nnovation driving Smartphone technology’ thenationonlineng.net Jun 4, 2017 12:13 AM 

‘Innovation driving Smartphone technology’

thenationonlineng.net

Jun 4, 2017 12:13 AM

Smartphones have one thing in common: hi-tech. For Mr. Emmanouil Revmatas, Director and Business Leader, Information Technology and Mobile, Samsung Electronics West Africa, innovation is at the centre of Samsung branded smartphones.

Speaking in an interview with The Nation, Revmatas while attesting to the unique selling point of its brand offerings said, “Samsung is an innovation leader in mobile technology. Every year, Samsung spends billions of dollars globally in Research and Development (R&D) globally. Samsung spent $13.4 billion in 2014, over $14 billion in 2015, and $13 billion in 2016.”

Revmatas further revealed that the statistic of people with access to technology/internet in Nigeria at 70 million people, while 85 percent of Nigerians have access to mobile device.

He also cited how far his company had been going about to bring improvement to people’s life through the development of mobile application in education, health, social life, among others.

In order to keep Samsung’s market leadership in Nigeria through consistent customer satisfaction, Samsung he stressed, “Listens to its target audience through various channels. On-the-ground market research and online/social media listening are just a few of the various ways of Samsung is keeping in touch with its customers’ needs and pain points. Samsung   processes feedback from the field on a daily basis through partners, dealers, trainers, as well as independent reviewers.”

Expatiating, he said innovation is at the core of what Samsung does. “As we experience significant technological breakthroughs in a world that has become a global village, thanks to the internet and social media, consumers continue to demand more and faster improvements too! The average lifecycle of a Smartphone is now barely 18 months, so releasing new devices in each Series – for example, the Samsung Galaxy S or Note Series – every 12 months is just enough to get ready for our customers’ expectations. Majority of our customers are often ready for the next upgrade within 12-18 months. We also need to note that different customers are looking for different features, benefits, and advantages in a smartphone.”

The Galaxy S8|S8+ will help individuals and business owners multitask and keep more of their files securely. Both devices are perfect for multi-tasking. Users can multitask with ease on the long screen of their phones, chat with friends using the full keyboard, while watching a video. While the Multi Window resizes the whole app window, the Snap Window feature will display only the selected area so you can refer to it while you are doing any other task.

While speaking on upheaval in the mobile phones market concerning the Samsung Galaxy Note7, which had battery issues at some point over safety of Galaxy S8 and in other Samsung products, the Samsung boss said: “The Galaxy Note7 battery issue led to more rigorous efforts to significantly improve quality assurance in Samsung. Samsung examined every aspect of the Galaxy Note7, including hardware, software and related processes over past several months into January 2017. Samsung’s investigation, as well as the investigations completed by three independent industry organisations, concluded that the batteries were the cause of the Galaxy Note7 incidents. These findings informed more rigorous testing and further enhancement of Samsung’s already extremely high level of quality assurance in the manufacturing process for the Galaxy S8|S8+.”

According  to him, the majority of our focus is now on the mid-range, high-end, and premium segments of the smartphone market in Nigeria. “We still provide value for the low-end smartphone market. It is also important to note that the socioeconomic challenges in Nigeria over the last few years, especially with the devaluing of the naira, also impacted pricing. Nevertheless, we are committed to delivering the best Smartphone experience to our consumers across segments.”

Samsung, he further said, holds the view and very strongly too that the truest competition ought to be with self.

“In this regard, whilst other players in a market space might rise or fall, being the best that you could ever be is the most guaranteed way to continuous and sustainable growth. Limiting innovation to competitors’ capabilities can lead to complacency and short-sighted innovation. You easily become blind to other possibilities.”

Samsung, he insists, “Prides itself as a technology leader and our progress and success as a company has been built on our passion for excellence, pushing the boundaries for our customers, and relentless self-improvement.”

While commenting on the short lifespan of smartphones’ battery, he regretted that whilst it is now a fad for smartphone brands to pack physically large batteries into devices, usually bloating the size and impacting adversely on design and convenience, Samsung has continued to innovate to ensure longer battery life just by optimising internal processes in the devices. The Galaxy S8|S8+, for example, is equipped with the world’s first 10nm AP which makes it possible for Apps to launch faster, battery life is longer, and power consumption is down 20%.”

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