Samsung at the crossroads of new foldables, powerful AI, and industry shortages<\/h2>\n
The rise of two important mobile technologies \u2014\u00a0 mobile AI (that gets better day by day) and reliable foldable displays \u2013 has given foldable phones plenty of room to innovate and excite Android users once again.<\/p>\n
At that crossroads is Samsung<\/b>, which just launched a brand-new form factor (Samsung Galaxy Z Fold8), alongside two tried-and-tested shapes that have lasted seven generations (Samsung Galaxy Z Fold8 Ultra, Samsung Galaxy Z Flip8).\u00a0<\/p>\n
Besides the use of Galaxy AI, a natural language Bixby, and deeper Google Gemini integration, the extra displays on these phones also unlock new viewing perspectives, more multitasking, and easier photo\/video-taking for your social media platforms.<\/p>\n
Samsung believes the next step is to ensure that both foldables and mobile AI are about relevance and making life easier for its users, and this is arguably challenging in Southeast Asia \u2014 a place that\u2019s home to at least 2,000 distinct groups of people across 11 nations (and just as many commonly used languages). It\u2019s also both a blessing and a curse that foldable buyers are repeat purchases, and that pace is set to increase over time.<\/p>\n (L to R): CU Kim, Won-joon Choi, and Carl Nordenberg of Samsung addresses every burning question about the new foldables and Galaxy AI.<\/p>\n Photo: HWZ<\/p>\n<\/figcaption><\/figure>\n To address the growing need for mobile AI, the affordability of cutting-edge phones, and other burning questions, the Southeast Asian media faced off in an 80-ish minute, mutually gruelling rapid-fire chat with:<\/p>\n You might recognise at least two of them from our previous conversation about Samsung\u2019s Galaxy AI and its future in the Southeast Asian region<\/u>. This time, the executives came prepared to share the bigger picture of its SEA intentions, now that foldables are finally seeing some maturity as a product category. We\u2019ve distilled it to the most crucial 10% of our conversation that speaks about Samsung\u2019s future in mobiles.<\/p>\n This interview was conducted in both Korean and English, and has been edited for clarity. There may be slight differences from the original recording.<\/i><\/p>\n<\/div>\n Won-joon<\/b>: Since 2019, when Samsung first launched the foldable category, we\u2019ve studied hard on consumer behaviours and how they interact with their foldables. The Fold\u2019s large screen is very good for productivity, while the Flip was for pocketability. We understood that users went beyond with foldables by also using them a lot for media consumption. Thus, we\u2019ve launched a new (wide, passport-style) foldable, the Galaxy Z Fold8.<\/p>\n With three products in our lineup, I believe that turns our foldable category into a refined completion. Ultra is for productivity, Fold 8 for consuming media with an optimised viewing experience for users, and Flip will continue to centre on design and pocketability. I don\u2019t believe one form factor will dominate the category, and that we have the right lineup set to meet unique user needs.<\/p>\n (L to R) Samsung Galaxy Z Fold8 Ultra, Galaxy Z Fold8, and Galaxy Z Flip8.<\/p>\n Photo: HWZ<\/p>\n<\/figcaption><\/figure>\n CU<\/b>: For Samsung, the diversity (of this region) is a core direction our AI must adapt to, instead of being a challenge. To that end, the region operates three R&D centres (located in Vietnam, Indonesia, and the Philippines). Through these centres, we develop Galaxy AI optimised for localised needs. Currently, we have 22 languages supported globally, with the region supporting Filipino, Indonesian, Thai, and Vietnamese.<\/p>\n Won-joon: I think with the rise of memory chip prices, it is affecting the whole industry, not only Samsung. And I think if you think about it, innovation in AI brings about a bigger change because it not only affects the industry, but it is very deeply woven into our everyday lives. So, in my opinion, this is something we cannot avoid. This is a big wave.<\/p>\n Carl<\/b>: We think from a consumer perspective: there\u2019s no one right AI agent or model to use, so we want users to have that flexibility to use the right model at the right time for their needs. We think of it in terms of the best AI experience possible, and the current scenario offers different agents with different strengths. For example, Bixby understands your Galaxy device well enough to take actions within and beyond the broader Samsung ecosystem, while Perplexity is excellent at search, research, discovery and analysis.<\/p>\n As the space continues to evolve, new agents and features will emerge, which is why we build Galaxy AI as a platform: to hold multiple agents and enable services that ensure our Galaxy users get the most seamless experience possible.<\/p>\n Samsung Galaxy Z Fold8 Ultra.<\/p>\n Photo: HWZ<\/p>\n<\/figcaption><\/figure>\n CU<\/b>: Within our region, we have 8 Samsung offices, each with B2B showrooms that serve as a touchpoint for businesses. Productivity, through agentic AI, that understands user intent and context, allows users to reach their desired results, solve tasks at business sites, and increas productivity.\u00a0<\/p>\n Strict adherence to privacy principles and security measures is needed to safeguard critical data. For enterprise and even government clients, good-value smartphones aren\u2019t the priority; it\u2019s the level of security that\u00a0<\/p>\n The foldable is the optimal form factor in this context.<\/p>\n Carl<\/b>: It also provides an opportunity for B2B customers to consolidate devices. Instead of having a phone and a tablet, B2B can use the Fold8 Ultra for both. The Fold8 also opens up a new segment of customers, like people out in the field, who benefit from the ease of presentations, updating them, editing them, and showing them to their stakeholders.