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0 Introduction: (i) The bendy technology by Samsung is unveiled

Source: (Gayle, 2012) In this assignment I shall consider my view and observation on the linked video in (Gayle, 2012), it shows to me the exciting moments of the vary functions of this new bendable screen Smartphone that will be in market in the second half of year 2013. I found out various interesting functions that I highlighted below that can be found on this bendable screen Smartphone. On the introduction parts of the video, the video shows a person hold in his/her palm a bendable screen that been folded and open it as a see-through flat screen. It shows to us a new revolution of technology will come to us soon. After simply open the bendable screen the person shows to a group of his/her friends at a park that he/she was online a video call with one of his friend where the face of his/her friend appear on the bendable screen itself. It shows to us the screen as a smart screen with variety of purposes. All of his friends amaze on the screen in front of them. The first scene shows to us if it is a video call session so the screen also can functions as camera by itself. The screen is also an auto rotation screen whether it is on vertical or horizontal position. This function is not new and can be found in other Smartphone that available in the current market but the difference is the advance technology that used by this screen itself which was been programmed as an interactive camera. Base on the video, the size of the bendable screen is flexible and expandable. It shows to the viewer, the size can become as small as your palm to a big screen similar to an IPad size. On the other hand the size of the screen can be adjusted according to the users needs and desires. The video move to next scene where the user views an article or journal online while he/she was walking on the street. Reading online news or articles on-the-go anywhere of the world part make it interesting especially to the business user for example stock watcher, market update, economies update, commodities updates, current world news update.

The scene further shows the user in front of a Korean restaurant. The screen act as smart screen whereby it can read the menu that displayed in front of a restaurant, the screen act as the waiter who can interpret and describe the menu with a graphic photo of the desired menu selected that offered in the restaurant. It is done before entering the restaurant by scanning the desired hand-written menu on a small blackboard selected by the user at the entrance door. A beautiful next scene when the user comes in a music studio where the user meets some foreign friends who speak in some different languages. The screen function as interpreter when a Korean user meet his/her friend in the studio, a girl greet the user using French language, the screen automatically give the meaning of the word bonjours in the Korean language. This feature is totally new to any Smartphone in the world currently. A current Smartphone only have an auto dictionary when we types any word in a language especially English but do not have the interpreter function when we in a life conversation After that the video shows the user open a screen like a video call screen whereby on the screen has two images (a woman and a guy) of his/her friends were interacting each other between these three parties. Interactive video, same likes others Smartphones but I observe the screen offers the multiples video conferencing function which is more than two people interacts in a session on a screen. I proceed to watch further. Now the advertisement shows the user is walking on the street, the user can watch a 3D video of an action motor cross video that can be displayed on the screen itself. The motor cross looks like appear live in front of the viewer eyes. It give a viewer of the video displayed on the screen a 3D motion which I think will increase the user satisfaction. The last scene of the video, show to me the Samsung words plus some Korean terms below of it with a background of a city at night. I view this as Samsung want to show to the viewer on the see through screen use organic light emitting diodes (OLEDs) can display a snapped photo just similar like the live background of the city. In other words, it means that the technology of its camera also will give the user the best technology ever. (ii) Views and opinions In my opinion, firstly the advertisement video is focusing on the new bendable screen technology that will be used on the new Samsung Smartphone which is targeted to reach the market on the second half of year 2013. From the advertisement, we still do not know, how the look of the Smartphone body when combine with the bendable screen technology. Base on the article attach in this assignment it also provides the look of the phone with the bendable screen. But it is still vague how the folded wide screen will work on the similar body size like the existing Smartphone. Secondly, when I look at the advertisement video, how the power supply will be installed to that see through, flat, wide screen. Maybe the advertisement is focusing on the viewer imagination just on the functions of the upcoming technology that will be used on the new Samsung bendable Smartphone. But after I observe it so many times, the screen still needs a port for the power supply. Further, I view this technology also can give some added value to the existing technology that mostly used currently, especially on the screen that can be bend, fold and stretch into the wallet will make the Smartphone different from others in the market. The interpret function will assist the user who travel a lot to the foreign country which use different language to communicate.

