Samsung Unpacked 2023: Marrying Korean Culture and Samsung’s Innovations

Prabhu Ram, Head - Industry Intelligence Group

Prabhu Ram, Head - Industry Intelligence Group

Amidst growing foldable competition, the Samsung Unpacked 2023 was all-important for Samsung to showcase its new foldable innovations. By choosing Korea as the venue, Samsung capitalized on the widespread fascination with Korean culture, further reinforcing its brand identity and its products’ connection to this cultural phenomenon. With 1000+ international media and analysts in attendance, Samsung was able to showcase the rich and captivating aspects of Korean culture that play a role in influencing the brand and its offerings.

During my trip to Samsung Unpacked at South Korea, I had the privilege of meeting with senior executives from Samsung. With its fifth generation of foldables, the Galaxy Z Fold5 and the Galaxy Z Flip5, Samsung is seeking to build on its persistence with the form factor, its first-mover advantage and bolstering its leadership mantle. Unlike before, Samsung faces a growing array of Android foldable competitors, including Motorola, Tecno, and OPPO amongst others.

Samsung Galaxy Z Flip 5

Undoubtedly, the Galaxy Z Flip 5 was the star of the show, and clearly a major focus for Samsung to position this as a lifestyle statement for mainstream consumers. It is clear that the Galaxy Z Flip has a potentially large addressable market.  At CyberMedia Research (CMR), we have seen significant traction for the Galaxy Z Flip phone during the festive season last year. The Galaxy Z Flip 5 comes with a redesigned larger front screen at 3.4 inches from 1.9 inches that allows smooth user experience on the front screen, and a unique flex hinge that allows it to close completely flat.  This puts it  in a good stead against the growing Android foldable competitors. The Galaxy Z Flip 5 is powered by the Snapdragon 8 Gen 2 for Galaxy The Galaxy Z Flip5 begins at $999.

Samsung Galaxy Z Fold 5

The Galaxy Z Fold 5, on the other hand, is Samsung’s productivity-oriented foldable for today’s always-on, on-the-go professionals and businesses. The Galaxy Z Fold5 is designed to deliver an immersive large-screen experience. With the new Flex Hinge, the Galaxy Z Fold 5 can fold completely closed without a gap around the hinge. It is powered by the Snapdragon 8 Gen 2 for Galaxy, a thinner S Pen stylus, and weighs 10g lighter – all of which contributes to an incredibly enhanced user experience. The Galaxy Z Fold 5 begins at $1,800.

Business users will benefit from improved multitasking features, including an upgraded Taskbar that efficiently displays up to four recent apps. The device also offers two-handed drag-and-drop functionality and the ability to view multiple apps simultaneously on its expansive screen, promoting seamless workflow management.

Moreover, users of the Galaxy Z Fold5 will experience the convenience of the slimmer and more compact S Pen Fold Edition. This enables effortless real-time annotating and note-taking, while also conveniently fitting in your pocket for on-the-go accessibility.

Beyond enterprises, this is a device that is tuned for those extended gaming sessions on-the-go. The Galazy Z Fold5 offers a seamless gaming experience, and comes with a cutting-edge cooling system that efficiently dissipates heat, thereby maintaining peak performance levels.

Samsung Galaxy IP68 rated Tab S9 Series

Samsung Galaxy Tab S9 series, a premium product portfolio series includes the Galaxy Tab S9, S9+, and S9 Ultra, all boasting an impressive IP68 rating, ensuring robust protection against dust and water.

The IP68 rated S-Pen’s versatility is further amplified, allowing users to write in search bars, browsers, and app stores, expanding its functionality beyond traditional note-taking and drawing. Its seamless integration into various apps makes it a natural and efficient tool for productivity and creativity alike.

All three tablets offer Dynamic AMOLED 2X display, which sets new benchmarks for immersive viewing and creative freedom. Whether you’re streaming your favorite content or working on artistic endeavors, the visuals are brought to life with unparalleled clarity and brilliance.

Under the hood, the Galaxy Tab S9 series is powered by the formidable Snapdragon 8 Gen 2 for Galaxy, delivering remarkable performance and seamless multitasking capabilities. This combination of power and efficiency ensures a smooth and responsive user experience, whether you’re gaming, editing, or handling resource-intensive tasks.s

Samsung Galaxy Watch6 series

The Galaxy Watch6 series comes with a focus on health, and especially sleeptech. It is sleek and refined,  boasting a slimmer bezel and a larger, vibrant display. It packs powerful performance, and delivers on interactive user experience. Additionally, a wide array of versatile watch faces and new band options allows users to personalize their watches to match their unique style and goals.

From monitoring sleep patterns to tracking workouts, this smartwatch keeps users informed about their health journey, empowering them to make positive changes and meet their wellness goals.

Additionally, the Galaxy Watch6 series introduces the ‘Tap & Pay’ feature in India for the first time, enabling users to make secure payments directly from their wrist.

Samsung’s Product Innovation

Samsung has been focused on purposeful hardware and software innovations to deliver on solid devices that meet consumer demanding lifestyles. What sets them apart from the competition is their brand salience, and their ability to manufacture at scale. The focus on enterprise productivity and security have contributed to their success in the enterprise market with their Fold line.

Samsung’s focus on creating an end-to-end hardware to software experience is making them stand apart from the competition in the foldable market. This is why Samsung is bullish about the ongoing premiumization in the smartphone market, and the opportunities for foldables therein.