Samsung’s plan to become the number one brand in energy efficiency

During the IFA in Berlin, Europe’s largest consumer technology fair held for the first time without restrictions after the pandemic, the common behavioral thread, given the global energy crisis we find ourselves in, was energy efficiency solutions. Samsung did not have to be less, and its presentation was about how SmartThings connected devices focus on three points, energy efficiency, sustainability and a healthy lifestyle. Seeking to become the number one brand in energy efficiency.

SmartThings is Samsung’s ecosystem of connected devices, which not only includes its own products, but more than 300 manufacturers that integrate their solutions into their app as well. Like many manufacturers, Samsung tries to boost its ecosystem, offering great benefits by integrating as many devices on the same network.

Looking for energy efficiency, Benjamin BrownMarketing Director of Samsung Europe announced that the 2023 all your appliances will be equipped with WiFi, for two simple reasons, the need to connect with the AI ​​and connect with the mobile phone. For example, so that the refrigerator notifies you on your mobile if the door has not been closed properly, or the AI ​​optimizes electricity consumption, saving up to 30% on the electricity bill.

With the new SmartThings Energy system and the Modo AI Energy, you can save 70% of electricity in the washing machine, 20% in the dryer and 20% in the air conditioning. For example, using AI Ecobubblethe washing-machine Bespoke AI You can create bubbles with the soap that clothes absorb quickly, being able to wash at lower temperatures with the same efficiency, radically reducing consumption by up to 70%.

The AI ​​energy mode will also advise on the best use of appliances, the most appropriate time to turn them on, especially if we use our own solar storage such as that of the company associated with Samsung Q Cells and EV SMA chargers. All this with the ultimate goal of creating homes with zero impact on the environment.

Regarding sustainability, Samsung extends the warranty of the motors of its Digital Inverter washing machines and Digital Inverter compressors to 20 years, seeking responsible consumption of technology and generating a lower environmental impact with a longer product cycle.

The agreement closed with Patagonia at the beginning of 2022 to reduce the production of microplastics has resulted in a new washing cycle that will reduce the microplastics resulting from the washing machine by 54%. On a positive note, this cycle will be coming to all Samsung Wi-Fi equipped washing machines this year. As a third strategy in sustainability we find the Solarcell remote, or the new solar remote control that aims to save the 200 million batteries in seven years that are discarded each year in traditional controls.

Lifestyle and health are also an important part of Samsung’s proposal with, for example, the agreement it has reached with Amazon, announced during the IFA congress, which offers specific content from the new series of the Lord of the Rings adapted to the Neo QLED 8K. And of course video games could not be left out, with the integration of the Samsung Gaming Hub on their televisions with streaming services such as Xbox, Stadia, Luna or GeForce Now, and the crown jewel in the exhibition was the Odysey Ark curved monitor, a huge immersive monitor, which is also able to rotate and stand upright. Another of the announcements that surprised those present, but that remained just a declaration of intent, was that together with Tiktok, Samsung is going to reinvent the music industry.

The flexible screens

Every new technology goes through a period of adaptation. Initially, its use is unknown, and over time, the usefulness ends up emerging after thousands of failed attempts. It is the same thing that we are seeing with the metaverse, the technology is almost ready, but its usefulness is not so clear.

The same thing happened with the flexible screens, the first devices that could be seen four or five years ago, were solutions that were not very mature, and not very efficient. The problem with flexible screens is not only technological, but also their usability.

Samsung has been one of the promoters of the ecosystem of devices with a flexible screen, especially with his Fold and his Flip. Four generations of phones with flexible screens have meant that we can now enjoy phones of the quality of the Fold 4 or the Flip 4. We have even started to see computers like the Lenovo ThinkPad X1 Fold or the Asus Zenbook 17 Fold during the IFA congress using flexible screens, two proposals still exorbitantly priced, but which offer a solid solution. For example, the Asus laptop can function as a traditional laptop with a keyboard, and when it has more space, it can display its 17-inch screen, as if it were a workstation.

Interest in devices with flexible screens is skyrocketing, Samsung has tripled its sales compared to 2021 despite its high price, and 90% of flex phone buyers will continue to do so in the future. Yoojin Hong Executive Vice President of Samsung, at the head of the usability team tells how it has been evolving since 2019.

“We had to choose whether the phone could be opened with one hand, like a spring, or use the Flex system in which the phone gradually opens using both hands,” explains Hong.

The Flex system with an external screen and a flexible internal one is one of Samsung’s standard-bearers: being able to open the phone in any position, both to support it and to use it as a selfie camera, offers its owners a thousand and one possibilities. One of the data that reinforces this hypothesis is that Korean Flip users use the phone one hour less a day thanks to the notifications on the external screen, that is, they choose what to pay attention to.

“We cannot make drastic changes to our products because we are still learning from users, and a radical change would be like starting from scratch,” says the executive.

There is still much to discover about the use of these new screens, although Google Meet, Microsoft Office, Spotify, WhatsApp or YouTube already adapt to them and work perfectly, just like any application with a responsive design, taking advantage of the space they offer when displayed. .


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