Samsung Electronics Rus Samsung

Performance indicators

2023: Revenue growth by 15% to RUB 102 billion

At the end of 2023, the revenue of Samsung Electronics Rus Company, the Russian structure of the South Korean company Samsung, amounted to approximately 102 billion rubles. This is 15% more compared to the previous year, as stated in the financial statements published in mid-March 2024.

In 2023, the Russian subsidiary Samsung demonstrated a profit of 1.8 billion rubles. For comparison: a year earlier, the company received losses in the amount of 2.95 billion rubles. The explanation to the report says that the degree of influence of the exchange rate against the ruble for 2023 amounted to 3.5 billion rubles against 73 million rubles in 2022.

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As Natalia Nikitchenko, an expert on taxation and accounting at Kontur. School, notes, the revenue of Samsung Electronics Rus Company could grow due to a significant increase in the currency exchange rate against 2022, a possible increase in product prices and export growth.

If it were not for the growth of the exchange rate, as well as if in 2023 the VAT was the same as in 2022 (that is, 20%, not 0%, applied to export operations), then revenue in 2023 could be lower than in 2022, - RBC quoted Nikitchenko as saying.

According to Nikitchenko, the net profit of the company was affected by reserve operations. The report said that "given the current unstable economic situation and the difficulty of forecasting, based on management's assessment in 2022, a reserve was created to reduce the value of goods in stock." In 2023, the created reserve was restored due to the possibility of selling goods. This procedure reduced the cost of sales, which affected the profit indicator - it increased by the amount of the restored reserve. In addition, Samsung continues to conduct customer service and warranty services in Russia, for which repair kits and necessary equipment are imported. For this reason, profit could also be recorded by the manufacturer.^[1]

2019: Revenue growth 2.7% to RUB 271.7 billion

At the end of 2019, Samsung Electronics took 1st place in the TAdviser Ranking: the 50 most profitable representative offices of foreign IT companies in Russia. The Samsung Electronics indicator in Russia includes the proceeds of Samsung Electronics Rus Company LLC, Samsung Electronics Rus Kaluga LLC and Samsung Research Center LLC. The company's revenue for 2019 amounted to 271 755 770 thousand rubles, which is 2.7% higher than in 2018.

2018: Revenue - RUB 264.6 billion

Samsung Electronics revenue in Russia (Samsung Electronics Rus Company LLC, Samsung Electronics Rus Kaluga LLC and Samsung Research Center LLC) for 2018 amounted to 264 618 535 thousand rubles.

Aktivs

• Samsung Electronics Rus Kaluga - a plant in the Kaluga region

2023: Samsung resumes financial support for partners for selling company equipment in Russia

Samsung has resumed financial support for its Russian partners - retailers and distributors. This was reported to Izvestia on September 26, 2023.

Premiums for the sale of his equipment, which comes to the Russian Federation on parallel imports, can be 1-10% of the cost of purchased gadgets. Market participants explain that these funds are needed to support prices at a competitive level and promote products.

Samsung resumed financial support for its Russian partners

At the beginning of 2022, Samsung stopped official deliveries of its products to the Russian Federation and advertising on domestic media platforms. After that, Samsung's share in the Russian market decreased significantly. Buyers prefer cheaper Chinese counterparts, so Samsung has to support importers and retail.

According to Mobile Research Group, if in the first half of 2022 the South Korean vendor accounted for about 27% of sales smartphones in the Russian Federation in physical terms, then for the same period this year - only about 16%. In addition to Chinese smartphones, Samsung has to compete with the ecosystem. Apple

If the Apple ecosystem is a powerful promotion tool for the iPhone, then the Google app store is not the same for Samsung. The Korean manufacturer is far from the only supplier of devices that allow you to use this store. In addition, there are alternative ones - let's remember at least RuStore - said Timur Bordyug, editor-in-chief of the Adpass.ru portal.

