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Smart appliances have moved from a hot topic to reality as we have seen from the Mobile World Congress 2015 (MWC) and Consumer Electronics Show 2015 (CES). Whilst Samsung and LG have been pioneering this move, we also saw the likes of Ikea contributing to this shift. From a UX perspective tech companies are moving towards user-centred products and services in both business and consumer markets.
Ronald Gazzola, Vice President of Marketing at Samsung Business recently said “Our new Color Expert technology is part of Samsung’s continued commitment to provide a premium user experience, particularly as more organisations look to technology to deliver internal and external communications in new and compelling ways.” Similarly, this view is mirrored in Samsung’s consumer mobile market objective. Samsung’s aim is not to compete directly against Apple who dominate specific demographic regions, rather they are aiming to retain their consumers brand preference through their UX design. This highlights the significance of UX in Samsung’s mobile strategy.
Boo-Keun Yoon, President and CEO of Samsung made a commitment at CES 2015 to deepen the reach of the Internet of Things (IoT). He promised that by 2017, 90% of all Samsung products will be IoT ready, including all televisions and mobile devices. However as with these markets the smart watch sector is fiercely competitive as tech company’s are battling it out on the UX front to win consumers over. With competition running high and the recent announcement of the Apple Watch entering an already flooded market, UX is increasingly becoming a powerful differentiator and consumer preference.
Similarly, Juno Cho the president and CEO of LG Electronics stated "From smartphones to wearables to the Internet of Things, we are confident in our ability to not only participate, but to lead. Our presence here at the MWC will demonstrate that."
The opportunities from a UX view are endless from pioneering new territories to innovating new products in order to create smart interactions with technology. We are relying on UX experts to navigate us through our future in smart technology and our choices. By 2020, customer experience will overtake price and product as the key brand differentiator according to the Customers 2020 Report. This proves that UX will have a profound effect on consumers’ decision making process in our digital future.
Joe Williams | UX Consultant
0203 301 9922 | email@example.com
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