Samsung Electronics Announces Premium TV Lineup in the Middle East

Premium Mansion Installed at Dubai's 'Nikki Beach Resort'
Strengthening Local-Focused Content Partnerships
Expanding SmartThings Ecosystem

Samsung Electronics is accelerating its penetration into the Middle Eastern market by unveiling its premium TV lineup, including the 2023 Neo Quantum Dot Light Emitting Diode (QLED) models.

On the 30th, Samsung Electronics set up a premium mansion at the Nikki Beach Resort in Dubai, UAE, showcasing the smart user experience provided by Samsung premium TVs, home appliances, and SmartThings.

On May 29, 2023, partners and media representatives viewed the 2023 Neo QLED at the Middle East launch event held in Dubai. [Photo by Samsung Electronics]

The premium mansion was composed of zones such as the 8K & SmartThings Zone, living room, gaming room, family room, bedroom, and sports terrace, allowing visitors to experience screen technologies including Neo QLED 8K, 98-inch extra-large TVs, lifestyle TVs, Organic Light Emitting Diode (OLED), and Sound Tower.

In the 8K & SmartThings Zone, the 85-inch Neo QLED 8K demonstrated SmartThings scenarios controlling refrigerators, air purifiers, and robot vacuum cleaners. The living room emphasized an immersive viewing experience with a 98-inch Neo QLED 4K and Sound Tower delivering a massive screen and powerful sound. The gaming room featured an 85-inch Neo QLED 8K connected to Xbox, showcasing robust gaming-specialized functions. Additionally, the family room was furnished with a 77-inch OLED, 65-inch The Frame, and The Sero, while the bedroom and sports terrace offered screen experiences tailored to each space’s atmosphere through an 85-inch The Frame and The Premiere, respectively.

Meanwhile, Samsung Electronics is strengthening partnerships to expand content and the SmartThings ecosystem for local Middle Eastern customers. Samsung is enhancing content partnerships not only with Disney Plus and YouTube but also with leading regional OTT providers such as Shahid, the global number one Arabic OTT platform, as well as OSN Plus and Telly. Furthermore, partnerships are expanding with automation technology company ABB, smart lighting brand Philips Hue, and smart security service Amazon Ring to broaden the Samsung SmartThings ecosystem.

Im Seong-taek, Vice President and Head of Samsung Electronics Middle East, stated, "The 2023 Neo QLED is a product that has repeatedly innovated not only in picture quality and sound but also in user experience." He added, "Reflecting the lifestyles of Middle Eastern consumers, we will provide a richer screen experience and solidify our leadership in the Middle Eastern premium TV market."