Monetary stimulation of Russian trading partners will have a positive effect on the total sales of smartphones and other Samsung gadgets. Experts note that the measures taken by the company will raise Samsung's share in the Russian Federation by several percentage points.^[2]

2022

Samsung is actively recruiting staff in Russia

In October 2022, it became known that Samsung is actively recruiting staff in Russia. Based on the number of vacancies and their description, the company either considers the likelihood of returning and starting direct sales, or allows the option of selling through distributors or intermediary sites.

According to Izvestia, by October 24, 2022, 22 vacancies were opened in the Moscow office of the company, among them managers in sales, logistics, customer service, as well as a specialist in marketing activity of generation Z, in the gradation of sociologists, these are citizens born between 2000 and 2011.

In October 2022, it became known that Samsung is actively recruiting staff in Russia

Taufik Khisamov, head of PR agency Khisam Communications, noted that the company does not give up hope for an improvement in the situation and a subsequent return to Russia - especially in light of the fact that the market is increasingly filled with Chinese competitors. The press service of Samsung said that all 22 vacancies were published "as part of the standard hiring process." At the same time, a marketer focused on generation Z is looking for a replacement for the departed employee.

In October 2022, Kommersant, citing sources, reported that Samsung had hired business development and sales managers in the field of large household appliances in Russia. The company allegedly began to hire specialists from Electrolux, who had previously left the country.

According to Mobile Research Group analyst Eldar Murtazin, Samsung is not going to completely leave the Russian Federation, so the recruitment of new personnel is standard. There are many skilled specialists in Russia who can be taken for relatively little money, he added.

Registration of employees of Electrolux that left the Russian Federation

The Russian office of Samsung hired employees of the Electrolux that left the Russian Federation. This became known in early October 2022.

According to Kommersant, Samsung has hired most of the sales and business development managers dismissed from Electrolux in its local office in the field of large household appliances. Information about the hiring of new employees from the departed Electrolux was confirmed by the commercial director of the Holodilnik.ru Alexei Pogudalov.

Samsung's Russian office hired employees of Electrolux, which left Russia

Although Samsung actually stopped deliveries, the company did not stop the office, he told the newspaper.

Samsung suspended the supply of equipment to Russia in the spring of 2022, but, as market participants interviewed by the publication note, has not yet made a final decision whether to return to the market or not. At the same time, the company's office continues to work. In addition, Samsung continues to increase the number of vacancies in Russia. According to HeadHunter, if last year about 140 proposals were posted on the site, then 200 vacancies were published in the first nine months of 2022, according to an article by Kommersant.

According Fintech to Laba analyst Sergei Vilyanov, due to many years of competition in the segment of household appliances between Electrolux and Samsung, employees of the Swedish corporation know the Samsung lineup well, which reduces the time for retraining.

Companies at the best of times "exchanged personnel," so it is unlikely that such a large-scale hiring happened spontaneously, he said.

In addition, Vilyanov doubts that Samsung's need for new employees is due to mobilization. The company has a deeper planning horizon. Rather, she is optimistic about the future, counting on pent-up demand, which will need to be met, and this will require more experienced employees, he added.^[3]

Plan to resume sales in Russia by the end of the year

Samsung expects to return to the Russian market by the end of 2022. We are talking about the resumption of the supply of equipment to retailers and the restart of the official online store, Izvestia was told on September 14, 2022.

50 million Samsung smartphones remained in stock after stopping their sales in Russia

On June 20, 2022, it became known about 50 million unsold Samsung smartphones that were stuck in distributors' warehouses. The South Korean company cannot realize the planned volume of mobile phones after the termination of product exports to Russia. The general weak demand for smartphones also affects. Read more here.

Samsung and Apple continued to certify gadgets after the suspension of deliveries to Russia

At the end of May 2022, it became known that the Russian offices of Samsung and Apple continued to certify devices for their sales in the Eurasian Economic Union (EAEU), despite the suspension of product supplies to the Russian market.

