Myungjin, living in Seoul, Korea and Rahul living in New Dehli, India no doubt

lead two totally different lives. Except for their vibrant youth and energy,

the climate they live in, the culture, economy all differ in so many ways.

Here at Samsung Electronics, we seek to reflect the diversity of lifestyles in our

products, striving for a global perspective, but always firmly rooted locally.

From appearance to internal user interface, we take into consideration the unique

considerations of each user in every region and land into our design approach.

The India market Samsung Electronics mass phone J2 is a great example of this

specific customization. The J2 is a smartphone that targets the younger generation

of India totaling over 600 million. Let’s see what makes this device so glocal;

how it was developed and with what insights into the youth of India. how it was developed and with what insights into the youth of India.

GRIP LINE

Local Climate & Lifestyle DesignWhile the majority of India may be sweltering hot and humid the younger generation are bustling with life and energy.

Often humidity is a big factor in an environment such as this. High daytime temperatures and humidity levels, rich

culinary habits all contribute to one of the major enemies of electronic devices: sweat. Also, coupled with crowded

buses and trains during commutes add to the perfect storm of dampening your smart device. Oh, and let’s not forget

the wet and muddy roads during the wet seasons, just ready for you to drop your devices into them.

The Grip Line of the J2 was developed from this very premise. The ergonomically formed grip that wraps around the

entire device acts as a placeholder for your thumb and other fingers, a Natural Grip Line, if you will. It also acts as a

distinctive design element for this phone itself. A design that is not only functional, but aesthetically pleasing as well.

S-BIKE MODEULTRA DATA SAVING MODEQUICK & EASY SHORTCUTS

For an Active & Savvy Lifestyle

Small mopeds and motorbikes criss cross nonstop in droves on

the roads of India. The youth of India are constantly on the move,

going from place to place meeting friends, going to parties,

participating in discussions, exchanging ideas and inspiration with

all they meet. Naturally, a reliable trustworthy smartphone is a

necessity to keep in touch and stay current.

The S-Bike Mode on the J2 allows you to filter important calls while

both your hands are on the handlebar, the Motion Lock allows you

to close your device without even touching it. The Ultra Data Saving

Mode turns off all unused applications or compresses upload data

to help you save precious data usage while Quick & Easy Shortcuts

helps you do exactly that for apps you need or frequent more than

others.

Unique Intuitive UsabilityFor the youth of India, expressing themselves in their own unique

way at a gathering, a party or festival is an important part of their

self-expression. Likewise, not hearing your ringtone or alarm in

a crowded loud concert is of equal importance. Shortened battery

life and missed calls are not cool. In any situation.

The Smart Glow emitting from the Ring Flash function is a viable

option for expressing your identity. The ring of light that shines

from the rear camera flash will surely turn heads while the

diverse array of colors will ensure that you know when a call is

coming or an alarm is going off. The color selection is not the

regular spectrum of colors but rather a more traditional

selection to cater to local preferences and taste.

SMART GLOW & RING FLASH

Global Yet Very LocalThe younger generation in India have spread out into all parts of the world

spreading their rich historic and cultural heritage wherever they go. It goes

without saying that a smartphone targeted specifically for them should be

globally appealing yet retain an underlying appearance that is unique to India.

The user experience and packaging design concept of the J2 seeks to

combine this duality. The lock settings and packaging especially reflect this

glocal sensibility, taking cues from the rich visual tradition of India and

it’s past and fusing them with the design sense of Samsung results in

a design approach that is both globally accessible yet uniquely local.

LOCAL THEMES & PACKAGE

Selecting specific characteristics or attributes from a society and culture as rich

as India is no easy task. Taking those attributes and having them appeal to the

younger generation seems an even more daunting one. Starting from the ground

up, meeting and talking with the youth of India and conversing with them

through words, action and emotion has given us the insight to produce a phone

that is uniquely for them. Not just in appearance but in so much more. Going

global while staying local, glocal is the J2 by Samsung Electronics in a word. A

woword we intend to continue and follow well into the future.

design.samsung.com