[CES 2022] Experts Behind Samsung’s Newest Products and Technologies Discuss Innovating for the Future ①By STF News
We live in a fast-changing world that requires us to be constantly innovating and adapting. In line with this trend, Samsung Electronics’ latest products and technologies propose exciting new directions for various aspects of daily life.
CES 2022 offers visitors and online viewers an opportunity to see for themselves how Samsung has been innovating for the future. From displays and home appliances, to products and services that raise the bar for innovation, the company’s showcase at the world’s largest technology show offers a peek at what our daily lives will look like very soon.
Samsung’s CES 2022 booth is full of eye-catching innovations. But which products and technologies will viewers and visitors absolutely not want to miss? To answer that question, Samsung Newsroom went straight to the source, asking the experts behind the innovations which ones they think deserve a closer look.
In part one of this two-part series, Telly Lee, Vice President of Samsung’s Home Appliances Division and Jungrae Kim of Samsung Electronics’ Visual Display Business will explain how Samsung designed its latest home appliances and portable screen to cater to consumers’ evolving lifestyles.
The Bespoke Kitchen: Home Appliances That Evolve in Line With Users’ Changing Lives
▲ Telly Lee, Vice President of Samsung’s Home Appliances Division and Head of the Kitchen Product Planning Group, with Samsung’s Bespoke French Door refrigerators
Q: What can you tell us about the home appliance products and technologies that are being showcased at CES 2022?
We are going to focus on introducing the Bespoke kitchen, in which refrigerators and colors are unified to great effect. The Bespoke kitchen begins with our flagship Bespoke refrigerators. We’ve expanded the Bespoke range to FDR (French Door refrigerators) in the U.S. market in 4-door and 3-door models. This represents a significant expansion of our lineup following the release of Bespoke refrigerators in 4-Door Flex, Bottom Mount Freezer and 1-Door Column types in 2021.
One unique point of innovation for Samsung’s Bespoke refrigerator is the Beverage Center. Featuring a water dispenser hidden inside the door, the Beverage Center offers a convenient, hygienic solution that enables the fridge to feature a smooth exterior. Along with the new Bespoke refrigerators, we’re also showcasing other vibrant and colorful products that are part of the Bespoke kitchen like oven ranges and dishwashers.
These days, we’re seeing more customers in the U.S. choose modern designs for their kitchens. With Bespoke, we want to show that it’s possible to decorate your kitchen based on your individual tastes with a palette that includes colors that blend in with your interior, as well as accent colors.
At CES, we are also showcasing SmartThings Cooking, a service that introduces connected experiences to the kitchen. With this service, users can receive recipe recommendations and information to help them save time on both prep and cooking. SmartThings Cooking recommends recipes that fit your tastes and dietary restrictions, then builds meal plans to match. As you’re cooking, it also sends recipe instructions directly to synced Samsung cooking devices.
Q: What are some unique or attractive aspects of the new Bespoke offerings that you don’t want visitors at CES to miss?
First, I’d like to underline the expansion of the Bespoke range, which gives consumers who want their refrigerator to reflect their preferences in terms of color and materials even more options to choose from. Since launching Bespoke in the U.S. in 2021, we’ve seen continuous demand for this type of customization. Delivering on this is one of the reasons we added the French Door refrigerator to our 2022 Bespoke refrigerator lineup. The panels come in twelve colors, which means that there are over 20,000 possible color combinations for a four-door refrigerator alone. I am confident that no other refrigerator offers customers this much choice.
Another can’t-miss aspect is the features. The Beverage Center, for instance includes a 1.4-liter AutoFill water pitcher, as well as a Dual Auto Ice Maker that holds up to 4.1kg of ice. What’s more, the FlexZone offers five different temperature modes to keep ingredients like meat, seafood, fruits and vegetables at optimal temperatures. These unique features help bring greater convenience to users’ daily lives.
Users also get to experience an even smarter kitchen with Family Hub, which is included in the latest Bespoke refrigerator lineup. By using the large screen on the front of the refrigerator users can enjoy music and videos in the kitchen and control kitchen appliances and smart devices too. With a screen that integrates seamlessly into the door panel, and with a highly aesthetic design and minimized bezels, the Bespoke Family Hub is capable of blending into any space.
