By CU Kim, President & CEO for Southeast Asia and Oceania
For more than a decade, a bar phone was the epitome of smartphones, providing us with a gateway to embrace digital lives. Over time, these devices have significantly grown and evolved, embodying considerable changes in both form and function.
Today, we stand at an inflection point. At Samsung, we are not just witnessing the next evolution of mobile; we are leading it, driven by a fundamental belief that technology should adapt to the nuances of how we live, work, and play, no matter how big or small.
Our latest foldable devices mark the unfolding of a new era, with devices like the new Galaxy Z Fold7 and Flip7 as the definitive next steps in mobile computing. Defined by youthful dynamism, a mobile-first economy, and burgeoning creator culture, Southeast Asia and Oceania (SEAO) is the perfect incubator for technology that breaks from convention. More importantly, we see tremendous opportunity in this region to empower a fundamental and lasting shift in user behavior, driven by a form factor that mirrors the different ebbs and flows of modern life.
A new form factor for new behaviours
Our journey began back in 1996, when we declared the “Year of Design Revolution.” This laid the foundation for the human-centered design ethos that continues to evolve to this day: That technology must not only help us do more, but inspire us to be more. This philosophy of putting users at the center of design underpins Samsung’s product portfolio; including the foldable category, and we are witnessing a transformation firsthand across SEAO, where two distinct new behaviors have emerged.
First, devices like the Galaxy Z Flip Series have become a vibrant statement of personal style and a catalyst for creative expression. In the hands of a new generation of creators from Southeast Asia and Oceania, it is a useful compact companion that supports their creative social commitments. We see users across the region using Flex Mode to prop the device up, freeing their hands to interact with their audience. They are filming vlogs and unique social content, while engaging with their communities with a form factor that empowers them with more flexibility and freedom. In the new Galaxy Z Flip7, an expansive 4.1-inch edge-to-edge FlexWindow enhances convenience and comfort when typing messages and the Now Brief feature is now also newly available on the FlexWindow to easily provide personalized updates like event reminders, music recommendations, and fitness summaries.
Meanwhile, the Galaxy Z Fold Series is redefining productivity for a mobile-first generation of professionals and entrepreneurs. In a region known for its hustle, the Galaxy Z Fold transforms from a phone into an expansive workspace, taking users from convenience to genuine competitive advantage in an instant. This is made possible by our relentless engineering breakthroughs, from our industry-leading durable hinge design, to the continuous refinement of our vibrant, immersive foldable displays. The new Galaxy Z Fold7 is the thinnest and lightest addition to the series. With a 200 MP high-resolution camera, best-in-class processor, and Galaxy AI optimized for its flexible format and expansive screen, the device unlocks new levels of efficiency and delivers premium performance and experiences.
An intelligent canvas for a connected future
We introduced Galaxy AI in the Galaxy S24 series, defining a new era of mobile AI innovation. Since then, we have continued to develop its capabilities, and have seen more than 70% of Galaxy S25 series users leverage a suite of Samsung and Google AI tools. We are driving the future of personalized, multimodal AI and the unique architecture of a foldable is the perfect vehicle for this. With the latest One UI 8 update, our software now integrates a large-screen optimized interface with multimodal capabilities, offering experiences we couldn’t have imagined up until just a few years ago.
The Galaxy Z Fold Series come with capabilities that understand the context displayed onscreen, so you can get things done with maximized efficiency and productivity. For example, with screen sharing or camera sharing on Gemini Live, users can simply show Gemini what they are looking at and ask questions to get instant insights. Meanwhile, the combination of advanced hardware with an AI-powered ProVisual Engine offers Galaxy Z Fold7 users pro-grade camera experiences in a foldable.
As we continue to drive AI innovation, our vision is for ambient intelligence to seamlessly be integrated into daily life such that it becomes second nature. We want to build a future where your devices become much smarter and can anticipate, perceive and work in the background to help make life more effortless.
Our unwavering confidence in the unfolding future
Our journey with foldable innovation has taken us from bold concept to a thriving, mainstream category in the premium segment, and our confidence in its future has never been stronger, because we see its impact every day in the hands of our users, as well as through engagement with our passionate community on platforms like Samsung Members, where we co-create the future of the mobile experience.
For Samsung, the foldable form factor is another testament to our unwavering commitment to innovation that enriches lives. We are proud to be leading this charge, and excited to see how consumers in SEAO continue to use this technology to shape their own futures. The next chapter of mobile is not just coming; it is unfolding before our very eyes.
For more information on the Galaxy Z Series, please visit https://www.samsung.com/my/smartphones/galaxy-z/