Samsung and LG, This Year's CES Focus on Hyperconnectivity and Customer Experience

CES2023 Samsung and LG Exhibition Booths Setup
Samsung Electronics Emphasizes Hyperconnected Era with Customized Experiences
LG Electronics Focuses on F·U·N (Best, Differentiated, Unprecedented) Customer Experience

A Samsung Electronics model is introducing the media facade at the entrance of the Samsung Electronics exhibition hall inside the Las Vegas Convention Center in the United States, where CES 2023 is being held.

[Asia Economy Las Vegas (USA) = Reporters Sunmi Park, Yeju Han] Samsung Electronics and LG Electronics focused most on hyperconnectivity and maximizing customer experience at CES 2023. As the largest exhibition held since COVID-19, they differentiated themselves from past CES shows that simply unveiled new products and technologies by emphasizing customer experience elements to the fullest.

Samsung Electronics emphasized "Opening the Hyperconnected Era with Customized Experiences" right from the entrance of their exhibition hall. Samsung set up the largest booth among participants, covering 3,368㎡ (approximately 1,019 pyeong), and installed a total of five screens, including a large LED screen about 8.6m wide and 4.3m tall at the entrance, allowing customers to directly feel the hyperconnected experience. Their strategy is to enable connections beyond devices?connecting people to people and people to the environment?using keywords such as sustainability, SmartThings, and partnerships.

In particular, to allow visitors to experience SmartThings’ differentiated technology more effectively, the entire exhibition hall was organized not as a simple product display but around experience-focused themes such as ▲Sustainability ▲Home Security ▲Family Care ▲Health & Wellness ▲Entertainment ▲Smart Work.

They introduced connection technology based on SmartThings that allows devices to connect and operate automatically. New steps such as low-energy Bluetooth (BLE) scanning and automatic authentication are performed automatically by the device to be connected, and visitors can experience this firsthand at the exhibition. Various scenarios were created by connecting Samsung Electronics products?including the 2023 Neo QLED 8K, new Family Hub models, various Bespoke appliances, Galaxy Z Fold4 and Flip4, Galaxy Watch, smart monitors?and partner products. Additionally, to showcase the evolved SmartThings experience extending beyond the home, Samsung demonstrated the "SmartThings Home Monitor," which keeps the home safe even when going out through Samsung TVs and over 1,000 SmartThings-compatible devices.

LG Electronics will welcome visitors from around the world by installing a billboard introducing "Life’s Good" at the Las Vegas Convention Center (LVCC) in the United States, where CES 2023, the world's largest home appliance and IT exhibition, will be held from the 5th to the 8th local time.

LG Electronics also presented a "F·U·N (Finest, Unique, Never-before-seen) Customer Experience" at CES 2023, considering hyperconnected lifestyles and diversified preferences through innovative products and services. Operating a 2,044㎡ exhibition hall under the brand slogan "Life’s Good," which means "making customers’ lives happier," LG Electronics created a space where customers can directly experience and interact with products, unlike CES 2022 where virtual product displays were used instead of physical ones.

At the entrance of LG Electronics’ exhibition hall, the ultra-large installation "OLED Horizon," made by connecting 260 OLED flexible signage panels, provides a customer experience. OLED Horizon delicately expresses the beauty and mystery of nature such as the solar system, night sky, desert, and beach, allowing visitors to feel as if they are walking in nature right from the entrance. LG Electronics introduced a special experience space where visitors can enjoy "screen experiences perfectly tailored to individual tastes and lifestyles." While enjoying various content provided on webOS through a 97-inch OLED TV and premium soundbar, videos filling the floor and three walls of the booth change according to visitors’ movements, enhancing immersion. A dedicated gaming space with the concept of "Geumseong Arcade," an unusual experience space enjoyed on OLED TV, was also operated.

Inside the exhibition hall, LG Electronics showcased the "UP Appliances," which can continuously upgrade new functions including the MoodUp refrigerator whose door color can be changed via the smart home platform "LG ThinQ" app; the second generation of the ultra-premium "LG SIGNATURE" appliances released after seven years; differentiated webOS content enjoyed on OLED TVs; LG OLED’s overwhelming gaming experience from TVs to monitors; the "LG Labs" project challenging new customer experiences; and their ESG (Environmental, Social, Governance) vision for "a better life for everyone."