SamsungElectronics

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SamsungElectronicsCo.,Ltd.(Korean:Hanja:
SamsungElectronicsCo.Ltd.
(Literally"tristarelectronics")isaSouthKorean
multinationalelectronicscompanyheadquarteredinSuwon,
SouthKorea.[1]Throughextremelycomplicatedownership
structurewithsomecircularownership,[3]itistheflagship Formerly SamsungElectricIndustries
divisionoftheSamsungGroup,accountingfor70%ofthe called
group'srevenuein2012.[4]Itistheworld'ssecondlargest Type Public
informationtechnologycompanybyrevenue,afterApple.[5] Tradedas KRX:005930(http://stock.
SamsungElectronicshasassemblyplantsandsalesnetworksin daum.net/item/company.dau
80countriesandemploysaround370,000people.[6]Since2012, m?code=005930&type=21)
GreyMarket:SSNLF(htt
KwonOhhyunhasservedasthecompany'sCEO.[7][8]
p://www.otcmarkets.com/st
Samsunghaslongbeenamajormanufacturerofelectronic ock/ssnlf/quote)(Ordinary
componentssuchaslithiumionbatteries,semiconductors, shares)
chips,flashmemoryandharddrivedevicesforclientssuchas GreyMarket:SSNHZ(htt
p://www.otcmarkets.com/st
Apple,Sony,HTCandNokia.[9][10]
ock/ssnhz/quote)(Global
Itistheworld'slargestmanufacturerofmobilephonesand depositoryreceipt(1GDR
smartphonesfueledbythepopularityofitsSamsungGalaxyline =1/2ordinaryshare))
GreyMarket:SSNGY(htt
ofdevices.[11]Thecompanyisalsoamajorvendoroftablet
p://www.otcmarkets.com/st
computers,particularlyitsAndroidpoweredSamsungGalaxy
ock/ssngy/quote)(Global
Tabcollection,andisgenerallyregardedaspioneeringthe
depositoryreceipt(1GDR
phabletmarketthroughtheSamsungGalaxyNotefamilyof
=1/2ordinaryshare))
devices.[12]
Industry Consumerelectronics
Samsunghasbeentheworld'slargesttelevisionmanufacturer Semiconductors
Homeappliances
since2006,[13]andtheworld'slargestmanufacturerofmobile
Founded 13January1969(asSamsung
phonessince2011.[14]SamsungElectronicsisamajorpartof
ElectricIndustries)
theSouthKoreaneconomyin2012itwasresponsiblefor20%
1988(asSamsungElectronics)
ofGDP.[15]
Headquarters Yeongtong,Suwon[1],SouthKorea
Areaserved Worldwide
Contents Keypeople LeeKunhee
(Chairman)

1 History LeeJaeyong
1.1 19691987:Earlyyears (Vicechairman)
1.2 19881995:Consumerstruggles KwonOhhyun
1.3 19952008:Componentmanufacturing (VicechairmanandCEO)
1.4 2008topresent:Consumerproducts JKShin
2 Logo (PresidentandCEO)
3 Operations
Products Seeproductslisting
4 Products
4.1 LCDandLEDpanels Revenue 201.870trillion(2016)[2]
4.2 Mobilephones
Operating 29.240trillion(2016)[2]
4.3 Semiconductors income
 income
4.4 Televisions
Profit 22.730trillion(2016)[2]
4.5 Other
5 Managementandboardofdirectors Totalassets 262.174trillion(2016)[2]
6 Marketshare
7 Majorclients Totalequity 172.876trillion(2016)[2]
7.1 RelationshipwithAppleInc. Numberof 392,305(2016)
7.2 RelationshipwithBestBuyCo.,Inc. employees
8 Design SamsungGroup
Parent
9 Environmentalrecord
10 Litigationandsafetyissues Divisions SamsungTelecommunications
10.1 Workersafety Subsidiaries SamsungMedison(68.5%)[2]
10.2 DRAMpricefixing
HarmanInternationalIndustries
10.3 Applelawsuit
10.4 Productsafety Website samsung.com(http://samsung.com)
10.4.1 GalaxyNote7
10.4.2 Washingmachines
10.5 Advertisementsonsmarttelevisions
10.6 Viralmarketing
11 Sportsclubs
12 Slogans
13 Seealso
14 References
15 Externallinks

History SamsungElectronicsquarterlyresults

19691987:Earlyyears

SamsungElectricIndustrieswasestablishedasanindustrySamsungGroupin1969inSuwon,SouthKorea.[16]Its
earlyproductswereelectronicandelectricalappliancesincludingtelevisions,calculators,refrigerators,air
conditionersandwashingmachines.In1970,SamsungGroupestablishedanothersubsidiary,SamsungNEC,
jointlywithJapan'sNECCorporationtomanufacturehomeappliancesandaudiovisualdevices.In1974,thegroup
expandedintothesemiconductorbusinessbyacquiringKoreaSemiconductor,oneofthefirstchipmaking
facilitiesinthecountryatthetime.TheacquisitionofKoreaTelecommunications,anelectronicswitchingsystem
producer,wascompletedatthestartofthenextdecadein1980.

By1981,SamsungElectricIndustrieshadmanufacturedover10millionblackandwhitetelevisions.InFebruary
1983,Samsung'sfounder,LeeByungchull,alongwiththeboardofthesamsungindustryandcorporation
agreementandhelpbysponsoringtheevent,madeanannouncementlaterdubbedthe"Tokyodeclaration",in
whichhedeclaredthatSamsungintendedtobecomeaDRAM(dynamicrandomaccessmemory)vendor.Oneyear
later,Samsungbecamethethirdcompanyintheworldtodevelopa64kbDRAM.In1988,SamsungElectric
IndustriesmergedwithSamsungSemiconductor&CommunicationstoformSamsungElectronics,asbeforethat,
theyhadnotbeenonecompanyandhadnotbeenaleadingcorporationtogether,buttheywerenotrivals,asthey
hadbeenintalksforatime,untiltheyfinallymerged.

