Samsung set to launch an air-conditoning revolution

Chatchai Santatianant, vice president of consumer electronics business, Thai Samsung Electronics, said the value of Thailand’s air-conditioning market currently stood at around Bt25 billion. 

Residential air-conditioners account for 70 per cent of the market and commercial systems for the remainder, with market growth of around 10 per cent expected this year, he said.

“We have noticed three mega-trends that look set to drive market growth. The first is connectivity and convergence. On average, everyone now has about 1.5 Internet-connected devices. By 2020, the number of such devices in possession will likely jump to eight per head. 

“This reflects that it’s going to be common for consumers to connect their smart phones with various home appliances in the near future. Electrical devices, including air-conditioners, therefore have started to include IoT [Internet of Things] technology and functions,” the executive said.

The second trend is that consumers have now embraced health, wellness and lifestyle. In air-conditioners, they look for technology that will protect their health from pollutants and pathogens, he added. 

“Thirdly, ‘smart’ is the new green mega-trend, emphasising that today’s innovations must be eco-friendly and energy-efficient. When it applies to the air-conditioning industry, it is clear that customers want the same or higher efficiency with lower energy consumption,” he explained.

“As for air-conditioning systems for buildings, there are three other supportive factors: the growing real-estate industry; the government’s mega-infrastructure projects; and the establishment of the Asean Economic Community,” Chatchai said.

“This year, we will launch seven air-conditioning models – three of them for households, and four for commercial use,” he said.

The vice president said for household use, Samsung has the new Samsung The Triangle, which comes with bigger air vents and larger blades for enhanced cooling efficiency. 

The model boasts three technologies for good health: the PM 2.5 filter can trap dust particles and pathogens as small as 2.5 microns; the 3 Care filter works against fungi, bacteria and allergens; and Virus Doctor technology purifies air. 

Samsung The Triangle also features the new 8-pole Digital Inverter, making it energy-efficient, quieter and quicker in delivering cool air, he said. 

Thai Samsung Electronics has chosen the popular couple “Opal” (Panisara) and “Dr Oak” (Smith Arayasakul) as product presenters. 

“We have added 20 service teams to our workforce and increased our spare-parts stock … Not only does Samsung now operate 31 service centres across Thailand, but it also runs its call centre round the clock,” he said.

“This year, Samsung is also launching four new air-conditioning systems for buildings, all of them energy-efficient, easy to install, lighter and requiring little space, and equipped with an advanced central control system. 

“Samsung is proud to have brought the world’s first circular air-conditioner, the 360 Cassette, to the market this year. On top of the fact that its outstanding design promises to fit nicely into modern buildings, the bladeless 360 Cassette is also very efficient in providing an even distribution of air in a full 360 direction,” Chatchai said.

“As many as 188 building projects in Thailand have already been installed with Samsung’s products. We also aim to attract 60 more projects this year. For residential air-conditioners, we plan to increase our shops to 350,” the executive said.