September 15, 2005 in Social Responsibility News

SAMSUNG and Bang & Olufsen to cooperation unique new mobile phone concept

Seoul, Korea - September15th, 2005: Samsung Electronics, one of the world's leading manufacturers of mobile phones, and Bang & Olufsen, one of the worlds leading manufacturers of high-end audio and video equipment, have announced a cooperation to develop a new mobile phone concept. The intention is to create a truly unique product, which breaks with conventional assumptions and expectations and offers users a new mobile experience.

The cooperation will express the synthesis of the two companies' respective competences within technology and design and builds on Samsung's leadership within advanced mobile phone technology and innovative solutions and Bang & Olufsen's leadership within design, simplicity and user interface.

Furthermore, the two companies are working together on the development of high-quality acoustics in Samsung mobile phones applying the Bang & Olufsen patented ICEpower technology that offers a unique combination of state-of-the-art audio quality and ultra high efficiency.

“We are pleased to work with Bang & Olufsen who share our passion for innovation and consumer-focused technology. Samsung is always trying to push the boundaries of mobile phone design and development and we consistently search for innovative ideas and concepts across industries”, says Kitae Lee, President of the Telecommunications Business in Samsung Electronics. “This partnership will bring to our customers a new way of thinking about the mobile phone.”

The cooperation between Samsung and Bang & Olufsen represents their mutual focus on developing products that meet the highest standards of quality, reliability and durability.

“We are happy to cooperate with Samsung and together we want to create a mobile phone that is dedicated to communication in a comfortable and convenient way. The design and use of the p hone is very simple and straightforward, yet in every aspect of the design there is a carefully thought through relationship between form and function”, says Torben Ballegaard Sørensen, CEO of Bang & Olufsen.

Bang & Olufsen CEO Torben Ballegaard Sørensen adds, “In Samsung we have a valued partner. We now intend to create a unique mobile phone together. The fact that this cooperation is bilateral, where Bang & Olufsen delivers enhanced acoustic capabilities for application in the Samsung mobiles through the ICEpower technology, is a major contribution to making the cooperation even more interesting.”

The new mobile phone will be launched in Europe , Russia and Ukraine during the 4 th quarter of this year. It will be distributed through both Bang & Olufsen stores and in select high-end Samsung distribution partners.

About Samsung Electronics
Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2004 parent company sales of US$55.2 billion and net income of US$10.3 billion. Employing approximately 113, 6 00 people in over 90 offices in 48 countries, the company consists of five main business units: Digital Appliance Business, Digital Media Business, LCD Business, Semiconductor Business and Telecommunication Network Business. Recognized as one of the fastest growing brands, Samsung Electronics is a leading producer of digital TVs, memory chips, mobile phones, and TFT-LCDs. For more information, please visit www.samsung.com

Bang & Olufsen
Founded in 1925 in Struer , Denmark , Bang & Olufsen a/s is world renowned for its distinctive range of quality consumer electronic products that represent our vision: Courage to constantly question the ordinary in search of surprising, long-lasting experiences. The Bang & Olufsen Group manufactures a unique range of televisions, music systems, loudspeakers, telephones, medical, and multimedia products. With more than 2,400 employees and products sold in more than 60 countries worldwide, Bang & Olufsen's turnover for the 2003/2004 financial year was DKK 3,613 million (EUR 486 million) .Further information about Bang & Olufsen a/s is available from www.bang-olufsen.com


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