Samsung 2007 Annual Report Download - page 25

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23
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Presenting Unique Experiences with Cutting-Edge Digital Products
We understand the importance of our customers’ experiences with our products. To increase
product visibility, we operate showrooms where our customers can see, touch and experience
the newest digital products firsthand in a number of countries, including the U.S., Russia, Brazil,
China and Chile. Samsung Experience, a digital showcase at the Time Warner Center in New
York City, has become a new digital attraction, visited by more than a million customers since it
opened in 2004. The successful operation of Samsung Experience was evaluated as an exem-
plary case of experience marketing by major newspapers such as The New York Times and
academic institutions such as Columbia University. Gallery Samsung, our digital showroom in
Moscow, also is rapidly growing in popularity by providing the best digital experience in
Russia, with over 500,000 people already having viewed it. We will further expand our trend-
setting showrooms to share new and fascinating digital experiences with our customers.
Providing a Wide Range of Benefits for Worldwide Tourists
Outstanding displays by Samsung Electronics are attracting the eyes of tourists traveling
around the world. For the convenience of global travelers, we have installed LCDs and PDPs
in major international airports, including Dallas-Fort Worth International Airport in the U.S.,
Comodoro Arturo Merino Benitez International Airport in Santiago, Chile, Hong Kong Interna-
tional Airport in China, Murtala Muhammed International Airport in Lagos, Nigeria, London
Heathrow Airport in the U.K., Amsterdam Airport Schiphol in the Netherlands, and Mexico City
International Airport in Mexico. We also installed mobile phone sculptures in more than 20
international airports such as Charles de Gaulle International Airport in France, Sheremetyevo
International Airport in Moscow, Russia, Cairo International Airport in Egypt, Ataturk International
Airport in Istanbul, Turkey, and Toronto Pearson International Airport in Canada. In addition,
Samsung Mobile Stations are set up at New York’s JFK International Airport and L.A. Interna-
tional Airport to enable tourists to recharge their digital devices, including mobile phones and
notebook PCs, free of charge, where electrical receptacles are lacking. Actively promoting our
on-site marketing initiatives, we maintain our brand leadership position by being the brand
our customers think of first.
SHALINI SINGH, MANAGER
CUSTOMER STRATEGY TEAM, GLOBAL MARKETING OFFICE
Strategic design alliance with Giorgio Armani
Through a groundbreaking alliance with Giorgio Armani,
Samsung’s portable and home consumer electronics will
include a signature line of Armani-designed products. The
alliance will combine Armani’s iconic design aesthetic with
Samsung’s advanced technology.
Samsung Experience at Time Warner Center in
New York City Located in New York City’s Time Warner
Center, Samsung Experience is the ultimate showroom
for Samsung’s digital products. It has attracted more
than 1 million visitors since it opened in September 2004.
Entrepreneurship for the growth of mankind.
A vision to become a renowned global leader. A commitment
to our customers. These are the pillars in which Samsung Electronics’ has
built its brand value. We are pushing our limits to become
the most beloved brand in the world.