Interview with Mr. Omar Saheb, Marketing Director Samsung MENA: “Morocco is a strategic country for us”

Samsung has unveiled a plethora of new products at IFA 2024 in Berlin, the world’s largest consumer and electronics trade show. To discuss these new products, and to discuss Samsung’s strategy for the MENA region in general, and Morocco in particular, Mr. Omar Saheb, Marketing Director for Samsung in the MENA region, answered our questions on the sidelines of the show.

La Nouvelle Tribune: What are Samsung’s objectives in participating in the 2024 edition of IFA, which celebrates a century of innovation?

M. Omar Saheb : Our main message for IFA 2024 at Samsung is “AI for All.” We introduced Galaxy AI earlier this year with the launch of the S24, and we have continued to roll out AI across all of our products. This was announced at CES, but has been reconfirmed now that the products are launched and are in the market.

Last year at IFA 2023, the focus was on SmartThings, which saw a lot of updates this year and recently received ISO 27001 certification. What are Samsung’s ambitions for its smart home solutions and what future do you see for this type of market?

SmartThings remains an important pillar of Samsung’s differentiation in the electronics industry. We are one of the few brands that have a complete ecosystem from mobile to watches, rings, TVs, soundbars and all home appliances. SmartThings does not only work with our products, but also with more than 100 brands. When we talk about a smart home, it also includes lighting, many sensors, security, cameras, etc., all integrated into SmartThings.

We also focus on security. We have Knox Matrix, a technology that uses blockchain to protect the privacy and security of your home, even if you use third-party devices. This year, we are also announcing SmartThings Pro, a B2B solution. Previously, SmartThings was an application for individual use at home, but we are also expanding to the B2B market, to collaborate with hospitality, large projects, buildings or communities that integrate more complex B2B-oriented software solutions, such as heating, cooling, security. So SmartThings Pro allows us to participate in these projects.

What are Samsung’s current and future plans for Morocco and how important is this country to Samsung’s strategies?

In general, Morocco is a key component of the North African market. It is actually a hub from which we work with Tunisia, Libya and Algeria. For us, Morocco represents a market of 37 million people. We are present there with our entire range of products: mobiles, televisions, household appliances, and also connected solutions. Morocco is therefore a strategic country for us.

In terms of connected product coverage, we currently have connected TVs and refrigerators. We started with some models, but we want to expand the offer with larger models for refrigerators. For washing machines, some models presented here are also planned for Morocco. So we have the entire connected range on the Moroccan market so that consumers can enjoy SmartThings.

How does your marketing approach for the MENA region in general, and Morocco in particular, differ from the rest of the world? What specific challenges do you face?

When it comes to marketing, one of the biggest factors in the Middle East is that the population is very young. Also, households are often larger. This means that we need to be very present on social media to stay connected with a younger audience, such as Generation Alpha and Generation Z. We focus a lot on influencer marketing. We also integrate our CSR projects into schools and universities in the Middle East, with good practices in Morocco in terms of CSR.

Social media has introduced a new way of marketing through partnerships with artists and influencers. What is your take on this new paradigm and how has Samsung adapted its strategies in response?

Three years ago, we introduced the Future Generation Lab. To cater to younger consumers in a more authentic way on social, we realized that the old way of creating campaigns and posting them on social media no longer works. On my team, we have two Gen Zers who create content on their phones, in a raw and authentic way like creators would on TikTok or Instagram. This helps us make our campaigns more Gen Z-friendly. It’s an approach that few other companies are taking.

Speaking of Generation Z, in 2020 you launched a campaign targeting these consumers. What is your assessment after four years and what have you learned about advertising for new generations?

Have we achieved our goals? I think so, but we need to continue to improve. We do research to analyze brand affinity with younger and older consumers, and we see improvement every year. We also look at our user base by age group, and it is improving as well. This progress is largely due to our focus on social media and the Future Generation Lab.

When it comes to user experience, there is a trend towards more and more personalization. What are the reasons for this and how is Samsung following this trend?

Personalization has become essential as consumers are accustomed to personalized services thanks to the growth of e-commerce, such as Uber or Amazon. At Samsung, we follow a similar approach. For example, our TVs run on Tizen OS, which connects to multiple services like Shahid, Netflix, TOD or Samsung TV Plus depending on the region. The TV understands the user’s habits and offers a personalized experience.

Personalization is also found in our marketing communications, in our CRM and on our online platforms. We continue to follow this trend, both online and offline.

Are customers in the MENA region and perhaps specifically those in Morocco sensitive to environmental concerns and energy efficiency? Is this a priority for Samsung, especially in the African market?

Sustainability and energy savings are priorities for Samsung, both globally and in the MENA region. This is especially true among the younger generations, who are environmentally conscious. Samsung is implementing several initiatives to be more sustainable. In SmartThings, we have SmartThings Energy AI, which optimizes the use of appliances to save energy.

For TVs, we have the solar remote control, which does not require batteries. In addition, our household appliances use less water and energy. Our washing machines, for example, are equipped with AI to adjust the amount of water and energy depending on the load and dirtiness of the clothes, thus saving energy, water and extending the life of the clothes. These sustainable initiatives are present throughout the MENA region, including Morocco.

Interview by Selim Benabdelkhalek