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%.


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



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.