The company has traveled far from its roots as a seller of cheap appliances in the 1970s and 1980s when South Korean products were more likely to be panned than praised internationally.
Over those decades it has grown to become the world's biggest manufacturer of memory chips and LCDs -- key components that let PCs, digital music players and smartphones store data and display it on flat, high-resolution screens. And they are inside the company's own finished consumer products such as its top selling TVs and No. 2-ranked smartphones.
But Samsung still has a perception problem. It may be massive and its products known for high quality, but it has yet to mesmerize consumers. The idea the company is a follower, not a leader, risks being cemented by the global intellectual property battle that was ignited when Apple Inc. began legal action in April against Samung for what it says is uninhibited copying of its iPhone and iPad designs.
Sue Chung is someone Samsung should be winning over. Young, Korean and studying for grad school, she uses Apple's iPhone for reasons including ease of use and a positive feeling about its maker.
"The image is very important," she said, sitting in a Seoul coffee shop. "Apple's image is very free and more open."
Within South Korea -- a searingly ambitious nation that obsesses over its international standings in anything measurable -- pride in Samsung's achievements is leavened by comparisons with Apple and its quarter century of game-changing products such as the Macintosh computer and iPhone.
If Samsung Electronics Co. is to live up to the vaulting ambitions of its homeland and its top executives, many feel it must move beyond being a highly efficient imitator to creating products so original...
Source: http://www.mobile-tech-today.com/story.xhtml?story_id=80429
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