Set Division Restructuring... A Step to Enhance Customer Experience
Wireless Business Unit Renamed to 'MX Business Unit' the Day Before
[Asia Economy Reporter Kim Heung-soon] Samsung Electronics is changing the name of its set (finished product) division, which integrates the Consumer Electronics (CE) and IT & Mobile (IM) divisions among its main business units including Device Solutions (DS), to the 'DX (Device Experience) Division.' This is interpreted as placing greater emphasis on enhancing customer experience in the 'New Samsung' initiative led by Vice Chairman Lee Jae-yong.
According to industry sources on the 11th, Samsung Electronics recently renamed the set division, which integrates CE and IM, to the DX division. Following the regular executive reshuffle that reorganized the three divisions DS, CE, and IM into two divisions, DS and Set, the company reportedly decided to change the division name to reflect the industry trend prioritizing user experience.
Samsung Electronics also changed the name of its wireless business division to the 'MX (Mobile Experience) Division' the day before. The company explained that this emphasizes its commitment to enabling consumers to enjoy optimized experiences tailored to themselves through the 'Galaxy Ecosystem,' which conveniently connects various products from smartphones to tablets, PCs, wearables, as well as customer services, and through open partnerships.
In the 2022 executive reshuffle, Samsung Electronics promoted Han Jong-hee, Head of the Visual Display Business Division (President), to Vice Chairman and appointed him as the head of the integrated set division combining CE and IM. Regarding the integration of the set division, the company explained that it "established a foundation for differentiated products and services centered on customer experience by creating company-wide synergies beyond organizational boundaries." In the regular executive reshuffle on the 9th, the company promoted key positions in related fields under the policy of strengthening customer experience (CX) differentiation capabilities and solidifying its position as a market leader.
Vice Chairman Han will share this direction of the company during his keynote speech titled 'Together for Tomorrow' at CES 2022, the electronics and IT exhibition held in early January next year in Las Vegas, USA. Additionally, he is expected to showcase Samsung Electronics' innovative technologies and products that will help enrich daily life based on personalized services and experiences optimized for each customer.
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