0
Samsung CE Strategy
- Sustainable Growth and Value Creation -
Disclaimer

The materials in this report include forward-looking statements which can generally be identified by phrases s...
Consumer Electronics

Closely Tied to People’s Daily Lives
Consumer Electronics

Imagine Your Home Without CE Products
Consumer Electronics

Brand Reliability Comes First
Product Replacement Cycle

14.0

15.9

7.2
5.0
1.8 years

Mobile
※ Sou...
Consumer Electronics

Potential to Lock-in Customers

The First
Purchase

Additional
Purchase

Full Package
Consumer Electronics

Experience Samsung Brand Everywhere!
Kitchen

Laundry Room

Living Room

Portable
Key Questions

Is TV biz able to generate sustainable growth?

Can HA biz turn into the Samsung’s next driver?
Business Opportunity - TV

TV Demand Growing Consistently
114

Analog
Switch-off

105

98
96

Pull-in Effect

83
$67B

‘06...
Business Opportunity - TV

UHD TV Market Ready to Explode
17.1
Full Line-up

11.1
5.6
1.2M Units
‘ 13
※ Source : Display S...
Business Opportunity - TV

Fast Growing Premium Segment
60”↑ FPTV

1.9M
(28%)
Emerging
Developed

※ Source : Display Searc...
Business Opportunity - TV

Fast Growing Premium Segment
Smart TV

32M
(30%)

107M
25M
Emerging

(34%)

73M

Developed

※ S...
Business Opportunity - TV

Emerging Market, Driving New Momentum
Analog Switch-off Plan
for Over 15 Countries

65

+α
66

...
Business Opportunity - HA

Continuously Growing Market
306

264
$188B

‘06

‘07

‘08

※ Source : Euromonitor, GfK, BSRIA, ...
Business Opportunity - HA

Increasing Appetite for Value-added Products

Better
Quality of Life

Growing Desire for
Premiu...
Business Opportunity - HA

Increasing Appetite for Value-added Products
High End

Large Capacity

Energy Efficiency

70

4...
Business Opportunity - HA

Fragmented Market with Regional Players
Business Opportunity - CE Total

Tremendous
Addressable Opportunities
CE Strategy - TV

Samsung TV Seized the Initiative
CE Strategy - TV

Leading the Industry Trend
2006 Bordeaux

2009 LED TV
2011 Smart TV

2012 Smart Interaction
World’s Largest

Timeless Design

- 25 -
Evolution Kit

- 26 -
Unparalleled
Picture Quality

Curved Design
CE Strategy - TV

Global No.1 for 8 Consecutive Years
31
19%
Company A 18

13%
Company B

8

11%
‘06

※ Source : GfK, NPD ...
CE Strategy - TV

No.1 Market Share on Key Regions
38%
Europe

21%

29%
N. America

36%
M. East & Africa

※ Source : GfK, ...
CE Strategy - TV

Leading the Premium Market
Market Share of 60”↑

48

37

38

37
28%

23%
CompanyA

28

26

CompanyB

18%...
CE Strategy - TV

The Most Preferred TV Brand
2013
Rank Company Preference

1 Samsung 32.7
2

Company A

22.0

3

D

12.1
...
CE Strategy - TV

Recent Challenges Surrounding TV Business

Major TV
Competitors

2nd-Tier
TV Set Makers

IT Companies
wi...
CE Strategy - TV

Lead the UHD Category
Highest Picture Quality

Size Leadership
Multiple Form Factors
CE Strategy - TV

Reinforce Our Core Competencies
Cutting-edge Technology
Innovative Design

Various Line-ups
CE Strategy - TV

Bring New Experience
Easier & Faster User Interface

Differentiated Content & Service
CE Strategy - TV

Provide Best Shopper Experiences
Story Zone
(In-store Display)

Culture Marketing
(France Nuit Blanche F...
CE Strategy - TV

Future
TV
CE Strategy - HA

Home Appliances Industry is …
Analog

Local Preference

Heavy Investment

14.0

Replacement
Cycle

x2 In...
CE Strategy - HA

Slow Moving Industry
Few Technology Breakthrough in the past

Refrigerator

Washer

Air-conditioner
Time to Change
the
CE Strategy - HA

Innovate the Marketplace
Boost up Customer Desire
14.0 years

Enlarge Market Size

15.9

+α

Refrigerato...
CE Strategy - HA

A Quantum Leap through Innovation
Samsung’s
CE Strategy - HA

Refrigerator

Create a New Premium Category
New!

