Samsung Electronics recently introduced the latest TV technology, the SUHDTV into the Nigerian market and at the launch, the company’s Director, Consumer Electronics, West Africa, Mr Sunil Kumar, stoutly claimed that Nigerians ’TV viewing experience can never be the same again as his product targets to redefine viewing experience. So, after the event, Hi-Tech cornered him and sought to know more to that statement.

By Prince Osuagwu

You just launched a new TV model and claimed it will redefine viewing experience. What sets it apart from other devices in today’s premium consumer electronics market?

Sunil-Kumar

For a start Samsung is the Global No.1 brand for 9 consecutive years in Television industry. As a leader on the industry, it is imperative that we set and lead the tone of technology in this category. True to our promise to Nigerian consumers, we are once again delivering a product that is cutting edge and best in class. With the SUHD TV, Samsung has completely redefined TV, with an unprecedented breakthrough in picture quality and our consumers are billed to experience more colours than ever before.

With the revolutionary nano crystal technology, which transforms and expands light to reveal more colours and brightness, pictures now come alive better. With 64 times colour expression, colour has more range, delivering cinema-like experience to homes. With the Ultra high definition which is four times the resolution of full HD televisions, images have become even more vivid.

We know you can’t service Nigerians better on this area if you can’t research, develop and innovate very well. So we are setting the standards. Some of the differences between this technology and others before it are the brightness, picture quality and complete immersive experience.

The challenge is always how to tailor products to suit every strata of the economy; is there anything in this product that can give the low income earner hope?

We understand the different strata of the market and accordingly position products to meet their demands. This product addresses the needs of the higher echelons of society who are always looking for the latest in technology and design. We believe that the SUHD TV will make a difference to this end of the market. We have been delivering on the best technologies; looking at the trend from smart TVs to curved TVs and now the SUHD TV.

There are two new developments you said are helping the Samsung’s smart TV; leveraging the Tizen platform and a newly UHD alliance; Can you shed more light on these? The Tizen Operating System, which is an open source platform, is faster and easier to use, and has a very user friendly interface. Also, the new Operating System is packed with groundbreaking features,  as it is based on the web standards. Being an open source platform, Tizen OS helps the developer community in local content development.

With the UHD alliance, the new SUHD TVs will benefit from premium Ultra High Definition content. Besides, Research and design have always been major part of our business with local insight as a key factor. This strategy will continue to help us to understand interpret or anticipate the needs of people.

Can tell us your benchmarks for 2015

We are very appreciative of the support that consumers have given our brand over the past few years. As I have said many times, the true measurement is when people vote with their wallets and invest in your products. Our goal for 2015 is to continue to provide products that positively impact the lives of our consumers and through this, retain our market leadership position. Regardless of the content source, Samsung provides the leading picture in the industry and will continue to do so with our SUHD TV.

What are your major envisaged challenges against the sales of premium products in Nigeria?

I really don’t feel there are any challenges, because our premium products are for a niche market, who are insulated from challenges. In this segment, we have consumers who frequent travellers around the globe and are in sync with technological and design innovations. Our local presence helps in these consumers having access to the latest right at their door step.

Technology keeps innovating in a dramatic fashion. Devices are dictating the pace of technology adoption now. Are we expecting anything from you?

Samsung is also launching another robust offering to the Nigerian market, the 3600 seamless speakers. These are completely different from other speakers as they give the best sound quality that touch everywhere. This new offering provides consumers with optimum surrounding effect without having to fix speakers everywhere in the room. This is an innovation in technology and can be connected to other devices, including Bluetooth.