Samsung mobile phone business president changes strategy: becoming first is meaningless

According to recent reports from international media, Samsung's mobile communications division president, Gao Dongzhen, addressed the MWC press conference in Barcelona on Monday. He reflected on the company’s past focus on being the first to introduce new technologies, acknowledging that this approach was driven by a desire to lead the market. However, he emphasized that Samsung is now shifting its priorities toward delivering products that truly add value for consumers.

During the event, Gao confirmed that Samsung plans to launch a next-generation foldable smartphone equipped with an in-display fingerprint sensor once it is fully ready. He stressed that the company is no longer chasing speed at all costs but instead focusing on meaningful innovation.

“We were ahead of China in developing smartphones,” Gao said. “We used to be obsessed with being the first and the industry leader, without always considering what that meant for our customers.”

He added, “Today, being first doesn’t necessarily mean anything. Our goal is to release something that resonates with consumers and delivers real value at the right time.”

Gao also addressed questions about Samsung’s hardware innovation strategy, especially as the company faces growing competition from Chinese firms in areas like fingerprint sensors and foldable displays.

In 2017, Samsung had promised to launch a foldable smartphone by 2018, but delays have since plagued the project due to technical challenges. As a result, the company has shifted its focus to other innovations.

Instead of launching a foldable phone this year, Samsung will debut its first AI-powered smart speaker in the second half of 2024. Gao explained that the company wants to ensure the product meets high-quality standards before entering a competitive market.

“We are still new in the smart speaker space, so we need to wait until we can deliver a superior product,” he said.

Samsung has been collaborating with its subsidiary Harman to develop the smart speaker. Gao highlighted that the device is more than just a voice assistant or music player—it’s part of a broader ecosystem, integrating with other smart home devices like TVs and refrigerators to create a true Internet of Things (IoT) environment.

Additionally, Bixby, Samsung’s AI software, will be upgraded to version 2.0 and launched on the Galaxy Note 9 this summer. The company is currently testing the update with around 800 external developers to build a more open ecosystem.

“Bixby 1.0 didn’t perform as expected because it was rushed to market,” Gao admitted. “Its initial structure was not flexible enough to support a larger ecosystem, which is why Bixby 2.0 requires extensive beta testing before the next generation is released.”

Looking ahead, Gao revealed that Samsung is updating its 5G strategy under the leadership of the mobile communications division. The company is working closely with operators to prepare for the transition to 5G networks and future 5G-enabled smartphones.

“A month ago, I announced the shift from 4G to 5G,” he said. “Samsung is collaborating with mobile operators to thoroughly prepare for this next phase of technology.”

According to the report, Samsung is partnering with SK Telecom, South Korea’s top mobile operator, to develop 5G core network equipment, chipsets, and smartphones. This collaboration aims to position Samsung at the forefront of the 5G revolution.

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