[Column] The Future Seen at IFA... 'Hyperconnectivity in Home Appliances'

[Asia Economy Reporter Moon Chaeseok]

"From now on, at exhibitions like 'CES (Consumer Electronics Show) 2023,' you will be bored to see only 'SmartThings.' The history of 'Samsung Hyperconnectivity' had already begun since the late 2000s, before acquiring SmartThings."

This was a remark made by a Samsung official while going through transfer procedures for a flight to the Netherlands after the schedule of 'IFA 2022,' Europe's largest electronics exhibition held in Berlin, Germany, had ended.

It is significant that Samsung Electronics declared the 'first year of SmartThings popularization' and announced the 'energy' service of SmartThings at IFA rather than CES. Europe is suffering from soaring energy prices due to the aftermath of the Russia-Ukraine war. For Samsung, this is a chance to target the European market.

Samsung SmartThings Energy service includes a system that notifies users via an app to avoid the progressive 'electricity bill shock.' It encourages users to run the washing machine about 20 minutes longer when there is plenty of time to save up to 70% energy. It is closer to a 'new platform' than a 'new product.'

From the perspective of the IFA organizing committee, this year's exhibition is expected to serve as a turning point. Not only because it was held on-site for the first time in three years, but also because the trend has shifted from 'new products' to 'new platforms.'

The course that attracted attention at this year's IFA was the HCA (Home Connective Alliance) tour. HCA is a consortium of 13 companies including Samsung Electronics, LG Electronics, Electrolux, and Haier. The core message of the consortium is 'connection and sharing' of other companies' appliances on interoperable platforms. It is an ambition to achieve 'hyperconnectivity of home appliances' by handling LG appliances on Samsung SmartThings and Samsung appliances on LG ThinQ.

IFA 2022 was also the first IFA exhibition to imply that not only semiconductors but also home appliances have entered the era of 'technopolitics.' 'Smart home' was the main theme of IFA again this year as usual, but its appearance was somewhat different. Rather than a battlefield for new technology business, it looked like a stage showing how well the common crisis (energy) is being overcome.

Samsung expressed it this way: "From this year, SmartThings expands its concept from a simple Internet of Things (IoT) platform to an 'integrated connected experience.'"

A home appliance platform that controls happiness and crises in everyday life beyond IoT that turns off switches when customers leave home. A world where not a product but the 'entire home' is a home appliance. This is the reflection contained in IFA 2022.

This content was produced with the assistance of AI translation services.