Technology: Samsung calls in EML for European account

Electronics giant Samsung has appointed EML as the tech PR agency for its Semiconductor Europe business, with a brief to promote near-field comms (NFC) technology.

Samsung entered the NFC market in December 2010, manufacturing a component that allows people to use mobile phones to pay for goods by touching a reader in-store. The new technology is expected to reduce the need for cash and credit cards.

Kingston-based PR shop EML will help Samsung to build on last December's launch, attempting to boost take-up of the new technology among European customers.

There was no incumbent agency.

Currently, Samsung is the market leader in memory components and LCD panels, which are used in computers, mobile phones and the entertainment industry, and hopes to emulate this success in the NFC market.

The campaign will focus on promoting the NFC device and other emerging technologies and apps from Samsung throughout Germany, the UK, France and the Nordic states. Recent innovations include in-dash GPS systems and an app for television connectivity to the internet.

Thomas Arenz, head of marketing and comms at Semiconductor Europe, said: 'Following the launch of our NFC product, we are in a position to start communicating with the market in Europe and promoting the topics that are important to the NFC industry.'

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