According to Kommersant, citing the register of Rosaccreditation, in May 2022, Samsung Electronics Rus Company (SERK) registered 12 certificates and 22 declarations for phones, monitors, televisions and household appliances, including those not yet issued. The company has issued a declaration for the Galaxy A13 5G smartphone, which is not yet available in Europe, and for two more unannounced models, which were tested on May 16 at the Rostest-Moscow center# 300.

Samsung and Apple continued to certify gadgets after the suspension of deliveries to Russia

Apple from March 10 to March 21, 2022 issued, among other things, applications for the Mac Studio desktop, Studio Display monitor and the updated iPhone SE - the latter was tested at the Russian Research Institute of Radio.

According to the publication, Huawei did not make statements about the termination of work in Russia, but also reduced the volume of supplies and at the same time continued to certify products, issuing declarations for the Huawei P50 smartphone and the MateStation all-in-one computer in April and May 2022.

According to Alexander Surkov, head of the GS Group analytical center, certification and declaration in Russia can be carried out both for the sake of deliveries to Kazakhstan and Armenia, and with the expectation of a time when "turbulent events will end" and it will be possible to sell equipment in the country again.

The source of the newspaper among the distributors of consumer electronics considers it strange to issue documents for equipment in Russia solely for the sake of deliveries to other EAEU countries.

Certificates of the EAEU countries are equally taken into account within the union, but questions can still arise. Therefore, it is easier and cheaper to carry out certification in those countries where it is planned to sell goods, "the source explained.[4]

Suspension of sales of products in Russia

The South Korean company Samsung has decided to stop selling all its products in Russia. This became known on March 5, 2022.

The source calls what is happening in Ukraine the reason for all this. On February 24, 2022, Russian President Vladimir Putin announced the start of a special operation in the Luhansk and Donetsk People's Republics. For Russians, this instantly resulted in a colossal number of sanctions from foreign companies and a historically temporary drop in the national currency.

Suspended deliveries Russia in everything Samsung brings to. country These are,,, TVs household appliances tablet computers chips and. smartphones It is noteworthy that on February 28, 2022, after the start of a special operation in the DPR and LPR, Samsung brought a couple of its last laptops to Russia. This was her return to this segment, since the last time she presented her laptops on the Russian market in 2016.

Samsung is one of the largest contract chipmakers. This is one of two companies in the world that have already mastered 4 nm. The second is TSMC, which also turned its back on Russia. Samsung is also one of the main suppliers of flash memory chips to the global market.

As of March 5, 2022, Samsung did not make official statements about leaving Russia. Meanwhile, on its website, in the section with smartphones under many models, the "Buy" button has disappeared.

The main initiator of the introduction of anti-Russian sanctions is the United States. South Korea initially did not plan to restrict the supply of its technological products to Russia - this concerned at least gadgets and other equipment, including cars. She even obtained permission from the United States to import it into Russia without first requesting a license from the United States.

The country was eventually excluded from the FDPR - the American list of sanctions control rules for foreign products. This list at the beginning of March 2022 included 57 positions and concerned microelectronics, information technology, computers, etc. In other words, Samsung, LG, SK Hynix and others have been able to continue their business in Korea without hindrance. Samsung apparently decided to go its own way.

For example, according to the source, on March 3, 2022, the work of its Galaxy Store was partially limited in Russia. When trying to use it, users began to receive a notification about a break in the service and the inability to make a payment. Samsung later announced that the store was operating normally in Russia.

Now the fate of the Samsung Pay payment system, launched in Russia in the fall of 2016, remains unknown. ^[5].

After the publication of the material, Samsung announced its position regarding the Russian market. A representative of the company told TASS that the supply of Samsung goods to Russia was suspended only temporarily, but did not specify how long it would last. He added that Samsung's service and apps will continue to work, as will its branded stores.