(iii) Market Prospect This technology is totally new to the Smartphone world, but there must be some targeted users that focus by Samsung in order to mass market this technology by next year. In my opinion, this various technology that describe in my early writing above, some prospect user may be targeted to use this technology in broad purposes. Firstly, based on the scene, the technology first targeted group the teenagers such as high school, college and universities students who are actively participate in social media such as facebook and twitter. Through this social media, the students will used the multiples video conferencing, in order to fulfill their social needs and the requirement of their studies. The satisfaction level I expect will be higher when they used the bendable wide flat screen in video chatting among them either on their study or social activities. For students that further their study abroad that the people there rarely use English, the bendable screen can assist them to interpret the language while listening to the lectures, colleagues conversation. Besides studying their desired courses, with this technology, the students abroad such as in France, Korea, Japan and Middle East can learn their third or fourth language. Secondly, the next targeted group of users may the business travelers or the active social traveler that all the way travel around the globe in order to expand their business to the higher level or in term of fulfillment of their travelling hobbies. This group will use this technology in terms of to have their best business meetings, luncheon or dinner with their potential business partners all around the world. The Samsung bendable screen mat act as their close friend all the time they go abroad. The readiness to be an interpreter to the business user may assist the business persons discussion with their potential business partner will become more effective and efficient result. The business users also must ensure themselves to be updated with the current business news to make them well prepared for any business discussions. They can use the news on-the-go channels in their flight or while on the way to the hotel or restaurant where they intend to meet. For the social traveler, this technology also can be useful to them. For example, a Muslim traveler will use this technology to find the halal food by screening the menu that have in a restaurant that they found through Google.com. The smart screen may interpret the ingredient in each menu that been written in Chinese symbol. The screen also easy to bring along and can be bend inside the wallet or passport holder while they are carrying some heavy luggage. For example a documentary journalist of Discovery Channel can bend this phone in his pocket while hiking a sand hill when making a documentary series on Sahara. 2.0 Discussion and Analysis: (i) Critical SWOT analysis Critical SWOT analysis on this technology will be done based on the comment made by some people in the website and also some comments from a group of my colleagues who have different background on using the technology on their mobile and Smartphones. Firstly, I will discuss on the strength. Samsung will be the pioneer of the bendable screen technology that used OLED (Organic Light Emitting Diodes) screen that can be bending and stretch in your wallet. Next year could bring a new twist in the evolution of the Smartphone. Samsung are gearing up to produce flexible, unbreakable mobile phone screens that can be
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bended, twisted and even folded up and put in your wallet. The South Korean tech giant reportedly has the flexible screens in the final stage of development and will be ready to ship them next year (Gayle, 2012). Currently, the Smartphones in the market offer the glass screen that can be damaged and scratches if fall down to the floor or been scratch by the pennies in the pocket. Samsung use the technology features to ensure their product is unique and can overcome the problem that faced by the Smartphone users. Mostly android phones use the touch screen technology with their hard surface glass screen. The screen may scratch along with the functions of an android. The OLED technology screen may assist the user of the android to make the Smartphones users more enjoyable and convenient. According to the news released by (Gayle, 2012), Vinita Jakhanwal, director of mobile and emerging displays and technology at IHS Electronics and Media, told Tech New World: 'Flexible AMOLEDs can help Samsung differentiate its products in a smartphone market where most products offer similar products and functionality.' Even if Samsung were not able to able to commercialize flexible screens straight away, making their screens out of plastic rather than glass would make their devices lighter, more durable and cheaper than rivals'. I agree with (Khalil, 2000) who stated that technology is knowledge applied to the creation of goods, provision of services, and improvement of our stewardship of precious and finite resources; on a negative note, it can also be applied for destructive purposes. Whatever the application may be, advancement of technology follows expansion of knowledge. Knowledge is not information, but it is based on the amount of information available. This statement is to show the relationship between the knowledge and technology. In this case Samsung has used its knowledge to apply the advancement of technology in term of innovative