South Korea’s tech giant Samsung Electronics Co. said on Wednesday it is hosting its annual forum that targets different reigonal markets with tailored products and strategies in Rome, Italy for this year.

The forum dubbed Samsung Forum is the ninth of its kind this year, and it is a convention where Samsung Electronics introduces new and innovative products to its global business partners and shares its business strategies with them. It kicked off on Feb. 5 with the first regional forum that focuses on the European market with appliances and TV products that are customized to meet special needs of European consumers. Following the European forum, a series of different regional forums targeting other key markets - Southeast Asia, Southwest Asia, Commonwealth of Independent States, the Middle East, Latin America, and China - will be held in Rome until Feb. 27.

Kim Hyun-suk, head of Samsung Electronics’ consumer electronics division, said the company will focus to present its advancement in artificial intelligence (AI) and Internet of Things (IoT) technologies that now support most of its appliances and TV products at this year’s forum.

Samsung Electronics is showcasing its AI-based Bixby voice assistant at the European forum, along with other products such as its smart TVs, Family Hub refrigerators, and mobile devices, and is demonstrating how they connect with other applications and devices.

At each regional forum, the electronics giant plans to unveil the products specially tailored to meet the needs of consumers in a specific market.

It is the first time for Samsung Electronics to host Samsung Forum in one country without moving around different regions to make it more experience-based and provide convenience to its business customers.

By Hwang Hyung-gyu and Lee Eun-joo

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