2021: Court bans Samsung from selling 61 smartphone models in Russia due to patent infringement

In October 2021, the City Arbitration Court Moscow banned Samsung the import, Russia sale and storage of 61 models into the territory. smartphones The ban included:

• Galaxy Z Flip;
• Galaxy Fold;
• Galaxy Z Fold 2;
• Galaxy S21;
• Galaxy S21+;
• Galaxy S21 Ultra 5G;
• Galaxy S20 FE,
• Galaxy S20,
• Galaxy S20+,
• Galaxy S20 Ultra,
• Galaxy S10e;
• Galaxy S10;
• Galaxy S10+;
• Galaxy S10 Lite;
• Galaxy S9;
• Galaxy S9+;
• Galaxy S8;
• Galaxy S8+;
• Galaxy S7 Edge;
• Galaxy S7;
• Galaxy S7 Edge+;
• Galaxy S6;
• Galaxy S6 Edge;
• Galaxy Note 20;
• Galaxy Note 20 Ultra;
• Galaxy Note 10;
• Galaxy Note 10+;
• Galaxy Note 10 Lite;
• Galaxy Note 9;
• Galaxy Note 8;
• Galaxy Note 5;
• Galaxy A72;
• Galaxy A52;
• Galaxy A32;
• Galaxy A41;
• Galaxy A71;
• Galaxy A51;
• Galaxy A80;
• Galaxy A70;
• Galaxy A50 (128GB);
• Galaxy A40;
• Galaxy A31;
• Galaxy A30s;
• Galaxy A30;
• Galaxy A50 (64GB);
• Galaxy A20;
• Galaxy A9 (2018);
• Galaxy A7 (2018);
• Galaxy A8;
• Galaxy A8+;
• Galaxy A6;
• Galaxy A6+;
• Galaxy A7 (2017);
• Galaxy A5 (2017);
• Galaxy A3 (2017);
• Galaxy A7 (2016);
• Galaxy A5 (2016);
• Galaxy J6+;
• Galaxy J4+;
• Galaxy J7;
• Galaxy J5 (2017).

The court banned Samsung from selling 61 smartphone models in Russia due to patent infringement

The blocking was initiated by the Swiss company Sqwin SA. The company opposed the use of Samsung Pay in Russia, saying that this payment service violates the right to the invention of the "Electronic Payment System," protected by a Russian patent.

The materials Rospatent say that the author of the invention is Viktor Gulchenko, who lives in, and Switzerland the patent holder is Sqwin SA. The date of registration of the patent is April 23, 2019, while the start date of the patent is December 2, 2013. Samsung Pay service was launched in 2015, and appeared in Russia a year later.

A representative of Samsung Electronics in the summer of 2021, in a conversation with Kommersant, reported that the company was studying the documents on the lawsuit and was not yet planning changes in operational activities. Maxim Labzin, senior partner of Intellect law firm, explained in a conversation with the publication that the Korean company has three options: to challenge the decision in a higher court, to challenge the patent itself for lack of novelty in the invention, or to negotiate with the plaintiff, for example, to redeem the license.^[6]

2020

Opening of the showroom of the company's products for business in Moscow

On October 14, 2020, the Samsung Electronics company announced the opening To Moscow Russia in the first showroom of the company's products for business with an area of ​ ​ 400 m ². The presentation of the space took place online. The demonstration featured display solutions for, retail hospitality industry, airports as well as the latest line of gaming monitors. For the first time in Russia, the company demonstrated scenarios for using products that integrate technologies into the urban environment and public spaces: displays for rooms and hotel lobbies, information boards for, transport display displays, as well as all-season solutions for advertizing in the city.

Samsung Displays for Business

According to the company, the company's hotel TVs provide proper image quality in UHD resolution. They allow system administrators to customize the main menu for personalized interaction with clients and centrally manage displays in remote mode. Guests can watch movies and TV programs, as well as, with additional equipment, control their number: curtains, thermostat and lighting.

Samsung solutions for airports and train stations - usually for use in information board format - are equipped with anti-reflective coating.

