Samsung was the second largest cellphone manufacturer in 2009 with about 227 million cell phones shipped, giving it a market share of about 20 percent. But its smartphone market share lagged behind standing at only 3 percent with only six million smartphones shipped. With predictions that the smartphone market could reach 525 million units in 2012, Samsung will be focusing more on this space and is aiming to triple its smartphone shipments in 2010 to 18 million units.
According to Shin Jong-kyun, head of Samsung’s mobile division,
“There’ll be a big change in our smartphone strategy this year. We plan to strengthen our smartphone business this year by not just improving hardware offerings but also beefing up content, applications, services.”
Samsung’s strategy will include aggressive promotion of its bada mobile operating system.
Samsung also plans to grow its overall mobile phone shipments to up to 270 million devices.