Bangkok--10 Apr--JWT Public Relations Samsung unveils its mega plans to forge ahead into the mobile phone industry with targets to reap a huge sales of over 2 million handsets with ‘A Mobile for Every Lifestyle’ phenomenal branding strategy to make Samsung mobile phones handsets for every type of lifestyle. The company, now the world’s second largest mobile phone producer, marches on at emphasizing its strengths in innovative technology and design, with lines of new products on the pipeline to fit in all diverse lifestyles of consumers. With over Bt500-million marketing budget, Samsung aims to create strong connections with customers through ranges of outreach marketing activities, with confidence to double its volume growth by the end of the year. Mr. Manop Maneechawakajone, Telecommunication Business Group Leader, Thai Samsung Electronics Company Limited, says that “In 2007, Samsung mobile phones had made impressive growth worldwide by successfully becoming the world’s No. 2 mobile phone as planned since the beginning of the year. Globally, in 2007, Samsung sold more than 161 million units, which is three times the industry’s growth. In Thailand, we made an equal sales success of 1.1 million units. This year, we still move ahead to increase our mobile phone growth through active marketing activities catering all levels of consumers which should enable the company to achieve sales target of 2 million handsets, or 100% growth.” “We aim to raise Samsung mobile phone to capture the hearts of all Thais and fits perfectly into all lifestyles. Samsung mobile phone will play important roles on people’s daily life and that should strongly bond Samsung mobile phone with Thai consumers. We plan to continue making impressions with our technological and design strengths on which we will continue to improve as the key to fulfill people’s needs, both in terms of practical and emotional functions. Our mobile phone products have achieved several quality awards worldwide and we had created many lifestyle-related activities that influence how people live today. For example, we supported many local and international sports activities, we bridged with global fashion brands as well as local country brands, and we gave people musical experiences with series of our music phones and various musical contents — all are stimulating activities that make consumers realize superior functions Sumsung mobile phone has to offer.” Samsung, as Mr. Manop explains, plans to take the following business policies to achieve its target. “In terms of sales, we always pay close attentions to all business partners with all kinds of supports including 1) a close-knit countrywide business network among all our business partners from large to small, 2) a standard pricing policy of all products that directly benefits customers, 3) supportive measures for business partners in terms of stock managements that help boosting store sales, 4) special sale-boosting and marketing activities, 5) continuous marketing campaigns in main or flagship products of each segment throughout the year. We are confident that with our close relationship with all business partners and our attempts to strengthen the bond with customers, we will be able to materialize our target of achieving at least 20% of the total market share in Thailand by the end of the year.” Samsung plans to launch over 40 new models of mobile phone this year with 6 categorized products based on different consumer lifestyles, including 1) Style — emphasizing on modern and elegant design, 2) Multimedia — packed with imagingand musical multimedia functions for new generations, 3) Infotainment — with comprehensive connectivity features for users looking for all types of entertainment, 4) Business — smart phones with enhanced business functions, 5) Connected — catering to those with typical communicative demands, and 6) Essential — full-colour displayed phones with basic features for first-time mobile phone users. Samsung’s new consumer segmentation is devised based on extensive research into the attitudes, lifestyles and design preferences of end-users across 25 countries. The research aimed to help the company creating new mobile phone innovations that fit better the needs of users. Its latest mobile phones tailored to each category are as follows: Samsung Soul (Style): ‘The Sprit of Ultra’ and the latest and final addition to Samsung’s premium Ultra Edition line-up, the Samsung Soul represents the perfect blend of design and features, boasting HSDPA connectivity and a 5-mega pixel camera in a 12.99mm thin body, will be officially launched in Thailand together with ‘Samsung Ultra Edition 3’ around June. Samsung F400 (Multimedia): Samsung F400 music phone offers superior sound quality with ICEpower? digital power amplifier technology by Bang & Olufsen, as well as impressive hi-fi loud speakers below its unique dual-slider.Samsung G810 (Infotainment): Incorporating the best of performance and entertainment features, the 5-mega pixel Samsung G810 with Symbian v9.2 operating system features WiFi connectivity and comes pre-loaded with GPS navigation, geotagging, Google search, Map and Gmail software. Samsung i780 (Business): Samsung i780 smartphone features a full QWERTY keyboard and full touch screen, and is a Window Mobile 6.0 pocket PC device with push email and GPS capabilities, an optical joystick, 2 mega-pixel camera and HSDPA technology. It is now available at Bt17,500. Samsung M620 (Connected): Featuring a large 1.9 inch TFT LCD screen, Samsung M620 offers camera and video recording, FM radio and music player functions. It also supports up to 2GB Micro SD. Samsung B200 (Essential): Samsung B200 provides FM radio recording capability where users can set recordings as ringtones. The model also features a unique mobile tracker function that enables users to track down their phones in the event that they are lost or stolen. Beyond these models, Samsung is also looking to penetrate the touchscreen category with a range of touchscreen phones featuring cutting edge functionalities. This is led by Samsung F480, which incorporates a 2.8 inch Full Touch LCD, 5 mega-pixel camera, FM radio as well as HSDPA and mobile blogging capabilities. In terms of marketing information, Samsung stepped up to become the country’s No 2 mobile phone in 2007 with over 15% global market share that the company aims to increase to 20% by the end of this year. Press Contact Thai Samsung Electronics Co., Ltd. Prinda Nilthachan Tel: 0-2695-9169 Fax: 0-2670-2267 Email: prinda.n@samsung.com JWT Public Relations Wanlapa Sookyai Tel: 0-2204-8219 Fax: 0-2259-9246 Email: [email protected]