Samsung Designs Globally and Adapts Locally for Worldwide Successon Sep 10, 2013
A rare insight into how Samsung localises its products for the many markets it serves around the world
At IFA 2013, Europe's largest consumer electronics show, Samsung outlined its strategy to becoming the number one home appliance brand by 2015, highlighting its year-on-year 14% growth in digital appliances. One of the secrets of this success is the extensive research that goes into understanding how people approach and use technology. Distilling insights from this research informs everything Samsung create. That is how it comes up with products and services that make life at home a more comfortable and happier place.
Samsung plays an active role in each region in which it operates and understands that cultures can be subtly different. Whether its local appetites, customs or preferences, Samsung believes that understanding and meeting local needs is paramount to creating the best possible experience. For this reason, localising products is something that is crucial to Samsung's ability to realise its goals.
In the past year, Samsung has set up five Lifestyle Research Labs in San Jose, London, Delhi, Singapore and Beijing to forecast future ways of living and define opportunities for innovation. These labs look beyond product behaviour to discover people's future needs and values – everything from how the family is evolving to work, education and wider societal and cultural trends.
From here five Product Innovation Teams gleam insights from this research and assist Samsung's product divisions to develop innovative product and solution concepts. Located at the same place as the Lifestyle Research Labs, the Product Innovation Teams' product concepts are 18–24 months ahead of the present.
The development process begins with a two to four month period whereby Samsung goes into the field to conduct research to see the world from a user's point of view. From here, employees talk to the best thinkers and designers in the world to generate, build and refine ideas that will deliver the greatest innovation opportunity. Finally, the teams formulate a business strategy and create the product concept.
Complementing these two divisions are six Design Centres in San Francisco, London, Delhi, Tokyo, Shanghai and Seoul, working to bring the research and concepts to life with award-winning design excellence. This undertaking is part of Samsung's extensive research and development commitment that saw a $10.8 billion investment in 2012 and encompasses over 60000 employees. Over one in four people at Samsung are dedicated to product innovation.
Throughout the world, Samsung localises its products to suit specific market desires. The following are a few examples:
United States | French Door Refrigerator with Sparkling Water Dispenser
Bulgaria | Samsung Smart Oven MC32F
• Free Satellite TV – Satellite tuners were installed directly into TVs to enable viewers to watch free TV services in isolated regions with no cable access.
• Duracool Refrigerators – These specially insulated refrigerators keep food fresh for eight hours in the event of a power cut.
Turkey | Samsung Top Mounted Refrigerator RT55
Middle East | Samsung DVM Desert
India | Samsung Twin Top Washing Machine
China | Fu Yun Monitor, Ji Xiang Fa TV F4280, Ru Yi Hong TV F5080
Korea | Samsung Kimchi Refrigerator M9000
China and Korea | Q9000 Air Conditioner
Samsung constantly seeks to discover the trends and desires that drive consumer needs around the world. To find out more about the products announced at IFA 2013, please visit www.samsungifa2013.com
About Samsung Electronics Co., Ltd.
Samsung Electronics Co., Ltd. is a global leader in technology, opening new possibilities for people everywhere. Through relentless innovation and discovery, we are transforming the worlds of televisions, smartphones, personal computers, printers, cameras, home appliances, LTE systems, medical devices, semiconductors and LED solutions. We employ 270000 people across 79 countries with annual sales of US$187.8 billion. To discover more, please visit www.samsung.com.
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