I interviewed TM Roh, head of Samsung’s mobile division, to better understand his goals for the phone line and how AI is going to change everything about phones.
If you’re using a Samsung phone right now, you have TM Roh to thank for it. He’s been the head of Samsung’s Mobile division for four years, overseeing some of the company’s most successful phone launches. He’s navigated the pandemic, an onslaught of high-end Android phones from strong competitors, ever-shifting consumer preferences, and lengthening phone upgrade cycles.
I was offered the rare opportunity to speak with Roh, crucially right before the Galaxy S24 phones were unveiled, and get his first-hand take on how Samsung got to where it is today and what’s next for the Galaxy S line.Democratizing technology
From a phone enthusiast’s perspective, Samsung isn’t seen as pushing the envelope as of late. The company has consistently delivered technical innovations at a high level, year after year, that it’s gotten to the point of being perceived as boring. But Roh brought that into perspective for me: Samsung, as a company, is focused on “democratizing technology” and making it available for everyone for years to come. “What we aim to do is fulfill the expectations of various consumers,” Roh said. “We wish to provide the right product at the right time with the optimum features.”
That can lead to what feels like a slow-and-steady approach, which may not get the fans frothy to buy a new phone every year but is ultimately better for the average phone buyer. Samsung has focused on standardizing more features across its Galaxy S lineup. For instance, this year, the S24 and S24+ pick up the same variable refresh rate and brightness display as the S24 Ultra.
The decisions for which features to include or changes to make are based on the actual use of existing phones. “We are gaining insights based on usage,” Roh said, which is informing what goes into the next generation. It’s an interesting counterpoint to anyone on the outside who claims to know what people want — Samsung knows what people are really using.
Roh also recognizes that Samsung is a bit of a victim of its own success: People are holding onto their phones longer on average than ever before.
