The Galaxy S9 and S9 + were officially unveiled the day before the Mobile World Congress 2018 in Barcelona, and we were delighted to talk to Cristian Cojocaru, head of Samsung Romania's telecom division. We talked about the new technologies integrated into the new devices, the Galaxy A range and its positioning on the market, about wearables, and last but not least about Bixby, Samsung's virtual assistant
Samsung unveiled the new Galaxy S9 and S9 +, the global flagship company for 2019 for the smartphone division. We see a refinement of last year's design, as well as a number of interesting news. Tell us what the S9 and S9 + bring in addition to the previous generation and what the company has been focusing on for this new generation of phones
I would say we are talking about more than a refinement. Additionally I would say that it is a revolution of the first room. Basically, this year we decided to completely reinvent this category, hence our slogan: "reimagined camera" / "reimagined camera". The technology we have used is really revolutionary and truly innovative.
If I enumerate the main functions that seem to me at least at a very personal level, I would mention slow motion through which we can really see the slow down how things happen and we can see these things in the "reverse" way too. It also has to be remembered how the camera takes photos in low light. In the past, up to S8, our phones have been performing very well in low light, but we have managed to improve about 28% of the room's performance in these situations. Moreover, the camera behaves similarly to the human eye, ie it closes and opens according to the light quantity it receives. Basically, we brought this technology very close to what we could call "natural."
Last but not least, I would mention a part to call it "fun": the Emoji area. I am convinced that it will have a real success, especially among the younger generation. With AR Emoji we can play as we want, we can create virtual avatars that do what we tell them to do, and we can send them to our friends through messages or social media. All these are strictly related to cameras.
Also, the processor is a new, much more powerful, more energy-efficient model, Exynos 9. But we keep the exterior design from the old generation. The reason is that the design of the S8 generation with Infinity Display is really something completely different and the content viewing experience is truly "immersive", as we call it. We wanted to keep this because, from the point of view of quality and experience, we are already at the highest level.
You mentioned the Infinity Display and I can not help digging a little bit into the Galaxy A series. I just tested a Galaxy A8 and now I see that Infinity Display is now also present on the company's mid range range. Will the expansion of borderless devices and other models that are placed under the A series continue? And because we're talking about Galaxy A, I'd like to ask you how this model is on the market? Its price is close enough to that of other high-end premium devices in the competition portfolio.
I can not comment on what will happen next in the future on the product portfolio, but certainly for us, we want the Infinity Display experience we brought including the A8 to be as accessible as possible to customers us.
Regarding the A8, yes, it is a first step that we wanted in the mid-high range, or mid-range "premium", to offer this experience to that category of users. By way of positioning, the definition of "mid" from our point of view and from the point of view of consumers has changed a lot lately. Not to mention classical definitions where the middle area was clearly defined between a "low" area and a "premium" area. The midfield is now more than a mere pass between the two. This is the real opportunity to offer a similar experience to a premium area to a mid-range user. And then from this point of view, it makes sense.
Returning to S9, I have seen a lot of attention to the artificial intelligence, the augmented reality and Samsung's Bixby. How will this experience be developed for users in Romania? Not many assistants provide support for Romanian services, Romanian-language spoken language, etc. What is the future plan for Bixby strictly for our market?
For now we also offer Bixby in English in English. There are plans for Romania, but I can not yet reveal when we make the location for Bixby, but they are working in this direction. Obviously, global consumer interest is very high and then there is a prioritization for the development of Bixby. All that means backward development requires a lot of resources and R & D. Even so, I believe that users in Romania can use Bixby and I am convinced that they will not have a problem even in English and can take advantage of all the advantages it brings
Where will it go from the point of view of evolution? Already at the launch event I could see the "connected devices" area. It is a segment that already exists on the market, but with the ever-increasing integration of smart devices we will see this area more present in our lives
A final question. I noticed that this time at the presentation event I did not see much about the category of "wearables". Are the ones already launched quite good for not requiring upgrades, are trying to launch a rarer of such devices to create a more "natural" shelf life cycle for those already launched
For us, wearables are extremely important and are a very clear focus. At present, we offer our customers the best wearable devices in terms of technology and innovation. Since they are important to us, you will see something later, probably in the second half of the year, that we will have a dedicated event for them.
The interview was edited before publishing