Airport Displays

According to forecasts of one of the largest outdoor advertising operators in Russia, Gallery, the volume of the UN domestic market in 2020 will reach 11.3 billion rubles and will account for a third of the entire segment. Especially for outdoor operators, Samsung creates street displays. They differ in protection and are able to work in rain, snow or in the bright sun. They are covered with strong protective glass and, thanks to the cooling system with a heat exchanger, withstand any temperature from -30 to + 50.

LED Gallery displays for galleries and shops have a small depth of up to 10 cm, due to which the space in the room can be used wisely. The Frame Kit mount allows you to place the devices close to the wall and compensate for the uneven surface on which they are installed. In addition, this mount eliminates the need to use additional fans to cool typical screens.

Samsung first introduced in Russia - The Wall micro-LED display with a pixel spacing of 1.26 mm, the screen of which is distinguished by accurate color reproduction and contrast, in particular, saturated black. Due to the small size of the diode, the viewing angle reaches almost 180 degrees. In Russia, the company presents several models of the device.

Samsung The Wall Pro with 219 inches diagonal and resolution 6K created for commercial use in exhibition areas, stores, trade centers, clubs and other real estate Luxury segment.

The 146-inch display of The Wall for Luxury Living with 4K resolution is designed to be used as a home theater screen. It has AI Upscaling scaling technology, HDR 10 + support and 120Hz refresh rate. Thanks to Ambient mode, the display can become completely invisible against the background of the wall or turn into an art subject, displaying the famous masterpieces of painting.

Samsung Flip2 's recently unveiled interactive flipchart is a versatile collaboration solution. The second generation of the device inherited all the most popular functions of the original model, as well as a more convenient design. Flip 2 is able to replace both the note-writing board and the large presentation screen, and also allows you to share information and edit it in real time.

Samsung Flip2

A study display, Samsung Flip 85, "which fully meets the requirements of the digital educational environment and allows the teacher and students to perform any tasks, from co-creation in drawing lessons to editing images and creating background notes. The UHD display provides a full immersion effect in educational content. The device has many useful features, including simultaneous writing for 10 people, one-touch synchronization with smartphones, tablets or PC users, advanced image editing capabilities and six-digit code blocking for data protection.

Space Monitor

Space monitors for efficient organization of an employee's office workplace. The device can be placed differently above the table, maximizing the user's free space. To do this, the monitor fits close to the wall, and by adjusting the height, you can place the Space screen in the most convenient way for the eyes.

In addition to work and education, Samsung's display portfolio also includes entertainment and esports solutions. Odyssey G9 is a gaming monitor with Dual Quad High Definition resolution (5120×1440 points) and an aspect ratio of 32:9. Quantum dot technology combined with the HDR1000 VA panel provides realism, brightness and image detail. The G9 is ideal even for demanding games thanks to its low 1ms response time (MPRT), 240Hz refresh rate, and RapidCurve technology, which provides a immersive experience for the gamer.

Odyssey Monitor

Samsung blocks TVs made for other countries in Russia

In early February 2020, Samsung began to block TVs made for other countries in Russia. The company explained this by the lack of certificates of compliance with the technical regulations of the EAEU.

Users from Russia, Belarus and Moldova complained about the blocking of some functions of Samsung smart TVs. Instead of launching applications, the message This TV is not fully functional in this region appears on the screen.

Samsung explained the blocking of some functions of its TVs in Russia

The blocking affected the functions of devices that were produced for use in other states or regions. Blocked functions could not be available on such devices without manipulating to change the set factory settings (for example, by unlocking or flashing), - explained in Samsung.

It is noted that these devices are not certified for use in Russia, which is why the manufacturer cannot guarantee their correct operation, the availability of all functions and high-quality service.

The company added that some of the services implemented through the blocked platform may have licensing restrictions on the territory of use, this information is indicated in the instructions. In addition, the devices must have EAC certificates (certificate of compliance with the technical regulations of the Eurasian Economic Union)  and appropriate marking.

