IFA 2025 has kicked off and Samsung has come out of the gate swinging. From smart home appliances to better IoT security, it is all happening.
Security on the Mind
Two series of robot vacuum cleaners, the Bespoke AI Jet Bot Steam and the Bespoke Jet Bot Combo, in addition to Bespoke AI Refrigerators, have received IoT security certification from TÜV Nord, a global certification organisation based in Germany.
This marks the first time Samsung’s digital appliances have received certification, further underscoring the company’s leadership in both home appliance technology and data security.
TÜV Nord is a globally renowned institution, acknowledged as an IECEE-accredited National Certification Body. The certification is based on the ETSI EN 303 645 standard, established by the European Telecommunications Standards Institute (ETSI), which defines security and privacy requirements across the lifecycle of consumer IoT devices — from design and development to distribution and operation. Key criteria include data encryption, authentication and access control, secure software updates, personal data protection and vulnerability management.
“As the global focus on smart home security intensifies, Samsung continues to deliver robust protection through our Knox security platform,” said Jeong Seung Moon, Executive Vice President and Head of the R&D Team for Digital Appliances Business at Samsung Electronics. “This certification validates the strength of our security technologies, and we will continue to enhance differentiated protection to safeguard customer data.”
Samsung continues to strengthen its home appliances with a wide range of Knox security technologies that safeguard user data through multiple layers of protection. These include the verification of unauthorised firmware modifications when the device is turned on. Additionally, all monitoring video footage and user commands from the Bespoke AI Jet Bot Steam and the Bespoke Jet Bot Combo are encrypted and only decrypted at their intended destination.
Turning up the volume
Built for large gatherings, Samsung’s new Sound Tower range, ST50F and ST40F models are their latest innovation in portable audio.
These new models combine acoustic technology with a dynamic, modern design to deliver an immersive party experience through both light and sound.
“The new Sound Tower sets a new standard in how consumers experience entertainment in both indoor and outdoor settings,” said Hun Lee, Executive Vice President of the Visual Display Business at Samsung Electronics. “With customisable lighting effects and an upgraded form factor that produces fully encompassing sound, it underscores Samsung’s commitment to providing innovative audio solutions for the diverse lifestyles of customers.”
Powerful Party Sound
The Sound Tower’s acoustic structure delivers rich, room-filling sound with exceptional clarity and deep bass. With Samsung’s Waveguide technology applied to its dual dome tweeters, audio is distributed and enhanced to ensure a wider, more even soundstage. This optimisation provides crisp treble that can be heard clearly, while dual woofers deliver customisable bass with Deep, Punchy and Gentle modes, which allow listeners to tailor their experience to their preferences. Four additional sound modes – Standard, Wide, Stadium and Outdoor – let listeners further fine-tune their audio to match any setting, from backyard barbecues to packed dance floors.
Whether indoors or outdoors, users can enjoy long-lasting battery performance. A replaceable battery also ensures the party can continue without interruption. For an even more immersive soundscape, users can connect multiple compatible units through Auracast™ Group Play or pair two compatible Sound Towers via Stereo Play with True Wireless Stereo (TWS) for true left-right channel audio.
Vibrant Party Lights + For Every Mood
The Sound Tower’s Party Lights + system transforms any gathering into an immersive audiovisual experience. With five mood presets and six dynamic lighting patterns, users can set the perfect vibe using the Samsung Sound Tower App. The system reacts in real time, analysing music beats and frequencies to activate dozens of LEDs in sync with the rhythm. Customisable mood options include a wide range of effects, movements and colours, including Wave, Trail, Spark, Breeze, Flow and Flare – making it easy to create atmospheres that range from “Festival” to “Chill”.
LED lighting extends across five key areas of the speaker to deliver a 360° effect:
- Track light: an iconic LED racetrack-style light that surrounds the two woofer units to display vivid patterns.
- Ring light: LED lights highlight powerful colours around the two tweeter units.
- Line lights: four perimeter line lights that frame the body of the speaker for a moody effect.
