Samsung has partnered with Google to merge their file-sharing programmes into a single platform.

The move, which was announced at CES 2024 in Las Vegas, allows users to exchange pictures and files across the Android ecosystem.

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In a blog post, Google revealed the deployment of the Quick Share feature, which was launched in 2020, on devices currently using its Nearby Share function would commence next month.

According to the technology company, the partnership creates “the best default, built-in option for peer-to-peer content sharing across all types of devices in the Android and Chromebook ecosystems”.

Google explained: “You remain in control of your privacy, and can choose in your phone’s settings who can discover your device and send files, whether it’s everyone, only your contacts or just your own devices.”

Google added that it is working with PC manufacturers to expand Quick Share to Windows PCs as a pre-installed app.

The news comes as Google and Apple have recently been asked by The European Commission to clarify their risk management regarding their online platforms for purchasing apps.

Under the new regulation, Digital Services Act (DSA), tech firms across the globe are facing legal scrutiny amid the introduction of DSA, which came into force this year.

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Samsung has revealed it is likely to see a 30% drop in profits for the last three months of 2023, thanks to a global slump in the demand for consumer electronics.

According to the BBC, the technology giant estimated that its operating profit dropped to £1.76 billion in the period between October and December, representing a 35% difference compared to the same period in 2022.

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However, the £1.76 billion figure is much less than the £2.22 billion expected by technology analysts.

This comes as the demand for electronics were amplified by the Covid-19 lockdowns where consumers purchased new devices to use at home.

However, memory chip prices fell last year amid a build up of large stock due to the pandemic, alongside, slower sales for devices including mobile phones and laptops.

This resulted in Samsung reporting a 77% drop in profits compared to the same period last year.

At the time, the company said: “We are lowering the production of memory chips by a meaningful level, especially that of products with supply secured.”

The news comes as Samsung announced it will unveil its newest Galaxy phones later this month, offering an “all-new mobile experience powered by AI”.

In a news conference in San Jose, California on 17 January 2024, the telecoms giant is set to launch the latest Galaxy innovations, designed to “transform how you live, connect and create.”

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Samsung UK has appointed Deborah Honig as its first-ever Chief Customer Officer.

In her new position at the telecoms giant, Honig will be responsible for delivering an “innovative, customer-first experience” and evolving the company’s overarching brand offering in the UK.

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Honig joins Samsung with extensive global experience at the executive level having worked at several brands including Amazon, Starbucks, Nike and Marks and Spencers, where she was responsible for developing brands and customer propositions and developing strategic partnerships.

Commenting on her appointment, Honig said: “From its rich cultural heritage to the breadth of innovative technology that our customers are using in their daily lives, Samsung is such an exciting brand to help steward and I’m thrilled to be joining the team.”

“Throughout my career, I’ve always put myself in the shoes of our customers to fully appreciate what they want and expect from a brand. I look forward to working with the fantastic team here at Samsung to deepen our connection with our customers, and help them get the most out of their technology and their relationship with us.”

Samsung UK & Ireland President Inha Cho added: “On behalf of Samsung UK, I am thrilled to welcome Deborah as our first UK Chief Customer Officer.

“She brings a wealth of experience from her strategic and commercial leadership roles at a number of world-class companies, and a unique understanding of UK consumers and the retail landscape.”

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Samsung will unveil its newest Galaxy phones later this month, offering an “all-new mobile experience powered by AI”.

In a news conference in San Jose, California on 17 January 2024, the telecoms giant is set to launch the latest Galaxy innovations, designed to “transform how you live, connect and create.”

While it is unclear what AI advancements are being introduced, the mobile phone giant revealed The new Galaxy S series will set a “higher standard for the most intelligent mobile experience yet.”

The news comes as Samsung predicted 2024 will be “the year of AI”, claiming that the programme offers “endless possibilities”.

Speaking to Mobile Marketing Magazine, Samsung Marketing and Omnichannel Director, Annika Bizon said: “Whilst it’s [AI] already started to take flight and become a conversation starter, as a marketer myself I’m fascinated by the endless possibilities.”

“We [Samsung] are also entering an era where artificial intelligence can help adapt these assets based on what the live performance data is telling us.”

She added: “If brands can harness this technology in the right way, we can revolutionise the way we are communicating to customers within our marketing.”

