Samsung Product Strategy 2020: 8K video, bending screens and experiments


</ img>

At the beginning of each year, Samsung holds its own exhibition, called the Samsung CIS Forum, at which

shows his partners new products (usuallypresented in the fall at IFA and winter at CES) and introduces its strategy for the current year. For us, such an event is of interest, because it allows us to evaluate where the company will move during the year, what new products it considers key and why. When it comes to companies such as Samsung, their influence on the market cannot be overestimated, so all market players will closely monitor everything that this manufacturer of a wide variety of electronics does. Moreover, the computer equipment market has long gone beyond computers and smartphones, and continues to move further, conquering new segments of household appliances - today refrigerators, air conditioners and washing machines are equipped with touch displays, cameras and Wi-Fi modules. And there are new classes of devices that we have not even heard of before.

This year the Samsung forum was held in Malta -a small but distinctive island nation of Europe with a rich historical past, largely related to the times when the island was owned by the Order of the Knights of the Hospitallers. A place for the exhibition was found in one of the oldest buildings of the capital of Malta - Valletta. A very small fortified city, each street, each building of which is saturated with the history of the Middle Ages.


</ img>

In the 2020 strategy, Samsung sees 4 key areas and points of application:

  1. The development of QLED technology and the transition to MicroLED
  2. Movement from 4K TVs to 8K
  3. Galaxy S20 flagship smartphones and curved screen smartphones - Galaxy Fold and Galaxy Z Flip
  4. Development of Lifestyle TV - in addition to The Serif and The Frame, another Sero appeared, represented by one model with a diagonal of 43 inches.

If with QLED technology and the transition to MicroLEDeverything is more or less clear: we are waiting for even greater brightness (color reproduction has long ceased to be natural, but the brightness of the colors does not get any less exciting from this) and pixel-by-pixel color management. With the transition to 8K (as before with 4K and FullHD) there are traditional questions: is it too early? Samsung believes that it is not early, and there is a logical explanation for this. We have already seen similar issues with the advent of FullHD first, then 4K TVs (no one has questions about them today, is it?) Yes, there is no content in 8K from the word at all. There is no need to talk about broadcasts at all (although Samsung, being the official sponsor of the Olympics, is announcing the broadcast of Olympic competitions in 8K this year). There are no films in 8K either. Old, good and proven moves come to the rescue: Galaxy S20 series smartphones are shot in 8K, which already gives a chance to watch the captured video on such a TV. Do not forget about the technology of image scaling (upscaling) - you also need to spend somewhere the prohibitive performance of processors in televisions. By the way, the share of TVs with a diagonal of 65 inches and above (among them there are many 8K models) has already reached 10% last year (in money, though not in pieces, but still).

In any case, the answer to the question - what should bebefore: chicken or egg 8K content or 8K TV? very simple: of course, devices capable of playing 8K video should appear before. An old Sony advertisement also comes to mind, in which a simple message was used a long time ago to promote FullHD-video cameras: you can’t watch your child’s FullHD video after 20 years if you didn’t remove it in this resolution. As you can see, Sony turned out to be right, and those parents who filmed their young children in FullHD are hardly lost. Indeed, today they can watch such videos on screens not only of TVs, but also of smartphones (which 20 years ago would definitely sound mockingly).

Talk about Samsung 2020 smartphones worthyseparate material (and not one, and they are already in work), it is only worth noting separately that the Ukrainian office of the company is quite satisfied with Galaxy Fold sales (they were even slightly higher than expected). By the way, we have a review of the Galaxy Fold. This device gives a truly new user experience (in the folded state, it resembles Nokia legendary communicators in its size and usage scenarios, but it’s very “pumped”), and when unfolded it looks more like a tablet. We have already met with three representatives of the Galaxy S20 (and the editors gg already working on reviews). But the new Galaxy Z Flip alive turned out to be very pretty, despite its glossy and easily soiled surface. The black version of the case is probably suitable for men, the rest are strongly “female”. And at a price significantly lower than that of the Galaxy Fold, this model also gives an interesting user experience: such a phone does not need a tripod, it can be placed on any flat surface. And the additional display can be used for notifications and as a viewfinder when shooting self-portraits. Turning it in my hands, I personally am even more confident in the future Z Flip than the Galaxy Fold. If only because there are familiar proportions of the display - in the open state it is a “regular” smartphone, which can be folded in half. And the first sales results look completely optimistic.