19881995:Consumerstruggles

SamsungElectronicslauncheditsfirstmobilephonein1988,intheSouthKoreanmarket.[17]Saleswereinitially
poorandbytheearly1990s,Motorolaheldamarketshareofover60percentinthecountry'smobilephonemarket
comparedtojust10percentforSamsung.[17]Samsung'smobilephonedivisionalsostruggledwithpoorquality
andinferiorproductsuntilthemid1990sandexitfromthesectorwasafrequenttopicofdiscussionwithinthe
company.[18]

19952008:Componentmanufacturing

LeeKunHeedecidedthatSamsungneededtochangestrategy.Thecompanyshelvedtheproductionofmany
undersellingproductlinesandinsteadpursuedaprocessofdesigningandmanufacturingcomponentsand
investinginnewtechnologiesforothercompanies.Inaddition,Samsungoutlineda10yearplantoshrugoffits
imageasa"budgetbrand"andtochallengeSonyastheworld'slargestconsumerelectronicsmanufacturer.Itwas
hopedinthiswaySamsungwouldgainanunderstandingofhowproductsaremadeandgiveatechnologicallead
sometimeinthefuture.Thispatientverticalintegrationstrategyofmanufacturingcomponentshasbornefruitfor
Samsunginthelate2000s.[19]

AsSamsungshiftedawayfromconsumermarkets,thecompanydevisedaplantosponsormajorsportingevents.
Onesuchsponsorshipwasforthe1998WinterOlympicsheldinNagano,Japan.[20]

Asachaebol,SamsungGroupwieldedwealththatallowedthecompanytoinvestanddevelopnewtechnology
ratherthanbuildproductsatalevelwhichwouldnothaveadetrimentalimpactonSamsung'sfinances.[21]

Samsunghadanumberoftechnologicalbreakthroughs,particularlyinthefieldofmemorywhichare
commonplaceinmostelectricalproductstoday.Thisincludestheworld'sfirst64MbDRAMin1992,256Mb
DRAMin1994,1GbDRAMin1996.[22]In2004,Samsungdevelopedtheworld'sfirst8GbNANDMemorychip
andamanufacturingdealwasstruckwithApplein2005.AdealtosupplyApplewithmemorychipswassealedin
2005and,asofOctober2013,SamsungremainsakeysupplierofApplecomponents,manufacturingtheA7
processorsthatareinsidetheiPhone5smodel.[23][24]

2008topresent:Consumerproducts

Forfourconsecutiveyears,from2000to2003,Samsungpostednet
earningshigherthanfivepercentthiswasatatimewhen16outofthe30
topSouthKoreancompaniesceasedoperatinginthewakeofthe
unprecedentedcrisis.[25][26]

In2005,SamsungElectronicssurpasseditsJapaneserival,Sony,forthe
firsttimetobecometheworld'stwentiethlargestandmostpopular
consumerbrand,asmeasuredbyInterbrand.[27]
TheSamsungdisplayatthe2008
In2007,SamsungElectronicsbecametheworld'ssecondlargestmobile
InternationaleFunkausstellungin
phonemaker,overtakingMotorolaforthefirsttime.[28]In2009,Samsung Berlin
achievedtotalrevenuesofUS$117.4billion,overtakingHewlettPackardto
becometheworld'slargesttechnologycompanymeasuredbysales.[29]

In2009and2010,theUSandEUfinedthecompany,togetherwitheightothermemorychipmakers,foritspartin
apricefixingschemethatoccurredbetween1999and2002.OthercompaniesfinedincludedInfineon
Technologies,ElpidaMemoryandMicronTechnology.[30][31][32][33][34]InDecember2010,theEUgranted
immunitytoSamsungElectronicsforactingasaninformantduringtheinvestigation(LGDisplay,AUOptronics,
ChimeiInnoLux,ChunghwaPictureTubesandHannStarDisplaywereimplicatedasresultofthecompany's
intelligence).[35][36]
Despiteitsconsistentexpansion,Samsung,alongwithitschairmanLeeKunhee,hasdevelopedareputationfor
insecurityregardingitsfinancialstabilityandthepotentialforfuturecrisestoarise.Afterreturningfroma
temporaryretirementperiodinMarch2010,Kunheestatedthat"SamsungElectronics'futureisnotguaranteed
becausemostofourflagshipproductswillbeobsoletein10yearsfromnow."[37]

Thecompanyhassetanambitiousgoalofreaching$400billioninannualrevenueswithintenyears.Thecompany
has24researchanddevelopmentcentersaroundtheworld,andsincetheearly2000sandintheVision2020,
Samsunghasemphasizedtechnicalresearchanddevelopment.However,thelargenumberofonlinecomplaints
indicatethatthecompanyisweakatlisteningtocustomerfeedbackregardingthedesignofitstechnologyand
software.

InApril2011,SamsungElectronicssolditsHDDcommercialoperationstoSeagateTechnologyforapproximately
US$1.4billion.Thepaymentwascomposedof45.2millionSeagateshares(9.6percentofshares),worth
US$687.5million,andacashsumfortheremainder.[38]

InMay2013,Samsungannouncedthatithadfinallymanagedtotestspeedenhancedfifthgeneration(5G)
technologysuccessfully.

InApril2013,SamsungElectronics'newentryintoitsGalaxySseriessmartphonerange,theGalaxyS4wasmade
availableforretail.ReleasedastheupgradeofthebestsellingGalaxySIII,theS4wassoldinsomeinternational
marketswiththecompany'sExynosprocessor.[39]

InJuly2013,SamsungElectronicsforecastedweakerthanexpectedprofitsforitsApriltoJunequarter.While
analystsexpectedaround10.1trillionwon,SamsungElectronicsestimatedanoperatingprofitof9.5trillion
(US$8.3billion).[40]Duringthesamemonth,SamsungacquiredthemediastreamingdevicemanufacturerBoxee
forareported$30million.[41]

Samsung'smobilebusinesschiefShinJongkyunstatedtotheKoreaTimeson11September2013thatSamsung
ElectronicswillfurtherdevelopitspresenceinChinatostrengthenitsmarketpositioninrelationtoApple.The
Samsungexecutivealsoconfirmedthata64bitsmartphonehandsetwillbereleasedtomatchtheARMbasedA7
processorofApple'siPhone5smodelthatwasreleasedinSeptember2013.[42]

DuetosmartphonesalesespeciallysalesoflowerpricedhandsetsinmarketssuchasIndiaandChinaSamsung
achievedrecordearningsinthethirdquarterof2013.Theoperatingprofitforthisperiodrosetoabout10.1trillion
won(US$9.4billion),afigurethatwasboostedbymemorychipsalestocustomerssuchasApple,Inc.[24]On14
October2013,SamsungElectronicspubliclyapologizedforusingrefurbishedcomponentsfromcheaperdesktop
computerstofixhigherendproducts,afterthecorporation'sunethicalbusinesspracticeswereexposedonthe
previousdaybyMBCTV'scurrentaffairsmagazine,2580.[43]

Samsungprovidedsponsorshipforthe86thAcademyAwardsceremony(held2March2014)and,duetotheuse
oftheSamsungGalaxyNotesmartphoneproductbyhostEllenDeGeneresinagroupselfiephotographthat
becameanonlineviralphenomenon,thecorporationdonatedUS$3milliontotwocharitableorganizations
selectedbyDeGeneres.TheofficialSamsungstatementexplained:"...wewantedtomakeadonationtoEllen's
charitiesofchoice:StJude'sandtheHumaneSociety.Samsungwilldonate1.5milliondollarstoeach
charity."[44][45]

