Since its advent, the smartphone has had a profound impact on humanity. It has democratised information and much more. Smartphones have made worldwide communication faster and more affordable. It has transformed how people live, work, and play. E-commerce, entertainment, banking, insurance, the news, books, magazines, social media, home security, and various educational courses are available at the top of anyone’s palm. Smartphone technology is in many ways dictating the rapid upheavals in digital technology, broadband, now looking at its fifth iteration (5G), and what IoT is promising. In fact, many people and businesses are getting by the Covid-19 pandemic thanks to smartphones unleashing the power of digital.
For Samsung, the world’s largest smartphone maker, it is more about introducing a new piece of technology or the next iteration of the smartphone. Being the largest maker of smartphones, Samsung also sells components to other smartphone makers. Its goal is to take people to a new world of openness. Openness is about being open to experiences, being intellectually curious, creative and imaginative. “We are all born into this world with openness. With that quality instilled within us, we are compatible with anything and receptive to everything. Openness is what pushes us forward and sets us free,” explains Samsung Sri Lanka’s Managing Director, Kevin SungSu You.
Its drive to improve openness resulted in Samsung creating a brand-new category of smartphones with the launch of the Galaxy Fold. The third generation of foldable devices has opened up innovative multitasking capabilities and enhanced durability that people can appreciate.
Samsung’s brand strategy for the latest Samsung foldable devices is breaking barriers and making the latest mobile innovations available for smartphone users in Sri Lanka by charting a new territory around ‘openness’. “We are driven by the idea that smartphone users should be able to do what they want with their mobile device, making the mobile experience truly ‘their own’ — make it look the way they want, act the way a user likes and perform the way they need,” SungSu You explained in an interview with Echelon.
The technology landscape is rapidly evolving. Today, consumers are increasingly seeking the latest product innovations. How is Samsung keeping abreast of these changes to meet growing consumer demand for new products?
In 2020, Samsung shared its strategy to bring more empowering mobile technology to as many people as possible, especially when they needed it most. Now, with 2021 coming to a close soon, our world is slowly but surely preparing to reopen in many ways. We’re all yearning for freedom and the possibilities that this new world has to offer, thanks to advancements in technology that are set to make our world bigger than it ever was.
Today, the world needs flexible technologies that give people room to explore. At Samsung, people are at the heart of everything we do. We’re constantly listening to them to ensure that any new device and experience we create bring meaningful innovations. We want to enrich everyone’s life, not just the lives of a select few. From epic cameras and vivid, immersive viewing experiences to long-lasting batteries and strong security, we’re focusing on what matters to our consumers.
As a company, we explore new ways to empower our customers. While doing that, we often venture into uncharted territories. That’s how we ended up creating a brandnew category with the launch of the Galaxy Fold. I’m excited to say our third generation of foldable devices have opened up amazing, new multitasking capabilities and enhanced durability for more people worldwide.
This will be especially important as the world leapfrogs into new frontiers of connectivity that demand open ecosystems and reliable mobile experiences. Our collaborations with trusted industry leaders like Google and Microsoft are why we can deliver mobile technology that is secure and optimized for today’s rapidly evolving and interconnected world. We constantly work with key partners to create cutting-edge security solutions that keep your devices and data safe every step of the way. This allows us to give our users more control over their apps, data, and privacy to curate their own experience — with total peace of mind.
At Samsung, innovation is about more than introducing a new piece of technology. It’s about delivering breakthrough mobile experiences. That means continuing to explore, evolve, and expand our portfolio of devices.
Tell us about the new product range that Samsung launched, and what’s exciting about this all-new range?
We have opened the next chapter in foldable innovation with our latest smartphones, the Galaxy Z Fold3 5G and Galaxy Z Flip3 5G. Both devices are premium foldable smartphones built with the craftsmanship and flagship innovations Samsung users have come to love and expect. The third generation of these category-defining devices incorporates key improvements that Samsung foldable users have asked for—making them more durable with more optimized foldable experiences than ever before. From iconic design to immersive entertainment, Z Flip3 5G and Z Fold3 5G offer users unique new ways to work, watch, and play.
For those who need the ultimate device for productivity and immersive entertainment, Z Fold3 5G is a true multitasking powerhouse with next-level performance, an undisrupted 7.6-inch Infinity Flex Display, and the first-ever S Pen support on a foldable device. For those who want style that comes with function, Z Flip3 5G is the ideal device with its sleek, compact, and pocketable design, enhanced camera features, and a larger Cover Screen built for quick use on the go.
With Galaxy Z Fold3 5G and Z Flip3 5G, Samsung is once again redefining the possibilities with foldable smartphones that empower users with the flexibility and versatility needed for today’s fast-paced world. As a pioneer and industry leader in the foldable category, we’re proud to build on our legacy of innovation with the Z Fold3 5G and Z Flip3 5G. These devices equip consumers with technologies that unlock new ways to maximize and enjoy every moment with an ecosystem built on openness and innovation.
What is your market strategy for the new Samsung series? Do you see the product availability and affordability being impacted by the current import restrictions and lockdowns in place?
