Samsung Electronics Vice Chairman Lee Jay-yong.

The Mobile World Congress 2016 (MWC 2016) was a virtual battlefield among companies struggling to make breakthroughs in a market with “standardized” smartphone functions and designs. True to the theme of the exhibition, MWC 2016 also served as an opportunity to present new VR paradigms designed to find growth momentum, departing from hardware-oriented VR. 

MWC 2016, the 30th rendition of the exhibition, wrapped up a four-day run on Feb. 25 in Barcelona, Spain. The fair attracted as many as 3,600 exhibitors and some 100,000 spectators, the most-ever.

Many exhibitors, including Samsung Electronics and LG Electronics, released diverse mobile gadgets. Automobiles that occupied a hero’s seat at MWC 2015 gaveway to VR experience zones this time, attracting a flood of spectators. 

MWC 2016 brought a wide array of phones, ranging from module-type smartphones to premium devices. Samsung Electronics and LG Electronics, representing Korea’s smartphone makers, unveiled their latest products, Galaxy S7 and LG G5, respectively on Feb. 21, on the same day for the first time this year.

In particular, Samsung Electronics held a ceremony to unpack its virtual reality gadget “Gear VR” at the Barcelona Convention Center on Feb. 21. VR images presented by Gear VRs and Galaxy S7s fascinated more than 5,000 spectators.

Galaxy S7 has full metal and glass curbs, and Samsung’s latest flagship smartphone has restored such functions as waterproofing, dustproofing and includes a micro SD slot, all of which were missing from the previous Galaxy S6. Galaxy S7, with a 5.1-inch screen, and S7 Edge, with a 5.5-inch screen, are outfitted with QHD Super-AMOLED display and Qualcomm Snapdragon 829AP. 

At a keynote speech at the exhibition, Facebook founder Mark Zuckerberg stressed that mobiles will be ground zero for the VR revolution. Zuckerberg showed up at Samsung Electronics’ unpacking event and demonstrated a VR partnership between Facebook and Samsung Electronics. 

President Koh Dong-jin of Samsung Electronics’ Mobile Business said in a meeting with reporters that prospects for Galaxy S7 are rosy. Koh did not specify figures, but he forecast that Galaxy S7 would outperform Galaxy S6 in terms of sales. Galaxy S6 is to be put on the market in 60 countries on March 11. The release of the latest flagship smartphone will be expanded to 120 countries. 

President Koh said Samsung Electronics will offer comprehensive experiences and values to customers via not only smartphones but also related service contents. He added that Samsung Electronics is not a hardware company, and such things as security solution KNOX and mobile payment service Samsung Pay represent the “software power” the company has so far accumulated. 

Concerning VR businesses, President Koh said the day will come when physically handicapped persons can travel at home via VR. The spread of 360-degree cameras will likely multiply the supply of VR content, invigorating the VR industry. There are still daunting tasks to be addressed, including the low quality of VR gadgets, he added.  

Models show the latest Galaxy S7 the Korean electronics giant unveiled at the Mobile World Congress 2016 in Barcelona, Spain, on Feb. 21. (Photos:Samsung Electronics)

Buzzword of MWC 2016 Was VR

Korean exhibitors occupying the third hall of the MWC 2016 venue led the so-called “VR fever.” Samsung Electronics’s roller coaster experience hall designed to publicize Gear VR attracted a long queue of spectators. They waited in line for up to one hour to enter the hall. Samsung Electronics installed 28 vibration seats to max out VR effects, making spectators wearing Gear VR feel as if they were on a roller coaster. 

LG Electronics created a space to promote its VR gadget, LG 360 VR. SK Telecom and KT opened a separate booth designed to experience VR services.