Samsung Electronics is intensifying its push into Kenya’s premium consumer electronics segment with its 2025 QLED and Neo QLED television range, targeting affluent households ahead of the festive season.
The South Korean manufacturer is marketing the televisions, including a flagship 100-inch QLED model, as part of an integrated smart home ecosystem rather than standalone entertainment devices. The strategy reflects broader industry trends toward connected home appliances in emerging markets.
Smart Home Integration
The televisions feature Samsung’s SmartThings platform, enabling interoperability with the company’s other appliances including refrigerators, washing machines, and audio equipment. Users can control and receive notifications from connected devices through the television interface.
The sets incorporate AI-powered features including automatic picture and sound adjustment through Vision AI technology and a neural processor that upscales content quality. Samsung is also positioning its Knox security platform as a key differentiator for data protection across connected devices.
Market Positioning
Samsung’s timing targets Kenya’s festive season, when consumer spending traditionally increases and families gather for extended periods at home. The company is promoting the products as social centrepieces for entertainment and gatherings.
The televisions come with a two-year manufacturer’s warranty when purchased through authorised dealers, alongside professional installation services and access to Samsung’s service network. The company operates a 24/7 customer support centre and maintains partnerships with certified service providers across major cities.
Product Specifications
The 2025 range features ultra-slim profiles and minimal bezels designed for modern interior aesthetics. The televisions are compatible with Samsung’s soundbar range for enhanced audio experiences.
Samsung has not disclosed pricing for the Kenyan market, though similar QLED models typically position in the premium segment globally. The company is offering promotional deals through its authorised dealer network during the holiday period.
The launch comes as Samsung faces intensifying competition in East Africa’s growing consumer electronics market from Chinese manufacturers offering lower-priced alternatives with smart features.
