Company outlines ‘access, align, amaze and act’ as guidelines

LAS VEGAS ― Samsung Electronics’ Yoon Boo-keun had memorized his lines perfectly. Yes, his English was a bit stilted and he didn’t get the jokes quite right, but his keynote speech sent the message that Samsung was out to give: Sound human. 

“Today, we announce that our focus on digital humanism is evolving into human digitalism,” said Yoon, president of the company’ visual display business. “What we need now is digital technology that is truly aligned with our most fundamental human desires.”

Four guiding principles of access, align, amaze and act were outlined to help Samsung pursue the goal of human digitalism, the president said.

Access, align and amaze were meant to giving consumers more and better access to savvier yet comfortable products, while act called for stronger action for protecting the environment.

On a more strategic note, Yoon went on to tout Samsung’s competitiveness in the smart and 3-D TV markets, stressing these items would be the next big things in IT during most of the hour and a half speech that was more like a performance, complete with actors and dancers.

Yoon also tried to highlight the convenience and inter-connectivity of Samsung products by bringing a large lineup of high-profile CEOs onto the stage.