Samsung’s Mobile Boss Outlines AI Ambitions, Future Products at Galaxy Unpacked
Samsung Electronics, the world’s largest smartphone maker, is doubling down on artificial intelligence (AI) as it seeks to drive sales of premium handsets and compete with tech giants like Apple. TM Roh, the head of Samsung’s mobile business, unveiled a new suite of AI features called Galaxy AI at the Galaxy Unpacked event in Paris, France, on July 10, 2024. This comes as consumers are holding onto their phones longer and remain cautious on spending.
Key Takeaways:
- AI is becoming a key driver for Samsung: The company is integrating AI into its products, with features like real-time language translation and smart note-taking.
- Samsung is making a bigger push into software: The company is upgrading its AI assistant Bixby and developing its own large language model (LLM) to power its AI features.
- Samsung is exploring subscription models for its AI services: Roh hinted at the possibility of offering a subscription for Galaxy AI, similar to Apple’s success with its software and services.
- Samsung is committed to expanding beyond smartphones: The company will continue to develop foldable phones, tablets, and explore mixed reality (MR) devices to expand its product ecosystem.
Galaxy AI: Samsung’s AI Push
Roh emphasized Samsung’s commitment to bringing AI into its products.
"We are reinforcing and bringing more AI capabilities to our products. As consumers use more AI capabilities, they can actually feel the convenience and benefits they bring," Roh said. "I believe strongly that these Galaxy AI, mobile AI are strong motivation and driver for purchase of new products."
Galaxy AI is a suite of features designed to improve phone functionality and user experience. These features include:
- Interpreter: Allows for real-time language translation between two people.
- Notes app: Records audio, transcribes, and summarizes what has been said or noted down.
Samsung’s AI push is a direct response to Apple’s announcement of Apple Intelligence in June. However, many analysts believe Samsung’s early AI apps may not be enough to drive significant phone sales on their own.
Roh believes the long-term potential of AI in mobile devices is substantial.
"When you think about when first smartphones and the internet came to being only a handful of people… used smartphones and internet. But as they progress, as they become more advanced, they became more pervasive in day-to-day lives. And I think [the] same applies to mobile AI as well," Roh said.
Samsung Embraces Software and Potentially Subscriptions
Traditionally, Samsung’s mobile revenue came primarily from smartphone and device sales. This contrasts with Apple, which generates significant income from software and services, thanks to its control over the iOS operating system and App Store.
Samsung’s reliance on the Android operating system gives it less control over its software and restricts its ability to push its own apps. However, with its AI integration, Samsung is making a greater push toward software development.
Roh sees AI as a potential opportunity for Samsung to increase the prominence of its own apps and services.
"We’re going to advance our software and native apps. So we’re going to provide and enhance Samsung software and apps for consumers," Roh said.
Subscription models for AI features are being considered by Samsung.
"Subscription can be an option, and it can mean the AI features can remain as a core technology to entice more consumers to buy the hardware. But whatever the direction will be, we’re going to make a wise decision for the sake of consumers and, at the same time, for the sake of Samsung Mobile’s businesses," Roh said.
A Look into Future Products: Foldables and Mixed Reality
Samsung was one of the first companies to introduce foldable phones, starting in 2019. Other companies have followed suit, creating a competitive market for this type of device.
Roh indicated that Samsung is not resting on its laurels.
"At the time when the hardware completeness and software and content integrity, the ecosystem comes to full maturity, we’ll be forced to introduce very satisfying and very almost perfect foldable new form factors in new product categories."
He did not elaborate on what new product categories these foldable screens could be used in.
Mixed Reality (MR) is another area where Samsung is investing. The company has partnered with Google and Qualcomm to develop an MR headset, but details have been scarce.
The launch of the Apple Vision Pro has put a spotlight on this technology, and Roh acknowledges its importance.
"Mixed reality devices are one of the important devices that will usher in new mobile experience and new ecosystem."
Samsung plans to unveil a new "mixed reality platform" sometime this year. While details are under wraps, Roh hinted that it will likely be a software offering.
Samsung’s emphasis on AI, software, and expanding into new product categories like folding screens and mixed reality highlights its strategy to solidify its position in the rapidly evolving technology landscape. The company is clearly embracing innovation, aiming to provide users with advanced and integrated experiences across a range of devices. Whether these efforts are enough to drive significant sales beyond traditional smartphone revenue remains to be seen. However, Samsung’s commitment to AI and its bold vision for the future of technology are clear.
