MANILA — December 7, 2025 — Samsung has officially opened its Business Experience Studio and SmartThings Home Showroom, showcasing a wide range of connected technologies designed to help organizations modernize operations and improve performance. The new facilities feature six immersive zones demonstrating how Samsung’s integrated solutions can meet the specific needs of industries ranging from hospitality to education and frontline operations.
The initiative arrives as digital transformation accelerates across Southeast Asia. Samsung executives emphasized that the company intends to help both public and private sectors adopt smarter, faster, and more efficient systems driven by the latest innovations in connectivity and automation.
Samsung Highlights Industrywide Demand for Digital Transformation
Samsung cited the 2024 KPMG Global Tech Report, which found that 87 percent of organizations have successfully integrated new technologies to increase profitability over the past two years. Company officials said these trends reflect a broader shift as businesses rely more heavily on automation, cloud services, and connected devices.
Roman Han, President of Samsung Electronics Philippines, said organizations across all industries are now operating in an era where “speed, efficiency, and connectivity define competitive advantage.” Han emphasized that Samsung’s new experience center is designed to accelerate modernization efforts across sectors that are rapidly digitizing their operations.
Hospitality Innovations Enhance Comfort and Streamline Guest Services
In the hospitality sector, Samsung demonstrated technologies that reduce operational burdens while improving customer satisfaction. Frictionless check-in systems minimize manual work for staff, while in-room enhancements — including hospitality-grade TVs and immersive audio equipment — elevate entertainment quality.
Samsung also showcased its SmartThings-powered climate solutions, such as the One-Way Cassette and WindFree Air Conditioners, which personalize guest comfort and reduce energy waste. These tools work together to create a seamless and intuitive environment within hotel rooms.
Retail and Restaurant Solutions Improve Speed and Customer Engagement
Samsung’s innovations for retailers and quick-service restaurants focus on efficiency and real-time customer engagement. The company’s touchscreen Kiosks allow faster, contactless ordering, helping businesses reduce errors and wait times during peak hours.
High-visibility digital displays are designed to boost sales by showcasing dynamic menus and promotional content. Through VXT CMS, retailers can instantly update content across multiple locations, ensuring consistent branding and timely messaging that supports customer conversion.
Education Technologies Support Collaborative and Flexible Learning
Samsung highlighted a growing demand for hybrid and interactive learning tools. Devices such as the Galaxy A and S Series tablets, Flip Pro digital boards, and Samsung smart TVs are reshaping modern classrooms by enabling more dynamic collaboration between teachers and students.
The integration of Samsung DeX and AI-powered productivity tools further enhances classroom efficiency, helping transform traditional teaching methods into more interactive and engaging experiences. Company representatives said these technologies aim to help educational institutions build more adaptive learning environments.
Rugged Devices Strengthen Operations in Challenging Field Environments
Industries that rely on frontline workers received particular attention in Samsung’s presentation. Rugged devices such as the Galaxy XCover7 and Galaxy Tab Active5 are built for durability, ensuring uninterrupted performance even in demanding environments.
Samsung Knox, the company’s security platform, offers organizations full control over device fleets, including secure messaging, real-time location tracking, remote lock-and-wipe features, and compliance monitoring. Combined with SmartThings Pro, these solutions help businesses safeguard sensitive data while maintaining operational continuity.
SmartThings Home Showroom Demonstrates Connected Living for Consumers
Alongside its enterprise offerings, Samsung also introduced its SmartThings Home Showroom, providing a glimpse into how connected tech can redefine daily domestic life. Vision AI TVs, connected monitors, and smart appliances illustrate how homeowners can streamline tasks while enhancing leisure and productivity.
The system gives users full control of their home environment through SmartThings, enabling personalized automation and seamless device integration. Han said the same vision that guides Samsung’s enterprise technologies also drives its commitment to elevating modern home living.
A Unified Vision for the Future of Work and Home
Samsung’s new experience centers signal a broader strategy to position the company at the core of business transformation and smart home innovation. Company executives emphasized that intelligent, connected technology will continue to shape competitive success across industries.
By providing hands-on demonstrations within the Business Experience Studio and SmartThings Home Showroom, Samsung aims to show how unified ecosystems can power the future of both work and home — delivering efficiency, sustainability, and personalized experiences across all sectors.