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Samsung has predicted 2024 will be “the year of AI”, claiming that the programme offers “endless possibilities”.

Speaking to Mobile Marketing Magazine, Samsung Marketing and Omnichannel Director, Annika Bizon said: “Whilst it’s [AI] already started to take flight and become a conversation starter, as a marketer myself I’m fascinated by the endless possibilities.”

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According to Bizon, who has been with the mobile giant since June 2021, not only does AI assist in asset creation, “but we are also entering an era where artificial intelligence can help adapt these assets based on what the live performance data is telling us.”

She added: “If brands can harness this technology in the right way, we can revolutionise the way we are communicating to customers within our marketing.”

The news comes as Kantar revealed AI “will find a way” next year, as 67% of marketers said they feel positive about the possibilities of Gen AI.

“A culture of continuous learning and data-driven decision-making is essential for marketers to navigate the technical and cultural shift we are living,” Kantar Global Thought Leader for Media, Gonca Bubani, said.

“But technology without human ingenuity is inconsequential, and that’s the nuance that comes from the intersection of meaningful data and expertise. Marketing Trends 2024 distils in a practical guide the necessary tools and knowledge marketers need to stay on the front foot.”

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On Friday, Samsung took over London’s 3D Piccadilly Circus screen, to live stream its gaming event in a world first.

In partnership with creative agency Cheil, the telecoms giants showcased a 15-minute gameplay featuring two gaming influencers @ApparentlyJxck and @Vatira5 as they battled it out for the title of Samsung Gaming Hub Champion.

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Ocean Labs and Ocean Studio designed a 3D animation of a Samsung Smart TV, to create the Piccadilly Lights show.

As a result, it presented the game as if OOH spectators were watching it on their own TV sets.

Audience members also had the opportunity to share their reactions and support, using their mobile phones to scan a QR code to access a microsite and select an emoji reaction which instantly appeared on the big screen.

Samsung Electronics Head of Product, Gus Grimaldi said: “We are pushing the boundaries to create engaging customer experiences, showcasing our Gaming Hub capabilities in an incredible 3D display on London’s Piccadilly screen.

“We want to encourage people to enjoy and embrace gaming, whether you’re a novice or pro-level – gaming is for everyone. Our Gaming Hub provides thousands of games at your fingertips, and we’re delighted to bring this to life on such an iconic London landmark.”

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Samsung has unveiled its Gaming Hub Challenge, the first-ever live-streamed gaming event on London’s 3D Piccadilly Circus screen.

At 4pm today [15 December 2023], Samsung, in partnership with creative agency Cheil, will launch a 30-minute 3D broadcast, including live gameplay from Samsung’s King’s Cross store, and ad breaks featuring game-related Samsung products.

According to the mobile phone giant, it is aiming to connect with gamers and non-gamers via the live stream, which will see influencers ApparentlyJxck and Vatira5 battling it out to win the title of Samsung Gaming Hub Champion.

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The live event is also being amplified with activity across Facebook, Instagram, Twitch, YouTube and S.com, supported by PR.

Samsung Europe Gaming Service Product Manager, Anita Luo said: “This amazing world-first event with 3D and live streaming in Piccadilly Circus showcases the innovative new ways Samsung is bringing gaming to our customers’ screens. We want gaming to be exciting and accessible to everyone.

“The Samsung Gaming Hub is a new way to play games on your TV. With over 3,000 games and no console required, gaming has never been so easy.”

Cheil Head of Business Donna Buckingham added: “We’re incredibly proud to be partnering with Samsung to launch the first-ever live-streamed gaming event on the iconic 3D Piccadilly Circus screen.

“Whether watching online or visiting the Piccadilly screen, fans can enjoy cheering on their gaming hero, experiencing a first-of-its-kind event that positions the Samsung Gaming Hub as the heart of gaming.”

The news follows Samsung recently opening a two-week pop-up skatepark in London in celebration of its Galaxy Z Flip5 foldable device.

The “Drop in with Samsung Flip Park”, which runs from 30 November to 16 December, has been developed in partnership with global creative network Iris, to create an event which gets as many people as possible “hands-on” with the new Galaxy Z Flip5 in the run-up to Christmas.

