Message from the CEO
04
05
Dear Samsung Electronics Stakeholder:
Enriching brand value with astute marketing
In 2011, Samsung Electronics achieved record-breaking
Around the world, the Samsung Electronics brand is
sales despite the worldwide recession and increased
gaining strength and value. By launching judicious and
pressure from competitors. We realized sales revenue of
consistent marketing campaigns, particularly with sports
KRW 165 trillion and operating profit of KRW 16 trillion and
promotions and social contributions, we have elevated the
maintained a strong financial structure, with a liability ratio
brand. Our reputation and growth was confirmed by the
of 32.1% and capital adequacy ratio of 75.7%.
Interbrand Best 100 Global Brands 2011, which ranked
Samsung Electronics 17th, with an estimated brand value
Creating greater value brings
us closer to you
Robust performances across our business areas
of USD 23.4 billion.
Last year, we maintained strong synergy between our set
and component business areas while also expanding
brand by launching market-specific innovative products
market share with differentiated premium product lines in
that deliver new and exciting customer experiences. In
our core areas, including mobile phones, TVs and memory
addition, our sponsorships at the London 2012 Olympics
chips. Led by growth in the AP and sensor segments, we
will provide strong profile and brand power.
We expect to add further value to the Samsung
also saw good performances in our emerging business
lines, such as the System LSI Business.
Well loved by customers and partners alike
The vitality of the Samsung Electronics brand and products
The stellar Samsung GALAXY S II sold more than 10
million units worldwide, helping us to achieve the No. 1
comes from the continued trust and appreciation of our
global market share for smartphones. In addition, we
customers, from shared social values and our
sustained the top share in the worldwide TV market for the
companywide ethical principles. We believe in “shared
sixth year in a row. In the Memory Business, we developed
growth.” We establish programs and comply with laws and
a 20-nano-class product and expanded our line of highly
ethical standards that will safeguard healthy markets.
profitable products, such as DRAMs for mobile devices
Guided by “right path” management, we are committed to
and servers, again securing our No. 1 market share
making Samsung Electronics loved and respected by our
position.
customers and communities.
We expect to continue our dominance while
maintaining robust growth and performance.
In 2012, Samsung Electronics will continue to bring
greater value to our customers, communities and
employees. Our ultimate goal is to build more prosperity
From cutting-edge hardware to strengthened software
and a brighter future for everyone.
capability
Having achieved unmatched global competitiveness in
Thank you.
hardware, we have been focusing on enhancing our
software capabilities in user interface, user experience,
design and brand awareness.
Those efforts are paying off. Samsung Electronics
again won the German iF Design Awards and a total of
seven IDEA 2011 awards from the Industrial Designers
Society of America. We also ranked second on the list of
top US patent assignees, registering a total of 4,894
patents in 2011.
Looking ahead in 2012, we expect to further
enhance our software capabilities, develop additional
competitive business models and offer a trendsetting range
of content for business and consumer solutions and
services by building distinctive platforms and ecosystems.
Geesung Choi
Vice Chairman & CEO
Samsung Electronics