Despite the current economic climate, global sales of the Galaxy S23 series have been highly positive. TM Roh believes that this was made possible with the coming together of several new mobile innovations developed based on consumer feedback, which sets a new standard in premium smartphone experiences. This includes the advanced camera features in the Galaxy S23 series smartphones, represented by Nightography; smooth gaming experience backed by the devices’ powerful performance; convenient, easy-to-use One UI 5.1; the use of environmentally friendly recycled materials in the Galaxy S23 series and optimization of third-party apps through open collaborations with global partners.

He reiterated that more than ever, consumers are now placing reliability on the top of their list of must-haves. TM Roh said, “Our consumers are looking for more reliable products, reliable brands, and premium high-end products that can provide a good experience.”

Three-pronged Approach to Lead in the Mobile Market

Noting that this user preference trend would be one for the long term, he laid out a three-pronged approach that Samsung is taking to effectively respond to challenges in the mobile market, and at the same time, pave the way for Samsung to reinforce its position as a market leader:

• Premium Quality: With Samsung’s flagship mobile devices at the core of this strategy, Samsung is focused on continuously improving the product quality of all Samsung Galaxy devices, ensuring that they deliver not just on the user experience, but also in empowering consumers to work better the way they want to.
• Enabling New Experiences and Possibilities: Samsung is focusing its efforts on enabling consumers with new experiences and possibilities through their innovative line-up of Galaxy products by continuously creating and providing new innovations and experiences not just in hardware innovations, but also in software and AI, that only Samsung can provide.

For example, Samsung not only pioneered the folding smartphone category but also took foldables mainstream, with the product category growing in popularity globally. This focus on premium experiences is also being driven by features such as the large screen experience on the Galaxy Z Fold series, the enhanced pocketability and selfie experience on the Galaxy Z Flip series, as well as the excellent Nightography and camera capabilities of the Galaxy S23 series, made possible through innovations in AI technology.

• A Galaxy for Everyone: Finally, as much as smartphones are now a part of our everyday lives, there are still many consumers out there who have yet to own a smartphone. As such, Samsung wants to make Galaxy devices more accessible to all, and at more affordable price points, to help more users to live their best lives.

In Vietnam, Samsung has recently launched Samsung Finance+, which allows customers to own Samsung Galaxy mobile devices with quick, convenient, and assured micro-financing options provided by financial partners, at Samsung Experience Stores. Samsung Finance+ is currently also available to consumers in Thailand and Indonesia.

Delivering Great Mobile Experiences for All

“At the MX Business in Samsung Electronics, our goal is to provide a great experience to meet the needs of consumers, both now and in the future, through products of various segments,” emphasized TM Roh.

Guided by a firm understanding of the needs and preferences of consumers from different regions and segments, we want to ensure that we are delivering various quality mobile experiences that consumers want. This is especially important in the diverse markets of the Southeast Asia and Oceania region.

“For consumers who are looking for premium smartphones, we offer the Galaxy S series and foldable devices. For those looking for something more affordable yet be able to enjoy mobile experiences powered by 5G connectivity, we have the Galaxy A series,” he explained.

Innovating for the Future

Looking ahead, TM Roh said that consumers across Southeast Asia and Oceania and globally are increasingly expecting a more seamless device experience, centered on the ubiquitous smartphone.

He cites the Galaxy ecosystem, with smartphones, wearables, and tablets, as an example of this unmatched, continued experience that can simplify consumers’ lives. “We’ve strengthened our entire multi-device experience to allow Galaxy devices to better connect with our TV line and home appliances such as air conditioners, and refrigerators. This is one of our biggest strengths that differentiates the Galaxy ecosystem from competitors. We will continue to build a more powerful and seamless multi-device experience, including strengthening localization efforts to optimize how technology can blend into the everyday for our users through our SmartThings platform.”

TM Roh believes that there is still much potential to innovate in the mobile market across many areas. The innovation of form factors, such as foldables, will enrich the whole ecosystem, driving the development of third-party apps and new user experiences and that continue to redefine the limits of what a mobile device can do.

He also mentioned how the partnership with Google and Qualcomm, announced at Galaxy Unpacked 2023, will explore new possibilities for extended reality (XR) applications, while the creation of new AI-powered services and content, or intelligent in-vehicle experiences and even smarter home appliances, will also contribute towards smartphone innovation in the years to come.

“We will be kept busy bringing new innovations to our consumers. The whole smartphone and mobile industry will continue to evolve and grow in the future.”

*Image for illustrative purposes. Actual UI may be different.

Customisation, optimisation, and a connected experience are the pursuit of discerning mobile phone users. Now the latest Android 13 and One UI 5 update[1] has descended on Samsung Galaxy devices, with powerful new features that make every day effortless, so you can get things done easily across your devices.

Be delighted with new colour palettes and wallpapers that will elevate the way you express your style. Discover preset routines and set modes for your activities for a whole new level of convenience. Optimise your multitasking game when you change views with a gesture, or quick open apps in split screens. Explore a bevy of camera and gallery features that will elevate your photos. These are just some of the multitude of the key features and enhancements that come with the upgrade.

Samsung successfully rolled out the Android 13 and One UI 5 upgrade to over 46 Samsung Galaxy device models[2] worldwide in less than two months – its fastest OS upgrade rollout yet. The release represents Samsung’s most ambitious mobile software to date, as it requires high levels of customisation for different carriers and markets globally. Apart from delivering innovative mobile experiences to users in the quickest time possible, Samsung also aims to ensure a unique experience that meets the needs of users.

In the coming weeks, more Samsung users can expect to receive the OS upgrade as Samsung accelerates its deployment of One UI 5 updates to a wider range of models, including older flagship devices and tablets, with a goal to complete rollout for all eligible devices by the end of the year.

For more information about One UI 5, go to https://www.samsung.com/my/one-ui/features/

List of Galaxy devices that have received the Android 13 and One UI 5 update:

• Galaxy S22 series
• Galaxy S21 series
• Galaxy S20 series
• Galaxy Note 20/Note 20 Ultra
• Galaxy A53 5G
• Galaxy A33 5G
• Galaxy Z Flip 4
• Galaxy Z Fold 4
• Galaxy A73 5G
• Galaxy Tab S8 series
• Galaxy Xcover 6 Pro
• Galaxy M52 5G
• Galaxy M32 5G
• Galaxy Z Fold 3
• Galaxy Z Flip 3
• Galaxy A52
• Galaxy S20 FE
• Galaxy S21 FE
• Galaxy Note 10 Lite
• Galaxy Tab S7
• Galaxy A71
• Galaxy Z Fold 2
• Galaxy Z Flip
• Galaxy Z Flip 5G
• Galaxy S10 Lite
• Galaxy M53 5G
• Galaxy A52s 5G
• Galaxy M33 5G
• Galaxy A52 5G
• Galaxy M62
• Galaxy A22 5G
• Galaxy F42 5G
• Galaxy A51 5G
• Galaxy Xcover 5
• Galaxy A51
• Galaxy A13 5G
• Galaxy M22
• Galaxy A23 LTE/5G
• Galaxy A22
• Galaxy A32 LTE/5G
• Galaxy A72
• Galaxy M32

[1] Available functions may vary depending on the device, country, region, carrier, or the version of One UI.

[2] As of 9 December 2022