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Samsung’s latest offering pitched at Nairobi techno-forum

The world’s journalists and business leaders descended on Nairobi Kenya to attend the second annual Samsung Africa forum. This is where Samsung Electronics reveals its latest innovations including Internet-connected TVs, consumer-inspired digital cameras and the latest mobile technology, combined with plans for developing Samsung’s regional market presence.

George Ferreira, the chief operations officer of Samsung Electronics SA stated their ambitious undertaking, which will see Samsung products follow the ‘built for Africa, by Africa, in Africa’ idea. He said they intend to increase their product variety by 75%. The figures are looking promising for the Korean tech company. In 2010 Samsung saw a 31% growth rate in revenue for its Africa operations totally an impressive US$1.23 billion, which contributed to the company’s US$135.8 billion total global revenues which Samsung states as the most successful in history.

Samsung extended its business footprint from 15 countries in 2009 to 42 in 2010, its distributors from 32 to 80 as well as increasing their service centres from 18 in 2009 to 36 in 2010 respectively. Despite the growth, the company is facing challenges common to a lot of technology companies in counterfeiting. Ferreira mentioned while they drive to growing the business across Africa they intend to couple this with educating consumers on how to spot genuine Samsung products.

In his presentation, managing director for West Africa Idorenyen Enang underlined their human digitalisation strategy. He stated they have a 4As - intent being, Access, which understates open communication; Align technology which fits into the consumer’s lifestyle; Amaze, bring exciting technology to the market and Act, their avocation for a green approach to the tech world.

He said the ‘built for Africa’ range includes the Giga speaker series which enhance LCD TV sound quality, a design Enang says was ideal for the African user since their research revealed a love for good quality sound.


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