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By Samsung Newsroom
At KUKA’s headquarters in Augsburg, Germany, a new showroom transforms high-tech innovation into an immersive experience. One of the world’s leading robotics and automation companies, KUKA presents a striking installation that combines its robotics technology with Samsung Electronics’ display solutions.
At the center of the showroom, a kinetic art installation features two KUKA industrial robots moving a 65-inch Samsung Smart Signage display in perfect synchronization. Positioned in front of a Samsung IEA Indoor series 4K LED display composed of 64 cabinets, the panels open like a curtain to reveal vivid digital art across the large-scale backdrop. Content ranges from close-ups of performers to motion graphics and other dynamic visuals.
With a 2.0mm pixel pitch, the IEA series display delivers sharp detail and vivid color, even at close range. The clarity enhances the robot-led performance, allowing visitors to see how precisely KUKA’s robots move, respond and animate visual content.
▲ Each KUKA robot moves a 65-inch Samsung QM65C Smart Signage display in sync, creating a showstopping performance. ▲ Samsung display technology highlights KUKA’s robotic precision through movement, color and digital storytelling. In another area of the showroom, five vertically mounted 105-inch Samsung QPDX-5K Smart Signage displays in a 21:9 format create a realistic “production window” effect. The supersized screens give visitors the feeling of looking directly into an automated manufacturing line, bringing the experience of a factory tour into the space. The installation offers another example of KUKA’s engineering capabilities, demonstrating how robotics can be presented with precision and impact.
▲ Vertically installed Samsung QPDX-5K Smart Signage creates a “production window” effect into KUKA’s automated production environment. “We want to make complex technologies feel tangible and engaging while remaining flexible across different presentation formats,” said Lorenz Löbermann, Global Lead Corporate Brand Management at KUKA Group. “Samsung displays meet these needs perfectly.”
The showroom also incorporates 16 Samsung VMC-R video wall displays, further expanding the installation’s visual range. MEDIA tek,1 the project’s integration partner, customized and installed the Samsung solution — combining LED, large-format LCD and video wall displays to create a cohesive and immersive experience.
▲ Amit Chatterjee discusses how the collaboration with KUKA and MEDIA tek brings display systems into a real-world setting. “Together with KUKA and MEDIA tek, we implemented a project that makes smart technology and quality accessible to everyone,” said Amit Chatterjee, Manager of Presales Solutions at Samsung Electronics Germany.
The showroom gives visitors a more direct way to experience KUKA’s innovations. Robots, displays and digital content come together to show automation in motion rather than as a static concept. For KUKA, the space connects its engineering heritage with a more accessible vision of automation — highlighting not only what the systems do, but how they move, respond and create new possibilities for industry.
▲ The KUKA robots perform in harmony with the dancer displayed on the large Samsung LED signage (IEA series) behind them. Through a combination of large-scale digital displays, robotics and dynamic content, Samsung Electronics demonstrates how complex ideas can be communicated with greater clarity, impact and accessibility. The company continues to show how next-generation displays can shape commercial environments and create more engaging experiences.
▲ Video production credit: Elastique. GmbH Based in Bavaria, Germany, MEDIA tek GmbH is a leading full-service provider of professional audio, video and media technology. The company also offers comprehensive services in the fields of room acoustics, reverberation optimization and acoustic room design. ︎ View the full article
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By Samsung Newsroom
As the demand for exceptional sound grows, the role of audio devices is evolving. Speakers are no longer confined to simple playback, now acting as sculptural elements that shape the atmosphere of a space, offering not just pristine audio but also striking visual appeal and experiences designed for everyday living as design objects.
Samsung Electronics’ Music Studio, a wireless Wi-Fi speaker, was born from this evolution. Drawing inspiration from an orb and a dot, visual representations of how sound expands, its design stands out as a distinctive presence in any space. Meanwhile, its finely tuned acoustics flood a space with lush, immersive sound, elevating the fundamental value of audio.
▲ Music Studio 5 (left) and Music Studio 7 (right) feature an object-inspired design that visualizes how sound expands to complete the aesthetics of a space. Samsung Newsroom spoke with Jongmin Kim of the Product Planning Group, Jongbae Kim of the Sound Lab and Minsun Kang of the Product Design Group — all within the Visual Display (VD) Business Division — to explore how Music Studio redefines the boundaries between sound technology and design.
