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Despite the global economic recession andrapidly changing business environment in 2012,Samsung Electronics recorded historic salesand profit. Our corporate and brand values alsoincreased significantly.But we’re hardly resting on laurels.We expect to strengthen competitiveness inour core businesses, bolstering our No. 1 statusin mobile phones, TVs and memory products.We plan to fortify key capabilities and structuresin our emerging businesses, such as digitalappliances, printers, cameras and system LSI.We also intend to secure the base for ournew business areas in health and medicalequipment. We are preparing for the future.06BusinessOverviewConsumerElectronicsIT & MobileCommunicationsDeviceSolutionsVisual DisplayBusinessMobile CommunicationsBusinessMemoryBusinessDigital AppliancesBusinessNetworksBusinessSystem LSIBusinessPrinting SolutionsBusinessDigital ImagingBusinessLEDBusinessHealth & MedicalEquipmentBusiness

ConsumerElectronicsDISCOVERYDreams are boundless. Samsung Electronics constantly reinventstomorrow to pursue happier and richer lives. We explore the territory ofthe unknown to discover potential and fulfill greater promise.CEConsumer ElectronicsVisual DisplayBusinessDigital AppliancesBusinessPrinting SolutionsBusinessHealth & MedicalEquipmentBusinessWe continuously develop andexpand strategic products in ourConsumer Electronics division.Since we first won top globalmarket share in 2006, exceptionaltechnology and innovative designhave strengthened our unrivaledleadership in flat-panel TVs andmonitors. In the Digital Appliancesbusiness, we achieved remarkablegrowth by debuting inventivenew products and differentiateddesign in the premium market.

ConsumerElectronicsBUSINESSOVERVIEWDISCOVERYDreams are boundless. Samsung Electronics constantly reinventstomorrow to pursue happier and richer lives. We explore the territory ofthe unknown to discover potential and fulfill greater promise.VISUAL DISPLAYBUSINESSSamsung Electronics has earned No. 1 global marketshare across all TV categories every year from 2006through 2012, including for flat panel TVs and LCDTVs. Despite the depressed TV market, we maintainedour dominant position by extending our sales lead overcompetitors in advanced North American andEuropean markets, as well as in emerging marketslike Asia, Africa and Latin America. That strikingperformance was built on ultra large size premiumSmart TV models, such as the ES9000 and ES8000,with innovative and differentiated picture qualityand design.Our astute strategy for the evolutionarySmart TV and premium ultra large size TVs willsolidify the No. 1 global leadership foreight consecutive years30.56%01Top GlobalFlat Panel TVMarket Share in 2012Last year, after systematic market research, weimplemented our premium TV marketing anddifferentiated strategy by regions. In 2013, we willreinforce our ultra large size premium TV lineups andenhance the premium brand image by highlightinginnovative Smart TV features.Continuing our innovation in the AV business, lastyear we launched the world’s first wireless audio dockwith a built-in vacuum tube. In 2013, we employed avacuum tube and wireless connection to TV to soundbar speakers AirTrack HW-F750, ensuring our lead in theglobal AV market with our new audio system.37.22%Top GlobalSmart TVMarket Share in 20120203Source: GfK, NPD (based on sales revenue)01UHD TV 85S9The 85-inch UHD TV, with timeless gallery designand splendid sound, features 8-megapixel picturequality, four times more vivid than Full HD, and theworld’s largest 2.14-meter screen1002Smart TV F8000Offers the full range of Smart TVfeatures: S Recommendation, torecommend customizedcontent; Smart Hub, redesignedto easily find content withintuitive panel UI; SmartInteraction, to recognize voiceand gestures; and Evolution Kit,to update to the latest Smart TV03AirTrack HW-F750New concept in premiumaudio systems finds thebest sound and links toyour TV via Bluetoothconnection; HW-F750provides warm and richsound by combininganalog and digitallyproduced sounds11

ConsumerElectronicsBUSINESSOVERVIEWDISCOVERYDreams are boundless. Samsung Electronics constantly reinventstomorrow to pursue happier and richer lives. We explore the territory ofthe unknown to discover potential and fulfill greater promise.Digital AppliancesBusinessPrimed for home innovation, with premiumlifestyle technology and harmonious design01T9000 LCD RefrigeratorRF32FSQDBSRFrench doors and 32-cubicfoot capacity refrigerator;Unique Triple Cooling systemdeploys two compressorsand three evaporators toensure commercial-gradehumidity that keeps food andproduce fresh longer0102Samsung Electronics works to satisfy differing consumerneeds in diverse cultures around the world. We operatefive Lifestyle Research Centers to support developmentof products that will bring more comfort andconvenience to customers’ lives. We also respond toconsumers’ emotional satisfaction by providingluxuriously designed products that offer new experiences.In 2012, the technical excellence of our premiumT9000 refrigerator made it a worldwide hit withconsumers. The T9000’s wide top refrigerated sectionand bottom freezer drawers allow customers to store foodeasily and safely according to individual habits and menus.1202ecobubble WasherWF80F5EPremium Crystal Glossdesign; advancedtechnology for powerand energy efficiencythat gently washesdelicate loads whilefighting stains andprotecting fabrics03Smart OvenMC32F606Smart sensor technology;quality cookingperformance and sleekdesign allows for quick mealpreparation with less fat,fresher ingredients andmore efficiency, includingpre-programmed recipes03In our Digital Appliances business, Samsung iscommitted to developing eco-friendly technologies andsmart products for the home. Our premium ecobubble washer offers significant energy savings and superiorcleaning that’s still gentle on clothes. The new SamsungSmart Oven provides convenience and a superlativeexperience for busy households, allowing consumers tosave time and effort while preparing healthful, greattasting meals.In 2013, Samsung Electronics will continue its effortsto develop inventive products that offer true value tocustomers and help them live happily and comfortably.13

