Samsung sets ambitious growth targets for B2B

Samsung has revealed ambitious plans to be become one of the top three vendors in the B2B market this year. The company aims to more than double the performance of its IT business with a 40 percent year on year growth in 2011.

The vendor has identified three areas where it wants to focus its sales efforts: display, printing and notebooks. Specifically it is looking to grow sales of digital signage, PCoIP (Zero Client) and 3D monitors, and increase its range of printers to build on sales of its A3 devices. The firm is also looking to take the number three spot in the notebook market, with an expanded portfolio of notebooks and netbooks, including its soon to launch new business notebook range.

Samsung recently reorganised its IT business to take on the B2B market, bringing together a number of business units to create one IT division. Its three key words, according to the firm’s division heads are ‘consistency, predictability and transparency’. It company is also highlighting its strategic partnerships with other vendors such as Safecom VMware and Microsoft as part of its technology portfolio.

Graham Long, VP of IT at Samsung UK says the vendor is looking to replicate its success in the consumer space: “The company aims to drive similar growth in the B2B IT market and we believe that we have the right products and service model in place to deliver our targets in 2011.

“Whilst we intend to grow in both retail and the business channels, we know that to achieve our ambitious growth objectives, we must ensure that we balance the demands placed on our partners in the market. We see our total addressable market in retail and B2B at around £2.5bn per annum. We know that approximately 50 percent of this opportunity comes from a market we have traditionally under indexed in,” he explains.

Samsung describes its current inroads into the B2B space as “successful”. It has more than doubled its footprint over the last three years with 35 percent of its products now selling to B2B customers compared with 15 percent in 2008.