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   제목: Samsung sets up design innovation center

Samsung sets up design innovation center

March 29, 2018


By Kim Yoo-chul

Samsung Electronics recently created a "design innovation team" inside its mobile business division. Its top industrial designer Lee Min-hyuk, a senior vice president, leads the team.

The move is in response to continued weak demand for smartphones and fewer replacement purchases, negative factors for Samsung given its global No. 1 market status.

Samsung has begun shifting its focus to finding something to improve the user experience (UX) and user interface (UI) for connected vehicles.

"SVP Lee is handling the overall design strategy that is linked to UI for connected or driverless vehicles," one Samsung official said, Thursday, adding the innovation center is one of Samsung's units that would examine significant UX and UI issues for driverless vehicles.

"This is a new role but the role is critical," the official said. Several designers at the company's handset, UX and UI units joined the new team.

Lee designed cars for Samsung's ill-fated Renault partnership in the 1990s. He is also known for his deep involvement with Samsung's flagship mobile phone model _ the Galaxy series.

Given Lee's involvement with the Galaxy product lines and significant output from those efforts, whether his leadership will produce massive changes even in the non-mobile arena is a point catching the market's interest.

Samsung is investing more in car-related businesses. It acquired connected car and audio technology company Harman for $8 billion.

The company also invested several million dollars in the Israel-based AudioBurst, an AI and deep-learning-based audio content search service, in late 2017.

Samsung Electronics has been better known as a smart but quick follower in mass-market consumer electronics products.

It wasn't a creator in mobile phones, as that honor went to Motorola, which is now a Lenovo company. But Samsung has taken up the huge transformative mobile technology and run with it.

Its longtime business philosophy, "Innovation isn't just about doing something new as it could also be about doing something better," has been successful as Samsung Electronics sees what's selling well and what's growing and moves into "that space" with a better product than the original.

In smartphones, every time Apple releases a product, Samsung comes up with its own new model a few months later. Its longtime prowess in manufacturing has helped that Samsung formula find success.

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