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~ Samsung consolidates market leading position and sets itself for further growth in the B2B printer market ~

7th October 2008 – London, Samsung Electronics, a leading name in the world of consumer electronics and information technology, today demonstrates the company’s commitment to the European Printer Market, by reorganising its European Printing Operation and launching a $10million global B2B advertising campaign.

Graham Long is promoted to Vice President of the European Printing Operation and assumes responsibility for all aspects of the business, including sales, marketing, logistics and support for supplies, solutions, hardware and services. He will be supported by R. S. Park, Chief Operating Officer, and dedicated printing functions across all major European countries.

“Samsung has ambitious plans to become a top tier printing business over the next five years and these significant structural changes will lay the foundations for us to do just that, by demonstrating we understand the needs of European businesses,” said Graham Long, Vice President, European Printing Operation, Samsung Electronics. “Combining our new structure with significant investments in people, marketing, product, services and solutions development as well as our partner network, gives us a great platform from which to strive for leadership.”

Samsung Electronics has a significant legacy of rapidly growing its businesses to become number one in a chosen industry – from semi-conductors and flash memory to LCD TVs and mobile phones, and the printer business is the next strategic focus for the company. Samsung’s printing business has already seen rapid growth in recent years, achieving $550million revenue in Europe in 2007, a 41 per cent increase on 2006. The company is aiming even higher in 2008 and has expanded its printing team across Europe to achieve this ambition. 2008 has also seen significant customer wins in key markets such as defence, financial services, retail, and manufacturing and distribution.

Designed to support this growth, Samsung’s ‘Ctrl+P’ advertising campaign launches today and will run in 16 global markets, including 11 European countries: UK, Ireland, France, Germany, Italy, Netherlands, Belgium, Spain, Sweden, Finland and Poland.

In Europe’s slowing economy, companies are looking to cut costs across the business. Effectively managing the use of printers in an enterprise can contribute significant savings to the bottom line. The ‘Ctrl+P’ campaign brings this to life through the ways in which Samsung printers are easy-to-use and simple to manage, giving IT and business managers complete control over an organization’s printing from a cost, security, compliancy and environmental perspective

Graham Long continued, “Samsung’s printing solutions offer outstanding performance in a way that is intuitive to use and manage across the organization. We wanted to find a way to capture the idea that Samsung makes it easy to ‘control printing’. Or, Ctrl+P.”

Ambitious growth

Samsung aims to become one of the leading brands in the laser printer market by 2013. In order to fuel this growth, the company is investing heavily in its workforce and marketing efforts globally, together with significantly expanding its product and solutions portfolio.

Samsung has demonstrated its continued focus on the European printer market during 2008 with recent strategic hires including Graham Long, newly promoted to Vice President of the European Printing Operation and Neil Sawyer as Head of European Marketing. This, combined with the launch of six new product ranges announced over recent months, underlines Samsung’s determination to strengthen the brand in the printing solutions market and supports the company’s drive for leadership.

Striving for market leadership

Samsung has taken market leadership in a number of countries throughout Europe, based on unit shipments, with the following successes highlighted by IDC’s Q2 2008 Hardcopy Peripherals Market Tracker:

• Number 1 market share for A4 Mono Laser Multi-Function Printers (MFP) shipments, in: Bulgaria (30% market share), Hungary (34% market share), Italy (41% market share).

• Number 1 market share for A4 Colour Laser MFP in: Austria (37% market share), Belgium (36% market share), Bulgaria (45% market share), Czech Republic (44% market share), Italy (47% market share), UK (46% market share).

• Number 1 market share for A4 Colour Laser Single Function Printer in: Bulgaria (60% market share)

“Samsung's growth has been achieved through the continual development of new products, services and solutions,” said Phil Sargeant, Senior Research Analyst, European Printers and Multifunctional Peripherals, IDC. He continued; “Their portfolio is expanding to suit the ever-changing office needs in a highly competitive marketplace and Samsung is now becoming an established brand in today's office printing market.”

Product portfolio, solutions expertise and strong partner relationships

Samsung’s strong portfolio of products has been part of the driving force behind this success. From some of the world's smallest colour laser printers to one of the fastest A4 digital MFPs, Samsung continues to bring innovation to its business customers and partners. Samsung is also revolutionizing the solutions and managed services market, offering new solutions to enhance the performance of printers and multi-function devices, while improving workplace efficiency. These solutions provide document and device management for a more streamlined workflow and efficient printer performance.

Samsung’s goal is to increase efficiency and flexibility for corporate environments by providing intelligent solutions to everyday business challenges. A strong network of partners take Samsung printers and print solutions to market, using their specialist expertise to customize solutions in line with individual business requirements. Samsung undertakes regular training and workshops with their partners, ensuring that they are well equipped to meet their customers’ needs.

The company is committed to further developing and improving its printer offering, ensuring that Samsung provides the broadest, highest-quality range of printers and solutions possible – all of which are easy to manage and control.

Ctrl P production credits

• Publicis Groupe (Digitas, Leo Burnett)
• Localization support: Cheil Worldwide
• Media Planning/Buying: Starcom

- End -

PR contact:

Catherine Jones
Hill & Knowlton for Samsung
T: 020 7413 3725

About Samsung Electronics

Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2007 consolidated sales of US$103.4 billion. Employing approximately 150,000 people in 134 offices in 62 countries, the company consists of four main business units: Digital Media Business, LCD Business, Semiconductor Business, and Telecommunication Business. Recognized as one of the fastest growing global brands, Samsung Electronics is a leading producer of digital TVs, memory chips, mobile phones and TFT-LCDs. For more information, please visit

This press release was distributed by ResponseSource Press Release Wire on behalf of Hill & Knowlton (UK) in the following categories: Media & Marketing, Computing & Telecoms, for more information visit