President Wonjin Lee: "VD Is the Root of Samsung... Let's Not Fear Innovation"

Strong Overhaul Ordered for Underperforming TV Division to Restore Profitability

Recently appointed as the head of Visual Display (VD) at Samsung Electronics, Wonjin Lee has declared a disruptive innovation in response to the era of a major artificial intelligence (AI) transformation. He has expressed a strong determination to maintain Samsung's position as the global number one by advancing beyond a simple TV manufacturer to become an 'AI full-stack company' encompassing everything from chips to services.

According to industry sources on May 12, Lee delivered an inaugural message to employees, urging them to embrace change and challenge themselves. He stated, "Being number one is a result that can only be achieved through continuous self-reflection in line with the trends of the times, prepared innovation, and agile response," and highly valued the VD division, saying, "The VD business is the foundation of Samsung Electronics and has achieved the remarkable feat of being number one for 20 consecutive years."

Wonjin Lee, President of Visual Display (VD) at Samsung Electronics. Samsung Electronics

He also acknowledged the current crisis but stressed that there is ample strength to overcome it. He emphasized, "Although the environment our business faces is challenging, we have the strength built through continuous innovation and a DNA of success. I believe that if we set goals together and take on challenges, we can usher in a new era of growth."

Previously, on May 4, Samsung Electronics appointed Lee as a savior to improve the profitability of its TV business and to establish a concrete future strategy amid difficult management conditions, such as sluggish demand and aggressive low-priced competition from Chinese companies. Lee, an expert in service and marketing, has served as Head of Advertising Solutions for Google North America and CEO of Google Korea. After joining Samsung Electronics in 2014, he laid the foundation for the company's TV and mobile service businesses. Since the end of 2024, he has been recognized for enhancing brand competitiveness as the head of global marketing and contributing across the business as a whole.

Regarding the future direction, Lee presented three promises and requests. Above all, he urged an attitude of not settling for the status quo, saying, "First, let us redefine and boldly challenge our business through constant self-reflection and innovation." He repeatedly stressed that, especially as a market leader, it is necessary to respond quickly to change, citing Samsung's past of surpassing leading companies and the recent experiences of global big tech firms facing crises with the emergence of generative AI.

He also diagnosed that flexible thinking is needed, as the scope of competition is expanding in all directions. There is intensifying competition not only from Chinese brands leveraging price competitiveness but also from big tech and platform companies targeting the living room market with software and content as their weapons.

Lee stated, "Let's not be afraid to embrace innovation that breaks away from existing frameworks," adding, "Maintaining number one status in a single field for over 20 years is a rare and remarkable achievement. Let us move forward with trust and reliance on each other."

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