In case you’re utilizing a Samsung cellphone proper now, you will have TM Roh to thank for it. He’s been the pinnacle of Samsung’s Cell division for 4 years, overseeing a number of the firm’s most profitable cellphone launches. He’s navigated the pandemic, an onslaught of high-end Android telephones from sturdy opponents, ever-shifting shopper preferences, and lengthening cellphone improve cycles.
I used to be provided the uncommon alternative to talk with Roh, crucially proper earlier than the Galaxy S24 telephones have been unveiled, and get his first-hand tackle how Samsung received to the place it’s immediately and what’s subsequent for the Galaxy S line.
Democratizing know-how
From a cellphone fanatic’s perspective, Samsung isn’t seen as pushing the envelope as of late. The corporate has persistently delivered technical improvements at a excessive stage, yr after yr, that it’s gotten to the purpose of being perceived as boring. However Roh introduced that into perspective for me: Samsung, as an organization, is concentrated on “democratizing know-how” and making it obtainable for everybody for years to come back. “What we intention to do is fulfill the expectations of assorted shoppers,” Roh mentioned. “We want to present the fitting product on the proper time with the optimum options.”
That may result in what seems like a slow-and-steady strategy, which can not get the followers frothy to purchase a brand new cellphone yearly however is in the end higher for the typical cellphone purchaser. Samsung has targeted on standardizing extra options throughout its Galaxy S lineup. As an illustration, this yr, the S24 and S24+ choose up the identical variable refresh charge and brightness show because the S24 Extremely.
Samsung’s purpose is to make the most recent tech obtainable to everybody, in a variety of gadgets.
The selections for which options to incorporate or adjustments to make are primarily based on the precise use of current telephones. “We’re gaining insights primarily based on utilization,” Roh mentioned, which is informing what goes into the subsequent technology. It’s an fascinating counterpoint to anybody on the surface who claims to know what folks need — Samsung is aware of what persons are actually utilizing.
Roh additionally acknowledges that Samsung is a little bit of a sufferer of its personal success: Individuals are holding onto their telephones longer on common than ever earlier than. That development could solely deepen now that Samsung helps the S24 lineup with seven years of software program updates. He expressed that this is the reason it’s vital for Samsung to focus each on what it might probably do for the plenty with the S24 and in addition for the followers with the S24 Extremely.
That is, after all, an uphill battle. Whereas Roh is worked up by the Galaxy S24 Extremely’s transfer to a titanium physique, new display screen glass and a few vital digital camera enhancements, he not less than implicitly acknowledges that making year-over-year leaps isn’t the final word purpose. He famous that the Galaxy Z Flip and Z Fold present a little bit of a launch valve for individuals who need one thing really totally different, and Samsung can present an altogether new expertise solely a foldable can provide.
AI is right here to remain
If it in some way wasn’t clear by now, synthetic intelligence shall be an integral a part of our cellphone experiences for years to come back. Samsung’s “Galaxy AI” branding is all-encompassing, rounding up dozens of AI-powered options, which is a bit overwhelming. However Roh doesn’t see it that manner — as a result of he views the introduction of AI in what I might think about to be the proper manner, with AI being a elementary know-how that can merely enhance each cellphone person’s expertise.
It was refreshing to listen to Roh clarify that AI shouldn’t be, in itself, a characteristic — it’s a brand new know-how that allows new experiences and options on the cellphone. The brand new AI options on the Galaxy S24 clear up actual issues and make actual enhancements to the day-to-day use of a Galaxy S24 — from in-keyboard language translation to generative AI photograph modifying — and in the end, it doesn’t matter to the person whether or not it’s “AI” or not. “We needed to use AI to the preferred options and actual use-case situations,” Roh mentioned.
TM Roh is aware of that ‘AI’ in itself isn’t a characteristic — it has to allow a brand new expertise.
From a technical perspective, it’s nonetheless spectacular to know that a lot of the AI processing occurs on the system itself somewhat than processed within the cloud, one thing Roh mentioned “we targeted on particularly.” The options merely wouldn’t be potential with this pace and precision with out using AI fashions. However getting again to Samsung’s core rules, these AI options are solely right here as a result of they’re accessible and usable by the typical individual — not simply energy customers. And that is how Samsung “intends to set the worldwide customary for cellular AI.”
And that features homeowners of current telephones. Samsung is bringing a few of these AI options to earlier Galaxy telephones by way of software program updates somewhat than gatekeeping them behind a brand new $1,000+ Galaxy S24 buy. I’m positive that’s a tricky line to stroll, contemplating it’s primarily in promoting new telephones, however after we know the S23 collection is bodily able to processing these fashions, it’s nice to see Samsung unlock these capabilities free of charge.
The Extremely mannequin is in style
Regardless of some cellphone lovers lamenting Samsung’s gradual and regular march of innovation, mainstream audiences nonetheless see options price paying additional for in the most costly mannequin, and the gross sales show it. With the Galaxy S23 collection, a full 50% of gross sales have been the Galaxy S23 Extremely, with one other 30% being the bottom S23 and the ultimate 20% the S23+.
This was downright surprising; I might’ve anticipated the other to be true, given the excessive costs and the aforementioned feeling amongst followers that Samsung isn’t innovating sufficient. However when it comes right down to it, consumers flock to the highest finish. Roh was proud to say that Samsung’s premium telephones maintained their gross sales regardless of the general smartphone market declining within the yr. He mentioned Samsung’s purpose is for the Galaxy S24 Extremely to extend that share additional; all of a sudden, the clear delineation between the Extremely and the opposite fashions, design- and features-wise, makes extra sense.
I went into this interview considering the Galaxy S24 lineup was simply one more yr of ho-hum {hardware} refreshes and some new software program options. After 45 minutes speaking with TM Roh, understanding the selections and thought processes that went into these telephones helps carry all of it into perspective. Samsung is, certainly, democratizing entry to know-how by way of its telephones — whereas strolling a fragile line attempting to meet the sky-high expectations its followers have set.
Editors’ Suggestions
Supply Hyperlink : https://jateng.uk/
