February 24, 2000 in Social Responsibility News

SAMSUNG Electronics Adopts New Brand for TFT-LCDs

SEOUL, Korea #February 24, 2000 #Samsung Electronics announced the launch of a new brand name in order to increase the awareness of the company# TFT-LCD (Thin Film Transistor-Liquid Crystal Display) products among notebook PC and LCD monitor users the world over.

#hile continuing to strengthen our development and manufacturing abilities as well as quality levels, Samsung has adopted a new brand name to promote our TFT-LCD products. The new #iseview# brand will be used to raise awareness of our top-class TFT-LCD products and to identify our responsibility for quality, delivery and after-sales service,#stated Sang Wan Lee, executive vice president and CEO of the AMLCD Division at Samsung Electronics. He added, #his move was taken to show Samsung Electronics#commitment to the customer, whether it be the notebook PC and monitor makers or the enduser.#

Background for Adopting the Brand Logo
The TFT-LCD display makes up 20% of a notebook PC and 80% of a LCD monitor. Thus, it has much greater visibility than other components such as the CPU, hard disc drive or ASIC chips. Because the consumer interacts with the display directly, its performance will have a decisive effect on the general assessment of the notebook PC or monitor. In spite of this, the average consumer has not known which company# TFT-LCD he/she has been using until now.
According to a Korean Internet market survey company, at least 65% of respondents feel they should know the name of the company manufacturing the CRT (Cathode Ray Tube) or TFT-LCD that is used in their notebook PC or monitor. Over 90% of those surveyed said that if the CRT or TFT-LCD maker# name appeared on the finished product, it would affect their purchase decision.

As the world# largest manufacturer of TFT-LCDs, a Samsung display product can be found in one out of every four notebook PCs or one in every five LCD monitors. Although the world# leading notebook PC and monitor makers recognize the quality and performance of the TFT-LCDs supplied by Samsung Electronics, endusers are not aware that a Samsung Electronics product is inside.

As a way to combat this , Samsung will affix logos with the #iseview# brand to products equipped with its TFT-LCDs. The first demonstration of this effort can be seen at the CeBIT show, which is being held in Hannover, Germany from February 24th to March 1st. All Samsung products equipped with a Samsung TFT-LCD will be identified with this logo.

Samsung will also seek cooperation in attaching the #iseview# logo to products by leading companies in the world notebook PC and monitor markets.

The company will also strengthen its efforts to raise awareness of Samsung TFT-LCDs through advertising. From March, #iseview# Internet ads will appear on ZdNet (www.zdnet.com/monitor¬ebook) and Yahoo (www.yahoo/Computers&Internet). Ads will also be placed in print media such as Computer Reseller News from March onwards.

About Samsung Electronics
Samsung Electronics Co., Ltd., with 1999 sales revenue of US$22.8 billion, is a world leader in the electronics industry. The Korea-based concern has operations in about 50 countries with 54,000 employees worldwide. The company consists of three main business units: Digital Media System, Semiconductors and Information & Communications Businesses. For more information, please visit our website, http://samsungelectronics.com

All brands and company names are the property of their respective holders.

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