June 29, 2022

South Korean tech giant, Samsung Electronics Co. on Monday announces its newly merged unit for mobile and appliances as the device experience (DX) division. The new division comes as it plans to resolve and provide its customers with new, meaningful experiences.

The tech giant, last week had announced to have merged the consumer electronics and IT and mobile communications divisions. It has named Han Jong-hee as the new CEO to lead the new division. He was the former head of the visual display business.

According to the company, the new name shows the company’s ongoing commitment to creating new and meaningful experiences for customers and longer-term future-oriented business structure and stronger global leadership.

About the DX Division –

• The DX division works alongside the device solutions (DS) division, and the two pillars of the company’s business.
• The DS division comprises the visual display business; health & medical equipment business; digital appliances business; network business and MX business.
• MX stands short for mobile experience, and refers to Samsung’s mobile phone and tablet business.

The DS division includes its mainstay semiconductor business and is led by CEO Kyung Kye-hyun. The business takes up more than 60 percent of the company’s operating profit in the third quarter.

According to reports, the company has also recently promoted its task force on robotics development to a regular business team. The move signals that the company putting more efforts and resources into promoting the business as one of its future growth engines.

The company mentioned that it is one of the areas it plans to invest heavily over the period of three years.

The tech giant earlier in August had mentioned that it will invest 240 trillion won ($205 billion) in semiconductors, robots and super computers, pharmaceuticals, next-generation communication networks and IT research on artificial intelligence.

The company in January at the Consumer Electronics Show (CES) had unveiled an artificial intelligence-powered vacuum cleaner fitted with the 3D sensors and advanced remote sensing method LiDAR.

At the event, it also showcased the upgraded version of its Samsung Bot Care, a robotic assistant that was unveiled at CES 2019. While it also vowed to continue investment in the research and development of robots.