Bold new strategy unveiled during Samsung MENA Forum

Celebrating its growing success in the Middle East and North Africa, Samsung Electronics recently outlined its regional strategy and 2011 product portfolio at the Samsung MENA Forum hosted in Istanbul, Turkey. The three day exhibition and conference, which started on March 28^th, brought together dealers, media and high-powered partners to discuss Samsung’s ambitious plans for growing their presence in the region.

Unveiling their Smarter Life philosophy - a three-pillar philosophy based on smart designs, smart experiences and smart connections - Mr. Sung Yong Hong, Vice President of Samsung Electronics Turkey, offered attendees a sneak peek into the strategy that allows them to offer the latest innovations in internet-connected TVs, consumer-inspired digital cameras and mobile technology. Bringing together greater functionality, a wide range of programs games and applications across a broad range of platforms, and the ability for all Samsung devices to automatically connect to each other, Samsung offers an advanced consumer experience across its entire product portfolio.

During the conference, Samsung also shed light on their phenomenal 2010 sales, which reached US$4.4 billion in the MENA region, reflecting a 34 percent growth rate, which is attributed to stronger sales and improved partner relations. This achievement contributed to the company‘s global revenues of US$135.8 billion, making 2010 the most successful year in Samsung‘s history.

“Samsung will continue to look for opportunities to further showcase our strength and flexibility as we compete for market leadership across product categories,” said Duke Park, General Manager of Samsung Egypt. “Our goals are ambitious as we seek to become an ultra-premium and iconic brand that is preferred in Egypt and throughout the MENA Region.

As part of their Smarter Life strategy, Samsung showcased an impressive lineup of “smart technology” products to be launched in the market this year. Taking home entertainment to the next level, televisions will be a staple in Samsung’s product line up this year offering more interactive experiences and ensuring televisions become the centre of technology, in every household living room. On the mobile phone front, five new phones are expected to join the GALAXY smart phone range, each exclusively tailored to a specific target audience. On the home appliances front, Samsung will continue to take the lead in providing energy efficient options that make household chores even easier.

“We will look to increase our leadership in TV sales, hoping to gain the top position in all MENA countries through our focus on Smart TV and 3D,” said Mr. Hong. “In 2011, we will also aim to become No. 1 in home appliances in the region. As for mobile phones, we‘ll continue to focus on the Galaxy S II and high-end smart phones like the Touch and Duo. Our IT cluster strategy will help us to further diversify our channels in this emerging category. Finally, in digital imaging, we will look to push our market share above 20 percent in 2011.”