Last month Samsung released their updates of One UI 5.0 which is eligible on Galaxy devices. This update is largely based on its ability to allow users’ personalization. Along with lock screen customization and notification redesign, there is a security enhancement. Samsung collaborated with google on Health Connect, which allowed android developers to create a better health experience in android. The centralized privacy controls let users sync their other health and fitness app data. However, who owns this data is unclear.
Samsung has merged its biometrics, security, and privacy settings into a single menu option. If your phone thinks you’re about to share an image with sensitive information, like a picture of a credit card, driver’s license, social security card, or passport; A phone will send you a warning on the share screen. The question is what database is Samsung using to compare this data? Are they storing this information on their personal database and if so, what are the security placeholders for them? When a brand has good quality data in abundance, it can offer hyper-personalization to its customers. With privacy concerns, rising users are now more conscious of how, where, and what their data is being used for. For the brand Samsung, which must constantly compete with apple products, google, and other androids on market; it is important to provide a personalized experience. In the last couple of years, Apple has made sure that iPhone, mac, iPad, etc. are safe from data breaches.
Other updated security features are an intuitive security check, secure web browsing, Secure Folder, and Private Share. Android’s security has had a poor and questionable reputation in the past. Samsung brand has about 28.9% of the market share around the world, about 0.24% less than that apple. It is no news that Samsung has access to sensitive customer data, but they don’t own it. As discussed in the Cisco Survey as brands continue to create personalized products and services, it is important for them to set long-term goals on how they will protect customers’ data.
Do you think Samsung will be able to offer its users the same level of data security & privacy as an apple?
Will the UI 5.0 update allow Samsung marketers to use “personalization” as a selling point and set aside security concerns?
Bika, N. (2021, April 20). Privacy vs personalization: Finding the balance. www.digitalsignagetoday.com.
Foster, C. (2022, September 9). Samsung One UI 5.0 security and privacy. Sammy Fans.
One UI 5 key features. Samsung us. (2022, October 15). Retrieved from https://www.samsung.com/us/apps/one-ui/features/