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Samsung, LG to promote 'intelligent' lifestyle at IFA

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Models pose next to LG Electronics' 'OLED waterfall' erected at the entrance of the firm's IFA trade fair booth in Berlin, Thursday. / Courtesy of LG Electronics
Models pose next to LG Electronics' 'OLED waterfall' erected at the entrance of the firm's IFA trade fair booth in Berlin, Thursday. / Courtesy of LG Electronics

By Baek Byung-yeul

BERLIN ― Samsung Electronics and LG Electronics are ready to unveil their cutting-edge appliances based on artificial intelligence (AI), fifth-generation (5G) network connectivity and internet of things (IoT) technologies at Europe's top electronics fair IFA, which will run for six days from today.

On Thursday, the Korea tech giants unveiled massive booths installed at the Messe Berlin Exhibition Grounds to reporters and industry officials from around the world with the aim of boosting their presence in Europe, one of the world's most lucrative consumer markets.

As in previous international electronics trade fairs, LG decorated the entrance of its IFA booth with a massive OLED installation.

To boast its leadership in display technology, LG used 260 flexible OLED screens to create an "OLED waterfall."

Stepping into the booth, visitors will encounter LG's "rollable" SIGNATURE OLED TV R. Unveiled in January in the U.S., the "rollable" TV has a fully flexible, thin display that can be rolled up and hidden away.

LG decorated its booth with AI-based appliances designed to enhance customers' daily experience.

At the LG ThinQ Home exhibition area, LG displayed a wide range of AI-powered connected devices including TVs, refrigerators, beam projectors, washers and dryers.

The appliances operate not only LG's AI platform ThinQ but also other AI platforms such as Google and Amazon's in order to maximize customer convenience.

To counter Samsung's leadership in the 8K ultra-high-resolution TV market, the company furnished the booth with 88-inch 8K OLED TVs. Equipped with an AI processor, the 8K OLED TV can automatically improve picture and sound quality of low-resolution videos, the company said.

Visitors will get their first look at LG's industry-leading gaming monitor UltraGear as well. With a refresh rate up to 240 hertz, gamers will be able to enjoy a smooth gaming experience when playing high-end games.

LG also aims to woo premium customers with its SIGNATURE high-priced home appliance brand. The company teamed up with Massimiliano Fuksas, a renowned Italian architect, to decorate a booth especially designed to promote SIGNATURE OLED TVs, refrigerators, washers, humidifiers, air purifiers, air conditioners and wine bottle containers.

LG introduced its latest high-end smartphone that features an optional dual screen accessory. The company said the accessory will be upgraded compared with the one in the V50 ThinQ 5G smartphone in early 2020. In addition, two budget smartphones with large screens, multiple cameras and larger battery capacity are also displayed at the booth.

Models introduce Samsung Electronics' 8K QLED TVs at the firm's IFA trade fair booth in Berlin, Thursday. / Courtesy of Samsung Electronics
Models introduce Samsung Electronics' 8K QLED TVs at the firm's IFA trade fair booth in Berlin, Thursday. / Courtesy of Samsung Electronics

Samsung installed the largest booth among the participating companies, occupying 10,072 square meters. With the concept of Samsung Town, the company is set to promote its cutting-edge products and conduct business meetings with European buyers.

"Visitors to Samsung Town can take a glimpse at the latest IoT appliances, QLED 8K TVs, built-in kitchen and living room appliances and the full lineup of the Galaxy smartphones," the company said.

Benjamin Braun, chief marketing officer of the company's European unit, introduced the latest products and services in front of 800 industry and media officials.

Under the theme, "designing your tomorrow," Braun said Samsung will work on producing innovative products that can meet the needs of millennials.

"Ever since Samsung's original black and white TV launch nearly 50 years ago, we have been introducing cutting-edge technologies across our consumer electronics, home appliances and mobile businesses," Braun said.

As Samsung has been putting its emphasis on promoting connected devices, Samsung Town is comprised of six lifestyle zones enabling visitors to experience various IoT devices in different environments. Every device is connected with Samsung's SmartThings IoT platform.

To win the wallets of Europeans, Samsung will introduce customizable BESPOKE refrigerators at IFA. As the European market accounts for about 40 percent of the built-in electronics market, Samsung expects the BESPOKE lineup will be a fit to the European lifestyle.

One of the most noteworthy devices at the Samsung booth will be the Galaxy Fold 5G, which went on sale in Korea today.

Though the "foldable" smartphone was supposed to be released in April, Samsung delayed the launch after reviewers pointed out manufacturing defects.

Samsung said visitors can try out the device, which can become a 7.3-inch tablet when it is unfolded. Along with the Galaxy Fold, Samsung's other 5G smartphones such as the Galaxy Note 10 and the Galaxy A90 5G will also be displayed.


Baek Byung-yeul baekby@koreatimes.co.kr


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