Samsung Announces Plans to Integrate Digital Camera and Consumer Electronics Businesses

LAS VEGAS, NV, Feb 01 (MARKET WIRE) --
Samsung today formally announced plans to integrate the digital still
camera business of Samsung Opto-Electronics America (SOA), Inc. with Samsung
Electronics
America's (SEA) consumer electronics business in March of 2008. The move is
designed to leverage existing synergies between the two business units, create
new
competitiveadvantages and ultimately enhance the company's overall brand
positioning. The
integration announced today is the most recent in a series of initiatives
that have fueled Samsung's progress toward becoming one of the world's
leading digital imaging companies.

"Bringing the digital still camera business into the fold of our broader
consumer
electronics operations is the next logical step in the evolution of our digital
imaging business," said Tim Baxter, executive vice president of sales and
marketing
at Samsung Electronics America. "Both groups bring inherent strengths and
relationships to the table that will allow us to elevate our presence and
offer a more comprehensive suite of digital lifestyle solutions to retailers and
consumers."

Samsung has established some very aggressive goals for the digital imaging
business, targeting a number three position among the world's top
manufacturers by 2010. According to company officials, the integration plans
announced today will enable the digital camera business to leverage SEA's
existing
relationships and strengths in the consumer electronics retail channel to help
fuel
its future growth. Similarly, the new relationship will enable the camcorder
division of SEA to strengthen its presence in the photo specialty channel.
SOA has devoted considerable resources and significantly elevated its position
in the
photo specialty market since the introduction of its flagship NV Series of high
end
compactcameras and its GX Series of DSLRs. In addition to the natural synergy
created by
joining the camera and camcorder businesses, Samsung's #1 position in HDTVs
provides a strong foundation to grow awareness and sales of HD imaging products
and solutions.

Samsung's camera business has realized impressive growth in recent years,
increasing both sales and market share. The integration with SEA will bring
an infusion of resources in R&D, design, sales and marketing that will drive
continued growth and success in the years to come.

"We believe this move represents a true win / win scenario," said Tony
Sorice,
vice president of national accounts for Samsung Opto-Electronics America, Inc.
"The
benefits of this integration are already evident in products like the NV24HD
and the HMX20, both of which allow consumers to get the most out of the HD
experience and leverage our position as a world leader in HD technology.
Moving forward, we will continue to broaden and deepen our product lines and
enhance our position in the digital imaging space."

Samsung Opto-Electronics America, Inc., Ridgefield Park, N.J., is the U.S.
subsidiary of Samsung Techwin Co., Ltd., Sungnam Kyungki-Do, Korea. Samsung
Opto-Electronics markets a full line of auto focus cameras, zoom and digital
cameras for the amateur as well as the professional under the Samsung brand
name.

For full specifications and hi-res images, visit www.samsungcameraUSA.com

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