Innovating for a New Era: Samsung’s Focus for CES 2022

With CES 2022 just two short weeks away, Samsung is greatly honored to be hosting their pre-show
keynote, held under the theme ‘Together for Tomorrow’.
“Since the last time we connected at CES in person, we’ve all undergone a period of significant
change. We’ve had to re-examine our relationship with the world around us and re-prioritize the
things we care about most. We have found greater value in “togetherness,” being closer with our
family and friends,” said JH Han, CEO and Head of DX (Device eXperience) Division, Samsung
In this new era, Samsung has found that innovation can no longer be a “one-size-fits-all” approach.
Customized devices and personalized spaces are more important now than ever. So are the
connections and experiences our technologies enable. Our experience at home has become so
much more important, and technologies are no longer just helpful tools but true lifelines to our
family, friends and hobbies.
This reality has strengthened Samsung’s commitment to creating new and meaningful experiences for
their customers. It has led them to explore better ways to bring their devices more closely together,
for improved connectivity and customization. At Samsung, they believe your devices should reflect
your lifestyle, your passions and your personal tastes, from the smartphones in your hand to your
appliances and screens. And by working together seamlessly, they should make your life easier, so
you can do more of the things you love.
This is why earlier this month Samsung announced a major change in our organization, one aimed at
strengthening synergies between different products and services. Under this new structure, all of
Samsung’s consumer electronics, from TVs and home appliances to mobile devices, will come under
one larger roof, coherent with our vision to create meaningful experiences through innovation.
And of course, Samsung’s vision for the future is not just about connecting devices. Re-connecting
with the planet and leaving a positive impact, is an integral part of their plan. As the world leader in
consumer electronics, Samsung has a responsibility to protect the environment and build a better
future. Our innovation leadership needs to be matched with our leadership in “sustainable
innovation” as well.
As a starter, Samsung plans to share a glimpse of the direction they are taking at the upcoming CES
Samsung’s culture of innovation is rooted in pushing limits and breaking barriers. Now, Samsung is
innovating for a new age, where technologies are flexible and adaptable to you. At CES, you will see
their latest innovations and experiences – including products that give you the freedom to watch TV
from anywhere and turn any space into a landscape or a piece of art. The gaming experience will
become even simpler, more immersive and hassle-free. And because everyone has their own unique

personal taste and lifestyle, Samsung wants to empower you to customize your devices based on
what matters to you most. A new, customizable future of personal technologies is here, and I am
excited to show you how it comes to life across our home appliances, mobile devices and screens
Samsung envisions a world where technology is customized to every consumer’s lifestyle and needs,
and one way to achieve this is through seamless connectivity. At CES, Samsung will share more
about their collaboration with industry experts and partners to create a truly enhanced connected
experience. Because at Samsung, they believe a secure and open ecosystem is what provides the best
experience for their customers, offering you the freedom to design experiences that best suit your
unique lifestyle. In addition, Samsung will also introduce a new solution that helps you better
integrate all your smart home devices.
This is also an important moment for our planet. Protecting it is everyone’s job. At Samsung, they
are infusing sustainability into everything we do, from the chips that power their products to the
consumer experience on the devices themselves. At CES, they will share more about how they are
making meaningful updates in their innovation process that enable you, their consumers, to make
these changes, too in your everyday lives. Plus, Samsung will share new ways we are working with
partners for unique sustainability solutions.
It’s time to evolve Samsung’s products and experiences to better fit the needs of a new generation
of users. As they champion an ecosystem of inclusive and connected technology, Samsung looks
forward to sharing how they have been inspired by the people, values and lifestyles that create their
global community, and how they can continue to support them through people-first programs and

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