[Edaily JAEMIN SONG Reporter Kim So-yeon] Amid mixed results for SamsungElectronics’ semiconductor and finished goods businesses, the heads of the two major business divisions called for a fundamental strengthening of competitiveness to mark the company’s 57th anniversary. The Device Solutions (DS) division, which posted record-breaking earnings thanks to a boom in artificial intelligence (AI) semiconductors, emphasized the need to secure technological competitiveness without resting on its laurels, while the Device Experience (DX) division, facing increased profitability pressures due to rising component prices, stressed the need to strengthen cost competitiveness and improve operational efficiency.

According to industry sources on the 30th, SamsungElectronics shared commemorative addresses from Jeon Young-hyun, Vice Chairman and Head of the DS Division, and Noh Tae-moon, President and Head of the DX Division, with employees ahead of the company’s 57th anniversary on the 1st of next month. SamsungElectronics plans to omit the annual founding anniversary ceremony starting this year and will instead hold events only at 10-year intervals, such as the 60th and 70th anniversaries.

In his commemorative address, Vice Chairman Jeon emphasized a sense of crisis amid the semiconductor boom, stating, “Today’s boom does not guarantee tomorrow’s competitiveness.”

He assessed the situation, saying, “Although our recent performance has improved, it is difficult to say that our technological competitiveness has fully recovered,” and added, “We still have a long way to go.” He urged the company not to rest on its laurels due to improved performance driven by growing demand for AI semiconductors, but rather to secure fundamental competitiveness centered on technology and quality.

Vice Chairman Jeon emphasized, “We must not lose sight of the fundamentals of the semiconductor industry: securing next-generation technological competitiveness, enhancing manufacturing efficiency, ensuring flawless quality, and improving yield rates,” adding, “A ‘superior lead’ is not a declaration or a slogan; it must be proven through technological competitiveness and quality recognized by customers—qualities that no one can match.”

He also stressed the importance of maintaining trust with customers, particularly during a semiconductor boom. “The better the market conditions, the more humble we must be,” Vice Chairman Jeon said, adding, “We must never make unreasonable demands on customers or assert our superior position simply because of a boom.” His point was that the foundation for sustainable growth must be laid by building a business structure that remains stable regardless of market conditions and by securing customer trust.

Meanwhile, President Noh emphasized the need to secure cost competitiveness in response to rising component prices and supply chain uncertainties caused by the surge in demand for AI semiconductors.

President Noh stated, “Competition among leading companies in AI services and device innovation is intensifying, and price increases driven by the explosive growth in AI-driven semiconductor demand are continuing.” He added, “The greater the supply chain risks—such as component prices—and the higher the uncertainty, the more we must enhance our proactive supply chain monitoring and management capabilities to secure differentiated cost competitiveness.”

He continued, “Above all, we must strengthen our market leadership by enhancing the fundamental competitiveness of our DEVICE business—including product refinement, quality, and operations,” and urged, “We must turn the fierce external challenges we face into an opportunity to secure fundamental competitiveness that sets us apart from our competitors.”

He also emphasized the cultivation of future new businesses. President Noh identified intelligent eyewear, AI companion devices, AI TVs, and home companion appliances as new growth opportunities. He also stated that the company would lay the foundation for future growth in new businesses—such as robotics, HVAC, medtech, and automotive electronics—by securing core technologies, building infrastructure, and making investments.

He also unveiled a plan to transform the company into a world-class “AI-native enterprise” by redesigning eight major business functions—including sales and logistics—into processes optimized for AI utilization.

President Noh stated, “Although the DX division is currently facing challenging business conditions, the sweat and effort we are putting in together now will serve as a solid foundation for greater growth.” He added, “Let us pave the way for the DX division’s future growth and leap forward by securing fundamental competitiveness, preparing for the future one step ahead, and fundamentally improving our organizational structure through AX.”