Samsung Electronics Targets Middle East with 'SmartThings' Products Amid Ramadan Demand

'Ramadan Smartly' Campaign Also Underway

Samsung Electronics is accelerating its penetration into the Middle Eastern market during the region's largest holiday, Ramadan, by promoting its differentiated integrated connectivity experience, 'SmartThings.'

On the 21st, during the 'Eid al-Fitr' festival period following Ramadan, Samsung Electronics opened a SmartThings pop-up store at the Dubai Mall, the world's largest shopping mall visited by over 100 million people annually. Eid al-Fitr is a festival celebrated for three days after Ramadan ends, where people prepare grand meals and enjoy time with family and relatives to give thanks for completing Ramadan safely.

At the pop-up store, Samsung showcased various connected experiences based on SmartThings, as well as the Galaxy S23's unique 'Nightography,' the 2023 model 'New QLED,' and the gaming monitor 'Odyssey Ark.' They also plan to hold various events in collaboration with local famous influencers.

Consumers visiting Dubai Mall are experiencing Samsung Electronics' latest products at the Samsung Electronics SmartThings pop-up store. /
[Photo by Samsung Electronics]

Since the 20th of last month, Samsung Electronics has been conducting special discount sales and online and offline campaigns under the theme 'Smart Ramadan' across 14 countries in the Middle East. The campaign introduces Middle Eastern customer-tailored SmartThings scenarios such as ▲adjusting lights and TVs according to prayer times to create an optimal home environment for prayer ▲activating entertainment mode for family enjoyment after the fasting period ▲refrigerator alerts that notify expiration dates to prevent festival food from spoiling.

Im Seong-taek, Vice President and Head of Samsung Electronics Middle East, said, "We are expanding sales of premium products such as the Galaxy S23 and Neo QLED through SmartThings and marketing specialized for the Middle East region," adding, "We will strengthen our premium market leadership through over 600 revamped stores and various campaigns that allow customers to experience SmartThings even after Ramadan."

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