Samsung CEO urges staff to innovate in creating software platforms and ecosystems, ahead of a global brand relaunch in January

Samsung Electronics CEO Kwon Oh-hyun has urged his staff to build distinctive software platforms and ecosystems ahead of a planned global relaunch of the brand in January next year.

ChannelNews reports the Korean electronics giant is planning to launch a “radical brand makeover” at the Las Vegas Consumer Electronics Show in January next year, including a new logo. The company hopes to reposition the company as a global electronics brand alongside Apple.

According to The Korea Times, Kwon has urged his staff to become innovators rather than “fast followers” amidst concerns about the global economy.

“If you are satisfied with what you have achieved so far, then we will fall down suddenly. For a bright future, Samsung shouldn’t stop its vigorous efforts to find the next cash generators,” Kwon says.

“The economy is expected to see another slow year of recovery in 2013. The consumer electronics industry is at a major crossroads. This is a new trend that Samsung hasn’t experienced. No evolution means no future.”

“Samsung wants to become a market creator in a real sense not just as a fast follower. There are two key pre-conditions: building up distinctive software platforms and ecosystems.”

“I want to transform Samsung as the right spot to house more proven and qualified human resources. Samsung should become the podium for employees to realise their dreams by exchanging fresh ideas and sharing them freely. I will lead the way.”

Until now, Samsung has relied on Google’s Android platform to provide software and content for its popular Galaxy smartphones and tablets. However, last month SmartCompany reported the company is increasingly keen to aggressively challenge Apple, Google and Amazon in media downloads and software services.