Samsung looks to double users for its SmartThings device control service

Han Jong-hee, Samsung Electronics Vice Chairman and CEO, speaks during a press conference held at Messe Berlin on Thursday, a day before IFA 2022 begins. [SAMSUNG ELECTRONICS]

Samsung hopes to reach 500 million users with its SmartThings device control service within five years, more than double the current 230 million, Samsung Electronics Vice Chairman and CEO Han Jong-hee said Thursday at IFA 2022 in Berlin.

“The concept of SmartThings will be expanded into not just an internet of things [IoT] platform but an integrated connectivity experience,” Han said during a press conference held at Messe Berlin.

On Thursday, a day before the IFA 2022 tech show began, the company held a press event at Messe Berlin with Korean reporters in attendance.

Han emphasized that 2022 is the starting point of its SmartThings service expansion.

“Though many companies including Samsung Electronics have rushed to come up with IoT platforms, many consumers are still having trouble using various connected devices,” said Han, who promised to “improve such issues by making the SmartThings service more widely used.”

Han emphasized that enhancing interoperability with other electronics brands is the primary task.

The Home Connectivity Alliance (HCA), an organization founded by Samsung and five other electronics manufacturers, aims to connect smart devices from different brands. During the IFA 2022, the HCA demonstrated its cross-brand device control system, which enables users to control home appliance devices from other brands, like using Samsung Electronics or GE Appliances through the LG ThinQ app, or using Samsung’s SmartThings app to control an LG device.

Samsung Electronics said that the cross-brand device control system will be available from the first half of next year for 13 HCA member companies. HCA members include Samsung, LG Electronics, GE Appliances, Arcelik, Electrolux, Haier and Trane Technologies.

Samsung added that it will further enhance such interoperability by enabling Wi-Fi connections in almost all of its home appliances by next year.

Furthermore, Samsung “will soon announce achievable and clear goals” for sustainable business, Han said during the press event.

Samsung Electronics has not yet signed up for the RE100 initiative, a global campaign to replace all electricity generated by fossil fuels with renewable energy by 2050. SK, Hyundai and LG have already joined the campaign.

Meanwhile, Samsung Electronics said Thursday that its latest Galaxy Z foldable series — the Galaxy Z Flip 4 and Z Fold 4 — are selling strong in Europe, surpassing the former series’ sales record in the region with double the number of shipments compared to previous models.

IFA 2022, the biggest trade show for consumer electronics and home appliances in Europe, will run for five days from Friday until Tuesday Sept. 6 at Messe Berlin. The theme of Samsung Electronics’ exhibition this year is "Do the SmartThings" and "Everyday Sustainability," according to the company.

BY SHIN HA-NEE [shin.hanee@joongang.co.kr]