Samsung Hints Metaverse Ambitions At Product Launch Event, Eyes Integrating Different Realities Into Premium Smartphones

Samsung Electronics Co, Ltd SSNLF divulged plans to develop new "extended reality" products and experiences with help from key partners, including Alphabet Inc GOOG GOOGL Google and Qualcomm Inc QCOM at its Unpacked product launch event in Northern California.
Samsung claimed ER preparations are at par with other companies, the Washington Post reports after an interview with Samsung mobile's TM Roh.
Roh expected the softness in the market demand for smartphones through the first half of this year as consumers remain cautious. Samsung chose to jump the ER bandwagon dominated by Meta Platforms Inc META.
Also Read: Samsung Clocks 8% Revenue Decline In Q4 Due To Softness In Semiconductor & Smartphone Businesses; Expects Recovery In Second Half
Samsung collaborated with Qualcomm for the chipset and manufactured the hardware themselves. Samsung depended on Google for the software.
Roh also said Samsung's venture into extended reality would involve service partnerships with Meta and Microsoft Corp MSFT.
Samsung played up its partnerships, prioritizing creating reasons to use and continue using these ER devices.
Samsung backed away from building such products after releasing the Odyssey headset for use with Windows PCs in 2017.
However, layoffs have recently forced Meta and others, including Microsoft, to scale back their ER teams, casting some doubt on their metaverse visions.
Apple will likely make its XR debut with its pricey mixed reality headset by this spring.
Despite shrinking demand, Roh believes more cautious consumers will continue to invest in "premium" smartphones for the added benefits they provide.
Roh shared plans to incorporate immersive features on premium smartphones that could change how users view and interact with phones.
Roh highlighted the possibility of integrating augmented reality and mixed reality features in smartphones for further development.

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