Last but not least, we are introducing the Bespoke Atelier app that we first launched in Korea to the global market. The app offers access to more than 170 works of art from global artists, covering various periods, trends and themes. It recommends works of art and allows you to create your own gallery of sorts by customizing your display to suit your tastes. In addition, when users display an artwork in listening mode, they’ll be able to hear a description of the art with subtitles. This makes it feel like you’re enjoying a guided tour an art museum from the comfort of your kitchen.
▲ Samsung’s Bespoke Family Hub refrigerator
Q: Our way of life has changed dramatically over the past two years, with technology that connects people becoming more important as contactless ways of doing things increasingly become the norm. What kind of impact do you think the products and technologies showcased at CES 2022 will have on people’s lives?
As users have begun to spend more and more time at home, their lives have become more “home-centric”. We expect this trend to continue in 2022. At the same time, concern for sustainability continues to increase on the heels of events like the United Nations’ COP26 conference, and with environmental regulations being strengthened across the globe. With these shifts in consumer lifestyles and interests in mind, Samsung has been working to provide kitchen solutions that are “customized, smarter, and more sustainable.”
Our customized kitchen solutions cater to users who have been spending a lot of time in their kitchen and thus feel a stronger desire to remodel their space to reflect their tastes. By expanding our Bespoke lineup, we are providing a more diverse range of refrigerator types and color options, helping users build customized kitchens that suit both their lifestyle and their interior design scheme.
Spending more time at home has naturally led to a rise in home cooking as well. To help make this easier by making kitchens “smarter”, Samsung introduced SmartThings Cooking, a tailored cooking journey service that does everything from looking up recipes to creating a diet plan and even shops for groceries. Powered by Whisk’s Food AI, SmartThings Cooking recommends your personalized recipe and meal plans based on your tastes, dietary needs and groceries you have on hand. The service also allows you to enjoy convenient one-stop grocery shopping with your favorite grocery retail brands available through the Whisk network. When it comes time to cook, SmartThings ensures a seamless cooking experience while communicating directly with your smart Samsung kitchen appliances.
And with Family Hub, consumers can even utilize this service through the display on the front of their fridge while continuing to control other home appliances from it as well.
Finally, our kitchen solutions are becoming “more sustainable.” Bespoke refrigerators are built for high energy efficiency, and their replaceable door panels help extend their lifespans. Samsung continues to innovate on this front, seeking out ways to incorporate cutting-edge technology into our appliances while keeping sustainability in mind as well.
The Freestyle : Designing a Screen That’s Not Limited by Space
▲ Jungrae Kim of Samsung Electronics’ Visual Display Business proudly displays The Freestyle, a new portable screen introduced at CES.
Q: Could you walk us through how your team came up with The Freestyle?
Ever since the pandemic changed our daily lives, our personal spaces have become more and more important. This is particularly true of relaxing spaces like the bedroom, where we’re seeing more people using products for the purposes of entertainment. We’re also seeing more people utilize cozy and quiet spaces in their homes, as well as increased interest in spending time outdoors – by going camping, for example. We wanted to reflect these trends of our time in our products, and enable users to use them as they wish – anytime, anywhere, and regardless of space limitations. That’s how we came up with the personal, movable smart screen that is The Freestyle.
Q: What are unique points of the Freestyle?
The Freestyle was designed to offer users new levels of functionality. It’s easy to see what sets this product apart just by looking at it. To allow users to carry around every day, we designed The Freestyle to be lightweight, weighing just 830 grams. The fact that you can conveniently carry it with you wherever you go is its biggest advantage.
The Freestyle also features a simpler installation process. All users need to do is place The Freestyle wherever they want, and then turn it on. That’s it. The Freestyle comes with full auto keystone and auto leveling features, enabled by industry-leading technology. The features allow the device to automatically adjust its screen to any surface at any angle, providing a perfectly proportional image every time.
Users can enjoy a seamless and continuous viewing experience by accessing their user accounts and settings for major OTT services. On top of that, we’ve also applied the industry’s first far-field voice control technology. So when the screen is turned on, users can search for content using just their voice. When the screen is off, they can use the device to listen to music or ask for the day’s weather just as they would with a smart speaker.
The Freestyle’s picture and sound quality – the most basic and important features of any display – also deserve a closer look. We applied Samsung TVs’ picture quality engine, and the white balance is adjusted automatically according to the color and tone of the wall that the screen is being projected to. We also applied dual passive radiators to produce deep, high-quality bass. This allows customers to enjoy a cinema-quality sound experience no matter where they are.
