Samsung Electronics has appointed TM Roh, the head of its Mobile Experience (MX) Business, as the acting leader of its Device eXperience (DX) Division. This leadership shift follows the passing of Vice Chairman and co-CEO Han Jong-Hee, who had previously overseen the DX Division.
Roh, who has been at the helm of Samsung’s mobile division since 2020, will now take charge of a wider range of products, including smartphones, televisions, and home appliances. This move comes as Samsung seeks to accelerate the integration of artificial intelligence across its consumer electronics offerings.
Roh will temporarily fill the leadership gap in the DX Division, which encompasses Samsung’s smartphone, home appliance, TV, and visual display businesses until a permanent successor is appointed.
Roh, an executive with over two decades of experience at Samsung, will continue to lead the MX Business while overseeing the expanded responsibilities within the DX Division. This reshuffle will ensure stable leadership within the company, especially as it navigates challenges posed by increasing competition and market uncertainties. The company has confirmed that Roh’s dual role will help bridge the leadership gap in the crucial consumer electronics business, allowing for continuity in strategic direction.
Roh, who spearheaded the development of Samsung’s AI-powered smartphones, will be key to expanding AI features across the company’s portfolio, including TVs and home appliances. Under his leadership, Samsung has launched AI-driven mobile devices, including the world’s first AI smartphone, contributing to the company’s strong performance in global smartphone sales.
While Roh has not been promoted to co-CEO at this stage, some industry insiders speculate that his performance in managing the TV and home appliance businesses could eventually lead to his elevation to the position.
As part of the leadership reshuffle, Samsung also appointed Won-Joon Choi as the Chief Operating Officer (COO) of the Mobile Experience (MX) Business, a newly established position. Choi, who previously served as the Head of Research & Development (R&D) and the Global Operations Team for the mobile division, will now oversee operations to streamline the business. Choi has played a pivotal role in developing Samsung’s Galaxy AI smartphones, which have bolstered the company’s position in the competitive mobile market. His new role is expected to further enhance Samsung’s operational efficiency as it looks to maintain its leadership in the face of fierce competition from Apple and Chinese smartphone makers.
In addition, Samsung appointed Cheolgi Kim, former Executive Vice President and Head of the Strategic Marketing Office for the MX Business, as the new Head of the Digital Appliances Business. The late Vice Chairman Han previously led this division, which includes key home appliances like refrigerators and washing machines.
Kim’s appointment is part of the company’s broader strategy to maintain stability and drive growth in its consumer electronics sector. The company faces challenges in AI memory development, competing with companies like SK Hynix and Nvidia.
