A new level of experience for foldable screen mobile phones, a true reflection of Samsung's people-oriented innovation

Recently, market research institutions such as IDC and Counterpoint Research have successively released 2023 Q2 smartphone market shipment reports. Although these research data are slightly different in details, they all point to "smartphone market shipments." There is no doubt that the smartphone market is still going through the "cold winter" and remains sluggish.

However, in the overall weak state of the mobile phone market, folding screen mobile phones have experienced growth against the trend. Taking the Chinese market as an example, according to CINNO Research data, sales of foldable screen mobile phones in the Chinese market will reach 2.83 million units in 2022, a significant year-on-year increase of 144.4%.

This decline and rise may seem strange, but if you think about it carefully, it is true - for a long time, innovation in the smartphone market has declined, and the user replacement cycle has lengthened. Thanks to the new form and innovative experience of foldable screen mobile phones, it has become one of the few bright spots in the smartphone market. Consumers are willing to buy into it, and foldable screen mobile phones will naturally become the next breakthrough in the smartphone market.

At present, all major mobile phone manufacturers have launched their folding screen mobile phone products, and the most representative and leading brand is Samsung. Since the release of the first folding screen mobile phones in the world in 2019, Samsung has continued to innovate in the field of folding screens, and has now iterated to the fifth generation of products - On the evening of July 26, Samsung’s fifth generation folding screen flagship Galaxy Z Fold5 and Galaxy Z Flip5 were officially released and launched in China on August 3.

If the advent of the first Samsung folding screen phone four years ago triggered a huge change in the form of smartphones, then four years later Samsung Foldable phones, both large and small, have not only reshaped the benchmark for foldable screen phones, but also once again consolidated Samsung’s leadership in the field of foldable screens. This large and small folding screen flagship also vividly demonstrates Samsung’s “people-oriented” humanistic and technological care.

People-oriented, user-oriented, experience-driven

The so-called "people-oriented" is more simply user-driven, which is a user-oriented innovation drive.

We know that the biggest driver of technological innovation is "people", but for a long time, when we mention the word "technology", we often think of a cold image, which is a rational existence. Therefore, it is precisely because of this "rational" drive that many mobile phone manufacturers often pay too much attention to parameters and configurations when building products, but ignore what consumers can most directly feel, which is "experience".

As the world's leading brand of smartphones, Samsung has put forward the concept of "people-oriented, creating the future" since 1996, and has persisted until now. This "people-oriented" innovative concept is also Samsung's The confidence and confidence to be able to stably iterate five generations of folding screen mobile phones is the "secret" for Samsung's folding screen mobile phones to conquer consumers around the world.

In fact, in the final analysis, it cannot be separated from the word experience.

The so-called experience is a very "emotional" thing. It requires technology manufacturers' continuous insight into industry development and a deep understanding of consumer needs. , is rationally driven thinking and industry judgment.

This may be vague. Let’s take Samsung’s previous folding screen mobile phones as an example.

First of all, there is the Galaxy Fold, the first-generation foldable screen phone.

In 2019, the smartphone industry, which has been developing for more than ten years, has reached a critical point: form innovation. For a long time, users have had an urgent need for large-screen mobile phones. As early as ten years ago, in the era of "monopoly" by the iPhone's 4-inch screen, Samsung broke this restriction with the help of Galaxy S and Galaxy Note. The 5.5-inch ultra-large screen came, which met the urgent needs of users for large-screen machines at that time.

However, when the size reaches above 7 inches, traditional large-screen machines obviously cannot meet the two advantages of portability and large screen. Therefore, the folding form became the best choice, but you must know that the folding screen mobile phone market was still blank at that time. Folding screen mobile phones were still products of the laboratory. You need to master key technologies such as hinges and flexible screens. More importantly, Yes, you invest tens of billions in R&D, but you are faced with market feedback that you don’t know the results at all.

Against this background, Samsung’s first mass-produced folding screen mobile phone Galaxy Fold was officially released. Galaxy Fold is only the size of a mobile phone, but it brings a giant screen experience comparable to a tablet. Smartphones have since entered the "folding" era.

Leading the mobile phone industry into the "folding" era is also strongly supported by Samsung's extreme R&D investment and technological innovation.

Whether it is a folding screen or a large-screen machine, this is a real case of Samsung's understanding of the industry and insight into user needs, and it is also a vivid portrayal of Samsung's "technology for people".