Q: In line with Samsung’s ‘Screens Everywhere’ vision, The Freestyle can be utilized in various ways for maximum convenience. What are some specific use cases for The Freestyle?
First of all, The Freestyle can be conveniently set up in a user’s bedroom. While lying in bed, before falling asleep, they can use the device’s integrated cradle to move the screen from the wall to the ceiling to continue watching a movie more comfortably. The Freestyle can also be placed lightly on a dining room table, transforming the room into a new space for entertainment.
In order to utilize spaces like this, our developers came up with a new installation solution that we applied to the product. Thanks to those efforts, users can also utilize the device on a tabletop or floor by connecting it to a standard E26 light socket.1 There’s no need for a separate power supply or cable connection, so it can be used immediately.
For powering it up, The Freestyle is compatible with external batteries2 that support USB-PD and 50W/20V output or above, so users can take it with them anywhere, whether they are on the move, on a camping trip and more. When it’s not used as a projector to stream content, The Freestyle also provides mood lighting effect thanks to its ambient mode and translucent lens cap.
Through close cooperation with Samsung’s MX (Mobile eXperience) Business, we’ve equipped The Freestyle with a button that syncs it with Galaxy devices. With just a push of a button, users can instantly use their Galaxy device as a remote control. They can also utilize mobile hotspots when no Wi-Fi networks are available. We’ve developed this product by paying close attention to even the smallest details, all to make the device just as convenient and easy to use outdoors as it is at home.
1 Light socket connection feature will be first applied in US.
2 Samsung is not liable for 3rd party external batteries.
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Samsung Partners With Netflix To Bring Iconic Style and Innovative Technology to the Second Season of Emily in ParisBy STF News
Samsung Electronics today announced the latest development in its ongoing partnership with streaming giant, Netflix, to herald the release of the second season of its hit-show, Emily in Paris, produced by MTV Entertainment Studios. The Emmy-nominated show, renowned for its 21st century celebration of iconic Parisian style, has collaborated with Samsung to showcase world-class premium technology to fans of the series.
In the first season, the beautiful setting and quintessentially Parisian characters gave viewers an insight into French style and culture and are some of the driving forces behind the show’s success. This sense of escapism was created and elevated by the global cast, including the iconic character of Sylvie Grateau. Played by Samsung ambassador Philippine Leroy-Beaulieu, Sylvie acts as lead protagonist Emily’s boss, and the CMO of luxury marketing agency Savoir. Sylvie’s character embodies true stylish authority; great at her job, powerful, commanding and effortlessly chic, she became one of the most widely recognized and loved characters from the show’s debut season. In season two, to make sure she keeps on top of her personal and professional life, Sylvie has chosen the stylish and snappy Samsung Galaxy Z Flip 5G to keep Emily and the rest of the agency on their toes.
But Sylvie is not the only one to benefit from the style and glamour of the Galaxy Z Flip 5G. To launch the second season, Samsung and Netflix will bring iconic style and innovative technology to fans of Emily in Paris through an integrated campaign; featuring offline ads, social and influencer content, and a TikTok filter that provides a new way for fans to enjoy the show, through the lens of the iconic Galaxy Z Flip 5G. The filter will allow fans to “flip the script” and become the lead character in their own Emily in Paris animated poster. The stunning Galaxy Z Flip 5G will unfold in front of the user, putting them front and center before the iconic Eiffel Tower. TikTok users* can try out the Flip the Script TikTok Effect on the platform as of 28th of December.
Benjamin Braun, Samsung CMO for Europe, said, “At Samsung, we are always at the forefront of creativity and innovation. We are excited to partner with Netflix for the second season of one of their biggest shows, Emily in Paris, and to see Sylvie wielding the iconic Galaxy Z Flip 5G fits the personality of the device perfectly. We’re looking forward to developing this partnership further and deeper in the future.”
Samsung’s latest line of premium products are set to push the boundaries of innovation for fans of Emily in Paris, showcasing the brands’ ability for combining style with flagship innovation and craftmanship. Some of the Samsung products include:
The Galaxy Z Flip 5G: A premium and innovative foldable phone developed for trend-setters and multi-taskers who want to easily flip between capturing the perfect selfie and sending out a series of emails, or catch-up on the latest episode on the go.
The Galaxy Watch3: A fashionable and functional wearable that enables you to track all your wellness metrics with a flip of your wrist, turning your daily walk into a dazzling catwalk. The Serif: A one-of-a-kind television that blends iconic design and startling picture to transform every show or film into the ultimate viewing experience, as if you’re walking through the Musée D’Orsay yourself.
