Samsung in 2016: Expanding beyond the phone to the entire Galaxy

One of Samsung’s newest holiday ads, titled “Give the gift of Galaxy,” features gift-wrapped packages of various shapes and sizes. People tear off the paper to reveal gadgets like the Galaxy S6 Edge phone, the SUHD television, the Galaxy View tablet, the Gear VR headset and Level headphones.

The tagline? “It’s not a phone, it’s a Galaxy.”

The simple motto is a not-so-subtle reminder that the consumer-electronics giant isn’t just about smartphones. And as the once-rabid interest in its Galaxy S phones wanes, the Korean company will look to everything from smartwatches to refrigerators in an effort to reignite your excitement about technology.

You saw a bit of that this year, but look for Samsung to really push the idea of smart everything in 2016. The hype train will roll out of the station in early January at the Consumer Electronics Show in Las Vegas, where you can expect to see a bevy of connected gadgets — and no new notable smartphones.

Samsung is just one of tech’s heavy hitters looking to create a world of devices that surround you and talk to each other, all in the name of making your life a little more convenient. But the challenge will be convincing you to fork over money for these pricey gadgets. That convenience doesn’t come cheap, after all.

Samsung will have to work with its partners to get you to shell out. While Apple controls every element of its products, Samsung relies on companies such as Google and Oculus for the software that powers its devices. And Samsung’s own track record on software hasn’t been great. It’s even killed some of the features, like its WatchOn video control app, that were meant to better link its devices.

With new leadership in its mobile and home-appliance businesses, 2016 will be a key year for Samsung. Can it turn its fortunes around, or is it doomed to be another footnote to the roster of tech innovators?

Samsung declined to comment.

Looking to CES

CES is the time for Samsung’s electronics business (everything other than mobile devices) to shine.

There will be plenty of televisions and home appliances, and both areas are sure to have technology that makes them smarter. SmartThings, the smart-home business Samsung bought in 2013, has played a big role at CES for the past couple of years and likely will remain key to the company’s software efforts. Technology developed by SmartThings helps turn smartphones into the remote control for smart products in the home.

Samsung needs a lot more products like SmartThings if it wants to convince users that they don’t need just one Samsung device but several. Building a family of products isn’t simple, though. Just ask Microsoft, which has struggled to push the idea of its Windows software powering everything.

“You may have a Samsung TV and a Samsung smartphone, but you don’t think about those working together,” Jackdaw Research analyst Jan Dawson said. “That’s the challenge.”

Up next: Smartphones

Samsung’s new focus on smart devices doesn’t mean it’s abandoning its phones. It remains the world’s biggest smartphone vendor, but it has struggled to maintain its momentum with consumers. Its jumbo phones don’t hold sway now that Apple has its own supersize iPhone, and the budget-conscious are gravitating toward products from companies such as Xiaomi and Huawei.

Though Samsung’s key smartphones will be a no-show at CES, look for them to make an appearance in late February or early March, right around the time of the Mobile World Congress trade show.

Samsung’s new chief of mobile, Dongjin Koh, is expected to boost the company’s focus on software. He oversaw the creation of some of Samsung’s newest software and services, including the Knox security software for business users and Samsung Pay, which lets people pay at the register with their smartphones. Kim also played an instrumental role in forming partnerships with Google and Microsoft and in creating the Galaxy S6 and Note 5.

and in creating the Galaxy S6 and Note 5.

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