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Samsung: Meet The 2013 Appliance Family

By Oonagh Reidy | Wednesday | 03/04/2013

"Samsung are focusing on premium end appliances in 2013."

That is what Mike Lilley, Samsung Head of Appliances told CN as the giant revealed its Aussie appliances family for 2013 last night at Bondi plush Swiss Grand penthouse apartment, the Pacific Lighthouse.

The main focus this year is to get smart functionality on all Samsung appliances, including Wi-Fi capabilities, smart sensors and remote functionality, while the next few years will be all about energy efficiency, Lilly told CN. 

"We know everyone need home appliances..everyone wants one" and Samsung are putting big bucks into R&D to deliver "new, more innovative, better featured and better designed products to the market" several of which were designed specifically for the Aussie market, he said.

Samsung is launching 4 of key premium models in the next 3-4 months - an (apartment friendly) 7kg smart washing machine, the biggest fridge in Australia (920 litres), the "next evolution" robotic vacuum the Navibot, with auto-sensors that detect the amount of cleaning power needed, and the 45L Convection Microwave with Smart Sense technology that auto set a suitable cooking time/power needed.

Many of the appliances are aimed at the cash plenty, time-poor consumer who needs maximum convenience.

And premium the new Samsungs certainly are, starting with the biggest four door (French door) fridge in Australia the aesthetically beautiful  929 litre T9000 (which you could safely call a 'terminator') with treble cooling system costing a cool $5K, and the ultra compact 7kg front loader washing machine designed specifically for the Aussie market, costing $1099 sold exclusively at Harvey Norman. 

Samsung will be launching its first ever Wi-Fi washing machine in Australia later this year, Lille y also revealed, meaning you can control your front loader remotely from the comfort of your smartphone or tablet and also download upgrades/problem solve online.

With all its new appliances costing over the $1000 mark, Samsung is attacking the premium end of the home appliances market, a key growth area for all major electronics brands in Australia including Panasonic, LG who are to launch a smart washer this month and just recently debuted their new French Door, vie for a slice of the highly lucrative appliance pie.

Samsung Navibot cleaning up the house
According to a recent GDK report, appliances was the hottest growth category in an otherwise flat Australian electronics (with the exception of telcommunications) in 2012, in particular small appliances peaking at 8% growth year-on-year.

However, big appliances were also flat as was big fridges and the GfK report warned of "the reality of an increasingly competitive sector."

"The market will turn to the Domestic Appliances sectors to continue to provide underlying stability during a period of change and uncertainty", the report said.

But Samsung is maintaining its focus on high end and showcased a smart home concept last night with Samsung TV, sound bar, Navibot and kitchen appliances, which will soon all be interconnected thanks to the new smart technology and Internet capabilities, the once boring home appliance are now getting kitted out with.

Applainces will be a major growth area for Samsung in 2013, Lilly said.

And with  the evolution of smart technology where every appliance from your TV to your smartphone and washing machine will all 'talk' to each other, Samsung, as leaders in TV and phone space could well be on to a winner in the kitchen.

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