The Sero: The revolutionary Sero TV is a world-first design, enabling you to seamlessly flip between horizontal and vertical content so you can watch Netflix and mobile social content with ease.
The Bespoke Cube: A compact and multi-functional refrigerator solution that can easily be placed anywhere in the home, keeping everything from wine to cosmetics fresh for longer. The Bespoke Fridge Freezer: The iconic modular refrigerator solution that allows you to welcome personalization and innovative technology into your home.
Emily in Paris season 2 will be available to watch on Netflix on the 22nd of December.
* TikTok filter will be available in the UK, Germany, France Italy and Spain from Dec 28th ’21 to 26 Feb ’22.
About Netflix, Inc.
Netflix is the world’s leading streaming entertainment service with over 209 million paid memberships in over 190 countries enjoying TV series, documentaries and feature films across a wide variety of genres and languages. Members can watch as much as they want, anytime, anywhere, on any internet-connected screen. Members can play, pause and resume watching, all without commercials or commitments.
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Samsung Electronics and Belvedere Bring Artworks of Gustav Klimt and Egon Schiele to Your Living RoomBy STF News
Samsung Electronics in collaboration with The Belvedere, announced the release of 17 artworks on The Frame, available exclusively through The Frame Art Store. True to the motto “art is for everyone,” the Austrian Gallery Belvedere is making a selection of its most famous artworks available in the Samsung Art Store. Some of the highlights of this collection are “The Kiss” by Gustav Klimt, “Windows” by Egon Schiele, “Early Spring in the Wienerwald” by Ferdinand Georg Waldmüller and “Blooming Poppies” by Olga Wisinger-Florian.
The Belvedere’s art collection includes works ranging from the Middle Ages to the present day. In the Baroque ambience of Belvedere Palace, the museum presents the world’s largest collection of Gustav Klimt paintings as well as prominent works from the periods of Viennese Biedermeier, Austrian Baroque, Vienna around 1900, and French Impressionism. Samsung’s The Frame is bringing a selection of 17 artworks by nine artists—the highlights from the collection—for viewing in the comfort of the home.
“Art needs strong partners. This project shows how fruitful it can be for all parties to have a cooperation between technology on the one hand and art and museums on the other. Together with Samsung, we are making it possible to make art more accessible to an international audience – and in doing so cementing our conviction that art is for everyone,” said Wolfgang Bergmann, CFO at Belvedere. “The trend towards digitalization and the possibilities that Samsung offers are of great benefit to us in this regard. Of course, there is no replacement for seeing the original. And the Samsung’s The Frame Art Store inspires people to do just that.”
“We are excited to provide globally renowned works of art in The Frame’s Art Store in partnership with the Belvedere,” said Simon Sung, Executive Vice President and Head of the Sales & Marketing Team of the Visual Display Business at Samsung Electronics. “Since introducing The Frame in 2017, Samsung has curated a diverse catalogue with artworks from all over the world for the Art Store. Through this collaboration with the Belvedere, The Frame users will be able to enjoy a unique experience from their own homes.”
With new artworks from The Belvedere joining the collection, The Frame now boasts a catalogue with over 1,500 works of art from 42 different countries that consumers can enjoy in 4K picture quality from museums and galleries around the world, including the Prado Museum in Madrid, the Albertina Museum in Vienna, the Tate Modern in London, the Van Gogh Museum in Amsterdam, the Hermitage State Museum in Saint Petersburg and LUMAS. These partnerships allowed users to experience The Frame not just as a television, but also as a discovery hub to explore the world’s most beautiful art pieces.
▲ (From left) Michael Zoeller, Vice President and Head of CE Samsung Electronics Austria, Taeho Park, President Samsung Electronics Austria and Switzerland, Wolfgang Bergmann, CFO, Belvedere
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Bring the Excitement of the Stadium Directly Into Your Home With Samsung’s Lifestyle Projector The PremiereBy STF News
Home entertainment has taken on a whole new meaning in recent years. Sports broadcast networks, streaming services and social media have transformed the way people produce and consume all types of sports news and content. This shift has driven demand for the large screen entertainment experiences found on premium TVs and projectors as users seek out high-quality at-home viewing experiences to match the energy of live events or movie theatres.
