A Professional Who Dedicated 30 Years to Mobile Phones
Responsible Leadership Demonstrated Amid GOS Controversy
Innovative Marketing at Last Year's Paris Olympics
A Turnaround with Galaxy Book5 Pro and Galaxy S25 Success
Challenge Remains: Proving Capabilities in Less Familiar Areas Like TVs and Home Appliances
President No Tae-moon, appointed as Acting Head of Samsung Electronics DX Division and Head of MX Business Division. Photo by Samsung Electronics
Samsung Electronics' Mobile Experience (MX) Division Head, President No Tae-moon, was appointed as the Acting Head of the Device Experience (DX) Division on the 1st. Industry insiders are placing significant weight on the possibility that he will be officially appointed as the head of the DX Division in the future.
President No has dedicated nearly 30 years to Samsung Electronics' mobile business, growing the 'Galaxy' brand into a globally representative smartphone. With expertise spanning from technology development to marketing and global strategy, he is regarded both inside and outside the company as a figure who has walked the "smartphone-only path."
Leading the MX Division since 2020, he deeply felt the importance of management that carefully reflects user feedback following the Game Optimization Service (GOS) issue applied to the Galaxy S22 series in 2022. Subsequently, he demonstrated responsible leadership by conveying an apology through the company bulletin board.
He then reorganized brand strategy, laying the groundwork for a rebound. At last year's Paris Olympics, he led the world's first live smartphone broadcast of the opening ceremony using the 'Galaxy S24 Ultra' and the 'Victory Selfie' campaign, drawing global attention.
In particular, the scene where medalists took commemorative photos themselves with the 'Galaxy Z Flip6 Olympic Edition' highlighted Samsung's technological prowess and emotional appeal simultaneously, receiving great acclaim. Thanks to such achievements, MX Division sales increased to 114 trillion won in 2023.
The upward trend has continued this year as well. The 'Galaxy Book5 Pro,' released in January, was praised among consumers as the 'best value for money' due to its reasonable price and high performance compared to competing products. It even earned the nickname 'NoTaeBook' after President No. The 'Galaxy S25 series,' released in February, recorded the fastest-ever sales of one million units, reaffirming trust in him.
Samsung Electronics explained the background of this personnel move by stating, "It aims to stabilize the organization early and is expected to enhance the competitiveness of the entire set business based on the successful experience in the smartphone business." President No is also evaluated to have a high understanding of the DX business, having assisted the previous division head for a long time.
If he is officially appointed as the head of the DX Division in the future, attention will focus on whether he can create synergy across the entire set business, including home appliances and TVs, beyond smartphones.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