idea implementation such as the bendable screen technology. Based on (Zeleny, 1986) Samsung has combined the equally important component of technology which are hardware: the physical structure layout of the bendable screen; software: the knowledge how to develop the plastic screen using the Organic Light Emitting Diodes (OLED) and lastly the brainware: the reason why the bendable screen will be introduced to the market or know-why. Samsung technology can be considered as Emerging Technology (Khalil, 2000, p. 4). An emerging technology is any technology that is not yet fully commercialized but will become so within about five years. It may be currently in limited use in still R&D Samsung. The bendable screen may make the existing one obsolete. People may choose them maybe because of the screen features that long lasting than the existing screen technology In my opinion, technology will comes with some innovative ideas such as the interpreter function on the bendable screen itself. This creative idea generated by the brainware component in Samsung R&D will bring a competitive edge to the product which is different from the existing product in the market. Secondly, I proceed to discuss the weaknesses of the technology. First I would like to focus on the OLED screen weaknesses that can become the weaknesses of the Smartphone. I agree with (Song, 2010) in terms of power consumption factor, OLED will consume around 40% of the power of an LCD displaying an image which is primarily black, for the majority of images, it will consume 60-80% of the power of an LCD however it can use over three times as much power to display an image with a white background such as a document or website. This can lead to disappointing real-world battery life in mobile devices. In my opinion, besides looking on the innovative idea of their technology, Samsung also has to focus on the power consumption issue that brings by the OLED.
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Further, according to (Song, 2010) the limited lifespan for OLED is the biggest technical problem of the organic materials. In particular, blue OLEDs historically have had a lifetime of around 14,000 hours to half original brightness (five years at 8 hours a day) when used for flat panel displays. In 2007, experimental OLEDS were created which can sustain 400 cd/m2 of luminance for over 198,000 hours for green OLEDs and 62,000 hours for blue OLEDs. In my opinion, Samsung also has to look on the technical problems that affect the quality of their new Smartphone. Besides focusing on the toughness of the screen compared to the hard surface screen, Samsung has to consider the sustainable factor of the OLED screen technology. Nothing new on the gimmick technology and some of the feedbacks also categorized it as ridiculous. There are some comments expressing in (Gayle, 2012) that they rather use the phone that stick to the basic of communication features which are conversation and sms only, in which the two functions that are still relevant. In what circumstances that a bend screen being useful? According to (Khalil, 2000, p. 5), technology can be classified in various ways and one of it is Appropriate Technology. It is to indicate a good match between the technology utilized and the resources required for its optimal use. It does not make sense, for example, to use high technology when there is a lack of necessary infrastructure or skilled personnel. The point here that I want to highlight is the phone use may use the phone according to his/her need on the phone itself. For example, maybe a person only need a phone that provides the basic thing such as call and sms features, so he/she doesnt need the bendable screen technology to fulfill his/her needs. On the other hand, in my opinion, the technology of a flat screen may suit the function of TV, computers and projector but not to the Smartphone. This is because of size of the screen although it can be bended, folded and stretched but the quality of the screen may be one day affected when every time the screen was being folded in the wallet. The fancy technology may only attract the youngsters especially teenagers who are in colleges or universities not to the business people or professional. Some of the comments from my friend in facebook did stated that they mostly prefer the IPhone by Apple Inc whereby it is more professional looks and suit the needs of their works and social activities. They cant imagine how the bendable screen can give them additional advantages rather than their existing Iphone. Some of the comments also judge all technologies that released by Samsung much more related to the copying idea on what have be done by Apple Inc. This was base on the legal action that has been taken by Apple Inc. to Samsung on the IPad issues previously. Base on the case, they judge the low quality of Samsung product compared to Apple Inc. The comments also talk on the technology of OLED is not new but has been used in other Samsung products such as Samsung S2, S3 and television previously. They said that the technology on the bendable screen that promise to reach the mass market next year is only the promotion gimmick made by Samsung. Thirdly, we proceed to the external factors that can be analyses which are the opportunities of this technology. According to (Ahonen, 2012), Figure 1 shows Samsung mobiles in year 2011, Samsung mobiles revenues was US$40B compared to Apple US$42B and Nokia US$45B in the categories of handset manufacturers.

