Samsung Electronics Bets on the Future of 'Customer Experience'... Completes the Blueprint of 'New Samsung' (Comprehensive)

CE·IM Division Integrated Set Division Renamed 'DX (Device eXperience)'
Maximizing Company-wide Synergy and Creating New Consumer Experiences... Robot Business Organization Also Upgraded

[Image source=Yonhap News]

[Asia Economy Reporter Lee Hyeyoung] Samsung Electronics has carried out an organizational restructuring focused on 'Customer Experience (CX)'. Samsung Electronics renamed its IT & Mobile (IM) division to 'MX (Mobile Experience)' for the first time in 26 years, and reorganized by changing the name of the set (finished product) division, which integrates Consumer Electronics (CE) and IT & Mobile (IM), to 'DX (Device eXperience)'. 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 would 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 a result, Samsung Electronics' business divisions are largely divided into finished products DX and semiconductor division Device Solutions (DS).

Samsung Electronics explained that D (Device) represents the unique 'business' concept of the set division, and X (eXperience) represents the brand direction of 'customer experience-centered' through differentiated products and services. This means that consumers can 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 newly promoted Vice Chairman Han Jong-hee, who will operate 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 and continue efforts to create new experiences for consumers.

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

Samsung Electronics also established the 'CX·MDE (Multi Device Experience) Center' in this organizational restructuring. It is reported that a 'Supply Chain Insight TF' was newly formed within the Management Support Office to respond to the global supply chain crisis.

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

Samsung Electronics Vice Chairman Lee Jae-yong is returning to Korea through Seoul Gimpo Business Aviation Center on the 24th after a ten-day business trip to the United States. On the same day, Samsung Electronics made the final announcement to establish a foundry (system semiconductor contract manufacturing) plant worth 20 trillion won in Taylor, Texas./Photo by Kim Hyun-min kimhyun81@

Robot Business TF Elevated to Team... Possibility of Large-scale M&A

Samsung Electronics is expected to strengthen its efforts to mass-produce Samsung Bot by upgrading the organization that has been promoting the robot business.

According to the business community, Samsung Electronics recently upgraded the 'Robot Commercialization Task Force (TF)' to the 'Robot Business Team' through organizational restructuring. Samsung Electronics, which established the robot TF earlier this year to explore commercialization possibilities, converted the robot business-related organization to a permanent one in less than a year. This is interpreted as Samsung selecting robots as one of its future new businesses and pushing forward in earnest.

Samsung has showcased robots under its own research at the world's largest electronics and IT exhibition CES. At CES 2019, it unveiled the care robot 'Samsung Bot Care', and in January this year, it introduced the home service robot 'Samsung Bot Handy' that helps with household chores.

In addition, Samsung is researching and developing 'Samsung Bot Serving', which assists with ordering, payment, and food serving in shopping malls and restaurants; 'Samsung Bot Guide', a customer service robot; and 'GEMS', a wearable walking assistance robot.

Samsung Electronics participated in the world's largest electronics exhibition, 'CES 2021,' and held the 'Samsung Press Conference.' The photo shows Seunghyun Jun, Head of Samsung Research, introducing 'Samsung Bot™ Care,' 'Jet Bot AI,' and 'Samsung Bot™ Handy' at the CES 2021 Samsung Press Conference. Photo by Samsung Electronics

The business community expects Samsung Electronics to mass-produce the Samsung Bot series, including wearable robots.

Earlier, Vice Chairman Lee Jae-yong announced in August that Samsung would invest 240 trillion KRW over the next three years in system semiconductors, bio, next-generation communications, artificial intelligence (AI), and robots. Accordingly, the possibility of mergers and acquisitions (M&A) in related fields has also increased significantly.

Samsung Electronics, having completed the blueprint for 'New Samsung' through executive and managerial personnel reshuffles and organizational restructuring focused on future growth industries, is expected to sequentially unveil concrete blueprints. The CES 2022, an electronics and IT exhibition held in early January next year in Las Vegas, USA, is expected to be a turning point. Vice Chairman Han Jong-hee plans to share Samsung Electronics' direction based on customer experience and introduce various innovative technologies and products through a keynote speech titled 'Together for Tomorrow' at CES.

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