Samsung Elec. `to continue innovating despite adversity`

“We will continue our innovation for our customers despite any adversity.”

Shin Jong-kyun, the president of Samsung Electronics` information technology and mobile communications division, began speaking to the audience at 7 p.m. Wednesday at the event Samsung Mobile Unpacked in Berlin.

Attending were about 1,500 IT experts from all over the world including journalists, bloggers and industry pundits. The huge success of the event reflected global interest not only in Samsung’s new lineup but also in the company’s response to its difficulties after losing its patent lawsuit case against Apple. Foreign journalists asked Korean reporters whether Samsung could cope with this crisis.

Samsung emphasized creation and innovation throughout the event as if it had noticed such an atmosphere in the venue. “We won`t succumb to adversity,” Shin said, expressing Samsung’s will to continue fighting Apple, which humiliated the Korean company by labeling it a copycat.

“We always provide our customers with new experiences through technology. This is Samsung’s philosophy, and this must be continued,” he added.

Shin used to blast Apple and say Samsung would counter as much as it had to suffer against the American company. On Wednesday, however, he took a more cautious attitude and did not mention Apple, and said nothing about the lawsuit even in an interview with The Dong-A Ilbo after the event. Samsung staff blocked reporter access to Shin, who seemed conscious of the verdict in the case.

The event was held in Germany, where a court ruled against Samsung in August last year and ordered a halt to sales of the Galaxy Tab 10.1 in Europe. It also ordered the company to pull the Galaxy Tab 7.7 from last year`s International Consumer Electronics Show in Berlin due to its resemblance to the Galaxy Tab 10.1.

A Samsung employee said, “We chose Germany for the 2012 Samsung Mobile Unpacked not only because we had the electronics show for 2012 in mind, but also because we want to show the world that Samsung has successfully overcome difficulties and turned out stronger.”

kyu@donga.com