Mobile market in Figures

&

SAFE

Māris Ķikāns,

Samsung Electronics Baltics

Estonia, Tallinn

Latvia, Riga (head office)

Lithuania, Vilnius

Samsung Electronics

- 55 subsidaries accros the World, business in 85 countries - 32 R&D centres, 10 regional EHQ

Samsung Electronics Baltics (SEB)

Products

IT products Mobile Communications CE products

B2B products

46.2

26

11

41.8

15

36

Mobile Phones

Monitors

Note PC and Notebooks

LCD / LED TV

Digital Camera

Tablets

SEB, Industry overview

Source: GfK 12’Sept market research data

Market Share % Market Position %

4

1

3

1

1

1

Mobile market M/S, Baltics

Baltic Mobile market TTL, Q'ty %

Source: GfK 12’ Sept market research data

M/S Q’ty : Samsung became Nr.1 with 45% in Dec’11, Keeping leading positions in `12

42.8% 47.5% 46.2%

57.2% 52.5% 53.8%

jul, 2012 aug, 2012 sept, 2012

other

samsung

SmartPhones Vs. FeaturePhones, Baltics

Baltic TTL, Q'ty %

Source: GfK 12’ Sept market research data

Smartphones portion is steadily growing

61.1% 64.4% 57.1%

38.9% 35.6% 42.9%

jul, 2012 aug, 2012 sept, 2012

SmartPhones

FeaturePhones

Smartphone M/S, Baltics

Baltic SmartPhones TTL, Q'ty %

Source: GfK 12’ Sept market research data

Samsung is an uncontested SP market leader since May’11 (closest follower with twice lower M/S)

52.5% 51.3% 52.7%

47.5% 48.7% 47.3%

jul, 2012 aug, 2012 sept, 2012

other

samsung

Android portion reached ~76% Qty-wise in Q3’12

Smartphone Sales in Baltics by OS, 2012 (Qty-based)

Android Vs. other OS, Baltics

Source: GfK 12’ Sept market research data

73% 76% 80%

5 8 5 3 6

6 6 6 7 7 5 4

jul, 2012 aug, 2012 sept, 2012

other

asha touch

wp

symbian

bada

android

Tablets, M/S, Baltics

Baltic TTL, Q'ty %

Source: GfK 12’ Sept market research data

Samsung M/S portion is growing MoM

32% 37% 36%

68% 63% 64%

jul, 2012 aug, 2012 sept, 2012

other

samsung

Future Movement

Moving from Private to Business

Private

Social Networking

Email

Mobile Banking Web Browsing

Game

Future Movement

Moving from Private to Business

Business ERP

Healthcare

Services

Educational

Services

Corporate

Finance

Web

Conference Sales

Automation

Game Changer – Smartphone

116

131 140

148 154

44

61

79

99

119

'12 '13 '14 '15 '16

B2C B2B

Europe Smartphone Shipment 2012~16 B2C vs. B2B

Source: IDC, Strategic Analytics 2012

CAGR (Annual Growth %)

8%

28%

B2B / B2C Ratio (%)

2012

28%

72%

2016

44%

56%

B2B

B2C

* B2B: Corporate + Individual Liable

← 3.5 times larger (M units)

Game Changer – Tablet

WW Shipment 2012~16 Desktop vs. N-PC vs. Tablet

157 161 163 165 166

224 252 287 324 362

112 161

214 268

316

'12 '13 '14 '15 '16

Desktop PC N-PC Tablet

CAGR (Annual Growth %)

Tablet 30%

N-PC 13%

Desktop 1%

Key Factors

1. Tablets Replacing PDA, POS,

Entertain & Ruggedized Devices

2. Touch UX Lock-In*

* TabTimes,

The global tablet adoption phenomenon (2012)

Source: : IDC WW PC Forecast, SA WW Tablet Forecast (2012)

(M units)

- 14 -

BYOD (Bring-Your-Own-Device)

Benefits for Employees and Organizations • Increased productivity and employee satisfaction; • Attracting, retaining and supporting new talent; • Lower IT procurement, support costs; • Improved collaboration; • Transforming the workplace.

BYOD Implementation Challenges • Protecting data; • Security.; • Support; • BYOD costs; • Compliance requirements.

Change, How?

“SAMSUNG For Enterprise”

Enhanced Security, Accessibility, Flexibility and Efficiency.

Samsung Mobile is the ideal resource for corporate mobile solutions.

SAFE TM

Samsung officially announced SAFE programm as response to requests from customers regarding secure mobile devices and due to BYOD (Bring Your Own Device) programm increase

Platform

Partner Programm

Quality Assurance

Samsung For Enterprise (SAFE) makes mobile

devices safe for business

- 17 -

Samsung For Enterprise (SAFE) makes mobile

devices safe for business

SAFE Platform: SAFE smartphones and tablets provide stronger security on the device level to corporate employees using IT policy management through Microsoft Exchange ActiveSync (EAS) and on device encryption (ODE SAFE Partner Program: The Solution Partners can provide solutions supporting various features such as VPN and MDM using Samsung’s B2B platform. SAFE Quality Assurance: Samsung provides in-house reviews of Partner’s solutions based on SAFE Program standards. That helps corporate IT departments to easily select devices that meet the reliability standards established by Samsung

Samsung Android is ready for Enterprise

ANDROID

SAMSUNG

ANDROID

With the highest level of Security features ever for enterprise use

- 19 -

Wrap up....

- Mobility has become an essential driver of corporate productivity and

profitability

- Samsung is an uncontested SPH market leader in Baltics

- B2C&B2B market is changing towards BYOD program; Game Changer –

Smartphones and Tablets

- Android is dominating OS among SPHs in Baltics

- Samsung For Enterprise (SAFE) provides clear security features for

Android OS

- Samsung aims to be the leader for secure enterprise mobile solutions not

only for H/W but also for software

- 20 -

Thank you!

questions?!