On17April2014,Samsunghadannounceditwasdiscontinuingitsebookstoreeffective1July2014andhad
partneredwithAmazontointroducetheKindleforSamsungapp,thatwillpermitGalaxydeviceusersusing
Android4.0anduptobuyandreadcontentfromAmazon'scatalogofperiodicalsandebooks,andafreebook
service,SamsungBookDeals,thatwillallowusersofthecobrandedapptochooseonefreeebookmonthlyfrom
aselectionprovidedbyAmazon.[46]

InFebruary2014,Barnes&NobleannouncedanewNookcolortabletwouldbereleasedin2014.[47]InJune
2014,Barnes&NobleannounceditwouldbeteamingupwithSamsungoneoftheleadersinAndroidbased
tabletstodevelopcobrandedcolortabletstitledtheSamsungGalaxyTab4Nookthedeviceswillfeature
Samsung'shardware,includinga7inchdisplay,andcustomizedNooksoftwarefromBarnes&Noble.Thefirst
GalaxyTab4NookwillbeginsellingintheUSinAugust2014,[48]withNookfocusingonthesoftwareand
content,andSamsungfocusingonthehardware.[49][50]TheproductspecspostedbySamsungindicatethat,in
contrasttothepremiumqualityenhancedereaderslaunchedin2012(theNOOKHDandHD+,which"hadscreens
andCPUscomparabletothebestmidlevelandpremiumtablets),themorebudgetlikefeaturesoftheSamsung
GalaxyTab4Nookwillbedesignedforalowermarkettier(Android4.4.2KitKatona1.2GHzquadcore
SnapdragonCPUwith1.5GBRAM,Wifi,andBluetooth,inadditiontoa1.2MPfrontfacingcameraanda3MP
rearcamera,screenresolutionof1280x800,anda$199retailpriceroughly$80morethancomparabletablets
thatdon'tcarryaSamsungbrand).[51]

InreportingonBarnes&Noble's5June2014announcementthatthebooksellerwouldbeteamingupwith
SamsungtodevelopNooktablets,theAssociatedPressnoted:[49]

"Barnes&Noblesaysitwillcontinuetomakeandsellits$99NookGlowlight[sic]ereadersandprovide
customersupport."
"ThecompanyalsosaysitismovingitsNookemployeesoutofitsPaloAlto,Calif.,officestosavemoney.
EmployeesareexpectedtomovetoasmallerspaceinnearbySantaClara,Calif.,byJuly."

InQ12015,Samsung'sprofitdropped39%toUSD4.35billionduetoheaviersmartphonecompetitionfrom
Apple'siPhone6and6Plus,aswellasaslewofAndroidcompetitors.[52]

InMay2015,SamsungannouncedapartnershipwithIKEA,inaccordancewiththeWirelessPowerConsortium,
tocodevelopfurniturethatwouldallowQiinductivechargingattheMobileWorldCongress.[53]InJune,
SamsungestablishedadedicatedLFDbusiness,Samsungdisplaysolutions,[54]cateringtothecompany'sSMART
rangeofLEDproducts.Thecompany'sSMARTrangeofLEDdisplaysincludeSignage,HospitalityDisplay,TV,
LED,CloudDisplay,andAccessories.Thecompanyprovidesthefollowingallinonecustomersoftware
solutions:MagicInfo,MagicIWB,LYNKSINC,LYNKHMS,andLYNKREACH.Thecompanycaterstothe
followingindustries:Retail,Corporate,Corporate,Hospitality,andTransportation.

On16June2016,SamsungElectronicsannouncedthatithasagreedtoacquirecloudcomputingcompanyJoyent.
ItwillallowittogrowitscloudbasedservicesforitssmartphonesandInternetconnecteddevices.[55]

On14November2016,SamsungElectronicsannouncedanagreementtobuyAmericanautomotiveequipment
manufacturerHarmanforUS$8billion.[56]On10March2017,theacquisitionwascompleted.[57]

Logo

SamsungElectronicslogo, SamsungElectronicslogo, SamsungElectronicslogo,

usedfromlate1969until usedfromlate1980until usedfromlate1993until
 replacedin1979 replacedin1992 replacedin2015[58]

Samsung'swordmarkand
currentlogoofSamsung
Electronics,inusesince
2014

Operations
Thecompanyfocusesonfourareas:digitalmedia,semiconductor,
telecommunicationnetworkandLCDdigitalappliances.[59]

Thedigitalmediabusinessareacoverscomputerdevicessuchaslaptop
computersandlaserprintersdigitaldisplayssuchastelevisionsand
computermonitorsandconsumerentertainmentdevicessuchasDVD
players,MP3playersanddigitalcamcordersandhomeappliancessuchas
refrigerators,airconditioners,airpurifiers,washers,microwaveovens,and
SamsungElectronicsProfitby
vacuumcleaners.
segment
Thesemiconductorbusinessareaincludessemiconductorchipssuchas CE:ConsumerElectronics
SDRAM,SRAM,NANDflashmemorysmartcardsmobileapplication DS:DeviceSolutions
processorsmobileTVreceiversRFtransceiversCMOSImagesensors, IM:IT&Mobilecommunications
SmartCardIC,MP3IC,DVD/BlurayDisc/HDDVDPlayerSOCand
multichippackage(MCP)andstoragedevicessuchasopticaldiscdrives
andformerlyharddiskdrives.

Thetelecommunicationnetworkbusinessareaincludesmultiservice
DSLAMsandfaxmachinescellulardevicessuchasmobilephones,PDA
phones,andhybriddevicescalledmobileintelligentterminals(MITs)and
satellitereceivers.

TheLCDbusinessareafocusesonproducingTFTLCDandorganiclight ASamsungstoreinTaguig,
emittingdiode(OLED)panelsforlaptops,desktopmonitors,and Philippines.
televisions.

SamsungPrintwasestablishedin2009asaseparateentitytofocusonB2Bsalesandhasreleasedabroadrangeof
multifunctionaldevicesandprintersandmore.[60]

Products
LCDandLEDpanels

By2004Samsungwastheworld'slargestmanufacturerofOLEDs,witha40percentmarketshareworldwide,[61]
andasof2010hasa98%shareoftheglobalAMOLEDmarket.[62]Thecompanygenerated$100.2millionoutof
thetotal$475millionrevenuesintheglobalOLEDmarketin2006.[63]Asof2006,itheldmorethan600
Americanpatentsandmorethan2,800internationalpatents,makingit
thelargestownerofAMOLEDtechnologypatents.[63]

Samsung'scurrentAMOLEDsmartphonesuseitsSuperAMOLED
trademark,withtheSamsungWaveS8500andSamsungi9000Galaxy
SbeinglaunchedinJune2010.InJanuary2011,itannouncedits
SuperAMOLEDPlusdisplays[64]whichofferseveraladvancesover
theolderSuperAMOLEDdisplaysrealstripematrix(50percent
moresubpixels),thinnerformfactor,brighterimageandan18percent
reductioninenergyconsumption.

