Advertising Mobile World Congress Samsung

Samsung Galaxy S9 offers an answer for Apple's Animojis at MWC


By John McCarthy | Opinion editor

February 25, 2018 | 4 min read

Samsung has unveiled its new flagship smartphone, the Galaxy S9 and S9+ on Sunday night at Mobile World Congress in Barcelona, with the most definitive feature from the South Korean company helping it make up ground on the iPhone's alluring Animoji.

Samsung Galaxy S9

Samsung unveils AR emoji on Galaxy S9

The new product launch promised to deliver 'The Camera. Reimagined'. This new camera boasts a Super Slow-Mo feature that cn then be set to music or Gif-ed to create shareable moments. It also more easily enables augmented reality apps on the front camera.

Additionally, it includes Dolby Atmos surround sound and facial recognition features. Aesthetically, it is business as usual, a 5.8-inch screen with limited bezel around it. The fingerprint sensor has also been moved to below the camera.

Integral to the Snapchat generation, Samsung provided an answer to Apple's Animojis which were unveiled with the new iPhone 9. The S9 now allows people to become emojis, simplified animated versions of themselves that can be shared as stickers or videos.

Watch the BBC's Rory Cellan-Jones try it out below.

Pre-orders for the smartphone are available now, the S9 hits the market 16 March.

​The full event can be watched below.

This month’s issue of The Drum magazine focuses on the mobile sector with insights on the democratisation of photography and interview with US recording artist Ryan Leslie who shared his personal mobile number with the world to help his fan engagement and a look at the longevity of the low-cost smartphone market in China and India. Buy your copy of this issue and other copies through The Drum website.

Advertising Mobile World Congress Samsung

More from Advertising

View all


Industry insights

View all
Add your own content +