Samsung Electronics flexes muscle

Samsung Electronics is making an impression at GITEX by demonstrating the scale of its portfolio at its stand in hall 5. Samsung has spent more than US$1.2m on the exhibition and its booth is twice the size of last year to accommodate its broad product offering.

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By  GITEX Times Staff Published  November 20, 2006

Samsung Electronics is making an impression at GITEX by demonstrating the scale of its portfolio at its stand in hall 5. Samsung has spent more than US$1.2m on the exhibition and its booth is twice the size of last year to accommodate its broad product offering. "There is a clear focus on our audio-visual products at the show and that's why we needed more space,” explains David Steel, VP marketing team at Samsung’s digital media business. “Looking around GITEX you can see that there is a greater focus on consumer electronics than ever before. This is all down to the convergence that is occurring between IT and consumer electronics products.” “Samsung invests some US$6 billion in research and development each year and that is reflected in our product quality,” continues Steel. “Samsung is also incredibly strong at marketing and building the right go-to-market models for its products.” Samsung’s booth displays the full strength of its TV portfolio and Steel admits that remains a major focus area for the company. “There is huge potential for our TV business in the MEA. In 2005 we sold 100,000 LCD TVs in MEA and in 2006 we expect to sell approximately 600,000 units. In 2007 we are targeting sales of one million units.” Samsung has also served up a warning to the printing sector by declaring aggressive plans to increase its share of the regional market. The vendor is showcasing its recently launched CLP-300 model at GITEX, which it claims is the world’s smallest and lightest colour laser printer. HJ Park, senior manager sales and marketing group at Samsung Electronics’ digital printing division, says: “We are trying to shift demand from inkjet to colour laser printers. In the Middle East we are seeing a lot of demand for colour printers and we will also be launching a new colour MFP model in the Middle East before the end of the year.” Samsung has flown in a number of senior executives from Korea to attend the show and brought more than 100 dealers from across the Middle East and Africa to Dubai.

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