InOctober2007,Samsungintroducingatenmillimeterthick,40inch
LCDtelevisionpanel,followedinOctober2008bytheworld'sfirst
7.9mmpanel.[65]Samsungdevelopedpanelsfor24inchLCD
TheSamsungGalaxySII,which
monitors(3.5mm)and12.1inchlaptops(1.64mm).[66]In2009,
incorporatesaSuperAMOLEDPlus
SamsungsucceededindevelopingapanelforfortyinchLED
screen
televisions,withathicknessof3.9millimeters(0.15inch).Dubbedthe
"NeedleSlim",thepanelisasthick(orthin)astwocoinsputtogether.
ThisisaboutatwelfthoftheconventionalLCDpanelwhosethicknessisapproximately50millimeters
(1.97inches).

Whilereducingthethicknesssubstantially,thecompanymaintainedtheperformanceofpreviousmodels,including
fullHDresolution,120Hzrefreshrate,and5000:1contrastratio.[67]On6September2013,Samsunglaunchedits
55inchcurvedOLEDTV(modelKE55S9C)intheUnitedKingdomwithJohnLewis.[68]

InOctober2013,theSamsungcorporationdisseminatedapressreleaseforitscurveddisplaytechnologywiththe
GalaxyRoundsmartphonemodel.Thepressreleasedescribedtheproductasthe"world'sfirstcommercializedfull
HDSuperAMOLEDflexibledisplay."Themanufacturerexplainsthatuserscancheckinformationsuchastime
andbatterylifewhenthehomescreenisoff,andcanreceiveinformationfromthescreenbytiltingthedevice.[69]

Mobilephones

Samsung'sflagshipmobilehandsetlineistheSamsungGalaxyS,
whichmanyconsideradirectcompetitoroftheAppleiPhone.[70]It
wasinitiallylaunchedinSingapore,MalaysiaandSouthKoreainJune
2010,[71][72][73]followedbytheUnitedStatesinJuly.Itsoldmorethan
onemillionunitswithinthefirst45daysonsaleintheUnited
States.[74]

Whilemanyotherhandsetmakersfocusedononeortwooperating
systems,Samsungforatimeusedseveralofthem:Symbian,Windows
Phone,LinuxbasedLiMo,andSamsung'sproprietaryBada.[75]
SamsungGalaxysmartphones
By2013SamsunghaddroppedalloperatingsystemsexceptAndroid
andWindowsPhone.ThatyearSamsungreleasedatleast43Android
phonesortabletsandtwoWindowsPhones.[76]
Attheendofthethirdquarterof2010,thecompanyhadsurpassedthe70millionunitmarkinshippedphones,
givingitaglobalmarketshareof22percent,trailingNokiaby12percent.[77][78]Overall,thecompanysold280
millionmobilephonesin2010,correspondingtoamarketshareof20.2percent.[79]ThecompanyovertookApple
inworldwidesmartphonesalesduringthethirdquarter2011,withatotalmarketshareof23.8percent,compared
toApple's14.6percentshare.[80]Samsungbecametheworld'slargestcellphonemakerin2012,withthesalesof
95millionsmartphonesinthefirstquarter.[81]

Duringthethirdquarterof2013,Samsung'ssmartphonesalesimprovedinemergingmarketssuchasIndiaandthe
MiddleEast,wherecheaperhandsetswerepopular.AsofOctober2013,thecompanyoffers40smartphone
modelsonitsUSwebsite.[24]

Semiconductors

SamsungElectronicshasbeentheworld'slargestmemorychipmaker
since1993.In2009,itstartedmassproducing30nmclassNAND
flashmemories.[82]Itsucceededin2010inmassproducing30nm
classDRAMsand20nmclassNANDflashes,bothofwhichwerethe
firsttimeintheworld.[83]

AccordingtomarketresearchfirmGartner,duringthesecondquarter
of2010SamsungElectronicstookthetoppositionintheDRAM
segmentduetobrisksalesoftheitemontheworldmarket.Gartner
analystssaidintheirreport,"Samsungcementeditsleadingposition
bytakinga35percentmarketshare.Alltheothersuppliershad
ASamsungDDRSDRAM
minimalchangeintheirshares."Thecompanytookthetopslotinthe
ranking,followedbyHynix,Elpida,andMicron,saidGartner.[84]

Anotherareawherethecompanyhadsignificantbusinessinforyearsisthefoundrysegment.Ithadbegun
investmentinthefoundrybusinesssince2006andnowpositioneditasoneofthestrategicpillarsfor
semiconductorgrowth.[85]

In2010,marketresearcherICInsightspredictedthatSamsungwouldbecometheworld'sbiggestsemiconductor
chipsupplierby2014,surpassingIntel.Forthetenyearperiodfrom1999to2009,Samsung'scompoundannual
growthrateinsemiconductorrevenueshasbeen13.5percent,comparedwith3.4percentforIntel.[86][87]

For2015,ICInsightsandGartnerannouncedthatSamsungwasthefourthlargestchipmanufacturerinthe
world.[88]

Televisions

In2009,Samsungsoldaround31millionflatpaneltelevisions,enablingtoittomaintaintheworld'slargest
marketshareforafourthconsecutiveyear.[89]

SamsunglauncheditsfirstfullHD3DLEDtelevisioninMarch2010.[90]Samsunghadshowcasedtheproductat
the2010InternationalConsumerElectronicsShow(CES2010)heldinLasVegas.[91]

Samsungsoldmorethanonemillion3Dtelevisionswithinsixmonthsofitslaunch.Thisisthefigureclosetowhat
manymarketresearchersforecastfortheyear'sworldwide3Dtelevisionsales(1.23millionunits).[92]Italso
debutedthe3DHomeTheater(HTC6950W)thatallowstheusertoenjoy3Dimageandsurroundsoundatthe
sametime.Withthelaunchof3DHomeTheater,Samsungbecamethefirst
companyintheindustrytohavethefulllineof3Dofferings,including3D
television,3DBlurayplayer,3Dcontent,and3Dglasses.[93]

In2007,SamsungintroducedtheInternetTV,enablingtheviewerto
receiveinformationfromtheInternetwhileatthesametimewatching
conventionaltelevisionprogramming.Samsunglaterdeveloped"Smart
LEDTV"(nowrenamedto"SamsungSmartTV"),[94]whichadditionally
supportsdownloadedapps.In2008,thecompanylaunchedthePower SamsungUN105S9105inchultra
Infolinkservice,followedin2009byawholenewInternet@TV.In2010,it highdefinition4Ktelevision.
startedmarketingthe3Dtelevisionwhileunveilingtheupgraded
Internet@TV2010,whichoffersfree(orforfee)downloadofapplications
fromitsSamsungAppsAppStore,inadditiontoexistingservicessuchasnews,weather,stockmarket,YouTube
videos,andmovies.[95]

SamsungAppsoffersforfeepremiumservicesinafewcountriesincludingKoreaandtheUnitedStates.The
serviceswillbecustomtailoredforeachregion.Samsungplanstoofferfamilyorientedapplicationssuchas
healthcareprogramsanddigitalpictureframesaswellasgames.Samsung'srangeofsmartTVsincludetheapps
ITVPlayerandmotioncontrolledAngryBirds.