1990

2003

2012

2013

2014~

?
Side-by-side

French-...
Capacity Innovation

Same Frame, More Space

T9000
Smart Storage Solution

Incase

Showcase

Unorganized

Food Showcase
New Embedded Feature

Sparkling
Refrigerator
CE Strategy - HA

Washing Machine

Lead the Green Technology Paradigm

Performance
Upgrade

Energy

Water
CE Strategy - HA

Washing Machine

Lead the Green Technology Paradigm

?
2014
W9000
CE Strategy - HA

Air-conditioner

Provide Total Air Solutions
Commercial

Indoor Air Quality

Residential

Cooling/
Heati...
Design Innovation

Spring

Air-purifier
Q9000

55%↓
Summer
Cooling

Fall
Q9000

Winter

Conventional
Virus Doctor Humidifi...
Unlimited Applications
Easy Installation
Energy Leadership
with Inverter Technology

Largest Capacity

Shopping Mall

Stad...
CE Strategy - HA

Vacuum Cleaner

Create Cutting-edge Products
Canister/Upright

Motion Sync Design
CE Strategy - HA

Vacuum Cleaner

Create Cutting-edge Products
Robot Cleaner
CE Strategy - HA

Kitchen Appliances

Deliver the Premium Kitchen Package
Large Market Potential

Core of a Premium Brand
...
CE Strategy - HA

Kitchen Appliances

Deliver the Premium Kitchen Package
Oven

Microwave Oven
Hood
Cooktop

New Cooking E...
CE Strategy - HA

Establishing a Global Business Foundation
7 manufacturing sites in 2008

12 manufacturing sites in 2013
...
CE Strategy - HA

Discovering Deep Local Insights
5 Lifestyle Research Lab

London
Beijing
San Jose
New Delhi

Singapore
CE Strategy - HA

Premium Marketing to Raise Value
Club des Chefs

Collaboration Marketing
(with Furniture Company)
CE Strategy - HA

Premium Marketing to Raise Value
CE Strategy - HA

Excellent Reviews across the World
“Best of the year 2013”
Side-by-side

French Door

Sparkling REF

Dry...
CE Strategy - HA

Excellent Reviews across the World
Top Ranked
for 5-Consecutive Year
Washer

Samsung

822

Company A

81...
CE Strategy - HA

HA Business will Jump Up to No.1
Performance

Innovation to Influence
People’s Lifestyle!

Speed of Inno...
Highlight of Samsung CE
Samsung CE Vision
Samsung Analyst Day 2013: CE BK Yoon Samsung CE Strategy
Samsung Analyst Day 2013: CE BK Yoon Samsung CE Strategy
Samsung Analyst Day 2013: CE BK Yoon Samsung CE Strategy
Samsung Analyst Day 2013: CE BK Yoon Samsung CE Strategy
Samsung Analyst Day 2013: CE BK Yoon Samsung CE Strategy
Samsung Analyst Day 2013: CE BK Yoon Samsung CE Strategy
Samsung Analyst Day 2013: CE BK Yoon Samsung CE Strategy
Samsung Analyst Day 2013: CE BK Yoon Samsung CE Strategy
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Samsung Analyst Day 2013: CE BK Yoon Samsung CE Strategy

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Samsung Analyst Day 2013: CE BK Yoon Samsung CE Strategy

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Transcript of "Samsung Analyst Day 2013: CE BK Yoon Samsung CE Strategy"