On the Galaxy Z Fold2 5G a year later, Samsung debuted the "vertical interactive mode" in the industry, which is the "rotate stop" function that is currently the main feature of folding screen mobile phones. Using the mobile phone like a laptop allows Folding screen mobile phones can make full use of form innovation, and their practicality is further improved, bringing users a unique folding screen experience.

The third-generation folding screen phone Galaxy Z Fold3 5G has become the first folding screen phone in the industry to provide IPX8 waterproof function. You know, even today, three years later, the market supports IPX8 There are still only a handful of waterproof folding screens, and Samsung has been ahead for three years, which is enough to demonstrate Samsung's strength in industrial design and innovation.

In addition, Galaxy Z Fold3 5G also brings under-screen camera (UDC) technology to make the screen intact and say goodbye to "punch holes" ; Introducing support for S Pen for the first time, allowing the imagination of the big screen to be unleashed with the stylus.

Galaxy Z Fold4 has significantly improved in terms of weight and display size. The extremely light weight of 263 grams makes folding screen mobile phones farewell to the heavy weight; the 7.6-inch second-generation dynamic AMOLED main display brings A more user-friendly and reasonable screen ratio; the taskbar function is reminiscent of the familiar taskbar layout on the PC screen, achieving higher productivity and experience efficiency.

On the fifth-generation folding screen Galaxy Z Fold5, Samsung has gone a step further and brought a lighter weight, weighing only 253 grams, comparable to The straight-screen phone comes with a case, making the foldable phone more portable; the 7.6-inch main screen allows users to find the most suitable viewing mode, whether in landscape or portrait orientation; there are also multi-window views and application continuity , taskbar, drag-and-drop operations and third-party application adaptation, combined with the S Pen stylus, the wide screen of Samsung Galaxy Z Fold5 unleashes powerful productivity and further unleashes users' endless imagination.

Vision of sustainable development, responsibility and responsibility of the leading folding screen brand

From the development process of Samsung Galaxy Z Fold model, we can see that Samsung has never stopped on the road of folding screen The pace of exploration, whether it is folding innovation or ultra-thin flexible glass, whether it is vertical interactive mode or the world's first IPX8 waterproof folding screen mobile phone, as well as under-screen cameras, extremely light weight, etc., these are Samsung's commitment to "People-oriented" practice - larger and more complete screens, interactive efficiency comparable to PCs, more comfortable feel and screen ratio, more reliable and durable quality...

Samsung continues to listen to user feedback, Constantly improving, optimizing every detail, and innovating each generation of products, we will ultimately create unique folding screen products for users, and continue to set the industry’s benchmark for folding screen experience.

Samsung's "people-oriented" is not only an innovative concept, but also the responsibility and responsibility of a global technology leader. Therefore, "people-centered" is not only reflected in product user-oriented technological innovation, but also refers to the communities where they live, the environment in which they live, and the entire planet. To put it more bluntly, "people-centered" is also the vision of sustainable development. It's about the future.

#In recent years, every Samsung Galaxy product will use more environmentally friendly and sustainable materials as much as possible. For example, on the new Galaxy Z Fold5, Samsung used post-consumer recycled plastic from discarded fishing nets, buckets and PET bottles, as well as packaging made of 100% recycled paper. These wider recycled materials reflect the company’s A mission to lay the foundation for a better tomorrow.

As Samsung believes, "creating the future" includes the responsibility of building a sustainable future for future generations.

Written at the end:

According to data from market research agency Canalys, the shipment volume of folding mobile phones in 2022 will be 14.2 million units, of which Samsung’s shipment volume will be close to 12 million units. This is a very scary statistic. Samsung almost occupies more than 90% of the current folding screen mobile phone market! Another set of data shows that in the global smartphone market in the first quarter of 2023, shipments fell by 12% year-on-year. Samsung returned to first place in the first quarter of this year and was the only brand among leading manufacturers to achieve quarter-on-quarter growth.

These two sets of data, on the one hand, confirm Samsung’s strong position in the field of folding screens, on the other hand, they also fully illustrate the strong recognition of Samsung products by the industry and even consumers. Samsung's achievements today are inseparable from the "people-oriented" innovation concept, which is the culmination of product innovation, humanistic care, and future sustainable development.

With the release of Samsung’s fifth-generation folding screen mobile phone, Samsung will go further and further on the road of folding screen mobile phones and rise higher and higher.

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