Microsoft and Samsung Unveil the Next Generation of Surface

By Microsoft Corp., PRNE
Wednesday, January 5, 2011

Samsung SUR40 for Microsoft Surface uses new technology that gives large displays the power to see

LAS VEGAS, January 6, 2011 - At the 2011 International CES in Las Vegas, Samsung Electronics Co. Ltd.
and Microsoft Corp. unveiled the next generation of the Microsoft Surface
experience featuring PixelSense technology, which gives LCD panels the power
to see without the use of cameras. Building from the innovation of the first
version of Microsoft Surface and Samsung's leading display technology, it is
now possible for people to share, collaborate and explore together using a
large, thin display that recognizes fingers, hands and other objects placed
on the screen. This experience will come to life in the Samsung SUR40 for
Microsoft Surface for business customers later in 2011 in 23 countries.
Dassault Aviation, Fujifilm Corp., Red Bull GmbH, Royal Bank of Canada and
Sheraton Hotels & Resorts Worldwide Inc. announced that they will deploy the
new product.


"Microsoft continues to innovate in vision-based interaction and software
designed for touch. With the introduction of the next generation of Surface,
using PixelSense technology, we'll bring more tables and walls to life with
amazing natural experiences for people to enjoy together," said Panos Panay,
general manager, Microsoft Surface. "We partnered with Samsung because of its
strengths in LCD technology, hardware design and manufacturing, and worldwide
marketing and sales of large-format displays. The companies have built an
incredibly successful collaboration that moved from invention to development
to manufacturing and sales of a high-quality, industrialized commercial

"Samsung collaborated with Microsoft to bring the Surface experience to a
new, thin design with powerful vision-based capabilities in the LCD market.
The Samsung SUR40 for Microsoft Surface delivers an interactive experience
not available anywhere else and will change the way companies engage with
their customers," said Jeong-Hwan Kim, senior vice president of Display Sales
& Marketing team at Samsung Electronics.

Microsoft and Samsung worked closely to develop the LCD panel and the new
hardware product, which is being manufactured by Samsung and will be sold to
business customers through its broad distribution and reseller network.

"With Samsung's cutting-edge interactive LCD technology and Microsoft's
innovation in vision-based systems, together we were able to define a new LCD
architecture," said HyungGuel Kim, senior vice president of Samsung
Electronics LCD Business. "This brand-new concept of LCD provides
image-sensing technology along with massive multitouch capability and
enhanced horizontal durability, which are specialized for the Microsoft
Surface experience."

Product Details

Samsung SUR40 will bring companies around the world new ways to help
drive sales, showcase their brand, and increase customer satisfaction and
loyalty. The product features include these:

    - PixelSense. PixelSense gives an LCD display the power to recognize
      fingers, hands and objects placed on the screen, including more than 50
      simultaneous touch points. With PixelSense, pixels in the display see
      what's touching the screen and that information is immediately
      processed and interpreted.
    - Microsoft Surface software. Microsoft Surface software provides
      business customers with a premier touch-first experience for their end
      users, built on the principles of direct interaction and together
      computing, with a new look and feel. It also allows commercial
      application developers to use a new version of the Microsoft Surface
      SDK and familiar Microsoft development tools to take full advantage of
      the massive multitouch and object recognition capabilities of
      PixelSense and deliver experiences not possible on any other platform.
    - Designed for commercial environments. The product is designed to meet
      the challenges of active usage in demanding locations such as retail,
      hospitality and education.
    - Thin form factor with multiple configuration options. The product is
      four inches thin, which makes it easy to use horizontally, hang
      vertically with the VESA mount, or embed in walls or custom enclosures.
      Standard legs are available or customers can design and attach their
    - Forty-inch full high-definition (HD) 1080p screen. The 40-inch screen
      enables unparalleled multi-user experiences in full HD 1080p, with a
      16:9 aspect ratio and 1920x1080 resolution.
    - Powerful embedded system. The product uses the embedded AMD Athlon(TM)
      II X2 Dual-Core Processor 2.9GHz paired with the AMD Radeon HD 6700M
      Series GPU featuring DirectX 11 support to deliver significant
      processing horsepower and outstanding graphics capability.