As sports leagues and experiences start to return to pre-pandemic operation, consumers now have the option to watch their favorite team from home without missing a beat of the action.
The key to bringing this stadium experience to life at home is with an ultra-large, high quality screen, and Samsung’s The Premiere1 is a lifestyle projector that offers the dramatic picture quality and immersive surround sound able to provide the feeling of being right there in the stands yourself.
A 130-inch Ultra-Large Screen Is Your Gateway to the Stadium
The Premiere can create a screen far bigger than the average TV using any blank surface in a matter of minutes. Unlike traditional projectors that require three to four meters of distance from a wall for optimal picture quality, The Premiere can be placed almost anywhere and deliver a screen size of up to 130 inches, even when placed just 23.8cm away from the wall.
The projector does not require a complicated installation process either, as users need to simply plug in The Premiere’s power cable and connect to a wireless network – with no need to worry about calculating the ideal distance from the wall or sort out hanging the projector from the ceiling. It also features a compact design so that users can move and rearrange the projector on their own with ease.
Dynamic 4K Resolution for Full Immersion During the Big Game
Conventional projectors typically offer resoundingly average color vibrancy and picture quality, so in order to create an entirely new projector experience, Samsung incorporated its industry-leading TV technologies into The Premiere so that users can enjoy dynamic, 4K resolution on a bigger screen.
By using unique and cutting-edge triple laser technology, The Premiere delivers rich and vibrant picture quality. This laser-enabled model recreates colors more accurately, produces less heat and offers longer lifespan, all of which provides users with a premium product that offers optimal viewing experiences. Whether you are streaming the latest 4K sports documentary or your favorite live sports event, The Premiere provides immersive, ultra-large screen entertainment experiences at high resolution with crystal-clear clarity.
Stunning Picture Quality, No Matter the Time of Day
The media quality of a projector is affected by ambient lighting more than conventional TV screens, meaning that it is important that a projector is able to produce bright images so that you never miss a single critical moment in the game.
As the world’s first HDR10+ projector, The Premiere offers a maximum brightness of 2,800 ANSI lumens2 – a brightness level equivalent to 2,800 candles. Users can enjoy cinema-level picture quality even in the middle of the day with sunlight shining directly into the room you are watching in, meaning that you can watch your favorite games regardless of the surrounding ambient light conditions. The Premiere also delivers a 2,000,000:1 contrast ratio, meaning that the projector is able to express all the subtle contrasts and detailing in darker images.
An Immersive, All-in-One Speaker for That Live Stadium Experience
In order to get the real stadium experience at home, powerful sound is key. Hearing fans cheering and the commentators roaring along with the action is all part of the enjoyment of any match.
The Premiere produces three-dimensional, captivating sound without any extra speakers required thanks to the robust sound system built into its compact design. The projector is equipped with powerful 4.2 channel 40W built-in speakers that project sound with significant height and width in order to convey every bit of even the most action-packed audio. The projector also features Samsung’s proprietary Acoustic Beam technology to maximize sound from all angles, emitting sound from 44 holes placed on both sides of the projector so that everyone, regardless of where they are sitting in the room, can be engaged and entertained.
Staying Entertained and Connected With Smart TV Features
Just like Samsung’s leading Smart TVs, The Premiere offers users smart features and access to major sports streaming platforms3 including Amazon Prime and Samsung TV Plus, and music streaming services where popular sports podcasts can be found including Apple Music and Spotify.
While you watch the game, you can pull up a commentary video on YouTube and enjoy the two media side by side, or call a friend on Google Duo and watch the game together. The Premiere also supports the ‘Tap View’4 feature to mirror the content playing on your smartphone to your projector; by simply gently tapping the side of The Premiere with your device, you can easily cast pictures or videos from your smartphone straight onto the bigger screen.
1 Model featured in this article is The Premiere LSTP9.
2 ANSI Lumen: The level of brightness based on the American National Standards Institute (ANSI)’s standard for expressing the brightness of a projector. 1 ANSI lumen is equivalent to the brightness of one candle.
3 Availability of services may vary by region and each OTT service or platform is available after subscription. The Premiere must be connected to the internet in order to access these services.
4 Tap view service only works with Samsung Galaxy smartphones running Android 8.1 and above, when both the mobile screen and The Premiere are turned on.