  1. 1. Samsung CE Strategy - Sustainable Growth and Value Creation -
  2. 2. Disclaimer The materials in this report include forward-looking statements which can generally be identified by phrases such as Samsung Electronics (SEC) or its management "believes," "expects," "anticipates," "foresees," "forecasts," "estimates" or other words or phrases of similar implications. Similarly, such statements that describe the company's business strategy, outlook, objectives, plans, intentions or goals are also forward-looking statements. All such statements are subject to certain risks and uncertainties that could cause actual results to differ materially from those in the presentation files above. For us, particular uncertainties which could adversely or positively affect our future results include: · The behavior of financial markets including fluctuations in exchange rates, interest rates and commodity prices · Strategic actions including dispositions and acquisitions · Unanticipated dramatic developments in our major businesses including CE (Consumer Electronics), IM (IT & Mobile communications), DS (Device Solutions) · Numerous other matters at the national and international levels which could affect our future results These uncertainties may cause our actual results to be materially different from those expressed in this report.
  3. 3. Consumer Electronics Closely Tied to People’s Daily Lives
  4. 4. Consumer Electronics Imagine Your Home Without CE Products
  5. 5. Consumer Electronics Brand Reliability Comes First Product Replacement Cycle 14.0 15.9 7.2 5.0 1.8 years Mobile ※ Source : IMS Research(USA), Internal Analysis Note PC TV Refrigerator Washer
  6. 6. Consumer Electronics Potential to Lock-in Customers The First Purchase Additional Purchase Full Package
  7. 7. Consumer Electronics Experience Samsung Brand Everywhere! Kitchen Laundry Room Living Room Portable
  8. 8. Key Questions Is TV biz able to generate sustainable growth? Can HA biz turn into the Samsung’s next driver?
  9. 9. Business Opportunity - TV TV Demand Growing Consistently 114 Analog Switch-off 105 98 96 Pull-in Effect 83 $67B ‘06 ‘07 ‘08 ※ Source : Display Search FPTV (Revenue) ‘09 ‘10 ‘ 11 ‘ 12 ‘ 13 ‘ 14 ‘ 15 ‘ 16
  10. 10. Business Opportunity - TV UHD TV Market Ready to Explode 17.1 Full Line-up 11.1 5.6 1.2M Units ‘ 13 ※ Source : Display Search 5X ‘ 14 ‘15 ‘ 16
  11. 11. Business Opportunity - TV Fast Growing Premium Segment 60”↑ FPTV 1.9M (28%) Emerging Developed ※ Source : Display Search (Unit) 4.8M 6.7M 5.5M 9.1M (60%) (72%) ‘ 13 ‘ 16 3.6M (40%)
  12. 12. Business Opportunity - TV Fast Growing Premium Segment Smart TV 32M (30%) 107M 25M Emerging (34%) 73M Developed ※ Source : Display Search (Unit) (70%) 48M (66%) ‘ 13 75M ‘ 16
  13. 13. Business Opportunity - TV Emerging Market, Driving New Momentum Analog Switch-off Plan for Over 15 Countries 65 +α 66 61 $39B ‘ 09 ‘ 10 ※ Source : Display Search FPTV (Revenue) ‘ 11 ‘ 12 ‘ 13 ‘ 14 ‘ 15 ‘ 16
  14. 14. Business Opportunity - HA Continuously Growing Market 306 264 $188B ‘06 ‘07 ‘08 ※ Source : Euromonitor, GfK, BSRIA, Internal Analysis ‘09 ‘10 ‘11 ‘12 ‘13 ‘14 ‘15 ‘16
  15. 15. Business Opportunity - HA Increasing Appetite for Value-added Products Better Quality of Life Growing Desire for Premium Product Increasing Average Price
  16. 16. Business Opportunity - HA Increasing Appetite for Value-added Products High End Large Capacity Energy Efficiency 70 47 Market Portion 33 15 25% 20% 4% ‘10 57 26 ‘13 ‘15 * REF priced over $2,000 (USA) ※ Source : Traqline, GfK, JARN, Internal Analysis (Revenue) ‘10 ‘13 Future * Washer over 8kg (Germany) ‘10 ‘13 ‘15 * Inverter A/C (China)
  17. 17. Business Opportunity - HA Fragmented Market with Regional Players
  18. 18. Business Opportunity - CE Total Tremendous Addressable Opportunities
  19. 19. CE Strategy - TV Samsung TV Seized the Initiative
  20. 20. CE Strategy - TV Leading the Industry Trend 2006 Bordeaux 2009 LED TV 2011 Smart TV 2012 Smart Interaction
  21. 21. World’s Largest Timeless Design - 25 -
  22. 22. Evolution Kit - 26 -
  23. 23. Unparalleled Picture Quality Curved Design
  24. 24. CE Strategy - TV Global No.1 for 8 Consecutive Years 31 19% Company A 18 13% Company B 8 11% ‘06 ※ Source : GfK, NPD (Revenue) ‘08 ‘10 ‘12 ‘13.1H
  25. 25. CE Strategy - TV No.1 Market Share on Key Regions 38% Europe 21% 29% N. America 36% M. East & Africa ※ Source : GfK, NPD (Revenue) ‘13.1H Asia Pacific 30% L. America
