Samsung To Merge US. Electronics, Mobile Groups

Update! Company to merge similar functions, reallocate resources to become more competitive.
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Seoul – Samsung will merge its electronics and mobile-phone sales subsidiaries in the U.S. to improve efficiency effective Jan. 1, the company announced.

The two sales subsidiaries are Samsung Electronics America in Ridgefield Park, N.J., and Samsung Telecommunications America in Richardson, Texas. The combined entity will be called Samsung Electronics America.

The single U.S. organization will be established “to drive continued growth in the consumer electronics, mobile and enterprise markets,” the company said in a statement. The integration of the two organizations will also “give customers and partners the advantage of a single point of contact.”

Gregory Lee will continue as president/CEO of Samsung Electronics North America, and Tim Baxter has been named president/COO of the new Samsung Electronics America.

The new entity “will be positioned to focus on aggressive growth in new strategic initiatives,” the company said. “By creating one business organization that will bring together all of the company’s branded consumer and enterprise business operations, Samsung will also be able to better serve its U.S. customers through strengthened business operations and collaboration across market segments.”

The reorganization will also provide “expanded career development and mobility programs” for employees, the company said.

Samsung will continue to operate out of its offices in Ridgefield Park, Richardson, and Silicon Valley.

Separately, the Wall Street Journal reported that Samsung will also integrate its Media Solution Center, which makes apps and software for Samsung smartphones, into other parts of the company to speed up decision making.

In another change, Samsung tapped Kim Seok-pil, the head of global marketing strategy, as head of strategic marketing for the cellular business. He replaces D.J. Lee, the Journal said.

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