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Samsung Announces “Digital Humanism,” Delivering Warmth and Personal Experience Through Consumer Media Products
Published Sep 8, 2009
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Samsung Electronics is embarking on a broad campaign to elevate the emotional resonance and “human touch” delivered by its digital products, Yoon Boo-keun, president of the company’s Visual Display business unit, announced at IFA.
President Yoon said that Samsung is elevating its commitment to creating products that enable sharing of personal experience and expression of personal style, under the banner “Digital Humanism,” a companywide program to imbue digital media with greater emotional relevance.
“Digital technology is efficient and convenient, but it doesn’t sufficiently convey human emotion and warmth,” Mr. Yoon told reporters at Samsung’s IFA keynote session.
“For digital products to be loved by consumers, they must inspire the human heart”.
Mr. Yoon identified five elements of Samsung’s “Digital Humanism” campaign:
1. Essence: Products’ core values will be strengthened, so they deliver at the highest levels of performance expectation.
2. Engagement: Products will be networkable and interoperable, so that consumers can share content, messages, and their daily experiences with others.
3. Expression: Consumers will have greater choice in color and design, to better reflect personality and environment.
4. Experience: Products will emphasize intuitive interface and ease of use.
5. Eco: Products will reflect consumers’ growing affinity for environmental awareness, emphasizing eco friendly materials and energy savings.
Mr. Yoon cited the company’s new LED-TVs as leading Samsung’s commitment to safeguarding the environment.
The new LED-TVs reduce energy consumption by up to 40 percent over traditional LCD flat screen models.
“If every TV in the world switched to LED, we could save 13 million kilowatts of electricity, enough to supply all 39 million households in Germany,” Mr. Yoon said.
Earlier this summer, Samsung announced a major environmental program, Eco Management 2013, which commits to reducing greenhouse gas emissions at the company’s manufacturing facilities worldwide by 50 percent, along with numerous other eco friendly initiatives.
Mr. Yoon said the company’s broad environmental commitment reflected Samsung’s fundamental goal of connecting with consumers emotionally and personally.
“How great would it be if we can experience warmth and emotion through our digital products,” he told the IFA press conference.
“This is ‘Digital Humanism’ and this is what Samsung aspires to”.
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