Samsung MENA Forum 2020 shows us what’s in store for the region this year

Smartphones, TVs, home appliances and everything in between get major refreshes


At this year’s MENA Forum in Malta, Samsung showed us what customers in the region can expect to get their hands on this year. The company says that all of this year’s products have been designed with a ‘human-centric approach’. 

“Innovation is our core strength that enables us to deliver technologically advanced solutions,” said Sungwan Myung, President of Samsung Electronics, Middle East and Africa. “As consumers look for new ways to engage and connect with the world, Samsung is taking industry leadership into a new age by providing them with tangible connections to the technology they use each day and by crafting technologies that are tailored to improve their lifestyles.”

During the Forum, Samsung conducted its annual docent program for attendees to experience the new products. Guests were presented with a first-hand look at what Samsung has in store for the year ahead. The product line-up included the gigantic 292’’ 8K MicroLED TV, Galaxy S20, Galaxy Z Flip, AirDresser, bespoke refrigerators lineup, Dual Cook Flex, POWERstick Jet vacuum cleaner, Samsung’s Cube Air Purifier and Wind-Free air conditioner.

More TVs, some more TVs and then some more TVs


TV tech is growing at a rapid pace but in the past two years, the tech to blow me away the most has been the Samsung MicroLED TVs. Stretching up to 292” and being modular are two of its coolest features and at this year’s Samsung MENA Forum 2020 (SMF 2020), the company introduced the ‘home-ready’ version of the MicroLED displays. 

MicroLED displays offer ‘best-in-class picture quality’ – delivering greater depth, better resolution, and higher clarity as well as a peak brightness of 5,000 nits. They also leverage upscaling abilities based on deep learning to deliver the highest-quality content, regardless of the source.

Samsung Q950

Samsung’s flagship Q950TS QLED 8K TV is the industry’s first 8K TV that combines a striking, ultra-thin form factor, premium 8K picture quality, and impressive surround-sound audio. The Q950TS also introduces the ‘Infinity Screen,’ which produces a screen-to-body ratio of 99 percent to create an unprecedented viewing experience.

Further supporting the picture quality and design enhancements of the QLED 8K lineup, the 8K ecosystem continues to expand to provide seamless playback for 8K content from providers like YouTube. The adoption of AV1 codec allows for better compression rates, and enables the support of HDR10+ technology, image dimensionality, brightness optimization, and contrast ratio.

The Sero

Samsung is also growing its portfolio of ‘Lifestyle TVs’ with an expanded rollout of the Sero. The TV can pivot between horizontal and vertical orientations – just like a smartphone or tablet. The Sero’s display orientation technology connects seamlessly with users’ mobile devices to naturally display content in traditional horizontal formats, as well as vertical formats designed for mobile consumption. 

At the forum we also saw Samsung’s ever expanding line of their Frame line up. Designed to reflect the motif of beautiful art work, the Samsung Frame TV is one of our favorite TVs the brand has to offer.

Zooms and Flips

S20 Series

Samsung Electronics also showcased their newly launched S20 series at this year’s MENA forum.

The new Galaxy S20 series comprises the S20, S20+ and S20 Ultra. While the S20 will come with 4G in our region, the S20+ and S20 Ultra will come supporting 5G. The Ultra also comes with a 108MP camera and 100x ‘Space Zoom. For more information on the devices, click here

Z Flip

Samsung also showed off their latest foldable device, the Galaxy Z Flip. The clamshell style folder and its ‘Hideaway Hinge’ enables free-stop folding (which means it can stay open in multiple positions like a laptop) along with the ‘folding Glass Display’ being around what the best folding phone in the market right now.

The Galaxy Z Flip’s free-stop folding is also useful in many apps such as the camera and Youtube, where the two halves can be used separately.  

A Series in 2020

Aimed at a more budget friendly audience, the new Samsung A Series, which include the Galaxy A71 and A01, is packed with features such as a longer lasting battery, smarter cameras and an Infinity-O display that gives users an uninterrupted viewing experience. 

Galaxy Buds+

The Galaxy Buds+ are smaller and lighter than the previous generation, which makes for longer and more comfortable wear. With enhanced battery efficiency, it offers longer usage time with a single charge. In addition, its sound quality has been improved with AKG tuned speakers. 

It’s all about the Modern Home

A huge concentration at this year’s Samsung MENA Conference was the ‘Modern Home’. Samsung understands where the tradional home appliance market is moving and plans to stay a step ahead. 

Bespoke Refrigerators

An innovative and beautifully designed refrigerator, the Bespoke refrigerator collection establishes a completely new category of customized home appliances. Through the creative use of materials and colors, you can put your personal stamp of style on your kitchen. You can even customize the functions of the refrigerator with Flex Zone, a compartment that can be used as either a fridge or a freezer.

Samsung Dual Cook

Moreover, Samsung’s new Dual Cook Steam oven boasts a modern design that provides outstanding flexibility with multi-cooking abilities. The oven is aligned vertically and incorporates textured surfaces with a new user interface that adds a new level of design intrigue. And with its Dual Cook Steam feature, it can simultaneously cook with convection in one compartment and with steam in the other.

Air Dresser

 A highly impressive product we saw at this year’s forum was the Samsung AirDresser. The AirDresser uses steam technology to smooth out wrinkles, remove odors, and sanitize your clothes, so that they look and feel fresh—and are ready to wear—in just under 48 minutes. AirDresser can even send you alerts when your clothes are ready via the SmartThings app, and you can even remotely monitor, control, and download additional clothing care options through the app.

Wind-Free AC

Samsung’s Wind-Free air conditioner, uses a first-of-its-kind two-step cooling system that dramatically reduces energy consumption and, thanks to Wi-Fi connectivity, can be controlled remotely. Packed with intuitive and convenient features and smart technologies, the new purifiers demonstrate Samsung’s industry-leading technology with modern design to create meaningful solutions for real problems consumers face at home.

On the overall, the Samsung MENA Forum provided us with a pretty good look at what’s to come into our region. While we wait to check out all these devices, please do let us know what you think of all these products in the comments below. 


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