Samsung recently introduced the Galaxy Z Fold6 and Galaxy Z Flip6, along with Galaxy Buds3 and Galaxy Buds3 Pro at Galaxy Unpacked in Paris. Here, Kgomotso Mosiane weighs in on Samsung’s era of mobile AI through the power of Galaxy AI.
With the introduction of the new Galaxy Z series, Samsung is opening the next chapter of Galaxy AI by leveraging its most versatile and flexible form factor perfectly designed to enable a range of unique mobile experiences. So how does this align with Samsung's marketing strategy in South Africa to showcase these innovations effectively to consumers? According to Kgomotso, “Samsung’s marketing strategy in South Africa focuses on highlighting innovation that resonates with local consumers. By showcasing the advanced AI capabilities of the Galaxy Z Fold6 and Z Flip6, Samsung aims to demonstrate how these features enhance everyday experiences, such as photography, productivity, and entertainment.”
Enlightening that, through targeted campaigns and partnerships with local influencers, Samsung can effectively communicate these innovations, emphasising how they solve real-life challenges faced by South Africans.
Glamour: AI plays a pivotal role in enhancing user experiences with the new Galaxy Z series. Can you discuss specific AI features that are tailored for the South African market, and how they differentiate Samsung's offerings?
Kgomotso: While there aren’t specific AI features tailored for the South African market, there are ones that would certainly be favourites among South Africans based on their interests, online habits and overall smartphone routines which include Circle to Search, interpreter and Flexcam with auto zoom that automatically frames the best shot hands-free, and editing features like Generative Edit for more creative control and Instant slow-mo for smooth video effects.
Glamour: The partnership with Google, particularly through the integration of Gemini, brings unique AI-powered functionalities to the Galaxy Z series. How does this collaboration enhance Samsung's market position in South Africa, and what benefits does it offer consumers?
Kgomotso: The partnership with Google enhances Samsung’s market position by leveraging Google’s cutting-edge AI technology, providing users with advanced capabilities such as predictive text, personalised suggestions, and improved voice recognition. We not only provide optimised Gemini capabilities for Galaxy, but have also diversified the consumer experience by adding unique Galaxy AI features and functionality. This collaboration offers South African consumers seamless integration with Google services, enhancing their overall smartphone experience.
Glamour: Durability is a key selling point for the Galaxy Z Fold6 and Z Flip6. How does Samsung plan to communicate the advancements in durability and material sustainability to consumers through its marketing campaigns?
Kgomotso: Samsung's latest Galaxy Z series is designed to give peace of mind with devices that are built to last and meet the high standards of Galaxy users. Both the Galaxy Z Fold6 and Galaxy Z Flip6 boast enhanced durability with stronger main displays and improved hinges. From a marketing POV to communicate these, we will show advancements in durability and material sustainability by highlighting improvements in screen and hinge durability, such as enhanced Gorilla Glass protection and reinforced hinges, as well as water resistance and dust-proofing. We also have videos and interactive demos showing the devices undergoing rigorous stress and drop tests can visually demonstrate their durability.
Glamour: The Snapdragon® 8 Gen 3 Mobile Platform is integrated into the new Galaxy Z series. From a marketing perspective, how does Samsung plan to highlight the enhanced performance and AI capabilities of these devices to tech-savvy consumers?
Kgomotso: Samsung's strategy to market the Galaxy Z series with the Snapdragon® 8 Gen 3 Mobile Platform will focus on several key areas to appeal to tech-savvy consumers. Among others, we will highlight performance improvements, AI capabilities, and use real-life scenarios to show how they significantly improve the user experience. We are constantly emphasising some of the exclusive features enabled by the Snapdragon® 8 Gen 3, such as improved voice assistants, or superior connectivity options as we show how they differentiate the Galaxy Z series from other devices.
Glamour: Samsung has emphasized sustainability with the use of recycled materials in the Galaxy Z Fold6 and Flip6. How will Samsung convey its commitment to sustainability through its marketing efforts in South Africa, and what impact does this have on consumer perception?
Kgomotso: We’re aware that consumers want brands to take action for sustainability issues and to do so with a clear and consistent message throughout. We have consistently communicated much information on sustainability across on and offline channels, with verbal and visual elements expressing the message and topics to maximise awareness of our sustainability activities. As we advance our sustainability journey, we will continue to manage and mitigate our environmental footprint and continually evolve our approach to delivering positive change with our partners. We will also continue to provide ongoing updates about our goals on an ongoing basis.
Glamour: AI-driven features like Note Assist and Composer are designed to enhance productivity and creativity on the Galaxy Z Fold6. Please elaborate on this for the benefit of your consumers who are professionals?
Kgomotso: Note Assist and Composer are designed to streamline workflows for professionals by providing smart suggestions and organising content intuitively. Note Assist helps users capture and categorise their thoughts efficiently, while Composer allows for quick formatting and enhancement of written content. These features empower professionals to work more effectively, making the Galaxy Z Fold6 an indispensable tool in their daily tasks.
Glamour: Security is a critical concern for consumers. How does Samsung Knox provide peace of mind, especially with the integration of AI and sensitive data handling on the Galaxy Z series?
Kgomotso: Samsung Knox ensures comprehensive security through its multi-layered defense strategy, protecting sensitive data against vulnerabilities while giving users full control over how they allow their data to enhance AI experiences through Galaxy AI settings.
Glamour: Gemini integration with Google brings advanced AI capabilities to the Galaxy Z series. Can you elaborate on how this partnership enhances user accessibility and productivity for consumers?
Kgomotso: Gemini is integrated with some of your favourite Google apps, making it easy, for instance, to organise a perfect travel itinerary by getting real-time flight and hotel booking information – and explore famous landmarks and the best routes to get there using Google Maps. The integration enhances user accessibility by streamlining tasks, making it easier for users to access information, manage schedules, and communicate efficiently. As a result, consumers experience increased productivity and a more intuitive relationship with their devices.
Glamour: With this collaboration between Samsung and Google, how do you envision the future evolution of AI in upcoming Galaxy products?
Kgomotso: The collaboration with Google is likely to evolve with continuous advancements in AI technology. We aim to deliver personalised features that enable consumers to intuitively make use of various features. Our direction is toward delivering the most personalized, intuitive and private experiences for our users, made possible by our mobile technology heritage, open collaboration with partners and the peace of mind users count on from Galaxy.
Glamour: How will Samsung ensure that AI features introduced in these devices are user-friendly and accessible to a wide range of consumers?
Kgomotso: We are committed to making Galaxy AI features accessible to our users and will provide them for free until the end of 2025 on supported Samsung Galaxy devices. Different terms may apply for AI features provided by third parties. Many of the Galaxy AI features introduced on Galaxy Z Fold6 and Galaxy Z Flip6 will also be supported on previous models including Galaxy S24 series, Galaxy Z Fold5 and Galaxy Z Flip5, and more within the second half of 2024.
Glamour: In what ways does Samsung plan to leverage customer feedback and data to continuously improve AI features in future product iterations?
Kgomotso: As a customer-centric company, Samsung always prioritises and implements a robust feedback channel with consumers. The information we collect will guide and inform movements and changes, future product iterations, and thus allow us to refine and enhance AI capabilities based on user needs and preferences.
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