Exclusive interview: Samsung on the future of VR and IoT

In an exclusive interview with EGR Technology, Kyle Brown, head of technology, content and launch, and Nick Bevan, head of product – home appliances, Samsung UK and Ireland, discuss how the commercial sector is embracing virtual reality and provides a taste of the future with smart homes.

EGR Technology: The Samsung Gear VR headset was released over a year ago, how popular has the device been? Are more people starting to embrace the technology?

Kyle Brown (KB): There are now more than one million active users of Samsung’s Gear VR headset worldwide. In Europe, we’ve sold over 500,000 units alone. People are increasingly using virtual reality to play games, share 360 video experiences with friends and teleport around the world with photos and videos – and this is only the beginning. Virtual reality will continue to be a big focus for us in 2017 and with our Gear VR headset, we’re already transforming the way people are sharing content and memories.

EGR Technology: What are your development plans in virtual reality with your Gear VR headset?

KB: As we approach 2017, we want to make it easier for people to not only consume, but also to create their own virtual reality content, and we’ve already made this possible with the introduction of the Gear 360 last year. The camera lets people easily shoot, stitch together and share 360 degree experiences, and can be used almost anywhere – whether it’s abroad on holiday or at a family get-together.

Virtual reality is also proving to be a key educational tool and we will continue to use the technology to instruct and inform people over the course of next year. Earlier this year we partnered with the Leicestershire Fire and Rescue Service to develop a road safety awareness campaign that gave young drivers a first-hand experience of a real road traffic collision from the passenger’s perspective, using the latest virtual reality technology to bring this to life.

EGR Technology: How are non-egaming industries embracing virtual reality technology?

KB: We’re continuing to harness the potential of virtual reality in the commercial sector, working with companies like Audi and Qantas. For example, Samsung partnered with Audi to provide consumers with a high quality, fully immersive virtual reality test drive and 360° tours of the third generation Audi TT. In addition, Qantas and Samsung launched a new service that uses the Gear VR to provide passengers with an in-flight 3D experience, providing the brand with a revolutionary approach to connecting with their customers.

Samsung’s virtual reality technology is also powering the future of Thomas Cook’s retail experience. The new Discovery Store at Westfield Stratford is equipped with Gear VR headsets, which enable prospective holidaymakers to view 360-degree content of popular holiday destinations, hotels and excursions.

This ‘try before you fly’ approach has resulted in a more engaging customer experience, and an uptake in bookings, too. Next year, we expect more collaborations like these, offering people new ways to use mobile technology to interact with brands.

EGR Technology: What developments are you seeing with the Internet of Things?

KB: At Samsung, we believe connected technology is integral to the way we will live our lives in the future, where everyday devices will sense, generate and share information to give users an ecosystem that will truly complement their lives. We understand that now more than ever, people are opening up to the concept of a connected home and consequently we have released and are continuing to develop new devices and appliances to make this attainable.

EGR Technology: How does Smart Home fit in to this?

KB: To bring users one step closer towards a fully connected home, Samsung SmartThings allows people to monitor, control and secure their home from anywhere. Once set up, the SmartThings Starter Kit allows people to add any of the hundreds of compatible smart devices to enhance their homes, accessible through the Smart Things app. From helping people track the movements of pets, to being able to turn lights on and off remotely from their phone. It gives people the tools they need to create a completely intuitive home experience.

As devices become smarter and increasingly more connected, we believe the home is the next place where smart technology will really make a difference and this is a huge opportunity for the industry. For the first time, technology that was once the preserve of the few is opening up to anyone with a smartphone, with internet-connected devices having the potential to change everyone’s lives over the next five years.

EGR Technology: How do you incorporate personalisation into your products and what is the benefit to the consumer?

Nick Bevan (NB): We’ve found that smart, personalised design features and clever technology updates play an important role for consumers when choosing products to purchase. The recently launched Samsung Family Hub Refrigerator is a perfect example of how we are incorporating personalisation into our products; the refrigerators’ unique 21.5 inch full HD LCD resolution screen located on the upper right exterior door is designed to act as a family’s digital command centre, combining powerful performance with ground-breaking technology. The screen allows owners to post, share and update calendars, pin photos, share their kids’ works of art, and leave notes for their family, making the refrigerator the hub of the home.

Owners of the Family Hub will also be able to access recipes created by members of Samsung’s Club des Chefs including the Michelin starred, Michel Roux Jr., as well as thousands of recipes from partners such as Whisk, which delivers personal recipe recommendations based upon your unique tastes and allows you to convert the required ingredients into a shopping list within a few clicks – making catering for a busy family all the more manageable.

The more personal and customised the technology is to the end user, the more likely they are able to use the technology to make their lives easier and more efficient, and this is what we are in the business of doing through our innovative range of products.