▲ (From left) Jongbae Kim (Sound Lab), Minsun Kang (Product Design Group) and Jongmin Kim (Product Planning Group), all from the VD Business Division
From Casual Listeners to Immersive Listeners: Tailoring the Listening Experience
The reasons people choose audio devices are more varied than ever, shaped by personal tastes and how they enjoy content. As immersive spatial audio from movies to games becomes a staple beyond just music, more listeners seek products that blend cutting-edge performance with inspired design.
Jongmin Kim explained the thinking behind Music Studio: “We focused on preserving the essence of sound while ensuring the product blends naturally into its surroundings, optimizing the overall user experience.” The decision to introduce two distinct models was based on in-depth consumer analysis. “We identified different needs between ‘casual listeners,’ who enjoy background music in their daily lives and ‘immersive listeners,’ who focus on the finer details of sound and fully engage with content,” Kim added. “Based on this, we differentiated the core value of each model to better serve each listening style.”
▲ Music Studio tailors the listening experience to user preferences, differentiating the core value of each model for optimized everyday use. Collaboration with global partners was also a key factor in expanding the listening experience. “To deliver meaningful value to users, we worked closely with our partners,” Kim said. “As a result, we were able to introduce Spotify Tap — a Wi-Fi-based feature that allows users to start music with a single button press without using a smartphone — to Music Studio for the first time globally, creating a differentiated user experience unique to Samsung audio products.”
Bringing Live-Like Immersion to Everyday Spaces With Music Studio 7
Creating an immersive audio environment requires highly sophisticated sound engineering. Designed specifically for spatial audio, Music Studio 7 underwent nearly two years of development and validation. At its core is a 3.1.1 Channel system that delivers sound in four directions — front, left, right and upward — along with advanced acoustic technologies that precisely control each channel.
▲ Music Studio 7 uses Waveguide and Pattern Control technologies that precisely control sound directivity, delivering immersive spatial audio reminiscent of a live performance. Jongbae Kim emphasized, “To create a sense of space from a single device, it is essential to control each channel so that sounds do not blend together. The ‘Waveguide’ and ‘Pattern Control’ technologies applied to Music Studio 7 are core technologies for spatial audio sound.”
The high-frequency range, which has strong directivity, can be easily controlled using the physical structure of the Waveguide. However, the mid-frequency range, which has relatively longer wavelengths, is difficult to narrow down in directivity using only the Waveguide. Pattern Control is a technology that suppresses specific sound areas using phase control signals. By inputting phase control signals based on Left, Right and Top channels into the front channel, it prevents the directivity of each channel from spreading unnecessarily. This enhances channel separation and delivers a more immersive sense of depth and 3D moving effects, even with a single speaker. Kim explained, “With these technologies, we have made it possible to clearly perceive the precise location and movement of sound using just one speaker.”
▲ With precise acoustic engineering that delivers distortion-free sound at both high and low frequencies, Music Studio 7 produces deep, rich, high-quality audio despite its size. To push performance even further, AI Dynamic Bass Control tackles the low-frequency distortion often found in compact speakers. This technology automatically analyzes and fine-tunes the woofer’s nonlinear movement, delivering deep, powerful bass from a surprisingly small package.
Music Studio 5 Balances Design and Sound Through Refined Aesthetics
Music Studio 5 offers harmonious sound wrapped in sculptural elegance and lifestyle-oriented design. Minsun Kang shared, “One of our biggest challenges was preserving Music Studio’s unique look while making sure it excelled as a speaker.”
A key influence was the collaboration with acclaimed furniture designer Erwan Bouroullec, which helped define Samsung Audio’s design language. Kang noted, “Blending Bouroullec’s artistic vision with Samsung’s practical approach, we crafted a look that feels at home as part of daily life.” Early on, the team experimented with bold forms to spark creativity, but turning these ideas into a high-performing speaker brought unique technical hurdles in arranging components and perfecting the acoustic structure.
