Hansoo Kim: "We’ve delivered over one million Samsung smartphones to Cypriot consumers"

With over a decade of strategic growth in Cyprus and an unwavering commitment to digital innovation, Samsung Electronics continues to weave its presence into the fabric of the region. Guiding this journey is Hansoo Kim, President of Samsung Electronics, Greece and Cyprus.

In this insightful conversation, Kim reflects on the brand’s evolution, from championing digital literacy to steering through global challenges, while sharing his vision for the future.

As a global leader, Samsung’s success relies not only on its innovative products but also on strategic localisation. What strategies have you implemented to strengthen Samsung’s brand presence in Greece and Cyprus?

Over the past 55 years, Samsung has been growing remarkably by putting people at the heart of meaningful innovations. We have built a brand we are proud of – one that has connected with people across the globe. By putting the consumer at the centre of every market we are active in, we create truly meaningful experiences in their daily lives. With a better understanding of transforming lifestyles, we are rebuilding innovative products and services, such as our latest portfolio of AI-powered products to make the lives of people better. Since our establishment in Greece (July 2010) and Cyprus (January 2011), we have managed to strengthen our brand presence through various actions. Our strategy always starts from market research to expand marketing campaigns that resonate with the local consumers’ needs. We have formed strategic and trustworthy partnerships with retailers and other local entities. Equally important is our commitment to providing customer-centric support in the local language, while ensuring efficient distribution and after-sales customer care.

How important is Cyprus as a market for Samsung? What strategic plans do you have for the island?

Cyprus is a very important market for us, driven by its dynamic economy and tech-savvy population. We’re proud to say that, since our establishment in Cyprus, we’ve delivered over one million Samsung smartphones to Cypriot consumers, a testament to their trust in our brand. We are also supporting the island on its digital transformation journey, by actively engaging in initiatives that empower businesses and communities with the solutions and tools they need to thrive in the digital age. Looking ahead, our plans include expanding our product portfolio, strengthening local partnerships, further supporting digital transformation initiatives and exploring opportunities in other sectors, where our technology can contribute to a better and sustainable future.

The tech industry is facing numerous challenges, from global supply chain disruptions and semiconductor shortages to rising production costs and increasing competition. How is the company navigating these obstacles and what do you see as the greatest challenge for Samsung right now?

The tech industry is undoubtedly navigating a dynamic and challenging environment. For Samsung, a key priority is ensuring our long-term competitiveness in this rapidly evolving market. To achieve this, we’re prioritising innovation, to ensure we remain at the forefront of technological advancements. Second, we’re continuously working to enhance efficiency across our operations and optimising our resources, enabling us to respond effectively to market changes. Third, we’re deeply committed to sustainability, integrating environmentally conscious practices throughout our business, from product design to manufacturing processes. And finally, we remain focused on our customers, ensuring that we understand their evolving needs and preferences and that our products and services continue to meet their constantly changing needs. By focusing on these core principles, we’re confident in our ability to navigate the challenges ahead and continue delivering value to our customers and partners.

Samsung has been a leader in display technology, from AMOLED screens to foldable smartphones. What’s next in display innovation and how do you see this shaping the future of consumer electronics? What is the next product category in which Samsung intends to expand?

Samsung has always striven to be at the cutting edge of display technology, from our pioneering work with AMOLED screens to the revolutionary foldable displays that you see in our Galaxy Z series. Recently we announced that we have secured our position as the global leader in the TV market for the 19th consecutive year. According to the market research firm Omdia, Samsung achieved a 28.3% market share in the global TV market in 2024, maintaining the number one ranking we’ve held since 2006. This continued success is driven by the company’s commitment to premium and ultra-large screen innovation, as well as the introduction of cutting-edge, AI-powered TVs. Looking ahead, we believe the future of displays lies in personalisation and intelligence, driven by the power of AI. As we unveiled at CES earlier this year, Samsung Vision AI is central to this direction, enabling our screens to adapt to individual user preferences and seamlessly integrate into users’ daily lives. Beyond TVs, we are also exploring how these advancements can transform other product categories, from smart home devices to smartphones like the Galaxy Z Fold and our Galaxy tablet series, creating more intuitive and immersive experiences across the board. Ultimately, our goal is to create displays that are not just screens, but intelligent companions that enrich and simplify everyday life.

