SAMSUNG unveils new consumer segmentation model to spur growth

May 29. 2008

Company seeks to double regional mobile phone sales to capture more than 25% market share by year end

Kuala Lumpur, April 15, 2008 – SAMSUNG today unveiled to the market its new consumer segmentation model for mobile handsets, with the objective of spurring further growth and delivering products that meet the needs of customers. In line with the company’s new consumer segmentation model, SAMSUNG Electronics also introduced an all-encompassing line-up of new phones that showcase a mobile for every lifestyle, as the company seeks to double regional handset sales to capture more than 25 per cent of market share in 2008. “SAMSUNG has complemented our technology and design leadership with in-depth research into the evolving consumer needs. We will embed ourselves into the latest consumer trends and preferences to deliver innovative products tailored for different segments, as we strive to further increase our market share and strengthen our industry position,” said Mr. Alex Wong, Director of Sales and Marketing, Mobile Phone Marketing, SAMSUNG Malaysia Electronics (SME) Sdn Bhd. SAMSUNG’s new consumer segmentation model comprises six categories – Style, Multimedia, Infotainment, Business, Connected and Essential – and is devised based on extensive research into the attitudes, lifestyles and design preferences of 20,000 end-users across five continents and 25 countries. Its latest mobile phones tailored to each category are as follows: ·SAMSUNG Soul (Style): ‘The Sprit of Ultra’ and the latest and final addition to SAMSUNG’s premium Ultra Edition line-up, the SAMSUNG Soul represents the perfect blend of design and features, boasting HSDPA connectivity and a 5-mega pixel camera in a 12.99mm thin body. ·SGH-F400 (Multimedia): SAMSUNG’s SGH-F400 music phone offers superior sound quality with digital power amplifier ICEpower® technology by Bang & Olufsen ICEpower, as well as impressive hi-fi loud speakers below its unique dual-slider. ·SGH-G810 (Infotainment): Incorporating the best of performance and entertainment features, the 5-mega pixel SGH-G810 with Symbian v9.2 operating system features WiFi connectivity and comes pre-loaded with GPS navigation, geotagging, Google search, Map and Gmail software. ·SGH-i780 (Business): SAMSUNG’s SGH-i780 smartphone features a full QWERTY keyboard and full touch screen, and is a Window Mobile 6.0 pocket PC device with push email and GPS capabilities, an optical joystick, 2 mega-pixel camera and HSDPA technology. ·SGH-M620 (Connected): Featuring a large 1.9 inch TFT LCD screen, SAMSUNG’s SGH-M620 offers camera and video recording, FM radio and music player functions. It also supports up to 2GB Micro SD. ·SGH-B200 (Essential): SAMSUNG’s SGH-B200 provides FM radio recording capability where users can set recordings as ringtones. The model also features a unique mobile tracker function that enables users to track down their phones in the event that they are lost or stolen. Enhancing Market, Design and Brand Leadership SAMSUNG’s meteoric rise in the global handset market is demonstrated in its increasing sales volume and market share growth. In 2007, SAMSUNG garnered second position in the global handset market, selling more than 161 million units. This represented a year-on-year growth of up to 42 per cent and more than three times the industry growth rate. The company aims to cross the 200 million mark this year. Beyond the phone models announced today, SAMSUNG is also looking to penetrate the touchscreen category with a range of touchscreen phones featuring cutting edge functionalities. This is led by the SGH-F480, which incorporates a 2.8 inch Full Touch LCD, 5 mega-pixel camera, FM radio as well as HSDPA and mobile blogging capabilities. Moving forward, the company will adopt an integrated approach and leverage multiple platforms to engage consumers. This includes forging external partnerships to deliver new mobile experiences to consumers through new content creation relevant to their lifestyles. Building on its ‘Live Loud’ integrated music campaign that creates a larger than life music platform for the new generation, the company will transform the SAMSUNG Fun Club to offer user friendly communication applications and compelling lifestyle content. In particular, it is exploring partnerships with local music labels to leverage the entity to launch co-branded customised music lifestyle portals targeted at local music communities. About SAMSUNG Electronics SAMSUNG Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2007 consolidated sales of US$103.4 billion. Employing approximately 150,000 people in 134 offices in 62 countries, the company consists of five main business units: Digital Media Business, LCD Business, Semiconductor Business, Telecommunication Business and Digital Appliance Business. Recognised as one of the fastest growing global brands, SAMSUNG Electronics is a leading producer of digital TVs, memory chips, mobile phones and TFT-LCDs. For more information, please visit or call SAMSUNG Careline at 1-800-88-9999.

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