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Galaxy Unpacked

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Samsung Galaxy Unpacked

Galaxy Unpacked
FrequencyTypically twice a year
Inaugurated2009 (2009)
Most recentJanuary 14, 2021, Live Streamed (Galaxy Unpacked 2021)
Organized bySamsung Mobile
Websitehttps://www.samsung.com/global/galaxy/events/unpacked

Definition

Samsung Galaxy Unpacked (or ‘Unpacked’) is Samsung Electronics’ official flagship keynote event for launching new mobile devices including smartphones, tablets, and wearables, such as the Galaxy S20, Galaxy Watch, and Galaxy Buds Live.

In August 2020, for the launch of the Galaxy Note20 series, Samsung held its first virtual Unpacked due to the COVID-19 pandemic, broadcasting live from a studio in South Korea. This was followed by subsequent virtual events, including the most recent Galaxy Unpacked 2021[1].

Content

Keynote speeches and product demonstrations

Samsung Unpacked events consist mainly of keynote presentations for product launches, announcements, hands-on product showcasing and other fringe events. Live performances and multimedia[2] are often used to reflect product unveilings and announcements.

Invitation

About a month leading up to each Samsung Unpacked event, it has become customary for organizers to tease[3] and build anticipation surrounding new features to be announced, through clues often woven into the marketing’s visuals or written copy.

Guest list and attendees

Besides top executives and media, conference attendees include social influencers and Samsung Members[4]. In 2020, when the event was held virtually due to COVID-19, the live audience was replaced by a large, curved screen that flanked the main stage, featuring Samsung Members tuning in remotely to support the event.[5]

Livestream and broadcast

Samsung Unpacked events are streamed live on the company’s website and social media channels like Twitter, Facebook, and YouTube. In 2020, Samsung Unpacked event viewership was double that of the Oscars, with 56 million viewers[6] in accumulated aggregate.

Product hands-on experience zones

Interactive zones and exhibits such as the Galaxy Experience Journey[7] complement the keynote presentation, where guests will be allowed to experience the new releases through interactive exhibits. Since the move to a virtual format, Samsung has since provided a virtual hands-on experience[8].

History

The following is a consolidated list of the past Samsung Galaxy Unpacked events to date.

2009 - 2019

2009

The inaugural Samsung Unpacked event[9] took place on June 15, 2009 in London, Singapore and Dubai. The event was broadcast online, and was used for the launch of the Samsung Jet smartphone. A hologram was used to present the features of the phone.

2010

Samsung Unpacked 2010 Episode 1[10] was held on February 14, 2010 at the Mobile World Congress in Barcelona for the release of the Samsung Wave. Episode 2[11], which followed on March 23 at CTIA in Las Vegas was used for the launch of the Galaxy S. Both Unpacked events were broadcast live from their respective venues.

2011

In 2011, Samsung held four Unpacked events for the release of various devices, across different countries. The first, Samsung Unpacked 2011 Episode 1[12] was held on February 13, 2011 at the Mobile World Congress in Barcelona, for the launch of the Galaxy S II, Galaxy Tab 10.1. It was the first Unpacked event to be broadcast through Samsung’s social and digital channels, and also the first to be launched with teasers alluding to new features.

The second Unpacked event[13] was held on March 22 in Orlando, USA. It was used for launch of the Galaxy Tab 8.9 and Galaxy Tab 10.1.

The Samsung Unpacked 2011 Episode 2[14] was the third Unpacked event of the year, and was held at IFA Berlin for the launch of the first Samsung Galaxy Note, Samsung Wave III, and Samsung Galaxy Tab 7.7.

The fourth Samsung Unpacked event [15]was postponed from its original date of October 11 to October 19, and was called the Samsung Unpacked 2011: Google Episode, the event was held in Hong Kong, and saw the launch of the Galaxy Nexus, jointly developed by Google and Samsung.

2012

Samsung Unpacked 2012 Episode 1[16] was held on May 3, 2012 in London, for the launch of the Galaxy S III. Samsung Unpacked Episode 2[17] was held on August 29 at IFA Berlin, and was the first Unpacked event to launch products beyond the Galaxy smartphone and tablet range, with the Samsung Galaxy Note II, Samsung Galaxy Camera, Samsung Galaxy Note 10, and the Samsung Ativ Tab 5.

2013

Samsung Unpacked 2013 Episode 1[18] was held on March 14, 2013 in New York, for the launch of the Galaxy S4. Like the previous year, Samsung Unpacked Episode 2[19] was held at IFA Berlin on September 4, for the launch of the Samsung Galaxy Note3, the Galaxy Gear smartwatch, and the Samsung Galaxy Note 10.1 2014 Edition.