▲ Music Studio 5 features a micro-perforated structure that balances object-like design and acoustic performance within an interior-friendly aesthetic. Kang shared, “To achieve both sculptural refinement and rich sound, we used a micro-perforated design on the front of the product. From afar, it stands out as a striking piece, but up close, its structure reveals the essence of audio.” In recognition of its design brilliance, Music Studio 5 was honored with the Gold Award at the prestigious iF Design Awards 2026. Kang added, “This achievement is the result of close teamwork with Bouroullec and the relentless dedication of our entire design team. We feel a special connection to this product, as it truly captures the meeting point of technology and aesthetics.”
In addition, Samsung’s proprietary Bluetooth audio codec, SSC (Samsung Seamless Codec), ensures stable, high-quality sound even without wires, perfectly uniting sleek design with top-tier performance.
Expanding the Sound Ecosystem With Q-Symphony
Rather than functioning as a standalone device, Music Studio offers an integrated entertainment experience through seamless connectivity and optimized sound synchronization across devices. As a Wi-Fi speaker with fully wireless connections except for power, it offers the flexibility to place it freely throughout the home. Jongmin Kim emphasized, “Regardless of where it is placed, Music Studio delivers sound optimized for the user’s listening environment, whether for music or video content.”
The Q-Symphony feature, which wirelessly connects with Samsung TVs, further enhances this experience. Supporting up to five devices simultaneously — including 2026 Wi-Fi speakers and soundbars — creates a more immersive surround-sound environment without limitations across product types.
Kim explained, “Users can freely configure the system to suit different spaces and use cases — for example, by connecting up to five Music Studio 7 units or pairing a Q-Series Soundbar with four Music Studio speakers. In such a configuration, the system supports up to 19.1.8-channel output, delivering dense, room-filling sound.”
He continued, “Our ultimate goal is to expand connectivity to a wide range of platforms — including partner products, TVs and mobile — so that users can experience optimal sound throughout every moment they engage with content.”
▲ Music Studio 7 (left) delivers immersive spatial audio, while Music Studio 5 (right) offers a refined, object-inspired design — together creating an integrated sound experience through seamless device connectivity. Going beyond the conventional speaker form, Music Studio sets a new standard for both performance and design. Samsung Audio’s innovation continues to enrich everyday spaces with immersive sound and refined aesthetics.
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By Samsung Newsroom
On January 4, two days ahead of the opening of CES 2026, Samsung Electronics held The First Look 2026 press conference at Wynn Las Vegas. Hosted in Samsung’s dedicated exhibition space, the event drew attention from major international media outlets.
Under the theme “Your Companion to AI Living,” Samsung outlined its vision for bringing joy, convenience and care to people’s daily lives — unveiling new products and technologies designed to support that goal. The company also emphasized its commitment to democratizing AI by integrating the technology across its product lineup and services.
Watch how Samsung is embedding AI into everyday life.
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Where Innovation Meets Industry: How Samsung’s European Display Showroom Turns Concepts Into RealityBy Samsung Newsroom
Across the globe, Samsung’s professional display showrooms serve as launchpads for business innovation. Each space is designed to meet local market needs, fostering collaboration between clients and Samsung experts. Building on the story of Samsung’s Connected Experience Center in Irvine, California, the Frankfurt showroom provides a distinctly pan-European platform where ideas are tested, and Samsung’s vision of innovating displays beyond boundaries becomes reality.
Since opening in 2018, Samsung’s Showcase & Training Centre in Frankfurt (the Frankfurt showroom) has played a central role in the region’s B2B strategy. What began as a space focused on LED technology has evolved into a full-scale engagement hub that highlights Samsung’s latest innovations — from The Wall and Cinema LED Onyx to Color E-Paper, Spatial Signage, various AI solutions, and VXT — the company’s cloud-native CMS for digital signage.
▲ The Frankfurt showroom offers an engaging environment where clients can explore Samsung’s latest display innovations and collaborative solutions.
At the showroom, clients are guided through immersive demonstrations that go beyond product features. The space allows decision-makers to see real-world solutions in action, align stakeholders, and move quickly from idea to execution. Samsung Newsroom spoke with four members of the European business to learn more about the company’s professional display business.
▲ (From left) Erica Cassells, Event Manager (Europe); Joachim Wieczorek, Head of Sales LED Signage (Germany); Anna Mindnich, Head of B2B Marketing CE (Germany); and Steven Pollok, Director of Display Division (Germany).
