Samsung Electronics has announced a new name for its integrated set division, which includes a mid- to long-term business structure, future orientation, and strengthened global leadership.

Samsung Electronics has decided to rename its integrated set division (headed by Vice Chairman Jong-hee Han) as the 'DX (Device eXperience) Division' and reflected it in its year-end organizational restructuring.

The newly launched DX division, which was created by integrating the existing CE (Consumer Electronics) and IM (IT & Mobile Communications) divisions, consists of business units such as VD (Visual Display), home appliances, medical devices, MX, and networks.

This name change reflects our mid- to long-term business structure, future orientation, and strengthening of global leadership.

D(Device) represents the concept of business in the set sector, and X(eXperience) is a concept that suggests the brand's direction of 'customer experience-centered' through differentiated products and services.

This emphasizes the company's commitment to providing consumers with an optimized experience through a variety of products, including TVs, home appliances, smartphones, and communication equipment, as well as services and solutions that reflect customer needs.

In addition, the launch of the integrated leadership system also reflected a strategy to create company-wide synergy that transcends organizational boundaries and establish a differentiated product/service foundation.

Through this name change, Samsung Electronics will continue its efforts to proactively respond to market changes and create new experiences for consumers as a global industry leader that values diverse customer experiences.It is a policy.