NEW YORK: Samsung is going globetrotting in an effort to spread its vision of digital convergence.
The Korean-based hi-tech company kicked off its "DigitAll Inspiration 2002 Samsung World Tour" at the Soloman R. Guggenheim Museum in New York in late September. With the unveiling of its latest gadgets, Samsung sought to establish itself as the leader in digital convergence.
"We have two main themes for this tour," said James Chung, manager for overseas PR. "The first is our vision of digital convergence. The second is what differentiates us."
Samsung's vision was on display at the Guggenheim - from its SmartPhone, which combines a PDA, mobile phone, and digital camera, to its new MIT (mobile intelligent terminal), which enables users to connect to the internet on the move while allowing data entries, to a refrigerator that lets users send e-mail, surf the net, watch DVDs, and (oh, yeah) store food.
"We picked the Guggenheim because these products are so fresh and so different and so dynamic, they belong in museums as works of art," said Bret Walrath, SVP at Edelman, Samsung's agency of record in the US.
The worldwide tour - which will also travel to Beijing, Singapore, and Paris - is part of an ongoing effort to foster Samsung's new upscale image.
The tour will help position Samsung as a trendsetter and leader in convergence, not a follower, according to Chung. Even if Americans are not as ready or willing to adopt such devices as Asians are, Samsung is laying the groundwork for when they come around, he added.
Eighty-nine journalists were at the Guggenheim for the event, generating coverage by The New York Times, Reuters, TechTV, and numerous trade publications, said Walrath.