The Movingstyle: Transforming Screens to Suit Any Environment

In today’s world, screens have woven themselves into nearly every aspect of daily life. Whether it’s for work, leisure, or staying connected, people are increasingly seeking flexibility in how and where they consume visual content. Recognizing this evolving trend, Samsung Electronics is revolutionizing the concept of displays, transforming them from fixed installations into dynamic companions that align effortlessly with users’ lifestyles, no matter where they are.

In their latest innovation, Samsung has ventured into the realm of “portable screens” — a category exemplified by their new creation, The Movingstyle. This device is a testament to Samsung’s expertise in merging the best features of televisions, advanced monitors, and mobile devices. It delivers cinematic visuals with smart versatility, especially in spaces where traditional screens may not fit. To delve deeper into the development of this groundbreaking product, Samsung Newsroom engaged in a conversation with Seokmin Baek from the Product Planning Group and Michael (Hyeon-seok) Kim from the Enterprise R&D Lab of the Visual Display (VD) Business at Samsung Electronics.

### A Versatile Screen for Every Occasion

A significant challenge in product design is ensuring that new technologies align with consumer needs. Baek, a pivotal figure in planning The Movingstyle, pointed out, “We noticed a growing desire for a more comfortable viewing experience, even in domestic settings, and we combined this insight with Samsung’s portable screen technology prowess.”

Samsung’s journey in portable viewing began with The Sero, a TV featuring a rotating screen tailored for mobile content, followed by The Freestyle, a portable projector. Now, with The Movingstyle, the company continues to push the boundaries of portable viewing. Baek highlighted that the product’s inception stemmed from a demand for a seamless viewing experience, allowing users to set up a screen instantly, wherever they choose.

The Movingstyle is designed for effortless use anywhere within the home, thanks to its kickstand equipped with a built-in battery, enabling it to function wirelessly without needing additional accessories. For those instances when more power is required, it can be connected to an external battery. Baek explained, “Our aim was to create a screen that could be moved freely throughout the home. We gave The Movingstyle a kickstand that lets users continue watching content while detaching the screen and easily carry it using the handle.” This intuitive design allows users to detach the screen without extra tools and place it upright on various surfaces.

The Movingstyle supports touch input, making its operation more intuitive and convenient. There are two key viewing experiences: the “lean-forward” experience, where users engage deeply with the screen, and the “lean-back” experience, where they relax and enjoy the content. The Movingstyle bridges these experiences seamlessly. For instance, users can adjust settings on the go using the touchscreen or relax with a remote control while watching a movie in bed. This flexibility ensures that both types of viewing experiences are natural and seamless.

Baek elaborated, “In developing The Movingstyle, we combined Samsung’s expertise in mobile devices with the strengths of our TVs and monitors. The result is a product that offers the portability of a mobile device, the precision of a monitor, and the immersive experience of a TV. The touch interface elevates the user experience to a new level.”

### Redefining User Satisfaction

The Movingstyle, as a product that amalgamates the finest qualities of mobile devices, monitors, and TVs, stands in a league of its own. Creating this new category was a formidable task. Kim, involved in the product’s development, shared, “We had to redefine everything — from planning and development to manufacturing — to deliver a completely new user experience.” This entailed revisiting every aspect, from consumer research to the development process and ensuring quality assurance.

Pioneering a new product category also involved setting new industry standards, including specifications and safety measures. “I often pulled all-nighters, driven by the determination to create a brand-new category,” Kim admitted. “Without that goal, the project would have been impossible to complete.”

Unlike TVs, which are typically viewed from a distance, monitors are used much closer to the eyes, necessitating stricter safety standards. The addition of touch functionality introduces critical factors like durability, touch accuracy, and response rate. While monitors prioritize input-to-output accuracy, TVs must also enhance perceived picture quality and appeal.

The development of such a versatile product was fraught with challenges, from defining specifications to addressing legal standards. Yet, Kim remained focused. “As a developer and engineer, it’s my role to identify what customers want and turn that into a product,” he said.

“The Movingstyle was born from close collaboration across our TV, monitor, and mobile teams, achieving a higher level of perfection by bringing together the best technologies from each field,” Kim added with pride. “It’s an outcome that could only be achieved by a world-leading company with deep technological expertise and product know-how across various categories.”

### Exquisite Design, Perfected in Detail

Beyond the screen, The Movingstyle’s kickstand is a defining feature of its design. As a crucial component that completes the portable screen’s user experience, it conceals numerous intricate details beneath its simple exterior.

Durability was the primary focus during the kickstand’s development. Kim explained, “We adopted a circuit-integrated design for the hinge mechanism that allows the stand to fold. Essentially, there’s a sturdy hinge, and housed inside it are the cables, power management circuit, and other parts.”

Typically, a standard hinge is developed separately from components like the battery, cables, and circuit board, making it easier to develop and manufacture but significantly less durable. To ensure the highest quality, Samsung opted for a structure that integrates the circuit and hinge into a single module. This decision required a more sophisticated design and manufacturing process but was essential for The Movingstyle’s superior build.

The connection ports on the back of the screen were also carefully considered. Baek noted, “The Movingstyle was designed as a single, self-contained object that naturally blends into any space due to its slim and compact form. We wanted users to focus entirely on the screen without being distracted by exposed cables, so we positioned the connection ports at the rear panel’s center for a clean and refined finish.”

The Movingstyle’s ability to switch seamlessly between landscape and portrait modes while attached to the base stand is another advantage. Users can enjoy both horizontal and vertical content in optimal forms on the wide screen. “During presentations, The Movingstyle can serve as a prompter in portrait mode. And with touch input support, it’s also convenient for meetings where no other screen is available,” Kim noted.

The Movingstyle represents Samsung’s dedication to understanding user needs and transforming them into entirely new product experiences. Kim expressed his hopes for the product, “I hope The Movingstyle will be remembered as the starting point of a shift that opens a new chapter in portable touchscreen technology.” More than just an innovative display, The Movingstyle marks the next evolution in how users engage with visual content — and it’s ready to show its potential in the market.
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