  26. 26. CE Strategy - TV Leading the Premium Market Market Share of 60”↑ 48 37 38 37 28% 23% CompanyA 28 26 CompanyB 18% 18% ‘09 Market Share of $2,000↑ ‘10 ‘11 ※ Source : GfK, NPD (Revenue) ‘13.3Q Cumulative ‘12 ‘13 ‘09 12 17 ‘10 ‘11 ‘12 ‘13
  27. 27. CE Strategy - TV The Most Preferred TV Brand 2013 Rank Company Preference 1 Samsung 32.7 2 Company A 22.0 3 D 12.1 4 B 7.0 … … … (Most Preferred Single Answer) ※ Source : Internal Analysis, TNS
  28. 28. CE Strategy - TV Recent Challenges Surrounding TV Business Major TV Competitors 2nd-Tier TV Set Makers IT Companies with New Devices
  29. 29. CE Strategy - TV Lead the UHD Category Highest Picture Quality Size Leadership Multiple Form Factors
  30. 30. CE Strategy - TV Reinforce Our Core Competencies Cutting-edge Technology Innovative Design Various Line-ups
  31. 31. CE Strategy - TV Bring New Experience Easier & Faster User Interface Differentiated Content & Service
  32. 32. CE Strategy - TV Provide Best Shopper Experiences Story Zone (In-store Display) Culture Marketing (France Nuit Blanche Festival)
  33. 33. CE Strategy - TV Future TV
  34. 34. CE Strategy - HA Home Appliances Industry is … Analog Local Preference Heavy Investment 14.0 Replacement Cycle x2 Investment Europe Asia America 1.8 years Mobile Refrigerator TV Refrigerator
  35. 35. CE Strategy - HA Slow Moving Industry Few Technology Breakthrough in the past Refrigerator Washer Air-conditioner
  36. 36. Time to Change the
  37. 37. CE Strategy - HA Innovate the Marketplace Boost up Customer Desire 14.0 years Enlarge Market Size 15.9 +α Refrigerator Washer Demand Samsung’s Innovative Products
  38. 38. CE Strategy - HA A Quantum Leap through Innovation
  39. 39. Samsung’s
  40. 40. CE Strategy - HA Refrigerator Create a New Premium Category New! 1990 2003 2012 2013 2014~ ? Side-by-side French-door T-type Food Showcase Future REF
  41. 41. Capacity Innovation Same Frame, More Space T9000
  42. 42. Smart Storage Solution Incase Showcase Unorganized Food Showcase
  43. 43. New Embedded Feature Sparkling Refrigerator
  44. 44. CE Strategy - HA Washing Machine Lead the Green Technology Paradigm Performance Upgrade Energy Water
  45. 45. CE Strategy - HA Washing Machine Lead the Green Technology Paradigm ? 2014 W9000
  46. 46. CE Strategy - HA Air-conditioner Provide Total Air Solutions Commercial Indoor Air Quality Residential Cooling/ Heating
  47. 47. Design Innovation Spring Air-purifier Q9000 55%↓ Summer Cooling Fall Q9000 Winter Conventional Virus Doctor Humidifier
  48. 48. Unlimited Applications Easy Installation Energy Leadership with Inverter Technology Largest Capacity Shopping Mall Stadium Airport Resort Office Building (Hungary) (Germany) (China) (Turkey) (Qatar)
  49. 49. CE Strategy - HA Vacuum Cleaner Create Cutting-edge Products Canister/Upright Motion Sync Design
  50. 50. CE Strategy - HA Vacuum Cleaner Create Cutting-edge Products Robot Cleaner
  51. 51. CE Strategy - HA Kitchen Appliances Deliver the Premium Kitchen Package Large Market Potential Core of a Premium Brand Total Market $70B (Refrigerator $80B) Built-in Premium Home Package Appliances
  52. 52. CE Strategy - HA Kitchen Appliances Deliver the Premium Kitchen Package Oven Microwave Oven Hood Cooktop New Cooking Experience Dual Cook Oil-free Fry Dish Washer
  53. 53. CE Strategy - HA Establishing a Global Business Foundation 7 manufacturing sites in 2008 12 manufacturing sites in 2013 Russia Poland China Malaysia India Korea Mexico Vietnam Thailand Brazil
  54. 54. CE Strategy - HA Discovering Deep Local Insights 5 Lifestyle Research Lab London Beijing San Jose New Delhi Singapore
  55. 55. CE Strategy - HA Premium Marketing to Raise Value Club des Chefs Collaboration Marketing (with Furniture Company)
  56. 56. CE Strategy - HA Premium Marketing to Raise Value
  57. 57. CE Strategy - HA Excellent Reviews across the World “Best of the year 2013” Side-by-side French Door Sparkling REF Dryer (Electric/Gas) 1 Samsung 76 1 Samsung 84 2 Company A 75 3 B 74 2 Company A 83 2 B 83 ※ Source : Consumer Report (Nov 2013) Picked as Spotlight Excellent Grade
  58. 58. CE Strategy - HA Excellent Reviews across the World Top Ranked for 5-Consecutive Year Washer Samsung 822 Company A 818 B C ※ Source : J.D.Power 2013 Laundry Appliances Satisfaction Study (Aug 2013) 808 783
  59. 59. CE Strategy - HA HA Business will Jump Up to No.1 Performance Innovation to Influence People’s Lifestyle! Speed of Innovation Time
  60. 60. Highlight of Samsung CE
  61. 61. Samsung CE Vision
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