Geesung Choi is Named CEO; C-Suite Strengthened with New Positions of COO and CFO; Businesses Divisions Empowered as Stand-Alone “Companies”

SEOUL, Korea – December 15, 2009 - Samsung Electronics Co. Ltd., one of the world's leading technology companies, today appointed Geesung Choi as its new CEO, as part of an organizational restructuring aimed to increase operating efficiencies and strengthen the independence of the company's business divisions.

Samsung also enhanced its C-suite by appointing Jay Y. Lee to the newly created position of Chief Operating Officer and Ju-Hwa Yoon as Chief Financial Officer. Yoon-woo Lee, currently Vice Chairman and CEO, continues only as Chairman of the Board of Directors.

In order to establish greater autonomy at the operating level, Samsung also announced it will be adopting a “company system” in which each business unit is managed similarly to a stand-alone company. The new alignments, both organizationally and at the executive level, create a more focused and responsive business structure.

“Samsung has recovered well over the past year, thanks to Yoon-woo Lee's leadership and a measured response to the global financial crisis,” said Mr. Choi, the incoming CEO. "With this forward momentum, we believe now is the time for us to make these important organizational changes to prepare for the challenges and opportunities ahead."

Samsung's consolidated operating profit for the first nine months of this year has reached 7.22 trillion Korean won (US$6.08 billion as of end of September 30) on sales of 97.05 trillion won (US$81.69 billion as of end of September 30). This compares with a full year 2008 consolidated operating profit of 6.03 trillion won (US$4.8 billion) on sales of 121.29 trillion won (US$96.5 billion).

Strengthened C-Suite
Effective immediately, the heads of all Samsung Electronics business divisions report to Mr. Choi and the C-suite. The new C-suite provides a more unified and efficient management team, consistent with global business models, and reflecting the executive structures of many leading multinationals.

“Our renewed profitability enabled us to think long-term - to make sure we can continue leading the market,” Mr. Choi said. “As a result, we've strengthened the C-Suite and created a new executive position - the COO - to help expedite decision making, improve efficiency, and mediate between our business units, ensuring that they work well together in meeting our customers' needs.”

Specifics on the executive appointments announced today are:

• Geesung Choi, named President and CEO of Samsung Electronics; previously President and head of the company's Digital Media and Communications Business.

  Previous positions held by Mr. Choi include President of the Telecommunications Networks Business, and President of the Digital Media Business.

• Jay Y. Lee, named to the newly-created position of Chief Operating Officer; was promoted to Executive Vice President from Senior Vice President.

  Previous positions held by Mr. Lee include Chief Customer Officer and Vice President-Strategic Planning.

• Ju-Hwa Yoon, named Chief Financial Officer; previously President and head of the Corporate Auditing Team.

  Previous positions held by Mr. Yoon include head of the Management Support Team.

Independent Company Organizational Structure
Samsung's new organizational structure enhances the independence of the company's business divisions. The new alignment introduces a "company system" in which each business unit is managed similarly to a stand-alone company, with its own President and CFO. Outside Korea, subsidiaries responsible for components such as semiconductors and LCD panels will continue to operate as fully independent entities separate from Samsung’s IT and consumer electronics subsidiaries.

Previously Samsung had 10 operating divisions organized into two principal businesses - Digital Media &Communications and Device Solutions. The reorganization today replaces the two-business structure with seven independent companies under a single corporate entity and unified C-suite.

While creating greater autonomy at the operating level, the benefits of the new structure also include reducing the company's decision-making hierarchy from three to two stages, and supporting stronger focus and speed of execution in business and investment strategy. Customers will gain from increased independence in decision-making and faster speed to market.

From the first quarter 2010, Samsung will also adopt the International Financial Reporting Standards (IFRS), global accounting principles established by the International Accounting Standards Board (IASB) and practiced by many global corporations.

About Samsung Electronics
Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2008 consolidated sales of US$96 billion. Employing approximately 164,600 people in 179 offices across 61 countries, the company is recognized as one of the fastest growing global brands. Samsung Electronics is a leading producer of digital TVs, memory chips, mobile phones and TFT-LCDs. For more information, please visit www.samsung.com.

Samsung Electronics to Join with Samsung Digital Imaging in Corporate Realignment

Aims to become top tier digital camera brand by 2012

SEOUL, Korea – December 15, 2009 - Samsung Electronics Co., Ltd. today announced it is seeking to merge with Samsung Digital Imaging Co., Ltd. as part of a move to become a global leader in the digital camera business. The merger, expected to be signed on Jan. 22, 2010, will go into effect from April 1, 2010, once the transaction is approved at the shareholders meeting, according to a resolution made after a board of directors meeting on Dec. 15.

Under the agreement, the Samsung Digital Imaging will be absorbed into Samsung Electronics, as a business unit responsible for digital cameras, camcorders, and optical devices. The merger ratio of the two companies is to be Samsung Electronics: Samsung Digital Imaging = 1:0.0577663.

“We hope to make Samsung a world-leader in digital imaging, matching the success our brand enjoys today in mobile and digital TVs,“ the company said.

The union will enable the digital imaging business to utilize and maximize the key components, system and software technology, and design competitiveness of Samsung Electronics. By maximizing Samsung Electronics’ global marketing capabilities and sales network, the company aims to become a top-tier brand in digital cameras by 2012, with a market share of 20 percent and sales of 5 trillion won annually.

Samsung Electronics can also benefit by maximizing Samsung Digital Imaging’s optical technology, applying the technology to other businesses such as camera phones, and printer businesses.

About Samsung Electronics
Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2008 consolidated sales of US$96 billion. Employing approximately 164,600 people in 179 offices across 61 countries, the company is recognized as one of the fastest growing global brands. Samsung Electronics is a leading producer of digital TVs, memory chips, mobile phones and TFT-LCDs. For more information, please visit www.samsung.com.

About Samsung Digital Imaging
Samsung Digital Imaging Co. Ltd. is a leader in photo imaging technology, digital cameras and optical devices. The company offers a range of high-performance digital compact and DSLR cameras, introducing cutting-edge features to meet consumer needs. Samsung began developing film cameras in 1979 and has led the growth of the digital imaging market through its advanced technology and innovation. For more information, please visit www.samsungcamera.com.