Samsung’s CES press conference was pretty dull. We mostly saw TVs, an SSD hard drive and of course washing machines and other home appliances. But the most interesting part of the conference was the focus on design for boring items, such as the Chef collection for the kitchen, a new lineup of 360° speakers and a TV designed by Yves Behar. In other words, Samsung is trying to pull off a Bang & Olufsen.
Among other things, B&O designs very expensive TVs and home speakers for design-oriented people. The company doesn’t care about its price tags — there are plenty of people who can afford B&O TVs. Similarly, this high-end clientèle doesn’t care about specs. They want a good-looking TV to go with their Scandinavian furniture.
And it makes a lot of sense for Samsung to use the same strategy for some of its products. The company’s margins are…
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