From Showcase to Ecosystem: A Strategic Hub for European Display
The showroom has transformed into a working strategy lab where Samsung presents not just products, but integrated ecosystems. The evolution happened as clients are increasingly interested in platform compatibility, wireless sharing, and end-to-end security. Now with Samsung’s VXT solution, for example, visitors can see firsthand how digital signage content is scheduled, distributed, and monitored seamlessly.
“Clients rarely come in looking for a single screen,” said Joachim Wieczorek, Head of LED Sales. “They want confidence in a solution — and that means seeing how the technology works, how it fits into their environment, and how it’s supported long-term.”
Another trend is that clients increasingly want to understand Samsung’s broader ecosystem and its security model — especially in corporate and public sector environments. “When it comes to sensitive data or high-security environments, that control matters,” Wieczorek said. “We often hear from clients that they want fewer third parties involved — and the showroom gives them a chance to see how our full stack works together.”
▲ Joachim Wieczorek, Head of LED Sales in Germany, guides clients through Samsung’s flagship LED solutions.
This approach has reshaped client engagements. Materna, a German IT and service management firm, initially came to view a single LED wall. After experiencing the full ecosystem, the team found opportunities to leverage a solution, rather than a single product, to increase business operation value. Materna left with a comprehensive vision that included LED, LCD, and Samsung VXT — an integrated solution that demonstrated the value of end-to-end collaboration with Samsung.
“The focus is no longer on resolution or price — it becomes about performance, scalability, and the confidence that Samsung can deliver,” Wieczorek added.
▲ Materna uses Samsung displays to create welcoming reception areas (left) and dynamic presentation spaces (right) that support collaboration and client engagement.
Toyota Motor also turned to the Frankfurt showroom to explore a unified digital transformation across its dealership network. The visit repositioned Samsung from vendor to strategic partner, demonstrating capabilities in standardization, streamlined procurement, and scalability across regions.
▲ Toyota delivers a consistent brand experience with 23,000 Samsung Smart Signage displays installed across 1,250 dealerships in 40 countries.
For AEG, one of Germany’s largest live entertainment groups, an initial meeting about Berlin’s Uber Arena expanded into a larger partnership, eventually leading to installations at Hamburg’s Barclays Arena and a broader marketing collaboration. “That visit was a turning point,” said Anna Mindnich, Head of B2B Marketing CE. “It helped us build trust and ultimately grow the relationship into something much bigger.”
▲ Berlin’s Uber Arena, operated by AEG, features Samsung’s curved LED signage — a partnership that later expanded to additional venues including Hamburg’s Barclays Arena.
Introducing Innovation: Helping the Industry Move Forward
From dedicated planner days for educators to retail walkthroughs and corporate demos, the Frankfurt showroom delivers experiences that make Samsung’s technology feel both tangible and tailored to each client’s unique needs.
▲ Samsung’s 4K Smart Signage lineup, ranging from 32” to 98”, is displayed side by side at the Frankfurt showroom.
Retail and corporate clients are especially drawn to Samsung’s Color E-Paper, which combines dynamic signage capabilities with ultra-low power consumption. From wayfinding to room signage and environmental design, Mindnich noted that many clients discover new applications during their visit.
▲ Samsung Color E-Paper offers a next-gen signage solution with ultra-low power consumption. Featuring a sleek and lightweight design, it is a more sustainable and flexible display alternative for businesses.
At the heart of the showroom is The Wall, Samsung’s modular MICRO LED display. Its fine pitch and flexibility allow for unique applications, from corporate lobbies to automotive design studios. Samsung’s Cinema LED Onyx was recently introduced in response to demand for immersive large-format displays in the entertainment industry.
Steven Pollok, Director of Display Division, notes that the corporate sector remains one of the largest verticals for LED business in Europe, especially when it comes to all-in-one screens for lobby displays and luxury lifestyle brands’ boardrooms.
“In several cases, seeing is believing. After visiting the showroom and experiencing the entire lineup of Samsung’s signage and solutions, clients can get internal buy-in more quickly to turn a visit into a full-scale project with our integrated offerings,” Pollok said.