2014

Samsung Unpacked 2014 Episode 1[20] was held on February 24, 2014 in Barcelona at the Mobile World Congress, where Samsung announced the launch of the Galaxy S5, Samsung Gear 2 Series, and Gear Fit. Galaxy Unpacked Episode 2[21] followed later in the year on September 4, at IFA Berlin for the launch of the Galaxy Note 4, Galaxy Note Edge, Samsung Gear S, Gear VR for the Note 4.

2015

Samsung Unpacked 2015 Episode 1[22] was held on March 1, at the Mobile World Congress in Barcelona, to announce the launch of the Galaxy S6, Galaxy S6 Edge, and Gear VR for Galaxy S6. Galaxy Unpacked 2015 Episode 2[23] was held in New York City at the Lincoln Center on August 13, where Samsung launched the Galaxy Note 5, Galaxy S6 Edge+.

2016

In 2016, Unpacked events moved away from their ‘episode’ naming convention, and went simply by their month. Galaxy Unpacked 2016 February[24] was held on February 22 in Barcelona at the Mobile World Congress, where Samsung released the Galaxy S7, Galaxy S7 Edge, and Samsung Gear 360. Galaxy Unpacked 2016 August[25] was held on August 2 in New York City, for the launch of the Galaxy Note 7, and Samsung Gear VR.

2017

The Galaxy Unpacked March event[26] was held on March 29, in New York City, with the theme, ‘Unbox Your Phone’. The event saw the release of the Galaxy S8, Galaxy S8+, and Samsung Gear 360 (2017). Later in the year, Samsung held the Galaxy Unpacked 2017 August edition[27] on August 2, for the launch of the Galaxy Note 8. The event was also held in New York City.

2018

In 2018, Samsung held three Unpacked launch events across various cities. The first Galaxy Unpacked 2018[28] was held on February 25 in Barcelona at the Mobile World Congress, for the launch of the Galaxy S9, and Galaxy S9+. To introduce the new devices, Samsung installed a four-sided display above the stage and utilized augmented reality to offer guests a closer look at the device.

The Galaxy Unpacked 2018 August edition[29] was held in New York at the Barclays Center, on August 9 for the release of the Galaxy Note 9, Galaxy Watch, and Galaxy Home.

The third Galaxy Unpacked[30] was held on October 11, in Kuala Lumpur, Malaysia, for the launch of the Galaxy A7, Galaxy A9 (2018).

2019

Samsung held three Unpacked events in 2019, starting with Samsung Unpacked 2019[31] on February 20, in San Francisco, USA. The event was held for the release of the Galaxy S10, Galaxy S10+ , Galaxy S10e, Galaxy S10 5G, Galaxy Fold, Galaxy Buds Live, Galaxy Watch Active, Galaxy Fit, and Galaxy Tab S5e.

The second Unpacked event, simply titled ‘A Galaxy Event 2019’[32] was held on April 10, in Bangkok Thailand, Milan, and São Paulo for the launch of the Galaxy A70, and Galaxy A80.

The third Galaxy Unpacked 2019[33] was held on August 7 in New York at Barclays Center. There, Samsung launched the Galaxy Note 10, Galaxy Note 10+, Galaxy Book S, Galaxy Tab S6, and Galaxy Watch Active 2.

2020s

2020

In 2020, Samsung held four Unpacked events, three of which were virtual and live streamed due to the COVID-19 pandemic. The February 11 Unpacked event[34] was held at the Palace of Fine Arts in San Francisco, USA, releasing the Galaxy S20, Galaxy S20+, Galaxy S20 Ultra, Galaxy Z Flip, and Galaxy Buds+.

On August 5, 2020, Samsung streamed the Galaxy Unpacked event[35] from their Samsung Digital City headquarters in Suwon, South Korea. In light of the ongoing COVID-19 pandemic, the event’s live audience was represented on stage by Samsung Members on a curved screen. The Unpacked event launched the brand’s latest Galaxy Note 20, Galaxy Note 20 Ultra, Galaxy Z Fold 2, Galaxy Tab S7, Galaxy Tab S7+, Galaxy Watch 3, Galaxy Buds Live.

At the event, Samsung announced that in celebrating ten years of Unpacked events[36], the flagship Galaxy S Series of smartphones will adopt a new numerical nomenclature, jumping from the Galaxy S10 to the Galaxy S20 to “mark a new decade of innovation”.