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[Interview] How Samsung Is Bringing a World of Hyper-Personalization to Users With Their Innovative TV ProductsBy STF News
▲ (From left) Taejin Hong and Woomin Lee of Samsung Electronics’ Visual Display TV Product Planning CX Team
Every day, Samsung Electronics’ engineers and product planners work together to the end of creating products that are as fresh as they are innovative and groundbreaking. Their mission is no simple one: to introduce new ideas and advancements in technology while raising the bar, year after year.
Since the first introduction of the flagship QLED TV in 2017, Samsung’s product planners have been responsible for the introduction of countless innovations, ideas and partnerships with the goal of bringing users the tailored, true-to-life viewing experiences they expect.
As Samsung celebrates its 15th year as the number one global TV leader, no product better demonstrates cutting-edge product innovation of the company’s teams quite like the 2021 Neo QLED. In order to learn more about the development of the 2021 Neo QLED lineup, Samsung Global Newsroom sat down with two members of Samsung Visual Display’s TV Product Planning CX team, Taejin Hong and Woomin Lee.
Innovation That Understands the User
“Consumers expect new and exciting products every year, but there is a lot of competition out there,” noted Hong. “Many brands have TVs that are of the same size as Samsung’s, and also claim to have many of the same features and resolution, so central to our product development is breaking through the competition by really focusing on providing the most optimized user experiences for our Neo QLED lineup,” he added.
Central, then, to the teams’ QLED strategy direction is the user. “Recently, we have seen a dramatic shift in what consumers are looking and asking for,” highlighted Hong. “Users are moving away from specs and feeds to upgrades that are centered around personalized viewing experiences, design, and true-to-life picture quality.”
In order to realize this, both Hong and Lee stressed that timely feedback from real users as well as the market at large is critical. “It is so important for us to receive timely input and feedback from our customers, retailers, and behavioral experts in order for us to fully understand the most up-to-date TV trends,” noted Lee. “For our 2021 lineup, we focused on developing a new viewing experience that reflects the challenging and unprecedented times of late, one that is centered around hyper-personalized screens.”
Incorporating the New Normal Into TV Development
Not only has the recent global situation completely transformed the way users are interacting with their TVs, but it has also had an effect on the way TV product planning is carried out. “Traditionally, large trade shows such as CES and IFA serve as perfect opportunities for us to gather industry feedback, while in-person sales provide on-site consumer feedback,” explained Hong. “Since both of these opportunities have been off the table since early last year, we had to create a new internal meeting system that is both timely and agile enough to provide us with feedback from various regional offices regarding their local situations. This system incorporates touchpoints with vendors, partners, retailers, and customers, and allows us to easily communicate with all those on-site and helps us respond effectively to the changing landscape.”
Since its launch in 2017, the QLED lineup has taken the premium TV market by the storm. Last year, QLED sales reached 7.79 million units, accounting for 35.5% of total Samsung TV sales. The company’s 2021 Neo QLED lineup, recently launched across various regions throughout March and April, has also provided valuable insight for the planning teams. “In Korea alone, our Neo QLED TV sales have reached 20,000 units in under two months since product launch,” said Lee. “This speaks volumes to the importance of market research and timely consumer feedback.”
This new way of working, of course, comes with as many challenges as it does opportunities. “The number of meetings and calls we have held with regional product managers, retailers, and engineers around the world has more than doubled in the past year,” highlighted Hong. “Further to this, we have been actively carrying out surveys and research into our consumers and their ever-changing TV usage habits.” But this hard work has paid off, as noted by Hong: “The pandemic has been a challenge for all, but it has also provided us with a valuable opportunity to look back at what truly matters for both us and our users.”
Harnessing Teamwork to Adapt to the Latest Trends
There is no denying that mainstream consumer TVs are becoming larger in size and that the standards for picture quality are becoming higher than ever before. However, the recent shifts in TV and behavioral trends have seen Samsung’s product planners lean towards developing hyper-personalized screens able to fit into individual consumer lifestyles.
“The past few years have been a period of introspection for a lot of people and self-improvement has become the force driving many purchases around the world,” said Lee. “According to a Salesforce report, 5 out of 10 consumers responded that they would consider swapping out a product for a different brand if it doesn’t deliver a truly personalized experience.”
But this change in behavioral trends has not resulted in a complete transformation of the team’s strategy planning. “Picture quality and design have been our top priorities since the launch of our first TV, and changing consumer usage patterns, along with the increased need to provide a one-of-a-kind experience, are what ultimately led to the creation of this year’s Neo QLED lineup,” explained Lee.