Our brand strategy for the latest Samsung foldable devices is breaking barriers and making the latest mobile innovations available for smartphone users in Sri Lanka by charting a new territory around ‘openness’. We are driven by the idea that smartphone users should be able to do what they want with their mobile device, making the mobile experience truly ‘their own’ — make it look the way they want, act the way a user likes and perform the way they need.
We are all born into this world with openness. With that quality instilled within us, we are compatible with anything and receptive to everything. Openness is what pushes us forward and sets us free. Our latest smartphone innovations unite you with the people and devices you love while connecting to the things you already have. Because the fewer boundaries the world has, the further we all can go. That is why life truly opens up with Galaxy Z Fold3 5G and Galaxy Z Flip3 5G.
Furthermore, we kicked off our latest brand campaign last month titled ‘Why Galaxy’ with a new brand film for Galaxy. The unique brand campaign highlights how Galaxy devices have been created to make impossible innovations possible and connect devices, brands and people without limits.
Most importantly, Samsung is committed to giving more consumers access to the unique foldable experience. That’s why we’re offering both Galaxy Z devices at attractive prices. Galaxy Z Fold3 5G is priced at LKR.399,999 and Galaxy Z Flip3 5G will come for LKR.249,999, allowing more consumers to experience a comfortable all-day design, seamless connectivity and powerful features.
We are 100% committed to open up a whole new world of exciting experiences for local smartphone enthusiasts through our new foldable devices.
What is the market opportunity you see in this post-pandemic business landscape, for this new product?
With the foldable market size to rapidly grow in the next few years, we are confident that Samsung will be an undisputed leader in this exciting segment, with Galaxy Z Fold3 and Z Flip3 already making headlines.
Additionally, the pandemic and the following ‘new normal’ lifestyle is all about resiliency. It is about how we sustain challenges that we have never heard of. Samsung users expect foldable devices that are built to last. That’s why this generation of Galaxy Z devices is built with unrivalled craftsmanship using high-quality materials to sustain against water, heat, and drops and dust.
With the Galaxy Z series, users will access more apps that take full advantage of the foldable screen. Samsung is expanding partnerships with leading companies like Google, Microsoft, and more, so users can enjoy more of their go-to apps tailored to their unique needs. Microsoft Outlook’s dual-pane mode for Galaxy Z Fold3 enables users to read a full email while previewing others on the side, just like desktop experience for the best productivity at work. To bring users even more choices, Samsung’s new ‘Labs’ feature offers users the ability to optimize even more apps to the foldable screen when they need it. Users can also enjoy optimized meeting experience- based on the Flex mode of their Galaxy Z series and the power of Microsoft Office and Teams coming together.
What has been the response for the new series so far globally?
We are receiving favourable responses for our new Galaxy Z Fold3 5G and Galaxy Z Flip3 5G from various global markets. Worldwide, users have already placed orders for Galaxy Z Fold3 5G and Galaxy Z Flip3 5G units as soon as it was available for pre-ordering. The numbers are expected to climb throughout the pre-order window.
Furthermore, Samsung’s latest Galaxy Z series is getting the attention of young customers. According to statistics, 49 per cent of pre-orders made for Galaxy Z Fold3 5G was from customers in their 20s to 30s, while the same age group accounted for 57 per cent of pre-orders logged for Galaxy Z Flip3 5G. This is much higher than the rate of pre-orders made among customers in the 40s and 50s, which was 42 per cent and 39 per cent, respectively.
We are thankful for the great customer response. Our interest in foldable smartphones is at an all-time high, with pre-order volume for Z Fold3 5G and Z Flip3 5G already outpacing total sales for Galaxy Z devices to date 2021. Following the release last month, tech reviewers worldwide—from Marques Brownlee, CNET to Unbox Therapy—have had their say on the Galaxy Z Fold3 5G and Galaxy Z Flip3 5G, bringing attention to their cutting-edge designs, multitasking capabilities and improved durability.
We’re committed to providing the most innovative experiences to our consumers. The company expects to increase the number of countries releasing its foldable models to 130 by next month.
Disruptive technologies are pushing us towards a hyper-connected world, what role do you see Samsung playing in this in the future?
Samsung Research, our advanced research and development (R&D) hub of mobile and consumer electronic divisions, leads future technologies through R&D centres across the globe. Under the vision of ‘Shape the Future with Innovation and Intelligence’, it is actively conducting research and development (R&D) to identify new growth areas and secure advanced technologies for its products & services to create new value and improve people’s lives. Some of the core themes include artificial intelligence (AI), data intelligence, next-generation communications, robot, Tizen, life care & new experiences, next-generation media, and security. In particular, it is expanding its research scope to new promising fields to realize a new lifestyle based on AI technologies.
Over the years, Samsung Research has been the cradle of technologies. The technologies it pioneered are: 4G LTE, 5G, Tizen, HEVC (High-Efficiency Video Coding), LED Display technology, among others. Samsung Research continues to concentrate on developing future-oriented advanced technology and contribute further in finding new growth engines and creating new markets.