Samsung 2009 Annual Report Download - page 18

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Expanding energy-efficient and
green product lines
Home appliances make our personal
spaces more beautiful and convenient. As
key companions to our daily lives, appliances also instill the Samsung Electronics brand image
into the hearts of customers.
In 2009, despite the worldwide economic downturn and reduced demand for home
appliances, we recorded one of the industry’s highest growth rates, a 27% jump over 2008,
thanks to our differentiated and innovative products and marketing initiatives.
In Korea, our Side-by-Side Refrigerator and Kimchi Refrigerator maintained their lead,
earning top-ranked market shares. In the North America, Europe and CIS (Commonwealth
of Independent States) regions, sales of premium refrigerators, washing machines and air
conditioners began climbing. The release of such forward-looking products as our fast steam-
cooking oven and our robot vacuum cleaner consolidated our image as an innovative digital
appliance manufacturer. With the home appliances market clearly divided into high- and low-
end segments, we are building a premium brand founded on our reputation for innovative
design, intuitive and advanced technology and superior quality. At the same time, we will
continue to develop hit products tailored to the lifestyles and cultures of emerging markets.
In 2010, as we aggressively focus on again surpassing previous revenue records, we expect
to expand our business-to-business channels. We will turn sharply more competitive in the
areas of air conditioning solutions that improve air quality while providing customized appliances
and solutions that support integrated lifestyles in the kitchen. In the meantime, strengthening our
commanding profile in the premium appliance industry, we will continue to bring differentiated
products to market, including environmentally-friendly and low-power options.
Digital Appliances Business
Front Loader Washer (WF9914LWE)
Using our proprietary Diamond Drum
technology, and a drum dotted with
diamond-shaped depressions, our front
loader washer provides gentler, more
effective cleaning. The quick-heating
ceramic heater is more energy efficient.
With premium design, easy-to-use controls
and Aqua Stop to prevent leakage, the
washer defines our leadership in the
washing machine market.
Developing the smart phone
that’s a snap to use
We are a global leading mobile
provider. Over time, we have
introduced a range of mobile devices that encapsulate the latest trends and cutting-edge
technologies, including high-end premium phones, full touchscreen phones and eco-conscious
phones. In 2009, Samsung Electronics recorded the largest market share in the North American
region, for the sixth consecutive quarter, as well as exceeded a 25% market share in Europe.
Not only have we maintained that stellar performance in the word’s leading markets but we are
also strengthening our competitive edge and brand awareness in emerging markets.
As a result, in 2009, Samsung Electronics recorded robust sales of 227 million units around
the world, consolidating our standing as the world’s second largest mobile phone player. We
did particularly well in the full touchscreen phone category: Star, our worldwide hit, attracted
global sales of 15 million units within nine months of release, while Corby, prized for its colorful
design, sold more than 6 million units within four months of release.
In the MP3 player business, we have been leveraging synergies with the mobile business by
marketing competitive products that offer improved multimedia usability, such as our premium
MP3, M1, and the world’s smallest DivX MP3 player, R1.
Looking at 2010 trends, we believe smart phones, full touchphones and messaging phones
will lead growth in the global markets. We therefore intend to reinforce our top position in
the high-end and leading markets, where demand is predicted to increase. We will continue
to improve our standing in emerging markets by increasing the channel competitiveness of
affordable models and strengthening cooperation among network operators. In addition,
we expect to lead the smart phone market. To realize these goals, we will launch an online
application store to provide a range of services and content. We will also release a variety of
smart phones that meet the needs of individual consumers as well as corporate markets.
Mobile Communications Business
WAVE (S8500)
Framed in aluminum, this superb new
smart phone comes with Super AMOLED
technology to deliver picture quality five
times more vivid than existing AMOLED
phones. Running on our new proprietary
“bada” (Korean for “ocean”) platform, the
handset stands out for its intuitive menu
structure—making it a must-have for buyers
of every age.