Just a week after the high-intensity message of "Sajeuksaeng" (If you are prepared to die, you can survive) was delivered, Samsung Electronics' management has begun a full-scale effort to restore its semiconductor competitiveness. While Lee Jae-yong, Chairman of Samsung Electronics, has started managing his global network by meeting with Lei Jun, Chairman of Xiaomi, Jun Younghyun, Head of the Device Solutions (DS) Division and Vice Chairman, is increasing his contact with veterans in the semiconductor industry to drive the revival of the memory business.

Lee meets with Xiaomi Chairman and others
Begins managing global network

Samsung Electronics Chairman Jay Y Lee (left) meets Xiaomi Chairman Lei Jun at the Xiaomi electric vehicle factory on the 22nd and takes a commemorative photo. Photo by Xiaomi Weibo, China

According to the semiconductor industry on the 24th, Vice Chairman Jun is strengthening communication with senior colleagues who led the golden era of Samsung's semiconductor business. Most of this communication is done via phone calls. While some calls are from seniors curious about the company's internal affairs, recently, there has been an increase in cases where Vice Chairman Jun initiates contact first. It is said that he seeks advice from seniors on how to restore memory competitiveness and also shares his thoughts on areas where he has not performed well. This is interpreted as an effort to avoid the mistake of relying solely on his own experience and abilities and to listen to as many opinions as possible.

This move is becoming more pronounced as the first anniversary of his appointment as "semiconductor chief" approaches in May. Whether he has achieved meaningful results so far could serve as a measure of the future of Samsung's memory business, over which Vice Chairman Jun has full authority. In the regular executive reshuffle last November, Vice Chairman Jun also took on the role of Head of the Memory Business Division, effectively gaining full control over the company's memory business. The biggest focus is whether the 12-layer High Bandwidth Memory (HBM) 3E product will pass Nvidia's quality test by May, marking his first year in office.

Chun communicates by phone with senior figures
Seeking advice on regaining competitiveness

Younghyun Jeon, Vice Chairman of Samsung Electronics.

Photo by Yonhap News

An industry insider said, "Spearheading the memory business alone is a significant burden for anyone," adding, "Still, since Vice Chairman Jun took office, the HBM development plan has been clearly organized, and the internal organization is gradually stabilizing, according to many inside and outside the company." A former senior Samsung executive emphasized, "It is important to discover and utilize good talent," and added, "Vice Chairman Jun himself also needs to find and nurture people who understand memory as well as he does, to further enhance the company's competitiveness."

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Chairman Lee is also accelerating overseas management efforts for Samsung's revival. On the 22nd, he visited Xiaomi's electric vehicle plant in Beijing, China, together with Cristiano Amon, Chairman of Qualcomm, and met with Chairman Lei. Xiaomi is one of Samsung's major clients, and the demand for high-performance semiconductors for smartphones and electric vehicles continues to grow. There is analysis that Samsung and Qualcomm could strengthen semiconductor cooperation with Xiaomi.

The visit to Xiaomi was prompted by attending the "China Development Forum" held at the Diaoyutai State Guesthouse in Beijing. Chairman Lee is expected to stay in China for another two to three days, expanding his contacts with senior government officials and business leaders. There is also speculation that he may meet with high-ranking officials close to Chinese President Xi Jinping.