Other

Samsungproducesprintersforbothconsumersandbusinessuse,including
monolaserprinters,colorlaserprinters,multifunctionprinters,and
enterpriseusehighspeeddigitalmultifunctionprintermodels.

In2010,thecompanyintroducedsomemoreenergyefficientproducts,
includingthelaptopR580,netbookN210,theworld'ssmallestmonolaser
printerML1660,andcolorlasermultifunctionprinterCLX3185.

Samsunghasintroducedseveralmodelsofdigitalcamerasandcamcorders
includingtheWB550camera,theST550dualLCDmountedcamera,and
theHMXH106(64GBSSDmountedfullHDcamcorder).In2009,the TheSamsungGX10digitalSLR
companytookthethirdplaceinthecompactcamerasegment.Sincethen, camera
thecompanyhasfocusedmoreonhigherpriceditems.In2010,the
companylaunchedtheNX10,thenextgenerationinterchangeablelenscamera.

Intheareaofstoragemedia,in2009Samsungachievedatenpercentworldmarketshare,drivenbythe
introductionofanewharddiskdrivecapableofstoring250Gbper2.5inchdisk.[96]In2010,thecompanystarted
marketingthe320GbperdiskHDD,thelargestintheindustry.Inaddition,itwasfocusingmoreonselling
externalharddiskdrives.Followingfinanciallosses,theharddiskdivisionwassoldtoSeagatein2011.

IntheMP3playersegment,SamsunghaslaunchedproductsincludingtheM1MP3player,andtheworld's
smallestDivXMP3playerR1.[97]

In2014,thecompanyannouncedthatitwasexitingthelaptopmarketinEurope.[98]

In2015,Samsungannouncedaproposalforaconstellationof4600satellitesorbitingEarthat1,400kilometers
(900mi)altitudethatcouldbring200gigabytespermonthofinternetdatato"eachoftheworld's5billion
people".[99][100]Theproposalhasnotyetadvancedtofulldevelopment.Ifbuilt,suchaconstellationwould
competewithpreviouslyannouncedsatelliteconstellationscurrentlyunderdevelopmentbyOneWeband
SpaceX.[99]

Managementandboardofdirectors
InDecember2010,SamsungswitcheditsmanagementsystemfromasingleCEOsystemunderChoiGeeSungto
atwopersonmanagementteamwithChoiGeeSung,CEOandvicechairman,andLeeJaeYong,chiefoperating
officerandpresident.InJune2012,SamsungappointedKwonOhhyunasthenewCEOofthecompany.[101]The
teamwascreditedasbeingyoungerbothinageandoutlook,andsomeexecutivesdyedtheirhairblack.[102]
Samsungalsoreorganizeditsoverseasmarketingbasesinlinewithchangesinthemarket,includingacombined
Britain/ContinentalEuroperegionalsubsidiary,andacombinedChina/Taiwanregionalsubsidiary.

In2012,Samsungappointeddirectorofmobileproducts,JKShin,topresident/CEOofSamsungElectronicsfor
MobileConsumerProducts.

Thecompanyaddedanewdigitalimagingbusinessdivisionin2010,andnowconsistsofeightdivisions,
includingtheexistingdisplay,ITsolutions,consumerelectronics,wireless,networking,semiconductor,andLCD
divisions.

Italsoreorganizeditsbusinessorganizationtostrengthenbusinesssynergies,bymergingitsDigitalAirSolutions
TeamandSamsungElectronicsGwangju(consumerelectronicsandairconditioners,mergedin2010)underthe
consumerelectronicsbusinessdivision.ThesettopboxesbusinesswasmergedwiththeVisualDisplayBusiness
division.

Thecompany'sDecember2010reorganizationwasasfollows:Amongtheeightdivisions,thenetworkdivision
andthedigitalimagingdivisionexperiencednewappointments,whiletheremainingdivisionsweremaintainedin
accordancewiththeirresults.

Chiefexecutiveofficer,Vicechairman:ChoiGeeSung
Chieffinancialofficer:PresidentYoonJuhwa
Chiefoperatingofficer,President:LeeJaeYong
Chiefexecutiveofficer,President:JKShin.

Thefollowingarethenamesofboardofdirectorsmembers:[103]

GeeSungChoi Vicechairman,Presidentandchiefexecutiveofficer
JuHwaYoon Chieffinancialofficer
DongMinYoon Independentdirector(AttorneyatLaw,Kim&Chang)
ChaeWoongLee Independentdirector(ProfessorofEconomics,SungkyunkwanUniversity)
InHoLee Independentdirector(Advisor,ShinhanBank)
OhSooPark Independentdirector(ProfessorofBusinessAdministration,SeoulNationalUniversity)

Marketshare
 Samsung
Product Leadingcompetitor Marketshare Year Source
worldmarketshare
DRAM 49.6% SKhynix 24.8% Q22013 [104]
NANDflash 41.6% Toshiba 28.7% Q22011 [105]
LargesizeLCDpanels
20.2% LGDisplay 26.7% Q42013 [106]
(revenue)
ActivematrixOLEDs 98% LGDisplay,AUO 0.5~1.5% Q22010 [107]
Lithiumionbatteries 18% Sanyo 20% Q22010 [108]
LCDmonitors 18% LGElectronic 12.7% 2010 [109]

Harddiskdrives 9% WesternDigital 31.3% Q12010 [110]

Televisions
24% LGElectronics 14.7% Q22010 [111]
(LCD,PDP,CRT,LED)
Mobilephones 34% AppleInc. 13.4% Q32013 [112]
Digitalcameras 11.8% Sony 17.4% 2010 [113]

Applicationprocessors 5.4% Qualcomm 33.9% Q32013 [114]

Majorclients
Samsung'slargestclients(Q12010)[115]
Rank/company Partdescription Percentoftotalsales
1Sony DRAM,NANDflash,LCDpanels,etc. 3.7
2AppleInc. AP(mobileprocessor),DRAM,NANDflash,etc. 2.6
3Dell DRAM,flatpanels,lithiumionbatteries,etc. 2.5
4HewlettPackard DRAM,flatpanels,lithiumionbatteries,etc. 2.2
5VerizonCommunications Handsets,etc. 1.3
6AT&TInc. Handsets,etc. 1.3

RelationshipwithAppleInc.

