MWC 09: Samsung's touch screen downturn strategy

Samsung today unveiled two new device strategies, while its new divisional leader remained admirably upbeat in the face of economic adversity.

On the menu today at Mobile World Congress in Barcelona was the unveiling of the company's plans to launch a touch screen for every lifestyle, which builds on its previous aims to launch a mobile for every lifestyle.

As part of that, it launched the Samsung Ultra Touch (S8300), a touchscreen device that will boast an eight megapixel camera, among other features. Two Beat Edition touch screen music phones were also unveiled.

"(I am very excited) to lead Samsung Mobile to future transformation and growth. I assume this position at very difficult times. The global downturn is a threat to the entire mobile industry," said JK Shin, Samsung's executive vice president and head of mobile communications.

"I am confident to predict, however, that Samsung Mobile will grow again this year. Let me say that again: We are confident Samsung Mobile will achieve continuous growth in 2009, despite the worst economy in years."

Shin then went on to detail how the company is enjoying success in both developed and developing markets alike something it hopes to build on going forward.

Samsung will launch some 20 devices this year alone and an Android-based phone will also be launched during 2009, company executives confirmed during a Q&A session.

In addition to its touchscreen push, the mobile giant also appealed to the masses with an eco-friendly stance, pledging to both help humans through its technology as well as protecting the earth by going green.

As part of that promise, Samsung detailed its Blue Earth Dream vision, the first device of which is called the Blue Earth Dream and will be available in the third quarter of this year. The handset will be constructed from recycled materials and feature a solar panel, enabling users to charge it anytime, anywhere.

"Samsung's 'The Blue Earth Dream' demonstrates our small but meaningful commitments for the future and our environment," Shin added in a statement.

"We are committed to achieving the highest eco-status with our customers and business partners by providing the best eco-products and promoting eco-activities."

Click here for more news from Mobile World Congress 2009.

Maggie Holland

Maggie has been a journalist since 1999, starting her career as an editorial assistant on then-weekly magazine Computing, before working her way up to senior reporter level. In 2006, just weeks before ITPro was launched, Maggie joined Dennis Publishing as a reporter. Having worked her way up to editor of ITPro, she was appointed group editor of CloudPro and ITPro in April 2012. She became the editorial director and took responsibility for ChannelPro, in 2016.

Her areas of particular interest, aside from cloud, include management and C-level issues, the business value of technology, green and environmental issues and careers to name but a few.