Oura takes smart ring rivalry to Samsung’s home market

Finnish health technology company Oura is taking on Samsung Electronics in its home market, launching the Oura Ring 5 in South Korea on Aug. 25 with a higher price and a mandatory subscription. The entry sets up a direct contest with Samsung’s Galaxy Ring in a market where smart rings have yet to achieve the mainstream appeal of smartwatches. At a press conference in Seoul on Tuesday, Oura said it will expand its retail presence, customer support and marketing in Korea, which it views as importa