Under the new direction, the following Unpacked Part 2 event[37] on September 1 was used to launch the Galaxy Z Fold 2 foldable smartphone. The event consisted largely of pre-recorded segments, and was streamed live from the IFA 2020 Special Edition, a hybrid digital and physical edition of the trade show.

The fourth Unpacked event took place on September 23, aptly named the ‘Galaxy Unpacked for Every Fan[38]’, for the launch of Samsung’s Galaxy S20 Fan Edition, a less expensive variant of the main S20 series.

Summary Timeline of Key Product Launches

Year Timeline of Key Products released
2009 Samsung Jet launched
2010 First Samsung Galaxy S
2011 Samsung Galaxy S2, first Galaxy Note, Galaxy Nexus
2012 Samsung Galaxy S3, Galaxy Note2, Galaxy Tab 2, and Galaxy Camera
2013 Samsung Galaxy S4, Galaxy Note3, Galaxy Gear
2014 Samsung Galaxy S5, Galaxy Note4, Galaxy Note Edge, Galaxy Tab Active, Gear S, Gear VR, Gear Circle, Gear Live, Gear Fit, Gear 2 Neo and Gear 2
2015 Samsung Galaxy S6, Galaxy S6 Edge, Galaxy S6 Edge+, Galaxy Note5, Gear S2
2016 Samsung Galaxy S7, Galaxy S7 Edge, Gear 360 camera, Galaxy Note7, Gear S3 classic, Gear S3 frontier, Gear VR, Gear Fit 2, Gear S2 Classic and Gear IconX
2017 Samsung Galaxy S8, Galaxy S8+, Galaxy Note8, Galaxy Tab S3, Gear Fit2 Pro and Gear Sport
2018 Samsung Galaxy S9, Galaxy S9+,Galaxy Note9, Galaxy Note 9, Galaxy Watch, Galaxy Home and Galaxy Watch
2019 Samsung Galaxy S10e, Galaxy S10, Galaxy S10+, Galaxy S10 5G, Galaxy Note10, Galaxy Fold, Galaxy Book S, Galaxy Watch Active, Galaxy Fit, Galaxy Watch Active 2, Galaxy Buds, Galaxy Z Flip, Galaxy A70, Galaxy A80
2020 Samsung Galaxy S20, Galaxy S20+, Galaxy S20 Ultra, Galaxy Note20, Galaxy Note20 Ultra, Galaxy Z Fold2, Galaxy S20FE, Galaxy Buds +, Galaxy Buds Live, Galaxy Tab S7, Galaxy S7+, Galaxy Fit2 and Galaxy Watch3
2021 Samsung Galaxy S21, Galaxy S21+, Galaxy S21 Ultra, Galaxy Buds Pro and Galaxy SmartTag

