In a bid to meet the growing trend towards digital convergence, Samsung has shifted Norman Krieke into the newly created role of sales director across its IT and consumer electronics (CE) divisions.
While sales growth in IT was strong, Krieke said Samsung had identified a need to address various areas of its CE business.
The joining of the two divisions was also in anticipation of increasing convergence of IT and CE products, he said.
Although there hadn’t been a great deal of overlap between the two divisions so far, Krieke said products such as plasma and multifunction monitors and TVs had an immediate alignment.
In addition, digital camcorders and hard drive recorders with DVD players, which had traditionally had a focus on the consumer space, could be used by the IT division to build a relationship within this market, he said.
“We could give some of our CE specific products an IT focus,” he said. For example, our MP3 players with built-in USB: traditionally these would be sold through the CE side, but they are tailor-made for the IT channel.”
Krieke was originally employed as Samsung’s national marketing manager for the CE division between 1991 and 1996. He has headed its IT division for the past three years.
Krieke said his initial focus would be on reviewing the structure of the two businesses, and appointing new staff to cover the vendor’s geographic needs and markets.
No job cuts were planned as a result of the management changes.
Krieke said Samsung was more than happy with its existing IT channel partners .
“The changes to the two divisions will be incremental rather than dramatic,” he said. “We were already on the right path.”