The US-China trade war and US restrictions on goods from other markets have significantly impacted global trade and heightened geopolitical tensions. Are these restrictions affecting Samsung’s operations and, if so, how are you overcoming them?

The global economic landscape is constantly evolving and international trade is certainly facing some complexities. As a global company, Samsung continuously monitors these developments and adapts its operations to ensure that we can continue to serve our customers and partners effectively. Our priority is to maintain a stable and resilient supply chain, deliver innovative products and services, and comply with all applicable laws and regulations in every market where we operate. We remain committed to providing value to our customers and contributing to the economic wellbeing of the communities we serve.

What does Samsung’s ‘AI for All’ initiative seek to achieve? What inspired this vision and how does Samsung plan to ensure AI accessibility for all?

Samsung’s ‘AI for All’ initiative is about putting AI into everyone’s hands and making the benefits of artificial intelligence accessible to everyone as we speak. The vision is to enhance people’s everyday lives, empowering them to accomplish things they previously thought impossible and to improve society. This means enabling people to do what they would have never imagined, in order to live a life that’s more connected to the things and the people they care about. The inspiration behind this vision stems from the immense potential of AI to make a tangible difference, whether by simplifying daily tasks, providing personalised experiences or enhancing accessibility. To achieve this, Samsung has integrated AI across its entire product portfolio, including smartphones, TVs, refrigerators, washing machines, and vacuum cleaners. This has created a connected ecosystem that learns from users’ habits and adapts to their personal needs, ensuring a more intuitive and efficient lifestyle.

How is Samsung’s AI strategy different from that of other major players in the AI space, particularly in the area of balancing innovation with ethical considerations?

Samsung’s approach to AI is distinguished by our commitment to prioritising people and their privacy. While we’re dedicated to pushing the boundaries of innovation, we believe it’s equally important to ensure that AI is developed and used responsibly and ethically, by securing end-to-end privacy and trusted defence from Knox Vault preventing unauthorised access. We’re focused on creating AI experiences that are personalised, intuitive and fortified with safeguards to keep data safe. We believe that fostering collaboration is crucial and we actively engage with industry partners and participate in global discussions on AI ethics, contributing to the development of a responsible future for AI technology. Ultimately, our goal is to offer consumers peace of mind, enabling them to embrace AI with confidence and trust.

Cyprus is increasingly positioning itself as a regional tech hub. What potential do you see for the country in the global tech landscape, and how can companies like Samsung contribute to this transformation?

Cyprus is undoubtedly demonstrating exciting potential as an emerging tech hub, driven by its strategic location and tech-savvy audience. The adoption of new technologies will enable the creation of high-value, more sophisticated goods and services for both Cypriot citizens and visitors to the island. This transformation will ultimately enhance the quality of everyday life for local residents, generate increased income, and support the structural evolution of small and medium-sized enterprises (SMEs) in the region. Samsung’s high-end technology can help reshape Cyprus’ economy to be more competitive, resilient and sustainable with our B2B solutions and integrated offering. Samsung’s B2B integrated offering is an all-in-one comprehensive package that integrates devices, solutions management and monitoring to suit all kinds of business environments. It is a solution tailored to specific needs; no matter which sector someone operates in (offices, hotels, education, healthcare, retail, residential, finance, transportation, F&B, etc.). Moreover, we offer consolidated and comprehensive support, accompanied by reliable aftercare service. We firmly believe that by fostering innovation and contributing to the development of a robust digital infrastructure, companies like Samsung can play a positive and influential role in helping Cyprus achieve its aspirations within the global tech landscape.

You were appointed as President of Samsung Electronics, Greece and Cyprus just over a year ago. What key objectives have you set for your tenure?

My key objectives are centred on bringing a unique technology experience to consumers, one that truly resonates with their daily lives and lifestyles. From what I have observed, Greece and Cyprus are both dynamic markets with a strong passion for technology, shaped by a distinctive, family-oriented culture that influences consumer behaviour. Moreover, I would be truly satisfied if, together with our talented and experienced team, we could advance digital literacy initiatives in both countries. At its core, this commitment to digital literacy will empower the citizens of Greece and Cyprus, enabling them to harness the vast potential of the digital world in a meaningful way.

• This article was first published in the April issue of GOLD magazine. To view it click here