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December 13, 2005

SAMSUNG Gives Well-Known Americans the Experience of a Lifetime to Carry the Olympic Torch in Florence

December 13th, 2005 (Florence, Italy) : On December
14th, the 7th day of its historic journey, the Olympic Flame arrives in
Florence and Presenting Partner Samsung will bring American heroes from
all walks of sport, cinema, and everyday life to run with the Torch. Also,
in Florence Samsung will host a group of runners from Mexico, Singapore,
Vietnam and Canada.

The Relay, which lasts 64 days, began in Rome on December 8th, 2005 and
culminates on February 10th, 2006 in Torino at the Opening Ceremony of
the Torino 2006 Olympic Winter Games. 10,001 torchbearers will carry the
Flame through beautiful towns and historic sites in every region of Italy
covering 11,300 kilometers.

The Olympic Torch Relay presents a unique opportunity for fans to witness
the most prestigious sporting symbol, the Olympic Flame, up close and
in person. For Torino 2006, Samsung is providing more than 1,900 people
from around the world a once-in-a-lifetime experience to run with the
Flame. The company selected world-class athletes, celebrities and inspiring
individuals, who embody the Olympic spirit, from thousands of sport fans
who applied to various selection promotions from all over the world.

Alberto Tomba, Samsung’s Global Athlete Ambassador, said “I want to congratulate
all of the torchbearers and spectators on being part of a historic moment
for our beautiful country.” He added, “Thanks to the people of Florence
for preparing such a wonderful event. Florence is one of the oldest cities
in the world, known for its artistic history, but also for its ancient
monuments and museums, and mostly because it is the home of great artists
like Dante and Boccaccio.”

Florence is visited by millions of tourists around the world annually,
and is a special favorite of Americans. Samsung’s torchbearers in Florence
will be led by the most famous hero in the world: Superman, who will be
played by actor Brandon Routh, in the new Hollywood movie due out in 2006.
He will be joined by sports hero Joe Torre, the great baseball manager
from New York City. Samsung also selected a number of inspiring individuals
like Nils Magnuson from USA, who saved the life of a woman in the mountains
outside of Los Angeles using his mobile phone.

Nils was selected through a special promotion in the United States to
recognize the many people who act heroically everyday using their mobile
phones to help strangers, but usually go unrecognized.

In Florence Samsung will generate enthusiasm for the Olympic Torch Relay
by participating in a city celebration organized by the Torino 2006 Organizing
Committee (TOROC). There will be high-tech caravans, interactive activities
at the Samsung igloo and opportunities for the public to experience the
official Olympic Games phones for Torino 2006. Additional stops are planned
in historic towns like Venice and Palermo, a New Year’s party in Naples,
and a celebration in Cortina d’Ampezzo to mark the 50th anniversary of
1956 Olympic Winter Games.

Jong Yong Yun, Vice Chairman and CEO of Samsung Electronics, said, “Samsung
is proud to be in Florence to share the excitement of the Torino 2006
Olympic Torch Relay with our terrific torchbearers and fans.” He added,
“We are overwhelmed by the passion and support that the Italian people
have shown for hosting the Relay and the Olympic Winter Games, and Samsung
is committed to make these events the smoothest and most successful ever.”

Other notable Samsung torchbearers who run with the Olympic Flame throughout
Italy include: the “Ski Emperor” Franz Klammer who ran in Rome, Chinese
Olympic figure skating gold medalist Lu Chen, who will run with the Torch
in Venice on January 17th and legendary Italian basket player Dino Meneghin,
who will run in Milan on January 29th.

For the first time, Samsung is also providing Torch Relay organizers with
thousands of official Olympic Games phones, which features the state-of-the-art
mobile information service, Wireless Olympic Works (WOW), which supplies
up-to-the-minute information and group messaging capabilities to help
manage the Relay. The route information, information about torchbearers,
highlight videos and photos of the Torino 2006 Olympic Torch Relay will
be served through WOW service. For Torino 2006, the official Olympic Games
phone is the SGH-D600, Samsung’s latest flagship handset. The SGH-D600
is an upgraded version of the hugely popular D500 series, the winner of
several prestigious awards including the Best Mobile Handset 2005 for
excellence in handset design and innovation by the GSMA, the global trade
association for the world's Global System for Mobile Communications (GSM)
operator community.

About Samsung and the Olympic Games

Samsung Electronics Co., Ltd. employs approximately 113,600 people in
over 90 offices across 48 countries. The company is the world's third
largest producer of mobile phones. Since 1997, Samsung has been the Olympic
Partner in the wireless communications equipment category and continues
its contribution to the Olympic Movement as a Worldwide Olympic Partner
and Presenting Partner for the Torino 2006 Olympic Winter Games and Torch
Relay. In Torino, Samsung will provide Olympic staff, volunteers, athletes
and media with 8,000 official Olympic Games phones, featuring the state
of the art mobile information service, Wireless Olympic Works (WOW), designed
to help organize the largest and most complex sporting event in the world.
Also in Torino, Samsung will host the Olympic Rendezvous @ Samsung (OR@S),
a relaxing and fun destination for spectators, athletes and their families.
The popular meeting place features a series of daily events and activities,
as well as a showcase for Samsung's latest wireless products. For more
information, please visit the web site, http://www.samsung.com

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