 to recognize users even when a piece of clothing or an accessory is obstructing part of their face. So you won’t be required to remove your cap or adjust your scarf whenever you’d like to unlock your phone.

Going forward, Samsung plans to integrate Intelligent Scan support into a wide range of applications, beginning with Samsung Pass. Adding this functionality to the app will allow users to enjoy the same streamlined security when entering website logins and other sensitive information within the Samsung Internet mobile app.

Premium Security at Your Fingertips

The Galaxy S9 also introduces new capabilities to the rear-mounted fingerprint sensor that make this tried-and-true authentication method even more useful.

The sensor, which is conveniently located beneath the camera for easy access, now allows users to register fingerprints with a single swipe, and designate a Dedicated Fingerprint to use to apply an additional layer of security to their device’s Secure Folder. This encrypted folder offers a safe, conveniently accessible home for private apps and files that users can securely lock with their Dedicated Fingerprint, or with a PIN, pattern, passcode or iris scan.

When users unlock their phone using this finger, rather than bringing them to the home screen, the device will automatically display their Secure Folder’s contents. Users can also select how they would like the folder to be displayed – either as a traditional folder, or as a launcher. The latter will launch a secure home screen that’s populated only by their designated private apps, as well as a Secure Folder widget that allows them to easily add more.

Together, the streamlined biometric technologies featured in the Galaxy S9 and S9+ offer users a mobile experience that’s not only more seamless and convenient, but more personalized than ever.

^*All Galaxy S9 specs, functionality, features 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.