According to Samsung, TVs certified for sale in Russia end in RU in the full name of the model.

Ilya Shatilin, an analyst at TelecomDaily, believes that the manufacturer's policy is not justified, and it is better for users to refuse to buy brand products - just in case.^[7]

2019

The head of the Samsung Mobile division in Russia decided to leave his post

Samsung Electronics on November 1, 2019 announced changes in the composition of Samsung Mobile management in Russia. Dmitry Gostev - the head of Samsung Mobile in Russia - after 13 years of work decided to leave the company. Read more here. From November 1, the operational management of the Samsung Mobile division in Russia was transferred to the vice president of Samsung Electronics Kim Boom Jin.

Fine 2.5 million rubles for price coordination

On October 28, 2019, the Federal Antimonopoly Service (FAS) of Russia announced that the Russian representative office of Samsung was fined 2.5 million rubles for price coordination. The company has already paid this fine.

Samsung Electronics Rus Company LLC was found guilty of illegally coordinating the economic activities of Samsung smartphone and tablet resellers, which led to the establishment and maintenance of prices for smartphones and tablets sold at retail using retail facilities (part 5 of article 11 of the Law on Protection of Competition), the regulator said in a statement.

The Federal Antimonopoly Service (FAS) of Russia announced that the Russian representative office of Samsung was fined 2.5 million rubles for price coordination

The FAS noted that during the consideration of the case, the company stopped coordinating economic activities and provided assistance to the FAS commission, which was taken into account when the fine was imposed.

Samsung's Russian subsidiary has introduced antitrust compliance, which is an internal set of rules describing the company's interaction with counterparties. This system minimizes antitrust impact or penalty if claims do arise.

Employees of Samsung Electronics Rus Company LLC were also brought to administrative responsibility, who directly controlled the observance of prices by resellers.

This is not the first antitrust case against smartphone manufacturers in Russia. Earlier in 2019, Andrei Tsarikovsky, to replace the head of the FAS Russia, said that illegal coordination is very common in the sale of equipment, especially for popular new products. In an effort to maximize benefits when selling goods through dealers, companies impose prices and conditions on them, which is illegal, he noted.

Tsarikovsky promised to continue to monitor the behavior of retail chains selling equipment.^[8]

Samsung found guilty of overpricing smartphones in Russia

The Federal Antimonopoly Service of Russia (FAS) accused the Russian representative office of Samsung - Samsung Electronics Rus Company of coordinating prices for mobile electronics, Interfax reported in April 2019. The actions of the Russian subsidiary Samsung, according to the department, violate part 5 of article 11 of the law "On Protection of Competition," and now the company faces a fine of up to 5 million rubles. The case is scheduled for April 22, 2019 ^[9]

The FAS investigation into the Russian branch of Samsung has been ongoing since the fall of 2018, when the company was suspected of illegal activities. According to Andrei Tenishev, head of the FAS anti-cartel department, the company was initially suspected not only of illegal economic coordination, but also of having anti-competitive agreements.

The FAS opened the case against Samsung Electronics Rus Company in mid-February 2019, although it originally planned to do so by the end of 2018.

The Commission of the Federal Antimonopoly Service (FAS) found in April 2019 the Russian representative office of the South Korean corporation Samsung - Samsung Electronics Rus Company - guilty of illegal price coordination for smartphones and tablets. This^[10] message of the FAS^[11].

We are talking about price coordination for eight models of Galaxy smartphones: AS 2017, S7, S8 Plus, J1 2016, J3 2017, J5 2017, J7 2016 and J7 2017. Samsung is also found guilty of price coordination for five Galaxy tablet models: Tab A 7.0, Tab E 9.6, Tab A 10.1, Tab S2 and Tab 3 Lite 7.0.