</ img>


</ img>


</ img>


</ img>


</ img>


</ img>


</ img>


</ img>

By the way, separately on the forum noted steadygrowth (according to Samsung research, by itself) of the share of Samsung smartphone owners who are proud of their device. Such a nod towards the ever-boasting satisfaction of its Apple customers. In 2019, there were already 84.5% of them. And speaking of smartphones, the trend is towards 5G (although this is not yet relevant for our country). Samsung, for example, is talking about the sold 5 million of its 5G-enabled smartphones. On the one hand, the penetration rate of any new technology on the market with each generation of mobile communications is increasing. On the other hand, 5G technology is even more important for mobile operators than for end-users than 4G. Therefore, the trend, of course, is. But in the next couple of years we will not feel it yet. But after 2022 we’ll talk about prospects.


</ img>

About why Samsung launches Lifestyle TV with usthere was a separate article, it makes no sense to repeat itself, but I want to dwell on the new model of the Sero TV, whose sales in South Korea began last spring. The idea of ​​this TV is no more incredible than, for example, the appearance of Siemens Xelibri series phones. If I remember the numbers correctly, at the Samsung presentation it was said that 90% of smartphone users watch videos. And 40% of this video is already vertical (whether we want it or not, but it is). That is, users already have the habit of shooting and watching vertical video (Instagram and TikTok stories did their job). Therefore, it seems a logical step to offer the audience the opportunity to watch vertical video on a TV. No, no one expects mass sales of this model (all the more so because it has only one diagonal - 43 inches, which is not enough by modern standards). It is obvious that Sero will not be the only TV in the house, rather the third or fourth. The target audience here is the same party people from youth who will be able to show off their video, showing it to their friends. And such a TV can be used in such an interesting business as the organization of events and parties. For example, I have often seen Instagram boxes at various presentations that allow you to print your photos from Instagram - just send photos with a certain hashtag to Instagram. It looks like a real techno-magic and invariably attracts the attention of others who, with undisguised pleasure, take this opportunity.

Sero in Korean means "vertical" or "new." This is what the official promo video for this TV looks like:

And so he looks live:


</ img>


</ img>


</ img>

Everything is very simple in work: touch the TV screen with the phone, after which (thanks, NFC) the TV connects to the smartphone. Then it’s enough to expand the orientation of the smartphone so that the TV itself repeats this after you. Have a look:

What new classes of devices await us in the near futuretime? Samsung is talking about the growing market for steam cabinets for clothes in South Korea. There they are popular (we already talked about these devices in a report from South Korea), so they will inevitably appear with us, over time.


</ img>

So far, Samsung plans to ship to the market.The CIS is only the youngest model of such a device (it is on the right), it is not cheap, and it will require a separate place in the bedroom, but in a few years we will get used to it and begin to think about shopping.


</ img>

Similarly, the market for air purifiers is growing in South Korea. And here the prices are much more affordable, and there are already a choice of models for rooms of different sizes.


</ img>

So such devices are already appearing in our homes, in the near future they will cease to be exotic at all - with the ecology in our cities it is just as bad as in Korean ones.


</ img>

Finally, I want to add a few words aboutsmart home devices and their interaction with each other. At the forum, Samsung demonstrated them on the example of such a familiar device like ... a refrigerator. No, of course, a refrigerator with a huge vertical touch screen the size of a small TV is still not at all a familiar device for us, but it definitely has a future. Including such an interesting use case as connecting with other smart home appliances, such as a doorbell. That is, you can without leaving the kitchen see who is ringing the door, and even open the door by pressing a button on the refrigerator screen. Provided, of course, that you have a smart bell with a camera and a smart door lock that allows you to unlock the front door of the house remotely.


</ img>


</ img>

And in the utility of cameras built into the internalpart of the refrigerator door, no one doubts even today. This is a real opportunity to check which products have run out without leaving for this supermarket. It is enough to launch the application on the smartphone and see all the necessary space through the IP-camera of the refrigerator. Samsung employees at the booth spoke about the intellectual capabilities of the refrigerator’s electronics in the near future, when it will analyze the products inside the camera (thanks, pattern recognition and computer vision - all this works fine in smartphone cameras today, it remains only to recognize specific products, but it takes a long time business will not). You can also make orders in the online store directly through the refrigerator menu. And he will advise on recipes based on the set of products that his camera sees. But this is all a matter of the coming years, not months. But services like zakaz.ua will undoubtedly receive new customers thanks to such functionality. Then they will add someday the delivery of food by drones and we will live, as it should be for the inhabitants of the 21st century.


</ img>


</ img>