The media device and service market is expected to change dramatically because of recent environmental and technological factors, such as the consumers’ need for an improved sense of reality, an increase in single-person households, and shifting content consumption patterns from broadcast to streaming-based services.
For consumers’ needs for highly realistic media, technologies for improving resolution, like 8K TVs, and new and highly immersive media devices and services, such as high-resolution 3D videos and augmented reality / extended reality (AR/XR), are expected to appear.
The growing population of single-person households escalates the demand for new form-factor media devices that allow customers to conveniently enjoy high-quality streaming-based services, such as over-the-top (OTT), without the time and space limitations.
In this aspect, Samsung Research aims to anticipate social and technological changes with effective responses and develop new media devices and services that meet the consumers’ evolving needs and desires. Our vision is to secure core technologies and intellectual properties for AI-based new lifestyle screen devices and services to provide an immersive, realistic, and personalized experience, crossing the boundaries between the virtual and real worlds. To realize this vision, Samsung Research is developing next-generation display and device technologies, prototypes, and cutting-edge AI-based media processing technologies.
First, Samsung Research is developing next-generation display technologies and device prototypes with new form factors and functionalities that can accommodate highly realistic media. The goal of developing not only core technologies but also prototypes is to verify scenarios of utilization and consumer benefits.
Second, we are devoted to developing advanced and distinct AI-based media processing technologies that can overcome the limitations of media processing technologies using signal processing, thereby creating innovations in the new lifestyle screen devices and services.
Third, we are working on developing natural interaction technologies that allow users to interact intuitively with real and virtual content and extend user experience beyond the current touch screen interaction.