Despiterecentlitigationactivity,SamsungandApplehavebeendescribedasfrenemieswhosharealovehate
relationship.[116]SamsungisamajorsupplierforApplefirstprovidingmemoryfortheearlyiPoddevicesin
2005,[23]andAppleisakeycustomerforSamsungin2012itscomponentsaleswerethoughttobeworthinthe
regionof$8billionrevenuetoSamsung[116]tothepointwhereAppleCEOTimCookoriginallyopposed
litigationagainstSamsungwaryofthecompany'scriticalcomponentsupplychainforApple.[117]

InApril2011,AppleInc.announcedthatitwassuingSamsungoverthedesignofitsGalaxyrangeofmobile
phones.Thelawsuitwasfiledon15April2011andallegesthatSamsunginfringedonApple'strademarksand
patentsoftheiPhoneandiPad.[118]SamsungissuedacounterclaimagainstAppleofpatentinfringement.[119]In
August2011,atTheRegionalCourtofDsseldorf,Applewasgrantedapreliminaryinjunctionagainstthesale
andmarketingoftheSamsungGalaxyTab10.1acrossthewholeofEuropeexcludingtheNetherlands.[120]The
banhasbeentemporarilyliftedintheEuropeanUnion,withtheexclusionofGermany,whilstitisinvestigated
whetherornottheoriginalinjunctionwasappropriate.[121]

On31August2012,theTokyoDistrictCourtruledSamsungElectronics'mobiledevicesdidnotviolateanApple
patent.[122]ThecaseonlyaddressedApple'spatentthatallowsmobiledevicesandpersonalcomputersto
synchronizeorsharedatawitheachotherandisnotcomparablewiththeU.S.courtcaseruledon24August.On
18October2012,U.K.HighCourtruledthatSamsungdidnotinfringeApple'sdesignpatents.Applewasforcedto
issueacourtorderedapologytoSamsungonitsofficialU.K.website.[123]

RelationshipwithBestBuyCo.,Inc.

BestBuyandSamsungjoinedtogethertocreatetheSamsungExperienceShop,astoreinastorewhichallows
customerstotestthecompany'snewestproducts,aswellasgettraininginmobileproductstheyalreadyown.In
summer2013,morethan1,400BestBuyandBestBuyMobilestoreshaveestablishedtheSamsungExperience
Shop.About460squarefeetofspacearededicatedfortheSES,withthecompany'splacementatBestBuy's
entrance,aswellasitssignvisibleinanypartofthestore.[124]ThepurposeoftheSamsungExperienceShopisto
makeSamsung'sproducts,i.e.theGalaxy,moreaccessibletocustomers.

TheSESisaplaceforcustomerswhoalreadypurchasedSamsungdevices,aswellaspotentialcustomers.
Samsungclaimstoemployexpertsthatcouldtackleanyissuethatcustomersareexperiencing,eitheraboutthe
deviceortheservice.Theseexpertscouldhelpwith"advice,productselection,tipsandtrick."[125]

SamsungandBestBuyhavebeenlongtimepartners.Theonedifferencetheexperiencestoreaddstothe
relationshipisthat"Samsungproductsaregoingtobelocatedinasinglecentralareainsteadofbeingscattered
aroundthestore"saidChen,aNewYorkTimesreporter.Intheexperiencestore,Samsungemployeeswould
handletheirproductsandBestBuyemployeeswouldhandletherest.

SamsungElectronicsCanadafirstexperimentedwiththeideaofastandaloneretailcenterwithitsOlympic
Rendezvous@SamsungstoresinVancouver,BC,Canadathatoperatedduringthe2010WinterOlympics.The
electronicscompanywentontoopenitsfirstofficialstandaloneretailstoreinBurnaby,BCinJuly2012.[126]The
conceptualizationofanindividual,specializedretaillocationforSamsunghasbeenlargelyinfluencedbythe
successofthesetwoprojects.

ThefirstSamsungExperienceShopsbeganrollingoutacrossBestBuylocationsintheUnitedStatesinMay2013.
InMay2014,BestBuyannounceditsplanstoadd500newSamsungEntertainmentExperienceShops.Whilethe
previousSamsungExperiencelocationsfocusprimarilyonshowcasingandprovidingsupportforSamsung's
Galaxysmartphones,cameras,andtablets,thesenewlocationswillshowcaseandsupportthecompany'shome
theaterproducts.

UnliketheSamsungExperienceShop,theSamsungEntertainmentExperiencewillberunbySamsungtrained
BestBuyassociates.ThenewcentersareexpectedtofinishrollingoutacrossBestBuysintheUSbyJanuary
2015.[127]

Design
Intheearly1990s,thefirmbeganconsideringtheimportanceofphysicaldesigninitsproducts.Locatedinthe
company'shighriseheadquartersinGangnam(southofSeoul)thecorporatedesigncenterincludesmorethan900
fulltimedesigners.In1971therewereonlytwodesigners[128]inthewholecompany,whosenumberroseto510in
2005.

Thecompanyoverhaulsitsdesignoveratwoyearcycle.Forthefirstyear,itscrutinizesdesigntrendsofthe
world,followedbyproductstrategies.Itthenmapsoutnewdesignplansduringthesecondyear.

Since2006,ithaswonasmanyas210awardsfrominternationaldesigninstitutions.ItreceivedtheiF
(InternationalForum)andIDEAdesignawards.Samsungwasthewinnerineightcategoriesinthe2009IDEA
awards,thecompanythatreceivedthemostawards.[129]

Inthe2010iFMaterialAwards,thecompanywontheGoldAwardforfiveofitsproductsincludingtheexternal
harddiskdrive.TheiFMaterialAwardsaregivenbytheInternationalForumDesignGmbHofHannover,adesign
awardfordesignmaterialsandprocesstechnologies.In2010,theGermancompanyselectedatotalof42products
intheareasofhomeappliance,furniture,andindustrialdesign.Samsungwontheawardsinfivecategories
includingexternalharddisk,fulltouchscreenphone,"sidebyside"refrigerator,compactdigitalcamera,andlaser
printertoner.[130]

Environmentalrecord
AllSamsungmobilephonesandMP3playersintroducedonthemarketafterApril2010arefreefrompolyvinyl
chloride(PVC)andbrominatedflameretardants(BFRs).[131]

