Galaxy AI, mixed reality and foldables

TM Roh, the head of Samsung’s mobile business, talked about the company’s new products at the Galaxy Unpacked event in Paris, France on July 10, 2024. Samsung unveiled a slew of new products including foldable smartphones, new smartwatches and the Galaxy Ring.

Arjun Kharpal | CNBC

In a swanky downtown Paris hotel, Samsung Electronics’ mobile boss sat behind a suite of the tech giant’s latest products, ranging from foldable smartphones to the brand new smart ring — underscoring how the South Korean firm is looking to lock customers into its world of products to drive sales.

TM Roh is the man tasked with bringing Samsung, the world’s largest smartphone maker, into the artificial intelligence era.

In a wide-ranging interview with CNBC at that Paris hotel earlier this month, Roh laid out Samsung’s vision for Galaxy AI, its suite of artificial intelligence features, how the company is thinking about making money off software and about future products, such as mixed reality headsets.

Galaxy AI push

These include features like interpreter, which can translate spoken language between two people, and the Notes app that can record audio, transcribe and summarize what has been said or noted down.

AI has become the key focus for Samsung this year, as the firm looks to drive sales to its premium handsets at a time when consumers are holding onto their phones for longer and remain cautious on spending.

“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 told CNBC in Korean translated by a company translator.

“I believe strongly that these Galaxy AI, mobile AI are strong motivation and driver for purchase of new products,” he added.

“Galaxy AI is here” was the slogan plastered across posters at the location of the Galaxy Unpacked launch — the Carrousel du Louvre, a shopping center and events space near the famous Louvre museum in Paris.

Monetizing AI

Samsung's Head of Mobile TM Roh discusses AI, China and the electronic giant's new products

That still doesn’t answer the question of how Samsung will monetize those apps.

When asked about whether Samsung would introduce a subscription to its AI services, Roh said the company is “listening to the market and the consumers” and advice from different experts.

“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.

Future products in foldables and mixed reality

Samsung was one of the pioneers in foldable phones, introducing its first such device in 2019. Other companies have followed suit with their rival products since then.

Roh hinted there could be other pieces of hardware hitting the market in the future, as Samsung looks to broaden its ecosystem of products. He said that the hardware components required for foldable smartphones are improving, as is the relevant software.

Asked by CNBC whether Samsung would bring the foldable screens to other devices, such as tablets, Roh said, “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 specify what these new product categories for foldable screens could be.

Check out the new Samsung Galaxy Ring

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