Setting a New Standard for Smartphones in Our Changing World

by Dr. T. M. Roh, President and Head of MX Business, Samsung Electronics

When I look around me, I’m astounded by how much innovation exists in our world today. Yet I
am most excited about the evolution of the smartphone. This single device gave way to new
digital industries — to remote work, schooling, entertainment and fitness — and the ability to
capture, explore and communicate with anyone, anywhere with the touch of a finger.
The smartphone is a portal to infinite progress. And at Samsung, we have never taken that for
It’s not enough for mobile innovation to just evolve with the world. We have to be a step ahead,
so our technology can help transform the way we experience everything around us and make
our lives easier. That’s why we constantly push ourselves to break the rules of what a
smartphone can do.
In 2011, the Galaxy Note merged the convenience and portability of smartphones with the
expansive screen and notepad-like functionality of tablets. Some balked at the 5.3-inch display
— considered enormous then — but Note created a legacy where a large display is now the
standard. The S Pen also surprised everyone. It empowered people to bridge creativity with
productivity – whenever inspiration struck, they could quickly write down their ideas and
thoughts in Samsung Notes.
In 2019, we dared to redefine smartphones once again. We launched our Galaxy Z Fold series
and brought an entirely new form factor to the mobile industry. Our cutting-edge foldable
design changed how people used their phones. With Flex mode, video calls are hands-free and
easier. And multitasking with multiple windows is also a breeze, as your phone becomes tablet-
sized in the blink of an eye. And once again, the industry took notice, with many mobile
companies now following in our footsteps to make foldables the next big thing.
In a sea of smartphone sameness and iterative updates, our ambition remains firm: to detect
the signals that transformation is stirring — by listening to your feedback — and continue to
deliver mobile experiences that empower us all to evolve.
We know many of you were surprised when Samsung didn’t release a new Galaxy Note last
year. You loved the unparalleled creativity and efficiency of the Galaxy Note series, which
enabled you to switch from gaming nirvana to high-octane productivity in the blink of an eye.
You raved about the lifelike S Pen, which many say rivals putting ink to paper. And we haven’t
forgotten about these experiences you love.
For years, Samsung has converted the skeptics who thought our ideas were impossible.
Whether it’s a screen that’s too big, a stylus no one knew they needed or a pro-grade camera
that could truly bring mobile photography out of the dark.

With every fresh evolution of Samsung Galaxy devices, we have introduced features that
redefine the entire mobile category. And we’re about to rewrite the rules of industry once
At Unpacked in February 2022, we’ll introduce you to the most noteworthy S series device
we’ve ever created. The next generation of Galaxy S is here, bringing together the greatest
experiences of our Samsung Galaxy into one ultimate device.
With it, you will own the night — taking the best and brightest photos and videos you’ve ever
captured with a phone. You will also dominate the day with power, speed and tools that can’t
be found elsewhere. You will enjoy cutting edge-innovations made possible thanks to the
smartest Galaxy experience yet. All while feeling good about being part of the most sustainable
Galaxy ecosystem. And, yes, you will help Samsung rewrite the future of smartphones once

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