ThecompanyislistedinGreenpeace'sGuidetoGreenerElectronics,whichrateselectronicscompaniesonpolicies
andpracticestoreducetheirimpactontheclimate,producegreenerproducts,andmaketheiroperationsmore
sustainable.InNovember2011Samsungwasranked7thoutof15leadingelectronicsmakerswithascoreof
4.1/10.[132]InthenewlyrelaunchedguideSamsungmoveddowntwoplaces(occupying5thpositioninOctober
2010)butscoredmaximumpointsforprovidingverifieddataanditsgreenhousegasemissionsandalsoscored
wellforitsSustainableOperationswiththeguidepraisingitsrelativelygoodewastetakebackprogrammeand
information.However,thecompanywascriticizedfornotsettinganambitioustargettoincreaseitsuseof
renewableenergyandforbelongingtoatradeassociationwhichhascommentedagainstenergyefficiency
standards.[132]

InJune2004,SamsungwasoneofthefirstmajorelectronicscompaniestopubliclycommittoeliminatePVCand
BFRsfromnewmodelsofalltheirproducts.ThecompanyhoweverfailedtomeetitsdeadlinestobePVCand
BFRsfree,andhaspublishednewphaseoutdates.[133]Greenpeaceactivistsprotestedatthecompany'sBenelux
headquartersinMarch2010forwhatGreenpeacecallsSamsung'sbrokenpromises.[134]

ThecompanyhasbeenawardedasoneofglobaltoptencompaniesintheCarbonDisclosureLeadershipIndex
(CDLI).ItwastheonlyAsiancompanyamongtoptencompanies.Inaddition,thecompanyislistedinDowJones
SustainabilityIndex(DJSI).[135]

Thecompany'sachievementratioofproductsapproachingtheGlobalEcolabellevel("GoodEcoProducts"within
thecompany)is11percentagepointsabovethe2010goal(80percent).Asofthefirsthalfof2010,Samsung
earnedtheGlobalEcolabelforits2,134models,therebybecomingtheworld'snumberonecompanyintermsof
thenumberofproductsmeetingGlobalEcolabelstandards.[135]

Thecompanyisalsoimprovingitsefforttorecoverandrecycleelectronicwastes.[136]Theamountofwastes
salvagedthroughout60countriesduring2009wasasmuchas240,000tons.The"SamsungRecyclingDirect"
program,thecompany'svoluntaryrecyclingprogramunderwayintheUnitedStates,wasexpandedtoCanada.[137]
In2008,thecompanywaspraisedforitsrecyclingeffortbytheU.S.advocacygroupElectronicsTakeBack
Coalitionasthe"bestecofriendlyrecyclingprogram".[138]

Litigationandsafetyissues
Workersafety

InSamsung'sGiHeungandOnYangsemiconductorplants,atleast26employeeswerediagnosedwithblood
cancer,atotal193persongotsickwithcancersorrareterminaldiseases.[139][140]InitiallySamsungdeniedbeing
responsiblefortheillnesses.AlthoughSamsungisknowntodisfavortradeunions,[141]thesesickworkers
organizedinthegroupSHARPS(SupportersfortheHealthAndRightsofPeopleintheSemiconductor
Industry).[142]AcrowdfundedmovienamedAnotherPromisewasproducedin2013inordertodepictthefight
forcompensationofthevictims,aswellasadocumentarynamedTheEmpireofShame.InMay2014,Samsung
offeredanapologyandcompensationtoworkerswhobecameill.[143][144]Thecompanysubsequentlydidnot
followalltherecommendationsofaspeciallyappointedmediationcommittee,paidseveralfamiliesoutsideofa
schemetobeagreedonandrequiredthemtodropallfurthercharges,promptingSHARPStocontinuelegaland
publicaction.[145]Thequarrelisstillongoing,asthenumberofsickanddeademployeesisstillrising.

DRAMpricefixing

InDecember2010,theEuropeanCommissionfinedsixLCDpanelproducers,includingSamsung,atotalof
648,925millionforoperatingasacartel.Thecompanyreceivedafullreductionofthepotentialfineforbeingthe
firstfirmtoassistEUantitrustauthorities.[146]

On19October2011,Samsungwasfined145,727millionforbeingpartofapricecarteloftencompaniesfor
DRAMswhichlastedfrom1July1998to15June2002.Thecompanyreceived,likemostoftheothermembersof
thecartel,a10%reductionforacknowledgingthefactstoinvestigators.Samsunghadtopay90%oftheirshareof
thesettlement,butMicronavoidedpaymentasaresultofhavinginitiallyrevealedthecasetoinvestigators.[147]

InCanada,thepricefixwasinvestigatedin2002.Arecessionstartedtooccurthatyear,andthepricefixended,
howeverin2014,theCanadiangovernmentreopenedthecaseandinvestigatedsilentlyaftertheEU'ssuccess.
SufficientevidencewasfoundandpresentedtoSamsungandtwoothermanufacturersduringaclassactionlawsuit
hearing.Thecompaniesagreedupona$120millionagreement,with$40millionasafine,and$80milliontobe
paidbacktoCanadianswhopurchasedacomputer,printer,MP3player,gamingconsoleorcamerafromApril
1999toJune2002.[148]

Applelawsuit

ApplesuedSamsungon15April2011intheUnitedStatesDistrictCourtfortheNorthernDistrictofCalifornia
thatseveralofSamsung'sAndroidphonesandtablets,includingtheNexusS,Epic4G,GalaxyS4G,andthe
SamsungGalaxyTab,infringedonApple'sintellectualproperty:itspatents,trademarks,userinterfaceand
style.[149]Apple'scomplaintincludedspecificfederalclaimsforpatentinfringement,falsedesignationoforigin,
unfaircompetition,andtrademarkinfringement,aswellasstatelevelclaimsforunfaircompetition,commonlaw
trademarkinfringement,andunjustenrichment.[150][151]

On24August2012thejuryreturnedaverdictlargelyfavorabletoApple.ItfoundthatSamsunghadwillfully
infringedonApple'sdesignandutilitypatentsandhadalsodilutedApple'stradedressesrelatedtotheiPhone.The
juryawardedApple$1.049billionindamagesandSamsungzerodamagesinitscountersuit.[152]Thejuryfound
SamsunginfringedApple'spatentsoniPhone's"BounceBackEffect"(USPatentNo.7,469,381),"Onscreen
Navigation(USPatentNo.7,844,915),and"TapToZoom"(USPatentNo.7,864,163),anddesignpatentsthat
coversiPhone'sfeaturessuchasthe"homebutton,roundedcornersandtaperededges"(USD593087)and"On
ScreenIcons"(USD604305).[153]