The FAS concluded that the Russian representative office of Samsung coordinated the activities of the following retailers: VimpelCom (Beeline trademark), Svyaznoy (legal entities Svyaznoy Logistics and Svyaznoy Network), Eldorado, MVM (legal entity of the M Video network, merged with Eldorado), Citylink, DNS (legal entities "DNS Retail" and "Technoptoint" Open Technologies)

The case was initiated on the basis of an unscheduled audit of the Russian representative office of Samsung. The FAS emphasizes that the company actively assisted the department in conducting the investigation, in addition, antitrust compliance was introduced in the Russian representative office.

The Russian representative office of Samsung was found guilty of violating part 5 of article 11 of the Law "On Protection of Competition," which implies a ban on the coordination of economic activities of economic entities, if such coordination leads to a violation of antitrust laws.

The maximum fine for violations under this article is 5 million rubles. The Russian representative office of Samsung declined to comment.

2018: Centre for the Study of Artificial Intelligence

The Russian center will begin its work on May 29. The study of algorithms will be led by experts in the field, including Viktor Lempitsky, professor at the Skolkovo Institute of Science, and Dmitry Vetrov, professor at the Higher School of Economics. The company also notes that^[12] will^[13] for^[14] on the knowledge of Russian specialists in the field^[15] physics, mathematics and other basic sciences].

2017: IoT Samsung Academy at MIPT

Samsung Electronics, with the support of the Institute for System Programming of the Russian Academy of Sciences, launched the IoT Academy Samsung project on the basis of the Moscow Institute of Physics and Technology in October 2017, within the framework of which university students will be able to gain practical knowledge about the Internet of Things and develop their own projects using "smart" devices. A tripartite agreement on the implementation of the project was signed on October 10.

2013

Creating Samsung Enterprise Business Team

The Russian representative office of Samsung in March 2013 announced the creation within its framework of a new division - Enterprise Business Team, headed by Andrei Tikhonov, who previously served as deputy general director of IBM in Russia and the CIS countries.

Against this background, the main division in Samsung, as before, remains the product, but the division into sectors has changed, said TAdviser Andrei Tikhonov. Thus, two main product clusters were formed: consumer products (television, audio, video technology and much more) and Mobile, which was joined by the laptop direction, which was previously part of the IT cluster. The direction for working with the B2B sector from the IT cluster was separated into a separate unit and is focused primarily on working with large corporate customers, he says.

Most of the employees of the new division are sales managers. There is also a Partner Unit, Marketing Specialists, Product Managers and Telesales Division in the state.

B2B in Russian Samsung will be developed by managers from Oracle and Microsoft

The number of employees of Samsung's new division in Russia - Enterprise Business Team, whose task is to develop the company's business in a large corporate sector, by the end of the year it is planned to increase it to 50 people, and in the future - to about 70 employees, a source familiar with the company's activities told TAdviser in June 2013.

Up to 2/3 of the staff of the division, according to him, should be made up of sales managers who focus on working with customers from various industries (telecom, public sector, financial organizations, etc.), and the rest - channel division, marketing and television sales division. Enterprise Business Team also includes product managers - mobile devices for B2B and professional panels.

The interlocutor of TAdviser says that the staff of the new Samsung division in Russia is staffed by specialists with experience in the B2B segment in the leading companies in the IT industry. A significant part of them are managers who previously worked at Oracle and Microsoft, he adds.

From Oracle to Samsung Enterprise Business Team, for example, Pavel Zaglumin, who led the sales of CRM systems in the previous place, and Irina Ratova, who led the sales of business applications in the retail sector, moved from Oracle to Samsung Enterprise Business Team.

According to the head of Samsung Enterprise Business Team in Russia, his division will make significant efforts to develop the direction of corporate mobility and BYOD policy. It is extremely difficult to implement a unified policy for all devices used by employees, the head of the Samsung Enterprise Business Team in Russia believes, and "to help companies do this," Samsung has created a special application - Knox - that monitors the security of applications and data used in the enterprise by isolating work applications and encrypting data both in working mode and in user mode. Knox will also be available in Russia.

