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years and at that time China was also like this – a very fast-growing market – sharply changing from feature phones to mobile phones. The generation is changing and I think Sri Lanka is in the same period right now. So our market is sharply changing from feature phones to smartphones. So looking at the next five years in Sri Lanka, just like in China, we can say we have a very bright future.
Q: What are your plans for Samsung Sri Lanka? What is your vision for the local operations?
A: As MD I have to build up the Samsung branding here and I have to manage the Samsung business, not only the mobile phone operations but also consumer electronics. We have strong brand power in Sri Lanka but I have to aim for more so our immediate aim is to build up stronger branding.
"It’s a developing country so the focus would be on improving research here and we have to aim to increase the total contribution to the Southwest Asian region for Samsung. I think the contribution of the region will increase greatly
We are a foreign company and even though we have strong branding we need to know more about this market. Product-wise I think we are ready. There’s money here and the buying power of the Sri Lankan people is improving, so I think it is the right time for Samsung products here
We should be the number one branch in South West Asia and later on Samsung can be an independent subsidiary here"
Q: Have you formulated any strategies to promote Samsung in Sri Lanka?
A: Part of why I’m here is to arrange more marketing activity. Not just marketing activity but we also want to focus on CSR activities as well. On 28 March we prepared a Samsung Day; not just for marketing but for the Sri Lankan people. We want to build up our brands and we want to share a cultural experience with the people in Colombo. We will not only focus on Colombo but we will expand this to other cities like Kandy and Galle. We will try to meet and communicate with Sri Lankan people more.
Q: What do you think Sri Lanka’s role is in contributing to Samsung’s vision for the region?
A: We have a total of nine regional headquarters. Sri Lanka belongs to Southwest Asia and the headquarters are in India. Bangladesh, Nepal and Sri Lanka fall under the regional headquarters. However, Sri Lanka’s role is very clear. It’s a developing country so the focus would be on improving research here and we have to aim to increase the total contribution to the Southwest Asian region for Samsung. I think the contribution of the region will increase greatly.
I think in the last 30-40 years the highest amount of attention from Samsung has been in this region. Even our President in India is really focussing on the development in the SAARC countries, especially in Sri Lanka. We are developing many products that are specialised for the Southwest Asian market. So we are focusing on this market very much.
Q: How has the local operation performed in recent years?
A: Every year we see big growth and this year we are aiming to achieve the highest growth ever in Sri Lanka. In Southwest Asia, including Sri Lanka, if you look at the last three years, the top line of Samsung, our Compound Annual Growth Rate (CAGR) averages 35%; which is extraordinary. We still have room for improvement. If we do more we can achieve this; that’s why I’m here.
Q: What’s the key for growing the market here? Is pricing a factor?
A: Not just pricing, I think we need to establish stronger brand power here. I think we have strong brand power here already but I want to build up brand activity further and I want to become more familiar with the Sri Lankan people.
Q: What are the challenges you face in this market? Have you identified any weaknesses in the operations that need improvement?
A: We are a foreign company and even though we have strong branding we need to know more about this market. Product-wise I think we are ready. There’s money here and the buying power of the Sri Lankan people is improving, so I think it is the right time for Samsung products here. We have different ranged products here and we have to introduce more line-ups suitable for this market. We are studying the lifestyles here and we will really try to make a specialised product for this market. It’s not exactly a weakness; it’s more of a task really.
Q: Samsung recently launched the Galaxy S6. Tell us a bit about this product?
A: We have adapted so many new technologies in building this; especially when it comes to its battery. In comparison to the S5, we have given up our older styles. Normally, you could replace the battery on your Samsung phones but on the S6 we have a built-in battery.
For the convenience of the customer we used new technologies for charging the phone as well. Wireless charging and shorter charging times are some of the new features. The battery lasts longer and with a quick 10-minute charge you can use the phone for four hours. So we’ve given up some of our strong points but I think we replaced them with new strong points.
Q: Even being known as a high-end, expensive brand in the local market, Samsung has received very positive feedback from the Sri Lankan consumers. What is the reason for this?
A: It’s very simple – everybody wants to buy a reliable phone. A mobile phone is not shared so everybody wants a reliable product. Samsung has a full line-up from feature phones to smartphones so everybody, according to their level, can choose a product that suits them. It’s a natural choice.
Q: Are there any investments in the pipeline for Sri Lanka?
A: Production wise we cannot officially tell you from this side at the moment.
Q: Where would you like Samsung Sri Lanka to be in the next five to 10 years?
A: We should be the number one branch in South West Asia and later on Samsung can be an independent subsidiary here. We can build on that. We should build up the business and expand operations; hire more people. As you know not many global companies have branches here in Sri Lanka but we are looking to take it one step further.
