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Samsung: "We want a piece of the audio market"

Various senior Samsung executives have gone on record to say the audio market is a big focus for the company, which wants to be considered a "traditional audio brand", expand the sector and "improve the audio performance within it".

Speaking to trade title ERT, Samsung UK and Ireland president Andy Griffiths said: "We’re going to be big in audio and we’re going to grow that market. I’m thrilled that audio is going to make a comeback as a market – we’re giving it a lot of investment and a lot of resource."

Certainly the company's recent Shape Audio multi-room system impressed us, with the M5 and the M7 performing well as individual wireless speakers, too. Meanwhile, CES saw Samsung reveal a new range of omni-directional speakers, which will also work with the M Series speakers.

See all our Samsung reviews

Improving audio performance

Samsung M7 speaker

Samsung M7 speaker

Michael Zoeller, Samsung’s European sales and marketing director for TV/AV, thinks Samsung should be considered as an audio brand: "I still feel Samsung has not been seen as a traditional audio brand. Maybe this is because of our strength in mobile and TV. But we are about to change that."

Robert King, vice-president of consumer electronics at Samsung UK and Ireland, added: "We see audio as a tremendous opportunity. The whole audio market is really regenerating with the emergence of the wireless, multi-room speaker set-up and how, where and when people want their music. We think there’s a great opportunity to expand that market and improve the audio performance within it."

It's fighting talk from a company that clearly has Sonos in its sights when it comes to the increasingly competitive multi-room audio market. And with Samsung reportedly spending $40 million per day on research and development, the audio arm of the electronics giant clearly won't be short of investment.

But whether it will be enough to deliver top-class audio products and change consumer perception is something that remains to be seen - although we certainly look forward to getting our hands on Samsung's new audio products and finding out...

MORE: Multi-room music systems - everything you need to know

[via ERT]

Joe Cox
Joe Cox

Joe is Content Director for Specialist Tech at Future and was previously the Global Editor-in-Chief of What Hi-Fi?. He has worked on What Hi-Fi? across print and online for more than 15 years, writing news, reviews and features. He has covered product launch events across the world, from Apple to Technics, Sony and Samsung, reported from CES, the Bristol Show and Munich High End for many years, and provided comment for sites such as the BBC and the Guardian. In his spare time he enjoys playing records and cycling (not at the same time).