Customer Adoption

Today, the following customers are announcing that they will purchase and
deploy Samsung SUR40 to offer unique experiences to their customers:

    - Dassault Aviation, a French company that designs, manufactures and
      sells aircraft, will build on its first-version internal deployments
      and move to using Samsung SUR40 to serve as a marketing tool for the
      company's Falcon line of aircraft. The Falcon application will enable
      sales associates to deliver datasheets, customized videos and an
      interactive flight range map. In addition, Dassault will use Samsung
      SUR40 to deliver a customized HR application for employees to use to
      manage certificates, training, vacation and other personnel functions.
    - Fujifilm, one of the world's largest photographic and imaging
      companies, is planning an initial Samsung SUR40 deployment of 40 units
      starting in the Australian market with plans for eventual worldwide
      deployments. Fujifilm's Surface application will deliver a
      photo-booth-of-the-future experience, allowing groups of people to come
      together and to create their individual photo books or other individual
      photo products in a matter of minutes at point of sale and in a variety
      of retail locations.
    - Red Bull, a producer of energy drinks, and Red Bull Media House,
      provider of media content from Red Bull extreme sports events, have
      selected T-Systems Multimedia Solutions, a Surface Strategic Partner,
      to develop a Surface application in an innovative project for use in
      bars and clubs. Red Bull is investing in Surface for its ability to
      enhance the brand experience in a variety of locations, as well as its
      presence at worldwide extreme sports events. Using the Microsoft
      Surface application, fans of Red Bull will be able to interact with the
      product and multimedia content at the same time. When guests place
      their tagged Red Bull cans on the display, video content of
      Red Bull events and current news is shown on the display and can be
      saved for viewing later by snapping a photo of a QR tag with a
    - Royal Bank of Canada (RBC), one of North America's leading diversified
      financial services companies and Canada's largest bank, currently uses
      Surface in its newly designed "retail store" branches. The new "retail
      store" brings to life a dramatically new retail banking environment,
      combining best-in-class retail shopping with financial services.
      Surface is a key part of the Discovery Zone, which offers a unique and
      interactive way to engage clients to explore the ways RBC can help them
      and increase their financial literacy. RBC intends to expand its
      "retail store" model and deploy Samsung SUR40 over the next year in RBC
      branches across Canada. RBC worked with Surface Strategic Partner
      Infusion to create five applications for clients: The Big Picture,
      which allows customers to explore all the ways RBC can help
      them meet their financial needs; the Drop a Coin application, which
      allows users to slide coins across the screen to display the value of
      regular investing; Meet our Experts, which profiles the local branch
      staff; the Instant Win application, which allows customers to drop a
      direct-mail letter on the Surface screen to see if they have won a
      prize; and the Kids Corner, which offers a fun, interactive puzzle for
      children to explore while their parents do their banking.
    - Sheraton Hotels & Resorts Worldwide helps guests make connections at
      more than 400 hotels in 70 countries around the world. Sheraton plans
      to expand its Surface footprint globally and deploy Samsung SUR40 as
      part of The Link@Sheraton to further enhance the guest experience. The
      Surface applications on the units will provide interactive fun for
      guests, as well as local mapping information allowing them to stay
      connected during their travels.

In addition, Microsoft will showcase Samsung SUR40 in Microsoft Stores.
Microsoft Surface is an important part of the store experience today, and the
new product will further enhance that experience, providing customers with
games, maps, music and applications to allow for product comparisons.
Microsoft intends to deploy two to four Samsung SUR40 units per Microsoft
Store location.

Pricing and Availability

The manufacturer's suggested price for Samsung SUR40 starts at $7,600
(U.S.). Samsung SUR40 will be available later in 2011 in 23 countries:
Australia, Austria, Belgium, Canada, Denmark, France, Germany, Hong Kong,
India, Ireland, Italy, Korea, the Netherlands, Norway, Qatar, Saudi Arabia,
Singapore, Spain, Sweden, Switzerland, the United Arab Emirates, the United
and the United States.

About Samsung Electronics Co., Ltd.

Samsung Electronics Co., Ltd. is a global leader in semiconductor,
telecommunication, digital media and digital convergence technologies with
2009 consolidated sales of US$116.8 billion. Employing approximately 174,000
people in 193 offices across 66 countries, the company consists of eight
independently operated business units: Visual Display, Mobile Communications,
Telecommunication Systems, Digital Appliances, IT Solutions, Digital Imaging,
Semiconductor and LCD. Recognized as one of the fastest growing global
brands, Samsung Electronics is a leading producer of digital TVs, memory
chips, mobile phones and TFT-LCDs. For more information, please visit

About Microsoft Surface

Microsoft Surface provides a new way to experience and use information
and digital content, engaging the senses, improving collaboration and
empowering people to interact. Microsoft Surface is at the forefront of
developing software and hardware that uses vision-based technology to
fundamentally change the way people use computing devices. More information
can be found at

About Microsoft

Founded in 1975, Microsoft (Nasdaq: MSFT) is the worldwide leader in
software, services and solutions that help people and businesses realize
their full potential.

Vanessa Whorley of Edelman, +1-206-268-2276, vanessa.whorley at, for Microsoft Surface; or Michael Steavenson of Allison & Partners, +1-917-821-3830, mike at, for Samsung Enterprise Business Division; NOTE TO EDITORS: For more information, news and perspectives from Microsoft, please visit the Microsoft News Center at Web links, telephone numbers and titles were correct at time of publication, but may have changed. For additional assistance, journalists and analysts may contact Microsoft's Rapid Response Team or other appropriate contacts listed at

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