\u00a0<\/p>\n CU<\/b>: Samsung considers AI not as a mere feature but as a core foundation that enhances the value of the entire mobile experience. Meaning that the core features will be available to more users so that they can utilise them more, and that\u2019s our focus. For highly advanced features, they may be offered as options for consumers to choose. However, as of now, all the key Galaxy AI features are accessible to users.\u00a0<\/p>\n CU<\/b>: The core of Samsung\u2019s foldable strategy has never been about making users adapt to the technology or devices. Instead, it\u2019s about seamlessly integrating foldables into how people work, communicate, and create.<\/p>\n If we look into the repurchase rate for each form factor, it\u2019s (globally) at 32% for Fold7, 37% for Flip7, and in Southeast Asia and Oceania, it (the repurchase rate) is close to 40%. I believe this demonstrates that consumers experience genuine everyday value from foldables, rather than choosing something that is new.<\/p>\n The addition of a new form factor is part of a strategy that moves beyond simply popularising foldables, but to expand the consumer experience from multiple perspectives, providing the best AI experience available to each form factor.<\/p>\n Among Fold7 users in Southeast Asia and Oceania, a large display and camera quality were cited as key factors for driving user satisfaction. Flip7 users highlighted the compact form factor. More than 4 out of 10 Southeast Asian millennials said they watch videos every day, and we believe the new foldable is the best choice for their viewing experience.<\/p>\n Carl<\/b>: I would also say the one key factor is to really try the foldable phones for yourself. So many people I\u2019ve spoken to have said, and seen the reviews online, that they didn\u2019t understand the new form factor until they held it. I think once people open their minds to the foldable form factor, they may actually consider a different foldable device for their phone journey. Foldables have come a long way; this isn\u2019t seven generations ago. These are very refined and advanced devices today for users to experience.<\/p>\n Samsung Galaxy Z Flip8.<\/p>\n Photo: HWZ<\/p>\n<\/figcaption><\/figure>\n Won-joon<\/b>: I think that all important decisions should be made by humans. And what AI does is to assist the process up to the point of making that decision, or carry out actions after the decision has been made. Hence, Samsung\u2019s agentic AI experience has two pillars: automation and suggestion.<\/p>\n An example is Now Nudge, which adopts a suggestive model. It understands the user\u2019s context and proactively gives suggestions, but it is actually the human who finally carries out the action.<\/p>\n In automation, it needs to be invoked by the user. It stays transparent to the user, and at any point, the user can intervene or override what the AI is doing.<\/p>\n We always said AI never replaces, but acts like a companion in assisting you along the way. So (our) AI (is designed) to never carry out any actions the user did not agree to or is aware of.<\/p>\n Won-joon<\/b>: We believe it\u2019s just the beginning, with many challenges to overcome and many things that need to be ironed out before it can even reach its full potential. That said, I do believe it changes the behaviour in how people use mobile phones. We work closely with Google to make fundamental changes to the phone\u2019s OS (operating system) and the UI (user interface).<\/p>\n If you think about the smartphone that was first born in 2007<\/u>, it was based on an app ecosystem and a touch UI. These days, touching the screen and swiping through different apps feels very natural, but if you really think about it, it\u2019s a really awkward way to interact with a device. I believe the most natural way is how we do it now: through voice, text, and our visual eyesight. That kind of changes the phone of the future, hence our \u201cAI Phone\u201d. That\u2019s what we are currently working on and how it changes how we use phones in the future.<\/p>\n Won-joon<\/b>: First, it\u2019s about transparency. Every piece of content generated by AI will clearly show to the user that it is generated by AI. In an effort to do so, Samsung has been taking part in the C2PA<\/u> alongside many industry leaders. We have made sure watermarks are inserted in any AI-generated content so that we don\u2019t mislead consumers.\u00a0<\/p>\n Samsung is also developing guardrails, separately, at the hardware and software level, because AI has access to immense data. When it comes to access, privacy and security are top priorities.<\/p>\n CU<\/b>: As mentioned earlier, the rise in memory chip prices has impacted the whole industry, not just Samsung. Through our strategic partnerships, we\u2019ve secured a relatively stable position in terms of supply. We continue to monitor market conditions closely and the impact they have on end-users.<\/p>\n As you\u2019ve seen through our new models, the new foldables deliver upgrades that they can intuitively and instantly recognise, like a bigger 5,000mAh battery, Flex Titanium<\/u> technology, 50MP ultrawide cameras, and an optimised AI experience.\u00a0<\/p>\n In addition to addressing price sensitivity in this region, Samsung is working on lowering the total cost of phone ownership. For example, we support OS and security updates for a longer term (seven years), run programmes and tailored offers, and work with mobile financing partners to help lower the cost of ownership.<\/p>\n With every new launch, I get asked about only focusing on driving sales for the new products. That\u2019s not true; we also run previous models, both in Galaxy Z and S lineups, giving more choices to consumers.