Executive Insight: Samsung In 2023 – A Retrospective

TWICE recently sat down with James Fishler, Senior Vice President, Home Entertainment & Display Division, Samsung Electronics America to chat about Samsung’s insights from 2023 and what lies ahead for the holiday season. Our Q&A interview follows below.

TWICE: As we approach the end of 2023, can you provide insights into Samsung’s performance in the television market this year? What were the key highlights and challenges?

James Fishler: At Samsung, we like to describe our philosophy as “screens for all” – we have a little bit of something for everyone. No matter your lifestyle, day-to-day needs, or the setup of your home, there’s a great TV option for you – and no matter what screen you choose, you can shop with confidence knowing that Samsung is the #1 global TV brand for 17 years running.

This year, we continued our track record of innovation with products like The Freestyle 2nd Gen with Gaming Hub so you can game on the go, no console required – and new, ultra-large 98” Neo QLED 8K and 98” Neo QLED 4K TVs, so you can watch your favorite content come to life in a BIG way. Large screen sizes are actually the fastest growing segment in the TV industry – which is why we also introduced the new 85” Class version of The Terrace – our biggest outdoor TV yet, making it easy to enjoy your favorite shows, movies, and games – now, on an ultra-large screen – while outside in your backyard. The 85” Terrace sports a Neo QLED screen with a brighter and sharper image, support for Samsung Gaming Hub, and an IP56 rating which lets it withstand whatever nature throws at it. Who wouldn’t want to watch sports while lounging in the pool?

Speaking of sports – this season, we introduced a new campaign known as Tackling Sundays, designed to help people do more while enjoying their favorite games on the weekends. One of the challenges we know that so many people face relates to productivity. Our research found that nine in 10 (88%) Americans say they really enjoy completing tasks on Sundays – but, staying productive comes at a cost. Nearly half (42%) feel they need to sacrifice time from other activities to maintain momentum, and 57% admit to missing a major TV moment to get things done around the house.

That’s why we’re so committed to delivering Samsung TVs and connected products that let you get more done while doing less. Your Samsung screen not only delivers incredible picture quality but can also serve as the connected hub to your home allowing you to tackle your weekends more efficiently. That means you can handle everything from setting up SmartThings laundry notifications so you don’t forget the wash is done, to checking inside your Family Hub fridge for your favorite game day snacks, or even mirroring your Samsung Galaxy phone to video call a friend and watch together in Multi View – all from your TV, without missing a big touchdown or scene from your favorite show, and without even needing to get up from your couch.

TWICE: How does Samsung envision the role of AI and connected technologies in shaping the television experience in 2024, and what investments are being made in this area?

Fishler: As the industry looks to create a new smart home standard for device connectivity through Matter, I think this will be a trend that continues to make a huge impact today and especially going forward – with Samsung helping lead the charge.

Today, there are more than 14 billion connected devices on the market, and the average U.S. household has 22 connected devices. Not to mention, 72% of U.S. households own at least one Samsung product and 25% of households own three or more. Yet, about one-third of connected device users state that devices for a smart home add too much complexity to their lives. These are some pretty tremendous numbers that speak to an underlying need for people to have better connectivity and customization options in their homes.

Enter Samsung SmartThings. Using just one single app, you can simplify your connected setup by managing all our settings and syncing up your home – everything from your TV to your fridge, without even getting up from the couch. SmartThings will work seamlessly with Matter so you can connect all your devices together easily. These are the kinds of things we think will make a difference in people’s lives today, and in the future.

TWICE: Sustainability is an increasingly important factor for consumers. What steps is Samsung taking to reduce the environmental impact of its televisions and meet sustainability goals in the coming year?

Fishler: We believe that the key to a greener future begins with an everyday approach to sustainability. We always look for ways to lower our carbon footprint when it comes to our supply chain and devices.

Just this year, we expanded AI Energy Mode to our 2023 TV line-up. When enabled via the SmartThings app, this feature relies on the TV’s processor and sensors to analyze the environment, and automatically adjusts relevant settings – like brightness and dimming, which can help you lower power consumption by up to 20%! This extends beyond TVs too – with SmartThings, you can automate settings to turn off the lights when you leave the house, manage the temperature of your home while you’re sitting in the car, and much more. You can even set goals to save energy – and receive notifications when you reach your monthly bill target.

Something else we’re really proud of is the award-winning SolarCell Remote. Made of recycled materials, the remote can uniquely recharge via natural or artificial light sources using a built-in solar panel. A single, fully charged battery can last up to two years, providing a great alternative to disposable batteries, and it’s estimated to save up to 200 million batteries from landfills over the next seven years. Recently, we made the SolarCell remote available for standalone purchase to encourage even more people to be sustainable. Plus, this year we introduced the 2023 version of the remote, which can now charge using RF harvesting, in addition to indoor/outdoor lights.

