Samsung Electronics unveiled its new Galaxy S26 series smartphones and Galaxy Buds4 earbuds in late February, alongside the appointment of Seung Jin Kang as the new president of Samsung Electronics Baltics in January. The launch of these products and the change in leadership offer a glimpse into the company’s business strategy and outlook on emerging technologies like artificial intelligence.
Introducing the Leader
Seung Jin Kang, also known as SJ, brings over 20 years of experience with Samsung to his new role. He began his career as an engineer focused on smartphone development before transitioning to the mobile business division eight years later. Throughout his career, Kang has held positions in several key Samsung markets, including managing relationships with major European telecommunications operators in France and serving as the mobile business director in the Czech Republic. He also worked in the U.S., focusing on partnerships with retailers and regional telecom providers. “I’ve been with Samsung for more than 20 years. I started as an engineer – working on the development of smartphones,” Kang stated. He assumed the presidency of Samsung Electronics Baltics on January 26, 2026, with a five-year remit to oversee Samsung’s business in the Baltic region.
Baltic Market Potential
Kang views the Baltic market as particularly important for Samsung, citing consumer research indicating a readiness for innovation and rapid adoption of new technologies. “We have conducted consumer research in this region and found that people are ready for innovation, quickly adopt new technologies, and actively use them,” he explained. He intends to make Samsung the most beloved brand in the Baltic market by developing the company’s entire product ecosystem, positioning the region as a testing ground for new technological solutions and services.
Regional Customer Nuances
While overall customer preferences are similar across Latvia, Lithuania, and Estonia, Kang noted a specific emphasis on practicality and reliability among Latvian consumers. “Generally, the differences are not that big. While, the Latvian market stands out in that people care more about the practical usability of technology in everyday life,” he said. Latvian customers prioritize device stability and long-term software support, valuing reliability and sustainability. Samsung plans to incorporate these insights into its marketing and communication strategies.
Premium Device Demand
Looking at past performance, Kang indicated that the Galaxy S25 series saw strong demand for premium models in Latvia, mirroring a global trend. “I think that applies not only to Latvia – globally there is a trend that people seek to use the best. Demand for devices priced above 1000 euros continues to grow, while interest in cheaper equipment costing less than 600 euros – is decreasing,” Kang noted. Consumers are increasingly seeking the latest technologies and advanced features, driving growth in the premium segment.
The Product Development Lifecycle
The development of a new phone model is a multi-year process, beginning with extensive consumer research to understand needs and market trends. “The first step in developing a new phone model is consumer research. You need to understand what people want, what their behavior is, what the trends are. We also analyze the market situation and assess our current technological capabilities,” Kang explained. This is followed by concept development, research and development, rigorous quality testing, and preparation for mass production, alongside marketing strategy development. “Usually, the development process of a new product takes three to five years.” Samsung carefully evaluates market conditions and consumer needs before introducing new features, ensuring they are ready for adoption.
Privacy Screen Technology
One of the standout features of the newly released devices is the privacy screen, which Kang confirmed is based on Samsung’s proprietary display technology. “The basis of the privacy screen function is Samsung’s display technology. We have been developing such solutions for a long time, and now is the time to introduce them to the market,” he said. The company also developed the software enabling the activation of the privacy function on its smartphones.
Expanding Privacy Features
Samsung plans to gradually expand the availability of the privacy screen feature to more of its devices, initially focusing on flagship smartphone models. “We plan to gradually expand the availability of the privacy screen on our own devices. Initially, this function will be available on Samsung’s flagship smartphone models. In the future, we plan to introduce it to other mobile devices,” Kang stated. He did not comment on potential licensing to other brands.
Battery Technology and Charging Speed
Addressing concerns about battery capacity and charging speed compared to competitors, Kang emphasized the importance of balancing innovation with stability and safety. “Introducing new technologies always means finding a compromise, as each technology has both advantages and disadvantages,” he explained. Samsung prioritizes battery stability and longevity, even if it means sacrificing some capacity or charging speed. The company also focuses on optimizing energy consumption and overall device efficiency.
The Future of Foldable Phones
Samsung’s commitment to foldable phone technology remains strong, with the company continuing to develop and refine the category. “Although I believe that the Galaxy S series is still the best smartphone format, foldable phones are becoming more and more developed and popular, and in terms of flatness, they are already similar to classic smartphones,” Kang said. The company is also exploring three-foldable phone designs, having recently launched the Galaxy TriFold in the U.S. And South Korea. “Samsung believes that this is one of the main directions of mobile devices in the future.”
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Kang acknowledged the challenges of balancing design with key features like camera performance and battery life, emphasizing Samsung’s commitment to finding the right balance. “I think users are currently remarkably satisfied with the current design and flatness of Samsung phones. If battery or camera technologies improve in the future, we may be able to consider developing an even thinner phone,” he said, hinting at a potential “Galaxy S26 Edge” model.
XR and Wearable Technology
Looking beyond smartphones, Kang highlighted the potential of virtual and augmented reality technologies, particularly Samsung’s Galaxy XR augmented reality glasses. “Speaking specifically about XR technologies, we notice particularly great potential in the B2B segment, for example, as a training tool,” he said. The company is also developing lightweight and user-friendly smart glasses, anticipating that XR technologies and smart glasses will become the next significant category of wearable devices.
The Galaxy Ring
The Galaxy Ring smart ring is currently available in the U.S., Canada, Australia, Asia, and select European countries. Samsung is carefully analyzing the market, noting the challenges of ensuring accurate sizing. “Currently, Samsung is still analyzing the market. The ring is a very sensitive product in terms of size. This applies not only to Samsung, but competitors have also had difficulties with accurate size determination,” Kang explained. Currently, the Galaxy Ring is primarily designed to work with Samsung devices, though the company is considering compatibility with other operating systems in the future.
Competition in the TV Market
Addressing recent reports of TCL surpassing Samsung in television sales volume, Kang remained unfazed. “Samsung held the leading position in the TV market for 20 consecutive years. That’s a very long time,” he said. The company is focused on introducing new concepts and solutions in the television segment and strengthening its integrated ecosystem of devices, including TVs, home appliances, and mobile devices. “Samsung’s strategy is based on connecting all devices to a single system using the SmartThings platform.”
An Iconic Device
When asked about the most iconic Samsung phone, Kang pointed to the Galaxy S26 as a current standout, but personally favored the Galaxy S10 Plus. “If we talk about the latest models, then the Galaxy S26. But personally, I especially liked and have good memories of the Galaxy S10 Plus. It was a little narrower, with rounded edges and a curved screen,” he said. “With this phone, Samsung introduced curved screen technology, which it had been working on for several years.”
Daily Driver and Work-Life Balance
Kang currently uses the Galaxy Fold 7 as his primary phone, appreciating its versatility for both personal and professional use. “Yes. I think a foldable phone, especially this model, is ideal for work needs,” he stated. He also uses a Galaxy S series phone for personal use, anticipating an upgrade to the Galaxy S26 Ultra. Kang emphasized the importance of work-life balance, preferring to focus on results rather than long hours. “I am a morning person, so I try to arrive at the office around 7:30. I usually finish work around five or six in the evening. I think how many hours you work depends on each person individually.”
The Role of AI
Kang sees artificial intelligence as a key enabler of efficiency and creativity. “Speaking of artificial intelligence, it can save time that can be used for other, more creative tasks. I believe that in the age of AI, we can work more efficiently and achieve better results,” he said. Samsung aims to make AI accessible and practical for consumers, integrating it seamlessly into everyday life. “Our goal is to make people perceive artificial intelligence as something simple and useful, not a complex technology.”