References

  1. ^ Moorhead, Patrick. "Samsung Galaxy Unpacked 2021 Brings Style And Performance To S21 Smartphones And Buds Pro Earbuds". Forbes. Retrieved 2021-01-19.
  2. ^ "How Samsung Unpacked Engaged Viewers Live and Virtually". www.eventmarketer.com. Retrieved 2021-01-19.
  3. ^ "Unpacked: From Invitation to Reality". news.samsung.com. Retrieved 2021-01-19.
  4. ^ "What is Samsung Members?". The Official Samsung Galaxy Site. Retrieved 2021-01-19.
  5. ^ "Galaxy Unpacked January 2021: Official Replay l Samsung - YouTube". www.youtube.com. Retrieved 2021-01-19.
  6. ^ August 2020, Balakumar K. 06. "Samsung Unpacked event had double the viewership of the Oscars". TechRadar. Retrieved 2021-01-19.{{cite web}}: CS1 maint: numeric names: authors list (link)
  7. ^ "StackPath". www.bizbash.com. Retrieved 2021-01-19.
  8. ^ "Samsung Launches Teaser Campaign for August Galaxy Unpacked Event". Branding in Asia Magazine. 2020-07-24. Retrieved 2021-01-19.
  9. ^ "CommunicAsia 2009 - Samsung Unpacked (Updated!)". www.hardwarezone.com.sg. Retrieved 2021-01-19.
  10. ^ "Live from Samsung's 2010 MWC press event". Engadget. Retrieved 2021-01-19.
  11. ^ "[Samsung Galaxy S] Samsung Unpacked 2010 Episode II in Las Vegas - YouTube". www.youtube.com. Retrieved 2021-01-19.
  12. ^ "Looking back at Samsung Unpacked through the years". Android Central. 2014-02-13. Retrieved 2021-01-19.
  13. ^ Cha, Bonnie. "Samsung unveils Galaxy Tab 8.9 and 10.1, 'world's thinnest' tablets". CNET. Retrieved 2021-01-19.
  14. ^ Inofuentes, Jason. "IFA 2011: Samsung Keynote Introduces Galaxy Note, Galaxy Tab 7.7 and Wave 3". www.anandtech.com. Retrieved 2021-01-19.
  15. ^ "Samsung Mobile Unpacked 2011 Google Episode announced for CTIA". SlashGear. 2011-09-29. Retrieved 2021-01-19.
  16. ^ "Hands-On with the Galaxy S III at Unpacked 2012: UI, Gestures, and USB Host - XDA TV". xda-developers. 2012-05-08. Retrieved 2021-01-19.
  17. ^ BjTechNews (2014-09-03). "Samsung's Unpacked Episode 2 Announces the Galaxy Note 4 and More". BTNHD. Retrieved 2021-01-19.
  18. ^ "Samsung Unpacked 2013 - Galaxy S4 - FULL Presentation - YouTube". www.youtube.com. Retrieved 2021-01-19.
  19. ^ Al-Qudsi, Klaus Hinum/Omar. "Roundup of Samsung's Unpacked 2013 Episode 2". Notebookcheck. Retrieved 2021-01-19.
  20. ^ Lead, Telecom (2014-02-24). "Live stream (video): Samsung Unpacked 2014 –Episode 1". TelecomLead. Retrieved 2021-01-19.
  21. ^ "Watch the Samsung Unpacked 2014 Episode 2 event". TalkAndroid.com. Retrieved 2021-01-19.
  22. ^ "Samsung Galaxy Unpacked 2015 - Livestream (Replay) - YouTube". www.youtube.com. Retrieved 2021-01-19.
  23. ^ Nistor, Codrut. "Samsung Galaxy Unpacked 2015 coming mid-August". Notebookcheck. Retrieved 2021-01-19.
  24. ^ "Samsung Announces Feb. 21 Galaxy Unpacked Event, Teaser Suggests Focus On Gear VR And New S7 Line". TechCrunch. Retrieved 2021-01-19.
  25. ^ "Invites sent out for Samsung's August 2 Unpacked smartphone event". TechCrunch. Retrieved 2021-01-19.
  26. ^ www.digitaltrends.com https://www.digitaltrends.com/android/samsung-unpacked-2017-roundup/. Retrieved 2021-01-19. {{cite web}}: Missing or empty |title= (help)
  27. ^ Tibken, Shara. "Galaxy Note 8 on Aug. 23: Samsung makes it official". CNET. Retrieved 2021-01-19.
  28. ^ Samsung, Studio 61. "Paid Content: Get ready for Galaxy Unpacked 2018 – And your chance to win a Samsung prize pack". CNET. Retrieved 2021-01-19.{{cite web}}: CS1 maint: numeric names: authors list (link)
  29. ^ Jones 2018-06-27T15:27:23.177Z, Robert. "Confirmed: Samsung will unveil the Galaxy Note 9 on August 9th". T3. Retrieved 2021-01-19.{{cite web}}: CS1 maint: numeric names: authors list (link)
  30. ^ "The Awesome Galaxy UNPACKED 2018 For Galaxy A7 + Galaxy A9 2018!". Tech ARP. 2018-10-12. Retrieved 2021-01-19.
  31. ^ "Everything Samsung announced at its Galaxy Unpacked 2019 launch event". VentureBeat. 2019-02-21. Retrieved 2021-01-19.
  32. ^ "[Invitation] A Galaxy Event 2019". news.samsung.com. Retrieved 2021-01-19.
  33. ^ Swider, Matt; Lumb, David; August 2019, John McCann 07. "Samsung Galaxy Note 10 launch: here's what happened at Galaxy Unpacked 2019". TechRadar. Retrieved 2021-01-19.{{cite web}}: CS1 maint: numeric names: authors list (link)
  34. ^ Welch, Chris (2020-01-04). "Samsung confirms Galaxy S11 event for February 11th". The Verge. Retrieved 2021-01-19.
  35. ^ "Samsung Galaxy Unpacked 2020 event confirmed for 5 August: Here is all you can expect- Technology News, Firstpost". Tech2. 2020-07-08. Retrieved 2021-01-19.
  36. ^ "Unboxing Innovation: Looking Back at Samsung's Galaxy Unpacked Events". news.samsung.com. Retrieved 2021-01-19.
  37. ^ "samsung unpacked Part 2 event - Google Search". www.google.com. Retrieved 2021-01-19.
  38. ^ Grunin, Lori. "Samsung Galaxy Unpacked for S20 Fan Edition: Everything announced today". CNET. Retrieved 2021-01-19.
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