We’re also committed to offering eco-friendly packaging for our TVs. With Samsung Eco-packaging, our boxes are made from corrugated cardboard, allowing you to easily reuse the packaging to make everyday essentials. As an example, you can use the box from your Samsung OLED TV to make a small TV console table or a magazine rack. You can even make houses for your pets!

TWICE: Looking ahead to 2024, what are the long-term goals and vision for Samsung’s television division, and how do you plan to stay at the forefront of innovation in the industry?

Fishler: In 2024, Samsung is committed to offering even more screens, more sizes, and more connected experiences at the highest quality. 51% of buyers say the quality and value of a product is more important than its price. Most purchase intenders report they are looking for premium brands and don’t intend to “trade down” for a lesser product at a better price.

We’re proud of both our TV portfolio’s breadth and depth. We’re constantly innovating and providing more screens, in more sizes, and with more connected experiences. So no matter if you want a TV for use indoors or outdoors, for your kid’s room or even while camping outdoors – we’ve got you covered

Regardless of whether shoppers are looking at lower or higher ends of the pricing spectrum, they want quality products with better value. As the #1 Global TV brand for 17 years running, we’re hyper-focused on giving people more options, while still delivering the value they can count on, no matter what they’re shopping for.

Looking at 2024, Samsung has some exciting things in store that will help make our products even more sustainable. Stay tuned!

TWICE: With the growth of streaming services and Smart TVs, how is Samsung adapting its products and services to cater to changing consumer entertainment preferences?

Fishler: Your Samsung TV is more than just a TV – it’s the connected hub to your home. But, in order to make any connected hub truly seamless – it needs to deliver the right content, features, and services. Thankfully, Samsung offers all three (and then some) so no matter your preference, there’s a great option for streaming, watching, and even gaming.

Only Samsung delivers all of these added benefits built right in – like Samsung TV Plus which gives people access to 200+ global TV channels, with thousands of movies and shows on demand, all for free. All of this is seamlessly integrated into your Samsung TV and even the Samsung TV Plus mobile app, so you can take your content on the go and quickly mirror your phone to your TV with the tap of a button.

Plus, we offer Samsung Gaming Hub to let you experience everything you love about gaming, all in one place. With Samsung Gaming Hub, you can instantly play thousands of games from Xbox and other top game streaming services, all with your favorite controller, no console required. Recently, we expanded Gaming Hub partnerships to include Blacknut, and Antstream Arcade – giving gamers even more options to explore the cosmos in an open-world format one minute, or jump into an 8-bit classic the next.

Beyond adding more and more content, Samsung is working to make sure that our TVs are accessible to all of people. It’s estimated that today, approximately 12 million people 40 years and older in the US have vision impairment and nearly 7% of kids younger than 18 are also diagnosed with some kind of eye or vision condition. That’s why we introduced Relumino Mode on our 2023 TVs, helping those with low vision adjust their viewing experience so they can better enjoy their favorite shows, movies, and games. We also introduced SeeColors Mode which helps people with color vision deficiency. It’s an area we’re going to continue prioritizing in order to make our technology more intuitive and inclusive for everyone.

TWICE: What is your outlook for the 2023 holiday season?

Fishler: We’re really excited about the holidays, and expect Q4 to be the best quarter of the year.

We know that people feel the economy is unpredictable, to say the least, but that isn’t stopping them from making purchases. In fact, spending is up between 6-10%, depending, as we return to pre-pandemic spending habits. When it comes to shopping, people want great deals as always but now, more than ever, they’re also looking for more quality products with better value.

Technology is a huge part of that. CTA research shows that this year alone, 209 million U.S. adults (81%) plan on purchasing tech, up from 78% last year. And TVs, specifically, are expected to be up 5% this holiday season.

If you’re in the market for a new TV, we recognize that quality and value are especially important to you. Shoppers don’t only want the best picture quality from their TV, but also great sound, connectivity features, easy access to the latest streaming partners for content AND gaming. As the #1 global TV brand for 17 years running, Samsung delivers all of that and more – with a huge range of TV options that consistently deliver both the best quality AND great value that you can count on.

Holiday shopping is also starting earlier this year, but we expect people to purchase more gifts later in the season – especially in late November. If you’re looking to give the best gift ever, then make sure to keep an eye out for some of our great Samsung offers over the next several weeks!

See also: Samsung’s Galaxy SmartTag2 Updates The Line With New Features