ConsumerElectronicsBUSINESSOVERVIEWDISCOVERYDreams are boundless. Samsung Electronics constantly reinventstomorrow to pursue happier and richer lives. We explore the territory ofthe unknown to discover potential and fulfill greater promise.Printing SolutionsBusinessProviding total printing solutions withfirst-class products and technologyAfter entering the A4 laser printer market in 1991,Samsung Electronics now provides a full lineup of A4laser products. In 2012, we launched seven models ofA4 color laser printers and multifunction printers. Wealso successfully cleared the tough market barrier forA3 multifunction printers with the worldwide launch ofour second-generation product. Samsung’s exclusiveworld-first 1GHz dual core processor bolstered ourresults by improving printer durability, performanceand document-processing times. In addition, we addeda color touch screen with intuitive smartphone UI toour A3 multifunction printers to improve ease of use andcreate a more intuitive experience.Our solution for upgrading user convenience shapedanother innovation. Our open-platform XOA (eXtensibleOpen Architecture) supports Samsung solutions as wellas more than fifty global top-tier ISV (IndependentSoftware Vendor) solutions, ensuring that we meet thevarying needs of global corporate clients.In 2013, we will expand our hardware product lineups,solutions and services for the B2B market so we growbusiness for our partners and corporate clients together.16%012nd in Global A4 Laser PrinterMarket Share in 20120203Source: IDC01MultiXpress C9301 SeriesA3 color MPFs with 1GHz dual coreprocessor improves documentprocessing by up to 1.5 times; uniqueimage improvement technology, ReCP(Rendering Engine for Clean Pages)delivers smooth images and clean text1402CLP-415/CLX-4195 SeriesThe laser printing industry’sfirst iF Design Award 2013Gold Winner. These Colorlaser printer and MFPs alsooffers fast speed, durabilityand high quality03MultiXpress C9352 SeriesA3 color MFPs with expandedpaper handling features and latesttechnology; 1GHz dual coreprocessor, ReCP, polymerizedtoner and all-in-one board forbusiness document use15

ConsumerElectronicsBUSINESSOVERVIEWDISCOVERYDreams are boundless. Samsung Electronics constantly reinventstomorrow to pursue happier and richer lives. We explore the territory ofthe unknown to discover potential and fulfill greater promise.Health & MedicalEquipment BusinessDeveloping new and advanced healthcareand medical equipment for faster and moreaccurate diagnosis01XGEO GC80Digital X-ray for largehospitals, with softhandling function usingrobotic technologyalong with outstandingimage-processingtechnologies02UGEO H60Ultrasound diagnosisdevice that showsclear intra-ventralimages through abuilt-in 18.5-inch LEDmonitor, with a slim andcompact design03LABGEO PT10Chemical analyzer that providesaccurate test results within 7minutes from small bloodsample (less than 7μL) for 16exam categories, including liverfunction, blood sugar level,kidney function and more8Award Winners01iF Design Award 2012in 5 CategoriesIDEA 2012 Awardin 3 CategoriesXGEO GC80 (GOLD),XGEO GU60, LABGEO PA20,LABGEO IB10, LABGEO HC10XGEO GC80 (GOLD),XGEO GU60 (GOLD),XGEO UXSamsung Electronics has created world-classcutting-edge technologies across industries, includingin IT, semiconductor, telecommunications andimaging. Building on those technologies, we aredeveloping and launching differentiated diagnosticequipment to support a new and innovative medicalenvironment.Our state-of-the-art ultrasound, digital X-ray andin-vitro diagnostics help medical professionals providefast and accurate diagnosis in more than 110 countries.In 2012, we launched a high-performance flat-panel160203detector and four digital X-ray products, including theXGEO GC80, GU60 and GR40, all with outstanding imageprocessing technology. We also released two ultrasoundsystems as well as three in-vitro diagnostics, includingthe UGEO H60, which provides high-resolution imagepresentations in slim profile.Looking forward, we will harness the technologicalexpertise of our Consumer Electronics and IT businessesto realize sophisticated digital convergences. Samsungwill strive to develop innovative medical devices for bothmedical professionals and patients.17

ConsumerElectronics“ Samsung Electronics is likean inventor for trends thatchange our lives. Its featuresand designs transform mydays with exciting creativeexperiences that I neverbefore imagined. I find newways to live with SamsungElectronics.”18DISCOVERYDreams are boundless. Samsung Electronics constantly reinventstomorrow to pursue happier and richer lives. We explore the territory ofthe unknown to discover potential and fulfill greater promise.

IT & MobileCommunicationsINNOVATIONSamsung Electronics is creating a culture of infinite possibilitiesthat enriches lives and amazes the world. The deep trust and commitment ofour customers drives our continuous efforts to lead change and innovation.IMIT & Mobile CommunicationsMobile CommunicationsBusinessNetworksBusinessDigital ImagingBusinessTechnological innovation at SamsungElectronics accounts for our growthand stellar performance. That’s provenby annual sales of more than 400million mobile devices worldwide,fueled by our amazing smartphonetechnology. Our telecommunicationsequipment and solutions powerthe global expansion of 4G. And ourdigital imaging technology enrichespeople’s lives, not only by capturingspecial moments but also by allowingmemories to be shared instantly,anytime, anywhere.