▲ Pollok explains Samsung’s MicroLED technology (left), with The Wall showcased in multiple configurations from 0.84mm to 1.64mm at the Frankfurt showroom (right).
Pollok also notes that visits to the Frankfurt showroom are deeply integrated into Samsung’s regional sales strategy. Many installations across Europe begin with a hands-on visit, often hosted in collaboration with a channel partner. “It helps customers understand what’s possible — and helps our partners communicate that in their own markets,” Pollok explains.
▲ Samsung Onyx, the world’s first DCI-certified cinema LED, delivers true black levels, infinite contrast, and exceptional color accuracy. The latest Onyx (ICD model) launched at CineEurope 2025.
Clients can also experience Samsung’s Spatial Signage, another recent innovation, in Frankfurt. This slim and lightweight display creates realistic 3D depth without the need for 3D glasses. This innovation was recognized as IFA 2025 Innovation Award Honoree.
▲ Erica Cassells highlights Spatial Signage, a sleek solution for creating engaging, glasses-free 3D experiences.
For All Europe: Where Ideas Become Action
As the only pan-European display space of its kind, the European Display Showcase & Training Centre hosts clients and teams from across the continent for immersive workshops, events, and consultations. “We built this as a European showcase for a reason,” adds Erica Cassells, Event Manager. “Subsidiaries and customers come here for internal reviews, launch briefings, or just to see what’s possible. It gives us a first look at how new products are landing with real customers.”
▲ Samsung reps pose in front of the European Display Showcase & Training Centre in Frankfurt, Germany.
The Frankfurt showroom embodies Samsung’s mission to provide immersive, consultative environments that reflect local market needs. More than a static demo space, the showroom operates as a collaborative hub where clients test content, compare technologies, and design rollouts alongside Samsung experts.
“Our customers know this isn’t just a showroom,” Cassells said. “It’s a signal that we’re committed to their future — and ready to grow with them.”
With innovations like MICRO LED, Spatial Signage, Color E-Paper, and the Cinema LED Onyx, the Frankfurt showroom continues to drive the next wave of digital transformation across Europe. By the time clients leave, they don’t just see new technology — they see what’s possible for their business.
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By Samsung Newsroom
Orchestrating displays for a business is no small feat. Displays are important as they play a key role in setting the tone and coordinating interaction in a physical space. However, each business has unique needs and it can get mind-boggling to find optimal solutions from the vast array of options available. Samsung’s professional display showrooms across the globe help business owners and managers tackle this task by providing access to its broad portfolio of cutting-edge display solutions as well as expertise in designing experiences around them.
▲ The Samsung Connected Experience Center in Irvine, California
The Samsung Connected Experience Center (CEC) in Irvine, California is a 7,500-square-foot platform for discovery and business transformation. Here, clients and Samsung experts work side by side to turn vision into strategy and strategy into deployment. At the heart of the CEC’s mission is a focus on understanding each client’s needs and delivering solutions that maximize business impact. Organizations from hospitality, entertainment, retail, education, government, and other sectors partner with Samsung to develop future-ready strategies and unlock new opportunities.
▲ The LED demo zone at CEC Irvine
Discovering Display: Where Technology Becomes Tangible
For Lupe Verdin, B2B Visual Display CAD (Consultant, Architect, Designer) Liaison, the CEC is a place where technology finally becomes tangible. “You can’t always explain with words what must be experienced with eyes,” she notes. “From the moment clients arrive, they’re welcomed and guided through a full, hands-on journey of what our technology can offer. At this point, the unmatchable picture quality and service becomes clear — it’s something that’s hard to match elsewhere.”
▲ Lupe Verdin in a CEC Irvine showroom
A recent example shows how powerful this experience can be. What began as a visit to compare a 98-inch display quickly evolved into a broader vision: “The client ended up expanding their project to seven LED walls for conference rooms, a showroom, and a security operations center. Seeing their own images and videos on our displays — especially the 0.9mm COB (Chip On Board) LED — the clients identified new opportunities. Seeing the technology in person helps realize how advanced displays can transform spaces and user experiences.”
▲ Multiple LED Formats with Varying Pixel Pitches on Display at CEC Irvine
A key differentiator for the CEC is the ability to showcase the full breadth of Samsung’s portfolio in one place. Clients can compare indoor, outdoor, and specialty LED solutions side by side — offering a realistic preview of how their own content comes to life on Samsung’s displays. “Other showrooms don’t offer the same breadth of technology.”