Among the potential drivers of the growth of sales of their devices in the corporate sector, Andrei Tikhonov calls NFC technology, which is implemented, in particular, in the Samsung Galaxy S4 smartphone and with which you can make mobile payments. He also considers mobile POS terminals based on Samsung mobile devices very promising.

Tikhonov's colleague, head of corporate sales of mobile solutions at Samsung Electronics in Russia, Ilya Fedorushkin, previously noted that the company has many of the largest international vendors among its global partners, whose solutions are used in the IT infrastructure of most of our potential customers. Such a partnership serves to ensure that Samsung's devices can be used on the corporate network. In addition to working within the framework of international partnerships, he said, there is an active development of partnerships with local Russian companies to ensure that the use of mobile devices meets the requirements of local legislation.

Andrei Tikhonov notes that, as a rule, customers have certain IT systems that could be supplemented with mobile solutions: "We can come to them and offer mobile solutions taking into account the business application base already installed in companies. We know how, for example, to collaborate well with IBM, which has a mobile platform - a set of messaging applications, mail and more. "

Samsung tablets targeted the Russian public sector

By the end of 2013, several Samsung devices - tablets and smartphones - should receive certification by KS1 class and KS2 in the FSB certification system, told TAdviser in the Russian representative office of the company. Among them are the Galaxy S4 and Galaxy S3 smartphones.

Obtaining such certification should become a driver for increasing sales of mobile devices in the public sector, says Andrey Tikhonov, head of Samsung Enterprise Business Team in Russia.

Answering a question about other possible drivers of Samsung sales growth in the public sector, Andrei Tikhonov notes that it is important "to fully understand the needs and tasks of the customer's business, for which you need to develop solutions, create partner alliances or even form a market from scratch."

"Certification of tablets and smartphones is only a property of the product, which in the short term can lead to an increase in sales, but which will have to become a further advantage and key factor in choosing a solution by the customer," he added.

According to Tikhonov, the public sector is one of the key areas for the Samsung Enterprise Business Team division in Russia: "now, according to my estimates, it already accounts for about 20% of all sales to corporate customers," he says.

In the public sector, Samsung expects demand, first of all, for specialized solutions, taking into account the needs of individual ministries and departments. For example, for law enforcement agencies, the company assumes, tablet computers with the appropriate software will be most relevant for the actual display of information - for example, checking traffic police mobile posts for information about the vehicle and the person managing this device.

For education, according to Andrei Tikhonov, a full-fledged Samsung School solution for creating interactive classes will be in demand, including an interactive electronic board, tablet computers or laptops for students and teachers, software and additional equipment. Such specialized solutions are the future, he believes.

In addition to the public sector, other industries important for the Samsung Enterprise Business Team division are the banking sector, retail, FMCG, catering and hotel services, telecom, media, as well as the transport sector.

The overall task of the division is to increase sales in the corporate sector in Russia as quickly as possible to 10% in Samsung's total turnover, and by 2020 this figure should exceed 20% of the turnover, says Tikhonov.

"In the US and Europe, Corporate Customer Units have been operating for a year or two, and we are catching up with them at a rapid pace. This year we took part in Samsung's first marketing campaign aimed specifically at promoting solutions in the B2B sector, "he notes.

As an example of major examples of the work of Samsung's B2B division with corporate customers in Russia, the company cites a partnership against the backdrop of the upcoming Olympic Games in Sochi: "As you know, there is a certain ecosystem around the Olympics, with whose participants we work closely, for example, Coca-Cola, Megafon, Rostelecom and others."

Awards

In 2010, the company won three Product of the Year awards (for a 3D solution that includes a 3D LED TV Samsung UE55C8000 and a 3D Blu-ray player BD-C6900; camera WB650 and netbook N310).

In 2009, the company won the first award of the Brand of the Year/Effie competition in the High-Tech Goods and Services category (N310 netbook).

Notes