Samsung Africa Forum 2017: The latest Samsung products for the African market presented

Samsung organised its 8th Africa Forum 2017 in Cape Town from 23 to 25 February. It was held at the Cape Town International Convention Centre (CTICC) in South Africa.  During this event, Samsung introduced its latest range of products for the African continent.   

Samsung considers the African region as a vital part of its global business and the company utilised this event to showcase products selected specifically for the unique needs of African customers. The theme for this year’s event was ‘One Pride’ and represents how Samsung and its partner network continue to work together to be the leaders in the region’s consumer electronics market. The theme is also symbolic of the genuine pride the company takes in its world-class devices and appliances.

During a brief speech, the president and Chief Executive Officer (CEO) of Samsung Africa, Yoo Young Kim, explains the objective of this forum. “We have brought it back because I believe that to know a place we must stand with its people, we must breathe in its air and we must listen to its heartbeat. In this way we can understand and love Africa”, he said. Y Y Kim also announced a new way of collaborating with Samsung’s partners. “Today we shift to a new paradigm at Samsung Africa. We are going to change the way we work. I am holding out my hand to all of you. All you need to do is to reach out and grab it. At Samsung Africa, we will listen to what you have to say, learn about what it means to be a part of Africa and to help whenever we can, no matter how difficult it is,” he added. 

Hlubi Shivanda, Director of Business Operations, Samsung South Africa, highlighted the need for unity among the Brand, the partners as well as the media. “It is a time of global uncertainty. The world is in a state of flux. People have less money to spend and as a result they are far more cautious of how they spend it. In Africa, this is a reality far more stark than in much of the rest of the world. Our survival is dependent on unity”, he said. 

The Director of Business Operations added that Samsung as a company has always had a policy of not trying to dictate to a community about what it needs but rather trying to listen and learn, to be part of the group and respond to the needs of each separate community. “We are passionate about improving the lives of people across the continent, through the on-going cultivation and nurturing of valuable partnerships, with our customers, partners, stakeholders and the media,” he added. 

Many products were showcased during this forum. However, there was one product which caught the attention of everyone. It is the Samsung “wind-free” air conditioner. The new AR9500M air conditioner has Samsung’s exclusive Wind-Free™ Cooling technology integrated into its design, which enables customers to obtain both a cooler indoor climate and optimal energy efficiency, without having to experience uncomfortable direct airflow. “The cool and efficient air conditioning capabilities of the AR9500M are ideal for tackling the African heat, while at the same time optimising your electricity bills.

Moreover, the appliance eliminates the usual discomfort associated with air-conditioners, that of having cold wind blowing directly out of the machine,” says Sunil Gupta, Regional Product Manager: Digital Appliances. The two-step cooling system means that temperatures are initially lowered rapidly in ‘Fast Cooling Mode’, before the system automatically switches to ‘Wind-Free™ Cooling Mode’, which creates ‘still air’ once the desired temperature is reached. This approach can also reduce energy consumption by up to 72%. The air-conditioner is Wi-Fi-enabled, meaning that it can be controlled from anywhere, through Samsung’s Smart Home app using a Samsung mobile device. Users can remotely regulate temperature, adjust settings, receive real time updates about performance and daily energy usage, as well as troubleshoot solutions when a repair is necessary.

Providing the most true-to-life on screen images. This is what Samsung Electronics is offering via its new QLED Q9, Q8, and Q7 TV series. “With the advent of QLED TV, Samsung will provide the most true-to-life on screen images after successfully solving past inconsistencies in the viewing experience and pain points noted by consumers. While we are redefining the fundamental value of TV with this range, we have also placed a strong focus on ensuring that there will be models available to suit the pockets of our emerging market customers,” says Chaun Reddiar, Regional Product Manager: TV/AV.

Displaying DCI-P3 colour space accurately, QLED TVs are capable of reproducing 100% colour volume – another world first for Samsung. This means that the devices can express all colours at any brightness level, with even the subtlest of differences visible at the QLED’s peak luminance – between 1,500 and 2,000 nits. “This breakthrough is a result of Samsung’s switch to a new metal Quantum Dot material, making it possible for the TV to express a significantly improved range of colour, with much greater detail compared to conventional TVs,” Reddiar explains.

Amongst other products showcased: the “AddWash” washing machine. Featuring Samsung’s Eco Bubble™ technology that quickly activates detergent and penetrates laundry fibres to remove stains more effectively, the 9kg and 12kg AddWash™ washing machines allow you to instantly add overlooked laundry items into the washing machine during the wash cycle.

Moreover, the new Samsung RT7000 and RT6000 are firsts in the Top Mounted Freezer category (TMF), in that the fridge and freezer sections keep food fresh independently of each-other, using separate airflows. This improves the efficiency of both the fridge and freezer by keeping fruit and vegetables fresher for longer and prevents odours from the fridge from penetrating the freezer.