Optimizing Business Value: Where Challenges Meet Solutions
▲ Noor Armar in hospitality demo zone at CEC Irvine
Noor Armar, Solution Enablement Manager at Samsung’s North America Display Office (NADO), describes the CEC as a place where business challenges are addressed in real time. The CEC provides a low-risk, immersive environment to test ideas, explore trends, and co-design solutions aligned with strategic goals.
“Irvine CEC is a great place to provide live demonstrations on how our display solutions can be tailored to a client’s needs and add real value to their business,” Armar says. “Seeing the belief in our customers’ eyes after they experience our products hands-on is probably my favorite part.”
▲ Hospitality zone at CEC Irvine features a SmartThings Pro demo
For example, the SmartThings Pro showcase helps clients in hospitality, retail, and cruise lines explore new guest journeys and operational models. Based on data aggregation and AI-driven automation, SmartThings Pro enables seamless, personalized guest experiences such as automatic check-in, adaptive lighting, climate control, and personalized streaming — all managed through a single, integrated platform.
“Efficiency and guest satisfaction don’t have to be trade-offs. Our role is to help clients understand the value of integrated platforms, even when the underlying technology is invisible to guests,” said Armar.
▲ The CEC in Irvine features a new 5-meter Onyx Cinema LED screen, unveiled July 2025(left) as well as an The Wall for Virtual Production.
The CEC also serves as a resource for creative, marketing, and technical teams. At the CEC, clients can experience first-hand the power of the latest Onyx Cinema LED or test virtual production workflows with the Vu One Mini to explore new storytelling possibilities – all with their own content. These hands-on experiences allow creative and technical buyers to evaluate technology before making final decisions.
For instance, the Vu One Mini, developed in collaboration with Vu Technologies, combines Samsung’s premium LED displays with Vu’s real-time content platform. This plug-and-play system is designed for ease of use and mobility — making professional-grade virtual production scalable and practical.
▲ Chris Simpson at CEC Irvine
“Most organizations don’t have access to Hollywood sound stages,” explains Chris Simpson, Senior Business Development Manager for Virtual Production & Cinema at Samsung Electronics America. “But with the right software and a portable LED solution, we can bring that same creative power into various settings — corporate, academic, government, sports, to name a few.”
More Than a Showcase: Where Meetings Become Milestones
These collaborative, hands-on experiences aren’t just theoretical — they translate into real-world impact for clients of all sizes.
▲ The Wall at Hyundai America Technical Center in Michigan
At Hyundai America Technical Center in Michigan, Hyundai partnered with Samsung to transform their lobby and workspace. The result: a stunning installation of The Wall, Samsung’s modular MicroLED display, as the visual centerpiece of their North American headquarters. Seeing and configuring The Wall in person at the CEC helped Hyundai align design vision with technical requirements, streamlining decision-making and reducing execution risk.
▲ ‘The Wall for Luxury Living’ installed at a Trubey’s Regency Theatre, the private home cinema of Phil Trubey
The CEC also supports individual clients. Phil Trubey, an entrepreneur and a homeowner looking to build a luxury private cinema, began his journey with a visit to the Irvine CEC. Experiencing The Wall firsthand gave him the confidence to invest in a premium solution tailored to his space and lifestyle. “The Wall is so bright we usually don’t even use the full intensity of the screen,” said Trubey.
▲ CEC Irvine staff focus on understanding each client’s needs and delivering solutions that maximize business impact.
These examples show how the CEC empowers both enterprises and individuals to experience, evaluate, and realize the full potential of Samsung’s display innovations. The value of the CEC lies in its people and its process. By fostering a culture of partnership and innovation, Samsung helps clients envision what’s possible, test what’s next, and deploy solutions that drive real-world results.
Samsung’s professional display showrooms are more than demonstration spaces — they are strategic platforms for turning business ambition into impact. Through collaboration, customization, and strategic consultation, the CEC has become a launchpad for new ideas and lasting partnerships. As Samsung expands its global network of display showrooms, each location adapts to regional needs — ensuring every client, in every market, can unlock new value from their technology investments.
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