May 11, 2004 in Social Responsibility News

SAMSUNG Unites Multimedia Phones And Unique Content To Score Big In Wireless Entertainment

LOS ANGELES, May 11, 2004 - Seeking to solidify its position at the forefront of the booming wireless entertainment market, Samsung Telecommunications America (Samsung) is packaging its award-winning product portfolio and marketing initiatives to attract the growing young-adult and mobile gaming/entertainment audience. Samsung's strategy includes converging its industry-best screens and advanced multimedia phones with strategic partnerships to provide the ultimate interactive wireless experience.
According to research firm NPD Intellect, Samsung already has the strongest brand preference among 18- to 30-year-olds (2003). The company has established credibility with the demanding youth market by offering compelling products and content in an alluring package.

Samsung plans to deepen this relationship by providing unique content offerings, continuing its action sports marketing partnerships and announcing additional sponsorships in gaming, music and extreme sports throughout the year.

With the number of gaming users predicted to reach eight million by 2007 (The Yankee Group, 2003), Samsung is well positioned to claim leadership with new devices optimized for the best gaming and entertainment experience. With similar products already launched in other countries, consumers can expect Samsung to bring advanced features, such as 3D gaming, touch screen capabilities and two megapixel cameras to the U.S., as wireless networks continue to be upgraded.

""Samsung introduces non-traditional gamers to the mobile content phenomenon by embedding advanced games, vibrant graphics and robust audio effects in a device they understand and feel comfortable with-their wireless phone,"" said Peter Skarzynski, senior vice president of Samsung's wireless terminals division. ""Because Samsung has simplified the form factor and the content procurement process, mobile gamers need not purchase additional devices to stay on top of their game.""

Products:
Highly regarded for its design and innovation, Samsung's latest wireless phones deliver mobile gaming, entertainment content and advanced multimedia capabilities to consumers across all five major wireless carriers. Samsung's award-winning designs, intuitive interfaces and familiar game controls give consumers an ideal mobile gaming experience:

VM-A680, VGA 1000, a600: Integrated cameras, embedded games and advanced downloadable capabilities, combined with the PCS Game Pad, showcase the breadth of Samsung's design and innovation expertise, offering consumers simple devices with a familiar form factor and an array of features.
Samsung PCS Game Pads: Samsung's ergonomically designed PCS Game Pads transform the VM-A680, VGA 1000 and a600 into mobile gaming units that die-hard gamers will find as familiar as their home gaming console.
SGH-d415: The d415 is in a league of its own with a distinctive slide-up design, an astounding 2.2-inch diagonal display, a brilliant range of 262,000 colors and ringers that play 64 tones per note. Whether using the phone's integrated camera to snap pictures, record 15-second video clips or play the latest downloaded games, users will experience a full blitz of color, sound and advanced technology. (available summer '04)
SGH-x105: Strikingly polished, the x105's clean design gives users a crisp UFB 65,000-color screen to access games and advanced messaging features such as AOL® Instant Messenger™ and multimedia messaging services. Wireless Internet access via GPRS means quick downloads of enhanced ringtones, screensavers and games.
Content/Sponsorships

Content: A variety of games, including Ultimate Golf Challenge, MobileChess and CongoCube, come pre-loaded on select Samsung phones. Consumers seeking to expand their mobile gaming library can easily do so via quick wireless Internet access. Games available on a service provider's network, from retro arcade games to sports to puzzles, can be downloaded with just a few clicks.
Disney: In an agreement with Walt Disney Internet Group, Samsung is the featured handset provider for Disney Mobile (www.disneymobile.com), Disney's online destination for animated graphics, Disney-themed ringtones and games.
Through this partnership, and by utilizing its strong carrier partner relationships, Samsung is able to streamline the content delivery process for consumers by providing free, limited Samsung/Cingular cards featuring popular Disney Mobile content at Cingular Wireless retail stores.
Team Samsung Radioshack - Supercross Sponsorship:
www.teamsamsungradioshack.com In early 2004, Team Samsung Radioshack was formed to introduce Samsung's hip brand to the coveted and edgy 18 to 24 demographic. Team Samsung RadioShack, a Yamaha factory-supported effort, competed in the THQ AMA Supercross Series to enormous acclaim. Traveling weekly to 16 cities across the U.S., riders from Team Samsung RadioShack also starred in Spike TV's, ""The Reality of Speed,"" the first reality series to chronicle a supercross race team.
THQ's MX Unleashed: Through its relationship with THQ, Samsung gave MX Unleashed, a limited supercross game, to fans at races across the country.
While Samsung Telecommunications America provides a vast product line-up with unique content offerings to consumers, Samsung Electronics brings the World Cyber Games (WCG) Grand Final to the U.S. for the first time. San Francisco will be the world's Cyber capital this coming October when the tournament, which has grown into the greatest global festival for gamers and digital entertainment culture, will allow 700 of the world's best gamers from 60 countries to compete for the number one position.

About Samsung Telecommunications America
Samsung Telecommunications America, a Dallas-based subsidiary of Samsung Electronics Company, Ltd., researches, markets and distributes wireless handsets and telecommunications products throughout North America. For more information, see STA's website at www.samsungusa.com/wireless.

About Samsung Electronics
Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunications, flat panel display and digital convergence technology. Samsung Electronics employs approximately 75,000 people in 89 offices across 47 countries. The company is the world's largest producer of CDMA mobile phones, memory chips, TFT-LCDs, monitors and VCRs. Samsung Electronics consists of six main business units: Corporate Technology Operations, Digital Media Business, Telecommunication Network Business, Digital Appliance Business, Semiconductor Business, and LCD Business. For more information, please visit http://www.samsung.com.


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