Samsung Mobile Vision & Strategies

JK Shin

Nov. 6th, 2013

Disclaimer

The materials in this report include forward-looking statements which can generally be identified by phrases such as

Samsung Electronics (SEC) or its management "believes," "expects," "anticipates," "foresees," "forecasts," "estimates" or

other words or phrases of similar implications. Similarly, such statements that describe the company's business strategy,

outlook, objectives, plans, intentions or goals are also forward-looking statements. All such statements are subject to

certain risks and uncertainties that could cause actual results to differ materially from those in the presentation files

above.

For us, particular uncertainties which could adversely or positively affect our future results include:

· The behavior of financial markets including fluctuations in exchange rates, interest rates and commodity prices

· Strategic actions including dispositions and acquisitions

· Unanticipated dramatic developments in our major businesses including CE (Consumer Electronics),

IM (IT & Mobile communications), DS (Device Solutions)

· Numerous other matters at the national and international levels which could affect our future results

These uncertainties may cause our actual results to be materially different from those expressed in this report.

• Business Highlights

• Market Opportunities

• Samsung Strategies

• Vision

Contents

Business Highlights

Smartphone

Handset

2011-

2012-

Smartphone

Handset

2013

2013

1/46

2/46

3/46

Strategy Analytics, 2013. 2Q (Shipments)

4/46

5/46

Strategy Analytics

2010 2011 2012 2013. 1H

17.6

units 1.5M

5.8

16.6

Strategy Analytics (Shipments)

6/46

* M/S growth YoY

2012.1H 2012.2H 2013.1H

2010 2011 2013.1H 2012

7/46

Brand Attitude Survey conducted by TNA, requested from Samsung GMO

2010

Intel

HP

Nokia

2012

Intel

HP

Nokia

2013

HP

Nokia

Intel

Interbrand

8/46

2010 2012 2013

8/46

Interbrand

Mobile

53% 73% 77% Mobile Mobile

Market Opportunities

Smartphone Penetration rate

in 2013

2017

1.5

2015

1.3

2013

1.0B units

9/46

Strategy Analytics

10/46

Strategy Analytics

* Portion of emerging market in smartphone market

630M units

2013

63%*

860

2015

66%

1,030

2017

69%

Market Forecasts

Samsung's Perspective

11/46

12/46

270M units

2013

27%*

500

2015

38%

680

2017

45%

Strategy Analytics

* LTE share in smartphone market

13/46

Strategy Analytics

1990's 2000's

Big Data

Flexible Device

IoT

Convergence

Wearable Device

Near Future

14/46

1990's Near Future

14/46

2000's

Opportunity Threat

15/46

16/46

16/46

Samsung Strategies

17/46

18/46

19/46

S Series Note Series

S Family

Companion Device

20/46

2010 2013 2014-

21/46

Note & S Pen

GALAXY Gear

22/46

GALAXY Round

Large Display Portability Handwriting

23/46

24/46

1999 Watch Phone

2013 Companion Device

25/46

VoLTE

Multi Carrier

Carrier Aggregation

Dual Mode (FDD-TDD)

LTE-A

26/46

WORLD’S FIRST

27/46

SECURITIES VERTICAL

28/46

29/46

H/W S/W

Iconic & Innovative Design

Premium CMF

32/46

Partners’ Content & Services

33/46

Intelligent Services User Data

34/46

Big Data

Platform

35/46

36/46

37/46

2011 2012

38/46

2013

Expand experience coverage and enhance engagement in real life environments

Fashion Week

Beyond preferred brand...

42/46

43/46

Based on Handset

44/46

45/46

Vision

46/46

Thank You