SmartThings is Central to Samsung’s AI Strategy

Innovation is at the heart of Samsung’s DNA, and with each new device Samsung’s R&D is focused on making meaningful improvements to the consumer’s lives, Benjamin Braun, CMO of Samsung Europe said in an interview with ICTbusiness. We have seen our SmartThings ecosystem grow to over 285 million users, with over 500 million connected devices being used, said Braun. He added that SmartThings is central to Samsung’s AI strategy, enabling seamless communication across AI-enabled products like TVs, home appliances, and mobile devices.

How will the global smartphone market develop in 2024 and what are the key trends shaping the industry?

The market demand for foldable smartphones is growing exponentially. We’ve seen that global foldable smartphone shipments are expected to pass 100 million by 2027. At Samsung, we’ve witnessed strong year-over-year growth in foldable smartphones as consumers discover the growing interest in new AI features. Consumers love the flexibility and personalization these devices offer, and we are fully committed to growing this category. The numbers speak for themselves.

What are the main challenges facing the smartphone market, especially concerning the increase in competition among the leading manufacturers and the arrival of new form factors, especially the rapidly growing foldable devices?

Answering the second part of the question first, we anticipate more companies will enter this market. We believe a healthy product category requires healthy competition, increasing the market size and driving more growth. That said, after releasing six generations of foldable devices, refining the experience each year, we’ve reshaped the smartphone market while solidifying Samsung as the clear foldable leader. Since 2011, we’ve invested in research and development, new user experiences, and innovative manufacturing processes to create the foldable market from scratch. We look forward to continue offering the best foldable experience with each generation.

There will always be hurdles we face when creating new pieces of technology, and that is something all companies in this industry will need to individually find solutions to. But we pride ourselves in being a leader in this field, and are excited to show you our innovations soon!

How do innovations in technology, such as flexible screens and 5G technology, help Samsung maintain its leading position in the market?

Innovation is at the heart of Samsung’s DNA, and with each new device, Samsung’s R&D is focused on making meaningful improvements to the consumer’s lives. If you look at the latest launches of the S24 in Q1 and more recently Z Fold6 and Z Flip6, Samsung brought consumers incredible devices with amazing upgrades including new AI features as well as hardware improvements. We are really proud of the results and how this reflects the consumer reception, with Samsung’s premium Sales at double-digit growth in 2024.

We are constantly innovating to combine pioneering technology with sleek designs. We aim to create products, which serve the everyday needs of our customers, while also looking beautiful in their houses or their hands. Have you seen our new Galaxy Ring… pretty cool… which is why we are a leader in this industry.

How do GenAI technology and foldable devices, such as the Samsung Galaxy Z Fold6 and Flip6, contribute to Samsung's differentiation in the high-end market?

We are the no.1 global foldables mobile maker and leader in Mobile AI technology, and alongside really understanding our consumers, we have been investing in AI for over a decade. Our ambition is to democratize the benefits of AI innovation through mobile experiences, no matter the headset you have to ensure all mobiles we produce, no matter the price tag, still have access to the same great technologies. We have seen incredible consumer uptake of AI across Europe, with 68% of consumers with an AI device using AI features.

This is why we created our One UI 6.1.1 Operating System Upgrade.  The update was made to extend AI features from Galaxy Z Fold6 and Z Flip6 to other models; includes new apps like Sketch to Image, Composer, and Portrait Studio, enhancing daily life through AI-powered creativity and connection tools – allowing more to reap the benefits!

How is the ecosystem of smart devices developing?

SmartThings is the heart of Samsung’s ecosystem. We have seen our ecosystem grow to over 285 million users, with over 500 million connected devices being used.  SmartThings is central to Samsung’s AI strategy, enabling seamless communication across AI-enabled products like TVs, home appliances, and mobile devices.

We’ve been building intelligent connectivity into our devices, and Bespoke AI makes the Smart Home experience even more intuitive and personalized, as devices can learn about user preferences and automatically make recommendations for recipes, vacuum the floor, or monitor your home.

I am a father of three, I live a very busy life and technology has played a bit part in helping make my life a lot less chaotic. Such as my washing machine ordering more detergent when it’s run out, me being able to check the camera in my fridge to see what I’m missing for dinner tonight while in the supermarket, none of this is possible without SmartThings and we will continue to grow our ecosystem to allow others to enjoy the convenience.

How important is sustainability for everyone, especially in challenging times of rising energy prices?

Sustainability is top of our minds when thinking about home appliances, especially as consumers continue to seek out products that perform well in the home and give back to the planet. And as we look to the future, sustainability will grow in importance throughout the entire home.

Reducing energy consumption is top of mind for our team from the ideation phase of design to when products hit the market. Using this concept as a north star, we can help consumers save power, lower their bills, and make a positive impact on the environment by mitigating emissions.