Samsung aims to strengthen Home Appliances business in Middle East

At the consumer roadshow, Samsung showcased its entire range of home appliances, including the Silver Nanotechnology-enabled offering, and demonstrated to consumers its unrivalled technology and unique benefits its products offer.

With silver nanotechnology as the mainstay feature in majority of its home appliances, the chief products on display at the digital leader's roadshow were first-of-a-kind models, comprising side-by-side (SBS) refrigerators, equipped with a twin cooling system to eliminate unpleasant mix of odour between compartments; air conditioners with three stage filters to further strengthen the sterilising power of ACs, making the air inside the home free of bacteria and foul odour; next-generation washing machine designed to keep clothes bacteria and fungus-free for 30 days; semiconductor based senor technology-enabled microwave oven for speedy cooking and twin chamber system vacuum cleaners to ensure that a cleaner's powerful suction power is maintained for a longer period of time.

"We are aiming to develop the market for home appliances in UAE and expect to take an early lead in this product segment owing to the technological edge that we enjoy with our silver nanotechnology. The Samsung Home Appliances roadshow, we hope, will also serve to increase our brand awareness in UAE, where we are seeking to substantially increase our penetration this year," said Mr. B. W. Lee, President and CEO, Samsung Electronics Middle East and Africa.

"Samsung has already become a big part of UAE residents' lives, from our air conditioners to washing machines that people use at their homes. The roadshow will afford our consumers a first-hand experience of how Samsung is committed to producing innovative products that not only promotes healthy living but also helps them perform their tasks effectively and in less time,">/blockquote>

explained Mr. Lee.

The Silver NanoTM technology introduced by Samsung in its Home Appliance range this Year has been developed by Samsung Electronics researchers who worked for three years to perfect the technology. With over US$10 million invested in R&D, Silver Nano is incorporated into refrigerators by coating the inner surface to keep germs from growing. By keeping the cooling environment germ-free, food stays fresher for up to 15 days longer and a Silver Nano deodorizer keeps bad odours from
"Silver Nano technology will help prevent bacteria from growing in your washing machines, refrigerators and air conditioners. The interior of Samsung refrigerators and washing machines and filters of air conditioners are now coated with nano-size silver that brings anti-bacterial and deodorization benefits, ensuring that the clothes you wear, the air you breathe and food you eat are fresh and safe for your health and the environment," concluded Mr. Lee.