<\/p>\n Carl<\/b>: Our AI works as a platform, an intelligent layer that brings together on-device, cloud, and other AI offerings of our partners. Google\u2019s Gemini is a great example of this partnership, with it deeply integrated in our Galaxy experience, granting natural intelligence across apps. We\u2019re positioned to partner with any AI company that provides the best experience for our users.\u00a0<\/p>\n At the same time, we have our own innovations, focusing on the areas most important to Galaxy users; for example, camera, visual AI features, and we focus a lot on language support for our region. I talk about that in terms of SEA and Oceania, but it\u2019s also true across the globe.<\/p>\n I believe I\u2019d love to hear that Samsung provides the best AI experiences on a mobile phone, and beyond a phone, through Galaxy AI.<\/p>\n Won-joon<\/b>: In the early days of the smartphone, the Android OS was available to every OEM at the same time. When AI came into the picture, the relationship between Google and us has changed. Since then, we have been building the platform together. The advantage we get is being one of the first to add new innovations to Android. When we build together, we also have a lot of input. This means we are building the platform based on what Galaxy experience we want. In a sense, the platform is optimised for Galaxy users to leverage on.\u00a0<\/p>\n Finally, when making Gemini available to our users, it\u2019s more deeply integrated into our Samsung apps and device capabilities. We maintain users\u2019 private data on-device, and Gemini\u2019s intelligence can still utilise it to better experience.\u00a0<\/p>\n<\/div>\n Samsung at the crossroads of new foldables, powerful AI, and industry shortages The rise of two important mobile technologies \u2014\u00a0 mobile AI (that gets better…<\/p>\n","protected":false},"author":1,"featured_media":72245,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"","fifu_image_alt":"","footnotes":""},"categories":[32],"tags":[525,18284,763,8324,1585,3962],"class_list":["post-72244","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-gadgets-reviews","tag-dont","tag-foldables","tag-hold","tag-interview","tag-samsung","tag-understand","wpcat-32-id"],"_links":{"self":[{"href":"https:\/\/sgbuzz.com\/index.php?rest_route=\/wp\/v2\/posts\/72244","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sgbuzz.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sgbuzz.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sgbuzz.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/sgbuzz.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=72244"}],"version-history":[{"count":0,"href":"https:\/\/sgbuzz.com\/index.php?rest_route=\/wp\/v2\/posts\/72244\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/sgbuzz.com\/index.php?rest_route=\/wp\/v2\/media\/72245"}],"wp:attachment":[{"href":"https:\/\/sgbuzz.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=72244"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sgbuzz.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=72244"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sgbuzz.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=72244"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}\n
With a new form factor (Galaxy Z Fold8), what consumer need (do you think) is addressed with this device, and what is the direction of the Galaxy Z Fold lineup in the future?<\/h3>\n
What are the biggest barriers to getting users to adopt Samsung\u2019s AI, and where do you see the biggest opportunities? How far does Samsung actually go in adapting its AI to local languages and everyday habits?<\/h3>\n
You probably noticed that the bill of materials for making phones has skyrocketed because of AI. Do you ever regret being an exponent of AI?<\/h3>\n
With multiple AI agents like Bixby and Perplexity available on Galaxy devices, how does the user even decide which one to use, and how do they truly differ in their roles?<\/h3>\n
With the Fold8 Ultra positioned as a productivity tool, what are the plans to make premium foldable phones accessible to SMEs or businesses?<\/h3>\n
How will Samsung ensure key Galaxy AI features remain widely accessible and not come under paid subscriptions, like other AI platforms?<\/h3>\n
Some consumers in the region remain hesitant to invest in foldable devices. What is the key factor to persuade them to choose a Galaxy foldable for their next phone purchase?<\/h3>\n
How does Samsung balance between AI as a system-level assistant versus making a decision on behalf of the user? Where is the line drawn for the sake of convenience?<\/h3>\n
Generative AI is still quite young. Do you think the technology is overhyped, or is it ready to change the way we use our phones?<\/h3>\n
What are some of the safeguards in place to minimise AI misuse or AI hallucinations in your third-party partners and your own Galaxy AI ecosystem?<\/h3>\n
With supply chain issues and price increases, I\u2019d like to know what strategies are implemented to make flagships accessible to the masses. Will we see older flagships get price adjustments, or are end-users using trade-ins and promotions? Is the goal really just to sell the latest flagship or to really get consumers into the Samsung ecosystem, regardless of device?<\/h3>\n
With Google\u2019s AI becoming more prominent and deeply integrated, what is Samsung\u2019s vision for Galaxy AI? How do you differentiate? What do you want people to think about when they hear Galaxy AI?<\/h3>\n
With how deeply integrated Android 17, Google Gemini, and One UI 9 are, do Galaxy devices get a specific advantage over other brands in developing features with Google?<\/h3>\n
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