SCREEN STAR keeps sight of the big picture

Koh is president and chief executive of the IT and mobile communication division at Samsung Electronics. He also serves as an executive director on Samsung Electronics’ board and oversees the company’s Global Marketing Centre.
 He began work for Samsung Electronics in 1983 and has served in a variety of executive positions within the South Korean technology giant, playing a critical role in the launch of a diverse range of mobile devices and services.
He says that the firm has created a roadmap for the development of smartphones bristling with innovations, new technologies, and all drawing on feedback from customers.
 “I have always believed that the answers for our business should come from our customers, so listening to consumers from each of the countries we operate in is very important,” Koh says.
“I have two sons, aged 28 and 21. Chatting with them always makes me think how we can better our approach to young people. I think Samsung’s image can be ideally positioned towards those ranging from the late teens to the mid-30s, but should also embrace the relatively older generations.”
He is optimistic on the outlook for the global smartphone industry and the overall IT industry. This year marks the early steps towards the era of 5G and, in the next five years, 5G technology and artificial intelligence (AI) will be key technologies that transform the industry
“This year is an important one for change – with 5G, AI and new phones such as the Fold,” he says, adding that the company will announce the introduction of 5G in the US in May and Europe in June. Closer to home, the service will be available in Vietnam next year.
He says that with the innovations that will unfold over the next three years AI technology will be in full swing.
“5G and AI will transform the picture everywhere – with the Internet of Things (IoT), augmented reality (AR), virtual reality (VR), machine-to-machine communications, and autonomous vehicles,” Koh says.
“People are interested in how 5G will change their lives, such as by enabling gamer's capabilities to be much improved, with much faster streaming services.”
Samsung has developed an ecosystem of 5G and artificial intelligence (AI) technologies, including chipsets, 5G networks, devices, hardware, software and services to support the demands of the market.
“The smartphone market is saturated – but Samsung would like to focus on the next 10 years with our own business roadmap, rather than considering mergers and acquisitions. The roadmap includes everything - design, hardware, device, software, and service,” Koh says.
“I meet members of the media in my job not with the aim of selling or promoting the products, but to use that time to share our long-term vision with you. 
“I receive more than 10 emails per day from general consumers, too – mostly about product feedback. This is indeed valuable feedback to me. Continuous communications with the market, consumers and the media are crucial to me.”
Koh says that 5G will facilitate machine-to-machine leaning innovations. The biggest change will come from the user experience.
He says that before Samsung announces a new product, the firm works with more than 1,200 business partners under a collaboration and win-win business model. It also listens to the voices of millennials, as such opinions are reflected in the products and create trust among its employees. 
“As a CEO, I aim to build trust and confidence in our employees as well, along with an immersive experience for consumers and a device-brand-free experience,” he says. “When 5G helps to enable faster connections, security will be even more important.
 “Thailand is one of the most important markets in Southeast Asia, with competitive brands getting more popular,” he says. “In two to three years, millennials will make up 50 per cent of the demographics in Thailand. Thais, especially the younger generations, like to embrace new things and love social media. We’ve worked on launching a new product to wow Thai millennials.”
He says that Samsung aims to be the company that truly understands the future of 5G and AI and will lead the market over the next 10 years. 
“The changes in the next 10 years will become more evident in the next three to four years,” he says. “Samsung is investing a lot in R&D, by running seven AI labs across the globe. And Samsung is not stopping at smartphones. We will keep developing the capabilities of 5G and AI to create new experiences for our customers. 
 “Our key strategy is to listen to consumer feedback from around the world and reflect this in our business strategy.
 “Samsung has end-to-end technology for 5G. The firm has a strategy to provide the new experiences that we plan for our consumers.”
As for the competition, Koh says the Chinese brands – or C brands, as he calls them – have improved their offerings.
 “The C brands have improved and are doing well. It's not true that we don't consider them as competitors,” he says. “But we first have to focus on the next five to 10 years under our roadmap. If need be, we'll learn from others.
“As I say, we put consumer feedback as the top priority. Our efforts will be understood by consumers in the end. For those who have switched brands, I believe our continuous efforts will make them return to Galaxy. I will do my best.”
As part of this learning quest, Koh says he spends about 150 days of the year away from South Korea for work. He credits his wife for her understanding of the demands of his business schedule. He adds that when time comes for retirement, he will look forward to spending more time with her. And as for future trips to Thailand, he says he savours the opportunities to dine on tom yam gung.