Samsung’s Neo QLED 43-inch model was also created through this multifaceted way of thinking. “Initially, we had not considered developing any sizes below 55 inches for the QLED lineup given the industry trend that saw consumers embracing larger screen models,” noted Hong. “However, following a study we undertook, we learned that there is also a growing demand for ‘second’ screens and more personalized screens used within office settings as well as family and gaming settings.”
According to the study undertaken by Samsung, the advent of the ‘new normal’ that has seen consumers spending more and more time at home has seemed to accelerate different consumer TV use cases and there has been an uptick in interest in smaller screens. “We have seen an increased demand for smaller and medium-sized screens,” said Lee. “But when it comes to developing these smaller TVs, it is not just a question of simply shrinking the size. Every piece of engineering must be adjusted for a differently-shaped model, and everything from the supply chain to the production line must be customized for each product.” In the end, teamwork brought it all together: “We quickly got together with the engineering team and started developing the smaller flagship models for release this year – teamwork at its finest!”
Developing Neo QLED to Be the Ultimate Entertainment Hub
“Another exciting trend we have noticed since the beginning of 2020 is that a lot of people are playing more games, be it on their mobile, computer or on their TV,” noted Hong. According to a recent report from the Entertainment Software Association (ESA), there are approximately 214 million gamers in the U.S. alone, with 75% of households having at least one member actively playing games on a regular basis.
“Gaming has become a fun group activity during the pandemic, particularly for those looking to connect with others,” highlighted Hong. “Naturally, we incorporated this trend into our latest products to provide a one-of-a-kind gaming experience. Such dedicated features on the 2021 Neo QLED include Super Ultra-wide Game View and the all-new Game Bar gaming interface – all while maintaining one of the lowest input lags in each TV category.”
Hong, in particular, is a fan of these game-centric additions to the QLED lineup. “Personally, I enjoy the Super Ultra-wide Game View feature, which enables gamers to experience ultra-wide gaming. It is a feature completely new to TVs with its 21:9 and 32:9 aspect ratios, and this expanded field of view is great for finding hidden items or discovering enemies lurking in the corner while gaming.”
Maintaining the Samsung Legacy of Superior Picture Quality and Design
Both Hong and Lee agree that the latest Neo QLED lineup would be nothing without the past 15 years of display innovation. “At the end of the day, the QLED’s new features and product differentiation strategy wouldn’t lead to much without our solid foundation in picture quality and design,” highlighted Hong.
Lee, who has led QLED usage studies in global markets, agreed that this was a universal trend that continues to guide consumer choice. “The Neo QLED lineup is a product that reflects a meticulous study of user behaviors and priorities,” he noted. “We realize that there are many factors to consider when looking to purchase a new TV, but at the end of the day, it is the superb image quality and sleek design offered by Samsung TVs that provide the most satisfaction to our customers.”
The Neo QLED line represents the very latest iteration of this foundational excellence. “In particular, our Neo QLED TVs are equipped with Quantum Matrix Technology and Neo Quantum Processors, which enhance the picture quality through cutting-edge upscaling technology that harness Quantum Mini LEDs that are 1/40 the size of conventional LEDs,” explained Lee. “These technologies are a culmination of the industry’s peak technological advancements all working together to bring unrivaled picture quality to users in any viewing environment.”
The innovative Quantum Mini LEDs featured in the 2021 Neo QLED lineup in fact played a very important role in design upgrades. “It is only fitting that, with such stunning picture quality and immersive audio experiences, we would also look to enhance the TV’s design,” explained Hong. “Due to the size of the Quantum Mini LEDs, we were able to modify the TV’s form factor to possess a slim and minimalistic design. It is a modern accent piece suited for any interior, all thanks to Samsung’s engineering mastery.”
Looking to 2022 – and Beyond
“I think the fact that we have been able to win over consumers for the past 15 years is a testament to Samsung’s dedication and commitment to developing products that are in line with consumers’ needs,” noted Lee. “In particular, ever since the introduction of our QLED lineup in 2017, we have seen a rapid increase in market share in the premium TV segment, which we are very proud of.”
Based on the success of Neo QLED, Samsung’s TV product planning team is in the midst of developing yet another impressive and groundbreaking product lineup for 2022. “There is truly never a dull moment during the development cycle,” noted Lee. “We are already very excited for our 2022 lineup, and we hope that it will see us extend our No. 1 title in the global TV market through 2022 for a 16-year streak.”
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