Photography News 16

Profile

INTERVIEW

Whilst over at CES, PN editor Will Cheung took the opportunity to chat with Samsung’s head of marketing for imaging, Paul Scott Paul Scott

Interview by Will Cheung

When making a newmodel, do you think about the key specifications of a camera product first or the needs of a photographer ? Of course, like everybody in our industry, we focus on technical specifications. However, what we at Samsung find much more important is how people use our products. What’s the human experience? We work hard to understand what people need andwant; thenwe push the limits of what technology can do and finally we use design, connectivity and innovation to provide people with new experiences and aspirational products. Samsung innovates today to create a better tomorrow based on a deep understanding of what people want. Based on our ‘make it meaningful’ design ethos, we develop products that enable more people to interact with technology in new ways. What is making our innovation significant and meaningful is our unique focus on our consumers. While technological specifications matter, what counts is the ‘human dimension’ of innovation. We want our innovation to give people new experiences, which make them more productive and creative; and provide them with interactivity and media access like never before. This is where our software developers come into their own, making it possible for people to interact intuitively with technology. Our innovation has to be designed for and meaningful to people. It has to be Samsung innovation. Samsung’s core strengths are its innovation and technology leadership. Our extensive consumer research tells us that every person has very different expectations for his or her electronics devices. They are driven by local culture and individual needs and wants. That’s why we don’t believe in one-size- fits-all solutions. Instead, we offer a broad range of solutions and devices, tailored to different user expectations and the requirements of local markets. We manufacture around 90% of the components in our products in our own factories; this ensures not only that they are of outstanding quality, but we can also turn transformative ideas and technologies into world-class products faster than any of our competitors. This also makes us more flexible to not only meet our consumer demands but exceed them. Take for example the NX mini compared with the NX1 or Galaxy K zoom which offers the consumer a variety of photographic solutions for different environments. Whether camera body or the lens, Samsung leads the way in breaking new ground, for example with our i-Function lens What would you say are Samsung’s core strengths?

with the latest H.265 codec to 15fps with continuous autofocus, all wrapped upwith the latest connectivity. With the DSLR market in continuing decline and the growth we are seeing in CSCs it underlines our committed investment to support the changing needs of today’s photographer and videographer. What is Samsung’s design philosophy? We’re living in a new era of product design. At Samsung, we’ve moved beyond just enhancing the functionality or look of products. Today’s devices are the gateways into an experience that goes beyond aesthetics; we try to develop products that enable people to interact with technology in new ways. Our design approach boils down to making meaningful experiences. It’s more than just the hardware, it’s more than just the user interface, it’s about how all of those come together to create a product with a soul. The best-designed technology should be nothing more than a natural extension of our customers’ world. By providing the latest design and technology we arm our customers with the opportunity to take both photography and videography to heights that will exceed their expectations. Our relationship with our customers is a partnership that continues to grow as the NX system evolves. With products like the NX1 and the 300mm lens shown at last year’s Photokina (but yet to be released) plus our continued commitment, we will be at the forefront of every photographer’s and cinematographer’s consideration.

technology which is a unique development in lens production to enhance user experience.

How is your investment in R&D giving you return in terms of innovation? If there is one thing that has made Samsung the company that it is today, then that’s innovation. Our position as a leading global electronics company is the direct result of our commitment in research and technological breakthroughs. This has not come about by chance. Every year, Samsung is making bold investments into research and development; around a quarter of our employees work in R&D. Our deep understanding of consumers flows from the research in our six Design Centres, seven Lifestyle Research Labs and seven Product Innovation Teams around the world. The insights of our researchers have taught us one thing: innovation must not be flat, it must not be uniform. There can’t be a one-size-fits-all approach, nor should technology be dictated by design for design’s sake. What is Samsung’s strategy to sustain growth? Samsung is focused on developing tomorrow’s technology. We innovate to bring people new experiences and ways to express themselves, and through our extensive global research we have unique insights into the needs and aspirations of customers everywhere. Having this backing has provided us with the foresight to focus on photographers’ and cinematographers’ needs and the NX1 has opened up a wealth of new possibilities from capturing 4K

There can’t be a one-size-fits- all approach, nor should technology be dictated bydesign for design’s sake

π To find out more, go to www.samsung.com.

Photography News | Issue 16