Education: Major thrust area for Samsung

R S Yadav
Country Head
Samsung Mobile & IT

[ We intend to achieve a 40-per cent market share on an integrated basis (Telecom and IT/CEHA) in FY2012. ]

Please tell us the market share of Samsung in India across the various product categories?

In 2010, Samsung achieved a remarkable 60-per cent growth rate in Southwest Asia operations (US$3.5 billion), contributing to the company's US$135.8 billion in global revenues. From an IT perspective, the key growth categories for Samsung were Netbooks/ Notebooks, Printers and Monitors. 

Netbooks/ Notebooks: Samsung has emerged as a full-range player in the Indian market with a comprehensive lineup of netbooks and notebooks. The company has recently enhanced its Portable PC portfolio with the launch of new feature-packed NF and SF series, and Series 9 notebook in the ultra-premium category. The Series 9 notebook is one of the thinnest and most elegant mobile computing devices ever created. With the launch of these models, Samsung now has a portfolio of 18 netbook and notebook models. The Portable PC business has been an important thrust area for Samsung and we currently enjoy an over 20-per cent market share in the netbook market in India. Also with a rapid expansion in the various Indian cities, we closed the year 2010 with around a 5-per cent market share in NotePCs and are looking at doubling our market share this year.

Printers: The Samsung Printer business is in its high-growth phase. With the launch of the Samsung SCX 3201 printers, we have a lineup of 33 printers across the Mono and Colour Single Function Laser Printers and Multi Function Printers. The Samsung Printer range is priced in the range between Rs.5,499/- and Rs.2,30,000/-. Currently, we have 17.9-per cent volume markets hare and are looking at notching a 25-per cent market share in printers this year.

Monitors: With the introduction of PX2370, Samsung has extended its leadership in LED to the Monitor space as well. Going forward, we are looking at further enhancing our LED Monitor offerings in the Indian market. We aim to continue to retain our No. 1 position in Monitors (25.8-per cent value market share).

What is your new mantra "Smarter Life" all about?

With the Smarter Life concept, Samsung aims at introducing better experiences pooled with innovative solutions to make consumers life “smarter” for our customers. Primarily, three pivotal parameters define the whole “Smarter Life” concept:

Smart Design - Across its product portfolio, Samsung is creating intuitive designs that increase functionality for consumers. Smart Experiences - It offers a wide variety of techniques and applications across its products to enhance the user experience.

Smart Connections - It allows all Samsung devices to automatically connect to each other, sharing content and enhancing user experiences.

On the whole, with the Smarter Life concept, Samsung aims to create an ecosystem that involves smarter solutions across segments.

Samsung Southwest Asia regional forum 2011 was about showcasing the growing success of Samsung in the Southwest Asia region. While most of the products showcased at the forum from CEHA/Mobile/IT categories are already available in the market across various Samsung retail outlets and dedicated brand shops in India, but some of them would be launched in phases.

How would you redefine your go-to-market strategies to make this successful?

The IT division has its own go-to-market strategy. In addition, we are leveraging the Mobile go-to-market strategy. We are relying on our distribution channel for Note PCs, Color monitors and printers. Our B2B Channel business will contribute 20 per cent of our portable PC sales.

Samsung recently set up a network of exclusive IT brand shops across India. These brand shops represent a one-stop outlet where all consumers can see and experience pertinent IT products at one location. These exclusive brand shops complement Samsung's presence in the large format retail stores as well as the Samsung Plazas. The brand shops display the whole range of Samsung IT products, including the company's sleek and stylish Netbooks and Notebooks, its advanced range of printers and hi-end monitors.

Samsung now has 14 IT brand shops and we plan to increase this number substantially. The IT brand shops in India sell dedicated Samsung products like Netbook and Notebooks, Printers and Monitors, across India in cities like Delhi, Chandigarh, Ludhiana, Allahabad, Bareily, Meerut, Lucknow and Kolkata. All the brand shops witness a high footfall due to the exclusivity, range and quality of products.

Please tell us about Samsung's overall experience in the education segment? Do you have specific solutions for other verticals?

Samsung has a keen focus on the education segment. In a bid to promote and foster education, Samsung India has rolled out a slew of initiatives. These initiatives are aimed to fuel the development of an innovative ecosystem and create a conducive environment in the education sector. 

In the IT segment, Samsung recently unveiled its “Smart solutions” for the education segment - latest display solutions (Interactive White Board) and customized applications on the Galaxy Tab that makes the classroom experience more interactive and “smarter”. The new display solutions are an intrinsic part of Samsung's IT B2B business portfolio and the company is seeking to give a strong fillip to this business by integrating its IT and B2B solution this year.

As part of its initiative on providing “Smart Solutions” for the education sector, Samsung plans to target 20,000-plus educational institutes in the country with both IT and mobility solutions. The Samsung education initiatives revolve around:  Smart Class room, Smart Teacher, Smart Student and Smrt School.  Samsung also has signed an MoU with the Delhi Technological University (DTU) to encourage internship and employment opportunities. 

Samsung's large format displays and video walls are designed to meet the needs of large-format retail outlets, hospitality and hotel sector.

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Samsung's initiative for Education Segment 

* Smart Classroom with Large Format displays for showcasing digital content in the classroom

* Smart Teacher, who would be provided with GALAXY Tab to maintain course curriculum, plan attendance, access school intranet    for content

* Smart Student, wherein students through their GALAXY Tab can access course syllabi, digital content over school intranet

* Smart School solution for students in professional colleges, namely Notec's and Thin Clients

For more contact: 
beenish@varindia.com