Innovation in Personalisation

Samsung has long been enabling our users to express their identity and personal preferences through our innovations, products, and services. The smartphone, a daily essential for Gen MZ, is a great showcase of how we have been driving personalisation at the intersection of technology and innovation by empowering our users with the ability to customise their Galaxy experience.

This is in line with what we have found in our research, which shows that personalisation is a key driver of interest among consumers looking to own a premium smartphone, and 85% of these consumers are likely to stay with a mobile brand that offers a wide range of personalised options1. For consumers, it is not just about picking a smartphone design that is attractive, but also about being able to personalise their devices according to their needs and wants, whether with unique form factors such as our Galaxy Z foldables, the software and apps that elevate the devices from mere tools to essential lifestyle partner, or accessories that are canvases showcasing their colourful personalities and passion points.

Beyond mobile devices, consumers reflect their tastes in customisable home appliances, such as Samsung Lifestyle TVs and Bespoke refrigerators, and enrich their home experiences with the personalisation aspects that SmartThings brings to the table.


The business value of personalisation

In a world where consumer behaviours are constantly shifting in real-time, influenced by factors like trending social media topics, viral challenges, peer recommendations, and global events, the celebration of individuality has a timeless appeal. This is why, at Samsung, we firmly believe in enabling our users to embrace who they truly are through our efforts in innovation and design, whether in the ability to personalise their devices from the outside and inside, or in how we can elevate the experience of tailoring our products to individual needs through our bespoke services.

This fuels our efforts around personalisation, and we are bringing it to the next level through the Samsung x You campaign. The campaign is our commitment as a company to continue championing personalisation across Southeast Asia and Oceania, starting first with our mobile devices including the latest Galaxy Z series, and eventually extending to our wider product portfolio.

Samsung x You will also progressively roll out throughout the region, through a series of hyperlocal campaigns with exciting in-market activities. We are collaborating with talented local artists and brands, offering customised accessories that leverage local elements and culture, curating user experiences such as Flip Town pop-ups for the latest Galaxy devices, and launching a new personalisation zone in our Samsung Experience Stores. At these personalisation zones, consumers get to customise their favorite products, including options to engrave, sticker or paint them, as well as purchase Galaxy devices that suit their individual styles.


Personalisation is the future

The case for personalisation in our region is clear, especially as Gen MZ consumers look to become an increasingly dominant market force in the years to come. Their expectations, rooted in their unique generational experiences, demand a shift in how we approach user experiences. Brands that can effectively marry personalisation with authenticity, flexibility, while considering privacy, will not only capture the hearts and minds of Gen MZ but will also pave the way for future success.