Productsafety

Despitetheirphones'popularity,numerousexplosionsofthemhavebeenreported.[154]ASwissteenagerwasleft
withsecondandthirddegreeburnsinherthighduetoherGalaxyS3'sexplosion[155]followedbytwomoreGalaxy
S3explosionsinSwitzerland[156]andIreland.[157]ASouthKoreanstudent'sGalaxyS2batteryexplodedin
2012.[158]

Samsung'sGalaxyS4alsoledtoseveralaccidents.AhouseinHongKongwasallegedlysetonfirebyanS4in
July2013,[159]followedbyminorS4burnincidentsinPakistan[160]andRussia.[161]Aminorfirewasalsoreported
inNewbury,UnitedKingdominOctober2013.[162]

Someusersofthephonehavealsoreportedswellingbatteriesandoverheating[163]Samsunghasofferedcustomers
affectednewbatteriesfreeofcharge.[164]InDecember2013,aCanadianuploadedaYouTubevideodescribinghis
S4combusting.[165]Samsungthenaskedtheuploadertosignalegaldocumentrequiringhimtoremovethevideo,
remainsilentabouttheagreement,andsurrenderanyfutureclaimsagainstthecompanyinordertoreceivea
replacement.NofurtherresponsefromSamsungwasreceivedafterwards.[166][167]Therewereafewmorereported
GalaxyS4explosionsinIndia[168]andtheUAE.[169]

GalaxyNote7

On31August2016,itwasreportedthatSamsungwasdelayingshipmentsoftheGalaxyNote7insomeregionsin
ordertoperform"additionaltestsbeingconductedforproductquality"thiscamealongsideuserreportsof
batteriesexplodingwhilecharging.On2September2016SamsungsuspendedsalesoftheNote7andannounceda
worldwide"productexchangeprogram",[170]inwhichcustomerswillbeabletoexchangetheirNote7foranother
Note7,aGalaxyS7,oranS7Edge(thepricedifferencebeingrefunded).Theywouldalsoreceiveagiftcardfrom
aparticipatingcarrier.[170]On1September2016,thecompanyreleasedastatementsayingthatithadreceived35
reportsofbatteryfailure,whichaccordingtoanunnamedSamsungofficial"accountforlessthan0.1percentof
theentirevolumesold".[171][172][173]Althoughithasbeenreferredtoasaproductrecallbythemedia,itwasnotan
officialgovernmentissuedrecallbyanorganizationsuchastheU.S.ConsumerProductSafetyCommission
(CPSC),andonlyavoluntarymeasure.[170][174]TheCPSCdidissueanofficialrecallnoticeon15September
2016,andstatesthatSamsunghasreceivedatleast92reportsofthebatteriesoverheatingintheU.S.,including26
reportsofburnsand55reportsofpropertydamage.[175]

AftersomereplacementNote7phonesalsocaughtfire,[176][177]on11October2016Samsungannouncedthatit
wouldpermanentlyendproductionoftheNote7intheinterestofcustomersafety.[178][179]However,Samsungwas
hopingtorecoverfromthelostsalesfromtheNote7withtheintroductionoftheEdge7.[180]

On14October2016,theU.S.FederalAviationAdministrationandtheDepartmentofTransportation'sPipeline
andHazardousMaterialsSafetyAdministrationbannedtheNote7frombeingtakenaboardanyairlineflight,even
ifpoweredoff.[181][182]FollowingtheFAAbanonaircraftcarriageQantas,VirginAustraliaandSingapore
AirlinesalsobannedthecarriageofNote7sontheiraircraftwitheffectfrommidnighton15October.[183]In
MexicothelargestairlinesAeromexico,Interjet,VolarisandVivaAerobushaveallbannedthehandset.[184]

Washingmachines

On4November2016,Samsungrecalled2.8milliontoploadwashingmachinessoldathomeappliancestores
from2011to2016becausethemachine'stopcouldunexpectedlydetachfromthechassisduringusethatcouldbe
causedbyexcessivevibration.[185]

Advertisementsonsmarttelevisions

In2015,usersonthewebsiteRedditbeganreportingthatsomeSamsungsmartTVwoulddisplayadvertisements
forPepsiproductsduringmovieswhenviewedthroughthePlexapplication.[186]Plexdeniedresponsibilityforthe
adsandSamsungtoldblogGigaomthattheywereinvestigatingthematter.[186]

InMarch2016,soccerstarPelfiledalawsuitagainstSamsungintheUnitedStatesDistrictCourtforthe
NorthernDistrictofIllinoisseeking$30millionindamagesclaimingviolationsundertheLanhamActforfalse
endorsementandastatelawclaimforviolationofhisrightofpublicity.[187]Thesuitalleges,thatatonepoint
SamsungandPelcameclosetoenteringintoalicensingagreementforPeltoappearinaSamsungadvertising
campaign.Samsungabruptlypulledoutofthenegotiations.TheOctober2015Samsungadinquestion,includesa
partialfaceshotofamanwhoallegedly"verycloselyresembles"Pelandalsoasuperimposedultrahigh
definitiontelevisionscreennexttotheimageofthemanfeaturinga"modifiedbicycleorscissorskick",perfected
andfamouslyusedbyPel.[188]

InDecember2016,SamsungforcedupdatedtheirsmartTVlinetobeingdisplayingadvertisementsintheir
menus.[189]

Viralmarketing

On1April2013,severaldocumentswereshownonTaiwanSamsungLeaks.orgthattheadvertisingcompany
OpenTide(Taiwan)anditsparentcompanySamsungarehiringstudentstoattackitscompetitorsbyspreading
harmfulwordsandbiasedopinions/reviewsaboutotherphonemanufacturers'productssuchasSonyandHTCin
severalfamousforumsandwebsitesinTaiwaninordertoimproveitsbrandimage.Theuploaderofthe
documents,hacker"0xb"saidthatthedocumentswereinterceptedfromanemailbetweenOpenTideand
Samsung.[190]TaiwanSamsungElectronicsannounced4dayslater,guaranteeingthecompanywill"stopallonline
marketingstrategieswhichinvolvespublishingandreplyinginonlineforums."[191]Itwaswidelyreportedbythe
Taiwanesemedia.[192][193][194][195]TaiwanlaterfinedSamsungElectronicsforthesmearcampaign.[196]

Sportsclubs
SamsungElectronicsAthleticClub
SamsungElectronicsEquestrianClub
SamsungGalaxy(electronicsports)

Slogans
SamsungForTodayandTomorrow(19932002)
Samsung,Imagine(20022007)
 Samsung,NextIsWhat?(20072010)
Samsung,TurnonTomorrow(20102013)
Samsung,TheNextIsNow
Samsung,TheNextBigThingisHere(2013present)

Seealso
Samsung
ListofKorearelatedtopics
SamsungHLR5688W
TechcompaniesintheNewYorkmetropolitanarea

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