Samsung Electronics Renames Set Division to 'DX'... Prioritizing 'Customer Experience' Strategy

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[Image source=Yonhap News]

[Asia Economy Reporter Lee Hye-young] Samsung Electronics is changing the name of its set (finished product) division, which integrates the Consumer Electronics (CE) and IT & Mobile (IM) divisions, to the 'DX (Device eXperience)' division.

Following the earlier renaming of the IT & Mobile (IM) division to 'MX (Mobile Experience)', Samsung Electronics has changed the name of the integrated set division organization, concretizing its strategy to focus organizational capabilities on 'Customer Experience (CX)'. This is interpreted as an effort to accelerate the establishment of the 'New Samsung' declared by Vice Chairman Lee Jae-yong.

On the 12th, Samsung Electronics announced that it will rename the integrated set business division to DX and reflect this in the year-end organizational restructuring. The DX division consists of business units such as VD (Visual Display), home appliances, medical devices, and MX Network, with some changes made to the subordinate organizations as well. As a result, Samsung Electronics' business divisions will be broadly divided into DX and Device Solutions (DS).

Samsung Electronics explained that D (Device) represents the unique 'business' concept of the set division, while X (eXperience) signifies the brand direction of 'customer experience-centered' through differentiated products and services. This means that consumers will be able to comfortably enjoy optimized experiences through various products such as TVs, home appliances, smartphones, communication equipment, as well as services and solutions reflecting customer needs.

The DX division will be led by Vice Chairman Han Jong-hee, who was promoted in this year-end personnel reshuffle, operating under a single CEO system.

Samsung Electronics emphasized that the launch of the integrated leadership system aims to create company-wide synergies beyond organizational boundaries and establish a foundation based on differentiated products and services.

Through this business division name change, Samsung Electronics plans to proactively respond to market changes as a global industry leader that values diverse customer experiences, while continuously striving to create new experiences for consumers.

Previously, Samsung Electronics reorganized the three divisions of DS, CE, and IM into two divisions: DS and integrated set, through a regular executive reshuffle. In the regular executive appointments on the 9th, key positions in related fields were promoted and appointed to strengthen differentiated customer experience capabilities and solidify its position as a market leader. The renaming to the DX division is also based on a strategy that prioritizes CX.

Samsung Electronics explained that this restructuring reflects "mid- to long-term business structure, future orientation, and strengthening of global leadership."

This content was produced with the assistance of AI translation services.