This article first appeared in Digital Edge, The Edge Malaysia Weekly on August 14, 2023 - August 20, 2023

From revolutionary smartphones that set new industry standards to cutting-edge advancements in artificial intelligence (AI), virtual reality and connectivity, Samsung has emerged as a trailblazer in innovation.

The brand’s ability to consistently bring innovation to the masses has been a key factor in its global success, but there is a bigger goal when it comes to keeping Samsung at the top of consumers’ minds. That goal is its commitment to fulfilling customers’ ever-changing needs via the Galaxy ecosystem, says Park Junho, vice-president and head of the Galaxy ecosystem product planning team at Samsung Electronics.

The Galaxy ecosystem took centre stage at the media roundtable that followed the recent Samsung Galaxy Unpacked event in Seoul, where the next generation of foldable devices, Flip5 and Fold5, were launched. At the roundtable, Park highlighted the ecosystem’s role in making Samsung an electronics brand that puts its customers first.

“The goal of the Galaxy ecosystem is to create a comprehensive and holistic experience among the Galaxy devices, which enriches our customers’ way of life, [makes it] more meaningful and empowers them with more possibility and opportunity,” says Park.

The ecosystem plays a pivotal role as it navigates the rapidly evolving landscape of digital device consumption. “According to research … the average [number of] smart devices and connections per person is increasing worldwide. But the real story here is a shift away from the smartphone experience. Yes, smartphones are still a vital device in the ecosystem; however, the overall experience is getting more fluid than ever before,” he says.

This is particularly relevant to the younger generation, he adds, as on average, a child’s digital journey begins with a tablet at the age of five, a smartwatch at age seven and a smartphone at nine.

This is a signal that users no longer associate their digital use with smartphones right off the bat; instead, they value the overall experience. This evolution — how we interact with devices and technology — is one of the key influences in the development of the comprehensive Galaxy ecosystem.

The ecosystem is built on three principles. Firstly, product planning begins by understanding customers’ needs and desires rather than creating products for the sake of creation itself. Secondly, every solution devised has roots in problem-solving innovation. Thirdly, cross-device integration is utilised to ensure seamless interaction and connection “not just on mobile devices but also with televisions, refrigerators and other Samsung Electronics products”, Park explains.

Even as Samsung moves forward with the cross-integration of its devices, the path ahead is not quite obstacle-free — a fact Park himself acknowledges. There remain within the Galaxy ecosystem several challenges that could prevent greater adoption.

“There are still some limitations between the different OS platforms, like Windows and Android. For example, Samsung Health is available to other Android products or brands. It can be downloaded, and the customer can enjoy our watch, Samsung Health and many other things, but we realise we cannot deliver that experience to the other platforms.

“We obviously understand the limitations, so we are having deep discussions with Microsoft on how [to offer] seamless experiences to our customers. The end user is more focused on their experience, so through collaboration, we are exploring a seamless connection between the Android device and the Windows device. And we believe next year or even a year later, it will be much more fluent,” says Park.

Samsung intends to discover new potential too. The biggest one on everyone’s mind is AI. He believes that AI plays a significant part in the overall ecosystem. After all, generative AI already has a presence in many of its existing smartphone cameras, tablets and even the Galaxy Watch.

“Generative AI is very important because, at Samsung, there is a lot of AI stuff. For example, when you wear and run with our watch, we analyse your heart rate capability — that’s another intelligence,” says Park, who indicates that the S Pen holds much potential for alternative AI solutions, many of which could boost creativity and productivity.

He stresses that in the pursuit of innovation and integration, the tech behemoth is steadfast in its commitment to achieving sustainability.

Samsung’s sustainability measures cover the user experience as well and go far beyond using recycled materials, 100% recycled paper or even ocean-bound plastics in its packaging and product materials.

For starters, the brand now supports longer upgrades that allow its devices to be used for longer periods of time. “We offer one-year and four-year upgrades for watches, as well as four-year upgrades for tablets. So, we don’t urge people to replace their current devices.

“We also have some trade-in programmes, so anything you want to replace can be reused. There are multiple ways [in which] we try to extend the life cycle as much as possible,” he points out.

How will that affect the throwaway culture of smartphone users in the 21st century, and how does creating products that provide more bang for the consumer’s buck affect Samsung’s longevity and profit? Park simply chuckles before emphasising the bigger picture: A user’s personal relationship with his or her electronic device always leaves room for more growth.

“Five or six years ago, the tablet was more of a family device, but now it is more of a personal device. It is because you need to enter your ID and sync many things, so [you] don’t want to share your tablet [with] others and it [has become] more of a personal device. That means people are purchasing new devices for their own [uses].”

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