Rank 2011 (2010) Country

Company

Mobile revenue Type of business

8 (2) 9 (21) 10 (10)

Nokia Mobile Apple Mobile

Finland USA

US$45Bn US$42Bn

handset manufacturer handset manufacturer handset manufacturer via: mobiThinking

Samsung Mobile South Korea US$40Bn

Source: TomiAhonen Almanac 2012

Figure 1 From this figures, in my opinion, a big opportunities for Samsung just to convince the existing market on their new technology. The marketing activities may focus on the innovative features that the user expected to be the important functions of the new bendable screen. It can become a useful item in a daily use. The x factor of such product must be determined to each potential user of this technology. On the other hand, I also view the opportunities for Samsung to introduce the new technology in Smartphone business will be great base on the total of user for Smartphones all around the world has reach the figure of one billion. According to (Prakash, 2012) as of the third quarter of 2012, one in seven people own a Smartphone bringing the grand total of 1.038 billion worldwide. It shows that Smartphone has a big market size. If Samsung success to be the pioneer of this bendable technology, I belief it will the most positive growth for the company for the next five years ahead. Now it will depend on the strategies by Samsung on how to penetrate the market for their new bendable screen to enter the mass market soon. Finally, Samsung also will face some threats in new bendable screen mobile. I like put the first factor to be considered will be their major competitor which is Apple Inc. The attacks maybe are on the factor of the product originality and quality of the product. They may be being able to precede the same claim on what they did on the IPad case before. They also can launch the same technology on their IPhone product or their new product which Samsung must bear in mind that Apple Inc. also has almost the same amount of customer all around the world. They can manipulate the quality issue where US brand has better quality than Korean product and they did proof it on their IPhone series. According to (Gayle, 2012), Samsung also has to consider the perception of their existing customer on this new technology. Some bad perception on the quality of Samsung also has been highlighted on the comment part on the website. Its only a few groups compared to millions of customers in their database but somehow it must be considered. For example some of the comments highlighted the quality issue on the Samsung product generally compared to Nokia and IPhone. Bad remarks from customers, means they must be some features on the technology that cannot be considered by their customers. Further research must be made to improve the quality of the technology. (ii) Overcome the Weaknesses According to (Khalil, 2000, p. 2), in addition to the three components of technology which are Hardware, Software and Brainware, a fourth one must be considered independently, for it
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encompasses all levels of technological achievements which called Know-how: the learned or acquired knowledge of or technical skill regarding how to do things well. Know-how may be a result of experience, transfer of knowledge, or hands on practice. People acquire technical knowhow by receiving formal or informal education or training or by working closely with an expert in a certain field. Know-how can also be acquired through a recognized method of technology transfer. In my opinion, Samsung has to exploit the Know-how factor in order to tackle the issue of how the bendable screen can be useful to the user. They must show, educate and teach potential user on how the bendable screen can perform better than the existing Smartphone. They can put more effort on the strategies of marketing which focus on the education to the potential user especially on the competitive advantage of the product itself. This must be implemented at before the introduction stage of a product life cycle. The education part will manage to tell people what are the differences between this bendable screens when compared to the existing Smartphones. Maybe the way that Nikon share the lesson to all amateur photographers on how to use their digital camera technology by implementing a workshop to the buyer of their camera. (Nikon Malaysia Sdn Bhd, 2012). The workshop will teach on how to operate their camera correctly and get the best result in taking photo. Besides educate the user, Nikon successfully convince the user on how exciting using their product. I suggest Samsung can choose this in order to overcome the bad perception on the quality. Samsung also can proof to the market that their bendable screen is good in quality and will be useful to the youngsters and also to the business users. It is not just a fancy technology that only can be fold, bend and stretch in the pocket but have plenty of features that suit the needs and wants of various users of Smartphones all over the world. Further, in the weaknesses section above I discuss on the power consumption of an OLED. Samsung has to conduct another R&D for the battery technology in order to fulfill the user expectation needs and wants in future. In my opinion, the battery life should be longer at least will be lasting for twenty four (24) to forty eight (48) hours. Another suggestion, it would be great if Samsung can use the solar power instead of using the batteries. The solar power can be used as backup power system when the battery is running out of power. The R&D of Samsung have to work on the life consumption of the new screen since OLED will be used for their screen material. How to convince the potential user on the lifetime usage of their new bendable Smartphone screen? Or is there any technology that can be invented in order to longer the lifetime usage of it. If the lifetime usage getting longer and the quality of the colour do not reduced by the time of its usage, I think it will build up the confident of the market on the quality issue of Samsung. According to (Samsung, 2012), Samsung also has its own customer service section named how can I help you section in its corporate website which also provides the how-toguide segment that tell the user of any Samsung product that has been launch to the market. I belief through the customer feedbacks the development process would be more meaningful. In my opinion, Samsung can use this online service in order to educate and providing enough information on this bendable screen technology. (iii) Many people think, this is a fancy technology which does not carry any value as human technology (ergonomics for a user).

