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Samsung Africa Forum comes home

Lauren Kate Rawlins
By Lauren Kate Rawlins, ITWeb digital and innovation contributor.
Cape Town, 23 Feb 2017
The Samsung Africa Forum takes place this week in Cape Town.
The Samsung Africa Forum takes place this week in Cape Town.

The eighth annual Samsung Africa Forum takes place in SA this week for the first time in several years.

The event, at the International Conference Centre in Cape Town, will showcase the latest technologies from the electronics company, as well as products designed specifically for emerging markets.

Samsung Africa CEO Yoo Young Kim says the event was previously held outside of Africa because it gave partners, media and resellers from all over Africa the opportunity to see the market clearly from the outside.

However, it is now returning to the continent, he says, because the company is proud of the market and products available here. It also coincides with this year's theme for the conference: 'One Pride'.

Hlubi Shivanda, Samsung director of business innovations, says Samsung wants to improve the lives of people on this continent.

Michelle Potgieter, marketing director at Samsung SA, says: "The forum will help us to achieve our goal of enriching our customers' lives, while contributing to socio-economic prosperity across Africa and supporting a sustainable environment for us all."

With the expected continuous growth of this market, Samsung says it aims to lead the continent's development in the consumer electronics space.

Last year, surge-proof rugged televisions were shown at the forum in Monaco that were intended for and sold only in emerging markets. The company also showcased a washing machine that allowed for additional items to be added after the wash had started.

The firm is working on its brand perception after recent controversy which saw Samsung Group chief Jay Y Lee arrested for his alleged role in a corruption scandal that led to the impeachment of South Korean president Park Geun-hye.

Last year, its flagship phablet device, the Galaxy Note 7, had to be recalled and eventually cancelled after a fault in battery design led to the smartphones catching fire.

The Samsung Africa Forum takes place until 24 February.

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