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Samsung has enlisted television presenter Fearne Cotton and footballer Raheem Sterling in its new festive Galaxy S3 advert.

The campaign, developed by creative agency Mother, showcases the specifications of the Galaxy S23, which includes “super fast processing speed”, “long battery life” and “smart brightness” in the theme of a nostalgic mid-naughties ad for music compilation CDs.

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Samsung Marketing and Omnichannel Director Annika Bizon said: “The naughties are back. With the decade that fashion forgot back in vogue.

“We thought there was no better way to introduce the S23 FE than delving into noughties’ music history. While subtly reminding everyone how our smartphones have made everything today much more convenient.”

Last year, the global electronics giants unveiled the pair as celebrity brand ambassadors.

At the time, Cotton said: “Being joyful pioneers of the tech world, Samsung is the perfect partner for me, as the brand shares my passion for showing how we can harness the positives of technology to help support us and make the world a better, happier place.”

Sterling added: “I’m looking forward to helping showcase how technology can help people overcome barriers and have a positive impact on society.”

The news comes as Samsung predicted 2024 will be “the year of AI”, claiming that the programme offers “endless possibilities”.

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Samsung has opened a two-week pop-up skatepark in London in celebration of its Galaxy Z Flip5 foldable device.

The “Drop in with Samsung Flip Park”, which runs from 30 November to 16 December, has been developed in partnership with global creative network Iris, to create an event which gets as many people as possible “hands-on” with the new Galaxy Z Flip5 in the run-up to Christmas.

This comes as research by the mobile phone giant revealed that people are more likely to consider purchasing a Galaxy Z Flip device once they have it in their hands. According to the company, the two-week pop-up aims to shift consideration and drive purchase intent amongst a wide target audience, with a focus on Gen Z customers.

As a result, throughout the two-week opening, Samsung will run a programme of events including exclusive skate film nights, art and mural design classes and a ‘skatewalk’ fashion show from HypeBeast.

“It’s been great to kick-start our relationship with Skateboard GB, and we’re excited to see how this partnership continues to grow,” Samsung UK marketing and omnichannel director Annika Bizon said.

“We learnt that our foldable devices are integral to the skateboarding community, so what better way to demonstrate this than with a Samsung Galaxy Z Flip5-inspired skate park, putting the device at the heart.”

She added: “Our ambition is for customers to get hands-on with our devices whilst being immersed in the incredible community of skateboarding, and our partners at Iris are helping us bring this vision to life.”

The activation will also be supported by out-of-home and social activity with media planning and buying led by Starcom.

The event runs from 30 November to 16 December at 201-207 Shoreditch High Street, E1 6LG.

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The handset maker that appeared to suffer the most in the period was Samsung, according to Gartner. The South Korean tech giant saw the largest decline in sales among the top five smartphone makers, seeing its sales slip by 27.1 per cent from Q2 2019 to 55m. Despite this, it still – just about – kept its place as the number one smartphone vendor.

“The COVID-19 pandemic continued to negatively affect Samsung’s performance in the second quarter of 2020,” said Anshul Gupta, Senior Research Director at Gartner. “Demand for its flagship S Series smartphones did little to revive its smartphone sales globally.”

Huawei, though seeing its YoY sales drop by 6.8 per cent to 54m, came pretty close to Samsung in the race for the number one spot. Quarter-over-quarter, it experienced growth of 27.4 per cent.

“Huawei’s performance in China helped it avoid a worse quarterly performance,” added Gupta. “Huawei extended its lead in China where it captured 42.6 per cent of China’s smartphone market in the second quarter of 2020. Huawei put in place an aggressive product introduction and sales promotion in China in particular and benefited from the strong support of communications services providers for its 5G smartphones.”

Apple suffered the least out of the top handset makers, only sliding 0.4 per cent to 38m compared to Q2 2019. The fourth and fifth biggest vendors, Xiaomi and Oppo, suffered declines of 21.5 per cent and 15.9 per cent respectively.

“Apple’s iPhone sales fared better in the quarter than most smartphone vendors in the market and also grew sales quarter-over-quarter,” said Annette Zimmermann, Research Vice President at Gartner. “The improved business environment in China helped Apple achieve growth in the country. In addition, the introduction of the new iPhone SE encouraged users of older phones upgrade their smartphones.”

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