I would like to answer the question by expressing my stand that I disagree on the statement that the bendable screen Smartphones just a fancy technology which does not carry any value as human technology (ergonomics for a user). I belief for this emerging technology, one day in five years time will be used by majority of the people of the world. The technology of gadgets in line with the humans needs nowadays which become complex day by day. For examples, can you imagine in 1960, the decade where our grandparents watching a black and white television and have to go to the big box every time they want to move to other channels. At that time, only the rich family can afford to buy a television. I wonder today, can we ask our children to switch on or off the television without using a remote control. I belief most of them would not know how to do it. They only know how to operate the LED Screen Television with the size of fifty (50) inches by using the remote. This is how the technology develops whereby by it takes about five decades to make the human forget on how to operate the television manually. If we share this exciting history of television revolution into Samsung case, the technology of Smartphone which was started recently. Begin with the popularity of Blackberry, Android, Iphone and now people start to realize that Samsung from a contractor that provides their components to Apple Inc. now becomes among the three giant manufacturers of Smartphones in the world. Recently they started spreading the news on this latest bendable screen that will be fixed up to their latest Smartphones. Every day, human becomes smarter and smarter. They want something that can cope with their complex life nowadays. Their needs and wants also will become more complex. They want a gadget that can make their life easier. According to some of the comments from (Gayle, 2012) stated that people like the features of tabs and Ipad but most of them dont like the size. The size and the hard surface of them resulted to disappointment for the user to bring along with them. In my opinion, Samsung had innovated the idea of doing this bendable screen through exploring R&D of this problem. They develop this technology is not for the purpose of fancy look only but it will make the user more convenient to bring along with them anywhere in the world. According to (Gayle, 2012) the main idea for Samsung want to mass market this new technology is because the Smartphone will be more lighter and durable. Flexible displays are made of by depositing OLED on a flexible plastic surface. Regular LED displays are usually made on a glass surface, but substituting that for a flexible plastic such as polyethylene terephthalate makes it possible to manufacture screens that are both flexible and lightweight. One possible mass-production method might use a technique similar to inkjet printing. In my opinion, I belief that this technology will be slowly accepted by the market since the market want a flexible gadget that ease to handle, convenient to bring with and lighter than the existing tab or Ipad. 3.0 Conclusion (i) The change the entire mobile phone technology As per my SWOT analysis above, I would like to express the potential of Samsung bendable screen Smartphone will have a good future prospect. In my opinion, with the focus on the internal factors of the product that are the strength and weaknesses of this technology, and also the external factors (opportunities and threats) which will definitely focus on its competitor, Apple Inc. I belief Samsung can lead the mobile provider market in the next five years ahead. As the market leader, Samsung will turn the other mobile provider to invent in this new technology.

The push factors of human itself would bring the uniqueness of this technology when compared to the existing mobile phone technology. The complex needs and wants of humans will generate the demand for this technology in the near future. This technology also will go through the product life cycle naturally. At the early stage of the introduction of this technology into the mass market, the market perception on this technology will be still vague. The demand will gradually increase when this technology will build up the market confidence through the shared experience by the pioneer user to the market. (ii) The way we live over the next 20 years I belief that this technology would be the pioneer stage of the revolution on the way we live over the next 20 years. My projection the bendable screen technology on Smartphone can be expanded into the invention of the smarthome that use OLED on the wall panel. The screen would function to control the maintenance of the house in terms of the air temperature, water temperature and the security system of the house. At that time, we do not need the flat screen, monitor or even a projector. The wall can act as the screen of computers and at the same time the OLED can be used also as the curtain of the house. Just imagine, from the bendable screen that bend, fold and even stretch in the wallet to a screen that fix as a wall of a house in future. I assume that in 20 years time ahead, I will no more bring a briefcase to work; I just bring a bending screen in my pocket, whereby the bus stop or MRT station will be build up together with the screen that can be function as our gadget similar to IPad or Tablet. Currently, this thing is ridiculous to make it happen. But through the hard work of R&D and the combination of some innovative ideas, I belief it can be happened. Finally, let Samsung launch it and proof to all of us, its technology is good in quality and this innovative idea will be accepted by the world market in the near future.

4.0 References
Ahonen, T. (2012, February 27). MobiThinking. Retrieved November 30, 2012, from http://mobithinking.com/blog Gayle, D. (2012, November 21). Get ready for mobile phones that BEND, stretch, and even fold into your wallet! Samsung unveils plan for smartphones with bendable screens 'next year'l. Retrieved November 30, 2012, from http://www.dailymail.co.uk/sciencetech/article-2236234/Samsungset-market-bendable-mobile-screens-year.html Khalil, T. M. (2000). Management of Technology. In T. M. Khalil, Management of Technology (p. 5). University of Miami, USA: McGraw-Hill. Nikon Malaysia Sdn Bhd. (2012). Nikon Photography Workshop Syllabus. Retrieved December 5, 2012, from Nikon Malaysia Sdn Bhd: http://www.nikon.com.my/en_MY/learn_explore.page?DCRPath=templatedata/en_MY/free_fo rmat_content/data/custompages/learn_explore/events_workshop.xml

Prakash, N. (2012, October 24). Worldwide Smartphone Population Exceeds 1 Billion . Retrieved November 30, 2012, from Mashable: http://mashable.com/2012/10/23/smartphones-1-billion/ Samsung. (2012). Retrieved November 25, 2012, from http://www.samsung.com Song, J. (2010, October 26). OLED Advantages and Disadvantages. Retrieved November 28, 2012, from LEDKE Technology Co. Ltd.: http://www.ledke.com/news/OLED-Advantages-Disadvantages.html

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