Samsung 2007 Annual Report Download - page 42

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Fashioning the Mobile Customer Worldwide
Launching premium products, as well as rapidly penetrating emerging markets,
enabled Samsung Electronics to become world’s second-largest mobile phone maker
last year. Following this strategy, we introduced the Ultra Edition II to drive sales of
mid-range products in emerging markets. Our Ultra Edition I model SGH-D900 and
Ultra Edition II model SCH-U600 sold a combined total of more than 10 million units in
European, Asian and Middle Eastern countries. SCH-E250, the premium mass market
model, experienced overwhelming success, selling more than 20 million units in
Europe and Asia. SCH-C260 was very popular in emerging markets such as India and
China. In the U.S. market, we distributed the popular BlackJack (SGH-i607) and Black-
Jack II (SGH-i617), which were recognized by Brand Keys, a U.S. market research
company, as the most favored mobile phone brand for six years in a row.
Our wide range of premium phones such as the Ultra Edition smart phone, touch
screen phone, high-megapixel camera phone and music phone captured our customers’
hearts worldwide with engaging designs and convenient features. In 2007, we launched
the world’s slimmest phone in the Ultra Edition II category, the 5.9 SGH-U100. In addition,
we collaborated with some of the world’s top designers to create the SGH-E590 (with
Jasper Morrison), and the Giorgio Armani Samsung mobile. Serenata, co-developed
with Bang & Olufsen, was another trendsetting mobile phone design. In 2008, we are
going to expand our innovative mobile phone lineup with multimedia phones that
include a full touch screen user interface and enhanced versions of Samsung Soul, our
worldwide flagship product.
The Leader in Next-Generation Telecommunications Technology
In telecommunication systems, we developed the world’s first Mobile WiMAX (mobile
broadband Internet) technology in 2006, a next-generation telecommunication technology.
In 2007, we started to commercialize Mobile WiMAX among Korean service providers.
Our Mobile WiMAX technology was adopted as the 3G global standard at the Interna-
tional Telecommunications Union (ITU) conference in October, 2007, paving the way for
increased market penetration worldwide. Banking on a Mobile WiMAX total solution,
including chipset, terminal and system, we provided a commercial package to the U.S.,
Japan and Brazil, solidifying our leadership in the field.
At only 5.9mm, the SGH-U100 is the world’s slimmest mobile
phone. It includes a three megapixel camera and a bevy of
high-end features, such as Bluetooth. Its slim design is made
possible by Samsung’s innovative Smart Surface Mounting
Technology (SSMT ). The phone is listed in the 2008
Guinness Book of World Records as the slimmest phone.
5.9mm
Ultra-messaging BlackJack II (SGH-i 617 )
Microsoft’s Windows Mobile software-enabled HSDPA
smart phone boasts a bigger screen than the BlackJack
I and includes a jog wheel. The phone also has cutting-
edge features such as a touch screen, Bluetooth, GPS
and wireless LAN.
MAY 4 Launched Ultra Music Phone with ad fea-
turing Beyonce We launched the Ultra Music Phone
(SGH-F300) with a commercial starring Beyonce
Knowles, a world-renowned actress and artist. The dual-
face design of the phone is fresh and eye-opening in its
slim 9.4mm package, a highly efficient model providing
the complete functionality of a multimedia phone and
music player.
MAY 9 Selected as favorite mobile phone brand six
years in a row According to research conducted by
Brand Keys, a U.S. market research company, Samsung
was selected as the most favored mobile phone brand for
the sixth year in a row. A series of new products that went
a long way in enhancing customer value proved to be the
key to becoming the top brand in the mobile phone sector.