Although we’re seeing more foldable smartphones enter the market, It is still a relatively new form factor, which opens up room for optimisation. To improve the user experience of its foldable phones – namely the Galaxy Z Fold 4 and Z Flip 4 – Samsung Malaysia is working with several local companies and universities to reach this end.

Some of the partners in this initiative include Maxis, AmBank, FamilyMart, Pay4U, and ZUS Coffee. These companies optimised their respective apps to work well on Samsung’s range of foldable devices, taking advantage of screen expansions and multi-angle fold usages; unique features of a foldable phone.

Of course, Samsung will be adding more partners in the coming months, including Gigi Coffee, Golden Screen Cinemas, TGV Cinemas, and Zapp. The Korean company will also be collaborating with local universities on a hackathon for students to pitch their foldable app ideas. That’s pretty neat.

“In our bid to mainstream foldable smartphones, we are collaborating with homegrown brands to create unique, local Galaxy Z experiences on their apps that Malaysians use on a daily basis, and bring it closer to their hearts,” said the head of product marketing at Samsung Malaysia, Luke Au.

“We invite more local organisations to be a part of this industry collaboration and deliver better experiences to their customers,” he added.