- Crystal lights: centred at the base and the foot of the speaker to produce an energising atmosphere.
- Handle light: doubles as a functional detail, illuminating the control panel and providing support for a tablet or smartphone for easy interaction and control of music and settings
For added entertainment, built-in DJ Booth and Karaoke modes – as well as a guitar input – turn any space into a live stage, combining powerful sound and lighting for a true party-ready experience.
Portable and Built for Performance
Designed for versatility, the Sound Tower’s bold, geometric form, integrated lighting and transport-ready build make it as visually striking as it is functional. It redefines portable party audio with a balance of power, design and convenience. The new models also feature Samsung’s Grip & Roll design, with a bottom grip slot and integrated handle on the ST40F model, and the addition of wheels and a telescopic handle on the ST50F model for effortless mobility. Each model has been designed to deliver an elevated audio experience that matches a variety of needs:
- Sound Tower ST50F: 240W output, long-lasting battery life, 6.5” dual woofers, 25mm dual dome tweeters, telescopic handle + wheels
- Sound Tower ST40F: 160W output, long-lasting battery life, 5.25” dual woofers, 20mm dual dome tweeters, integrated handle
The new Samsung Sound Tower will roll out to global regions from today. Australia will range the Sound Tower locally at a later date in 2026.
Home Appliance Remote Management (HRM), at your service
HRM is a service that connects SmartThings-connected appliances to Samsung’s service network, maintaining a continuous record of device conditions and enabling real-time monitoring through the service center. With customer consent, advisors at service centers can remotely access diagnostics data – including refrigerators inner temperature levels, dryers moisture levels, or air conditioner cooling performance – and provide solutions or guidance to solve issues.
Samsung is expanding its HRM service globally. It has been used in remote customer support since 2020 in Korea, and was piloted across 10 countries in 2024. This year, the service has officially rolled out globally across 122 countries, supporting refrigerators and washing machines, with support for 17 languages, including Spanish, Portuguese, German, French, Russian and Czech.
“Samsung’s HRM service exemplifies our commitment to proactive, smart customer care,” said Miyoung Yoo, EVP and Head of Global Customer Satisfaction Team, Digital Appliance (DA) Business at Samsung Electronics. “Thanks to the combination of seamless connectivity and real-time insights, this service helps to reduce complexity for our customers, ultimately enhancing their overall satisfaction.”
Enhancing Service for Screen Appliances
In line with the expansion of screen-equipped appliances like Bespoke refrigerators and washing machines, Samsung has also introduced a screen-sharing feature to enhance diagnostic capabilities.
For various screens of 7-inch, 9-inch, and Family Hubs4, Australian users can share their device screens in real time with service center advisors, allowing diagnosis of display-related issues, app malfunctions or multimedia playback problems. First introduced in 2021 with Family Hub refrigerators, screen sharing expanded to refrigerators with the 9-inch screen in July 2025; with support for washing machines with the 7-inch screen to follow in September.
Immediate Solutions and Reduced Service Visits through Remote Assistance
Samsung’s HRM service will help to improve the efficiency of customer care by enabling real-time remote solutions for simple product issues that previously required in-home technician visits. For instance, if a customer is reporting that their washing machine’s buttons are not responding, an advisor will be able to diagnose whether the Child Lock setting is active through the HRM system.
With simple guidance on how to disable the setting, the problem could be solved without a technician visit.
In cases when an on-site visit is ultimately necessary, HRM improves the experience by allowing technicians to review detailed diagnostic data in advance. They are able to arrive at the site prepared with the correct parts and tools, reducing repeat visits and significantly shortening repair time. This makes HRM especially effective in regional towns where traditional technician visits may face delays.
With the continued expansion of customer support solutions like HRM, Samsung is realising more convenient and efficient ways to care for home appliances – helping to reduce downtime, enhancing the user experience and setting new Samsung standards for global service. As HRM reaches more countries, languages and product categories, Samsung remains committed to delivering smarter, more connected care for the homes of the future.
