Day 1 Edition - 2018 Edition

NEWS Samsung invests in

NEWS Samsung invests in a Korean giant says AI, IoT and 5G are redefining New developments at Samsung include a stateof-the-art 8K TV set, the Galaxy Note 9 and an oven with two compartments. The company is also continuing its drive into smart, connected technology with innovations such as SmartThings and voice assistant Bixby. HS Kim, President & Head of CE, Samsung, used his company’s media presentation at IFA to introduce an array of eye-catching consumer electronics and home appliance innovations to journalists from around the world. From the Galaxy Note 9 through to the company’s new 8K QLED, 75” inch TV set, Kim said Samsung’s ambition is to “continue to lead and develop groundbreaking products for the new era of connected living.” Every product in Samsung’s portfolio is designed to “make people’s lives better,” he said, placing great emphasis on the company’s activities in “AI, IoT and 5G, technologies that are redefining the boundaries of human experience. The question we ask ourselves is ‘How can we utilise these breakthroughs to bring greater convenience to people’s lives?’” Kim said Samsung is the only company with a full range of AI and IoT-enabled products and services across TV, mobile and home appliances: “Last year, we invested €12 bn in R&D. In the next three years we will commit €19 bn to advances in AI and 5G. We have new research centres in the US, UK. Russia, Canada and Korea, and are adding thousands of AI experts.” Kim placed particular emphasis on the development of Samsung’s voice assistant Bixby: “600 million people use a voice assistant once a week globally, so voice is integral to the way people search for information. But Bixby is not just a voice assistant it is a scalable AI platform.” While technology lies at the heart of Samsung’s advances, Kim stressed that the company is set up to be user-centric. “We want to empower people so they feel like they are in control. We want them to open their minds to AI without fear of any consequences.” He also stressed the importance of building partnerships, with companies such as Google part of Samsung’s SmartThings ecosystem. He linked this to Samsung’s ‘innovation without barriers’ mantra. Kim handed the stage to Guy Kinnell, VP Visual Display, Samsung Electronics, who discussed the positive trend towards larger TVs with higher resolution. He predicted a huge surge in the sale of 75”+ sets by 2022 and also said 4K sales had grown significantly since 2013. “We’re now ready for the next era in resolution: 8K,” said Kinnell. “For the first time anywhere in the world, we have launched our 8K QLED 85” inch set. It has unparalleled detail and depth which will allow viewers to see what they have never seen before. We call it ‘Perfect Reality’.” 30

NEWS THE TREND IS TOWARDS APPLIANCES THAT ARE HELPFUL, CONNECTED AND LOOK GREAT. connected, consumer-centric future the boundaries of human experience Kinnell said there would be no problem with the fact that there is only a minimal amount of 8K content available, because “we can optimise picture and sound quality with AI upscaling.” In addition, Kinnell flagged up the new set’s ambient mode and a universal remote WE’RE NOW READY FOR THE NEXT ERA IN RESOLUTION: 8K (…) control that makes it possible to control all entertainment gateways. He also placed strong emphasis on the launch of two co-branded premium soundbars – the HW-N950 and HW-N850. Created in collaboration with renowned consumer audio brand Harman Kardon (now part of Samsung), these new soundbars feature both Samsung and Harman Kardon’s logos to represent their new partnership. “The market for premium soundbars is growing 15% per annum,” he said. Kinnell also provided a positive update on Samsung’s The Frame, a wall-hanging TV that can be used as an artistic showcase when not in use - a new 49” inch model. He also showcased The Wall, an adaptable modular large screen format that can showcase content in any shape or size and is “available for custom order in Europe.” Kinnell then handed the baton to Dan Harvie, VP and Head of Home Appliances, Samsung Europe, who talked about how changing lifestyles are impacting on Samsung innovations, stating: “70% of people will live in cities by 2050 and we are seeing more multigenerational homes. So the trend is towards more people living in less space. At the same time we know that 73% of millennials would rather entertain at home and that 24% of Europeans work at home. So if there’s one key trend we’re seeing it is a demand for appliances that are there when people want them, but which disappear when they don’t.” The kitchen is a key focus, he said, because “so many people are now using the room for entertainment, leisure and even as an office. The trend is towards appliances that are helpful, connected and look great.” Like Kim, he stressed the role of Bixby. Samsung continues to promote its Family Hub fridge-freezer, which has a digital screen on one of its doors. New innovations, said Harvie, include the DualCookFlex Oven, which makes it possible to cook two dishes at once: “It caters for the fact that so many families now have different preferences, and need to prepare different dishes at the same time.” He also said cooking efficiency is a major theme, as people seek to free up time and save money on energy. Harvie also reported on the success of Samsung’s Quick Drive washing machine technology, “a truly disruptive development that makes it possible to wash clothes in half the time.” He said consumers have also responded enthusiastically to the launch of the Addwash, a washing machine with a unique front door that lets you add laundry after the wash cycle has begun. The showcase at IFA was wrapped up by Carlo Carollo, Sales and Marketing Executive, Samsung, who focused on the company’s advances in the mobile devices sector. He talked about the impact that the Galaxy Note has had since it was introduced in 2011. With its bigger screen, “it redefined the market and has developed an incredibly loyal following,” he claimed. Samsung has just unveiled its new super powerful Galaxy Note 9, which is noteworthy for its immersive 6.4” display, all-day battery, and intelligent camera. The phone comes in various colours including Ocean Blue with a Yellow S Pen and Lavender Purple with matching S Pen. A big trend, said Carollo, is towards phones with extra storage space “so that users can store more and delete less”. There is a standard 128GB model and an optional 512GB upgrade. With gaming such a hot trend, the Galaxy Note9 features an innovative Water Carbon Cooling system, and on-device AI-based performance adjustment algorithm, so that users can play graphics-rich games and still get stable performance. The power, performance, vivid display and stereo speakers together make the Galaxy Note9 ideal for mobile gaming. And for fans of Fortnite, one of the hottest mobile games, the Galaxy Note9 has an exclusive Fortnite Galaxy skin. Carallo finished up with updates on the 10.5” Galaxy Tab S4 and the Galaxy Watch. The Watch comes in different sizes and is “developed with real people in mind” he said, adding that Samsung has put increased emphasis on the watch’s health management functionality Hall A CityCube www.ifa-international.org IFA International • Friday 31 st August 2018 31