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About Dr Frag

about FragAs a nation, we’re becoming more lifestyle-conscious and status-aware with every yearly sale. Most agree that one of the best boosts to your lifestyle and status is Consumer Electronics, or CE as it’s often known. Alas, explanations and instructions on CE equipment are usually shrouded in a mysterious jargon, officially known as “tech-talk”, that leaves many an aspiring ‘tech-spert’ scratching their head, afraid to go beyond the ‘default’ mode of their new product.

In response to this rising ‘techie-demic’, Samsung is developing new ways to bring a better understanding of Consumer Electronics to the lay person. The innovative industry leader has even appointed their own ‘Jargon-Tzar’ to head up an education campaign to demystify the technology and put the ‘Consumer’ back into Consumer Electronics. The man in charge: John Fragiadakis, AKA: Dr Frag.

Having discovered an early talent for computer programming, Dr Frag knows his ‘bits’ from his ‘bytes’, and takes an eerily logical approach to all technical information. However there’s more to the man than tech-talk. There’s a talent for tech-translation that Dr Frag has been polishing since his teens.

“When I was around 15, I worked in a chemist that had a watch and photo department” recalls the Doctor, “when the owner saw how clearly I explained all the features and functions to customers, he put me in charge of the watch and film bay. What gave me the biggest kick was explaining how things worked and that point of recognition you see on a person’s face when it made sense. I’ve loved seeing that “aha” moment in people ever since”.

Dr Frag’s mission is simple: don’t let someone spend hundreds or thousands of dollars on a Consumer Electronics item without knowing how to get the most from its functions. “We really have to translate all that “feeds and speeds” type information” says Doctor Frag “into real language that tells you exactly how to get the most from your phone, home theatre, MP3, fridge, microwave – you name it.” Here at the Samsung website, Dr Frag is getting down to business.

As Dr Frag points out, the purpose of technology is to enhance your life.  The style/design component is important – especially in finding products that fit your home and/or your personality. The product also needs to work well, delivering all the features you need. Dr Frag, working through his blog, and Tips + Hints, is on a mission to see that every time you buy Samsung, you’ll understand a) what it can do - and b) you’ll also know exactly how to make it deliver. As Dr Frag puts it, “I just get a buzz making sure people can get the full benefits from their products.”