Samsung shifting focus: being first in everything is no longer that important, says boss

Samsung shifting focus: being first in everything is no longer that important, says boss
Now that the Galaxy S9 is out there and still being a hot buzzword, Samsung's head of Mobile DJ Koh spoke at a press conference with Korean reporters, discussing what lies ahead. And it seems there will be a slight shift in strategies — one that will change what we expect to see from Sammy in the years to come.

When talking about hardware innovation, some reporters pointed to Chinese manufacturers that already have an in-display fingerprint scanner in their phones (we assume that'd be Vivo) and that foldable displays are already being seen in different places than just Samsung leaks.

In response to this comparison, Koh said that Samsung will no longer care about being the “first” to bring new tech to the market. Instead, the company will implement features and technologies that are meaningful enough to serve the user. Effectively, Samsung wants to replace flashy gimmicks and tech that might be advanced, yet not very useful, for a more mature, polished, and stable experience with every new product.



That's not really a bad thing. Mobile tech has reached a sort of a plateau, where we've got powerful processors, big batteries, and awesome cameras in our handsets. That's sort of evident when you see features like Animoji and AR Emoji be touted as the most exciting things ever. Five years ago, it was all about racing to be the first to deliver faster hardware or a better camera. Nowadays, everyone has great devices to offer, but it's all about how that phone's individual features play off of one another, how polished the software is, and how fluid the user experience is.

That said, we are excited to see what Samsung does to make the user experience with its future smartphones “more meaningful”!


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34 Comments

1. Settings

Posts: 2943; Member since: Jul 02, 2014

And now they revolutionized copying!

5. tedkord

Posts: 17417; Member since: Jun 17, 2009

No, they copied that from Apple.

16. Supraman21

Posts: 467; Member since: Jun 09, 2010

Nope. They pretty much copy Apple and it all started with the S1. It's pretty much comfirmed in the court case they had. It's actually fact based on internal documents stating that they did it intentionally.

22. JohnR

Posts: 158; Member since: Sep 08, 2017

So what?

2. afrohoxha

Posts: 264; Member since: Mar 13, 2014

Something that consumers believe is meaningful , is keeping the prices low if you are going to keep the innovation low.

7. duckofdeath unregistered

They are 20-25% lower priced than Apple devices, while offering more bang for the buck. Yes, it does suck they're maybe pushing the prices a bit high these days,but when new features are hard to come up with manufactures only have the choice of cramming more into one device to make it new compared to last year's model.

4. Well-Manicured-Man

Posts: 703; Member since: Jun 16, 2015

Samsung is growing up.

6. piyath

Posts: 2445; Member since: Mar 23, 2012

Now they are copying even the Apple's iPhone strategy...OMG LMAO. I think they have understood now is the right time for them to "grow up". People don't need jingle bells, they wants useful features.

8. duckofdeath unregistered

How's that Super AMOLED display going for you there, buddy? Finally enjoying what Samsung users have had for a decade? Copy cat... LOL

11. T12RYK

Posts: 849; Member since: Jun 10, 2011

Apple's implementation is rated better than Samsung's

36. aroutis

Posts: 38; Member since: May 05, 2015

Let's rephrase this. SAMSUNG's implementation for Apple iPhone X was rated at a tech web site higher. hm.

21. XperiaFanZone

Posts: 2279; Member since: Sep 21, 2012

Difference is that there were more "meaningful features" on Samsung smartphones..."OMG LMAO"

23. darkkjedii

Posts: 31328; Member since: Feb 05, 2011

Like split screen multitasking, picture in picture, stylus support, and screen off memo. Wait...my bad, that's Samsung.

27. DnB925Art

Posts: 1168; Member since: May 23, 2013

Don't forget even little things like a headphone jack and microSD card support!

9. Note8IsBoss

Posts: 15; Member since: Dec 17, 2017

It's always been pretty much plain and simple for me since March 2011. Nothing beats Samsung they are Android and technology nothing else matters today worldwide.

10. T12RYK

Posts: 849; Member since: Jun 10, 2011

Kiddo's growing up. Well done Samsung

12. Cat97

Posts: 1936; Member since: Mar 02, 2017

In this case, if he talks about meaningful experiences for the user, how about releasing 100% flat screen (with no 2.5D bull*hit) phone with a plastic or carbon fiber back so we can easily put on a proper screen protector and not worry about damage when dropping it ?

26. srgonu

Posts: 558; Member since: Feb 13, 2012

You have version for that in galaxy multiple lines

13. Boybawang

Posts: 205; Member since: Jun 02, 2013

I wish Samsung was like that a long time ago. The could have ditched the useless curved screens.

14. Sparkxster

Posts: 1240; Member since: Mar 31, 2017

Copying LG's strategy.

15. Trex95

Posts: 2383; Member since: Mar 03, 2013

Wanna see Samsung make there own OS instated of that Tazian.

24. darkkjedii

Posts: 31328; Member since: Feb 05, 2011

Wait...huh. Tizen is their own OS. C'mon Trex, that's a Piyath statement bro.

28. Trex95

Posts: 2383; Member since: Mar 03, 2013

You didn’t get my point dark I meant a better OS that can compete with iOS and Android. Tizen works only on Samsung TVs and Samsung smart watch, Samsung released Tizen low end phone couple of years ago as first beta phone that run Tizen and some developers bought the phone even though it’s not available except a very few countries one of these countries India they export to test the Samsung OS unfortunately the resulat disponted.

33. darkkjedii

Posts: 31328; Member since: Feb 05, 2011

I see what you're saying now.

29. Trex95

Posts: 2383; Member since: Mar 03, 2013

https://youtu.be/V43o5Oh-VRM This the first Samsung OS Bada and first phone run there own OS wave. Used to own this phone back in the day lol.

17. erolva35

Posts: 20; Member since: Oct 18, 2017

I believe Samsung should try to be the first in innovation as far as screen and camera. Drop the whole Samsung software and have pure Google. Then again that may not be the best idea also lol.

18. euklidis

Posts: 34; Member since: Oct 08, 2013

So talking avatars is more important than fingerprint scanner under the display, so that you do not touch the camera lens.

20. Tony_5600

Posts: 82; Member since: Apr 09, 2017

Fire DJ Koh! otherwise Samsung is doomed.

* Some comments have been hidden, because they don't meet the discussions rules.

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