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MAGAZINE<br />
AUGUST’16<br />
“Work with dedication, but above all enjoy what life offers<br />
to you”.<br />
Américo Estevens<br />
NDA<br />
Unpacked<br />
Note7
Américo Estevens | 1935 – 2016<br />
A life dedicated to Samsung<br />
It is simply not possible to talk about<br />
Samsung history in Portugal without<br />
mentioning the name of Américo<br />
Estevens.<br />
Samsung Electrónica Portuguesa (SEP)<br />
was officially born in 1982, as the<br />
pinnacle of the efforts of a small group<br />
of people enthusiastically led by a Portuguese entrepreneur who<br />
always believed in the strength of Samsung brand. That man was<br />
Américo Estevens.<br />
Despite all uncertainty involved, since Portugal was still a very young<br />
democracy - the 25th of April Revolution occurred only seven years<br />
before - he managed to convince Samsung top management to create<br />
the first Samsung manufacturing subsidiary outside the Republic of<br />
Korea in our country.<br />
1982 - Samsung Electronics Co. a company only 13 years old at the time, became international<br />
by establishing its first industrial unit in Alcoitão-Estoril – Samsung Electrónica Portuguesa. Mr.<br />
Kim, ambassador of Korea inaugurating the Factory in the Opening Ceremony.
Américo Estevens | 1935 – 2016<br />
A life dedicated to Samsung<br />
Before that, Américo Estevens imported TV parts to Portugal and had<br />
a good relationship with Samsung HQ. From time to time, some<br />
company directors visited the country, and during one of those visits,<br />
he took Mr. Kang to John Bull, a well-known bar and restaurant in<br />
Cascais, that still exists. During lunch, Américo Estevens felt<br />
confident enough to ask:<br />
“why doesn’t Samsung open a factory in Portugal? Our<br />
conditions are perfect!”<br />
He first got a smile as an answer, but in the next second Mr. Kang<br />
realized this challenge was for real. He took the proposal to Seoul<br />
and what came after is history.<br />
March 1982 - Samsung Electronics Co. formally signed the agreement for establishing a joint<br />
venture Color-TV production plant.<br />
He then became the first SEP President and put all his best efforts at<br />
the service of the company, giving a significant contribution for it to<br />
become the respected corporate citizen and the major Consumer<br />
Electronics brand it is today in Portugal, after almost 34 years.
Américo Estevens | 1935 – 2016<br />
A life dedicated to Samsung<br />
December 1989 - first million color televisions made in our factory. At this time, we were<br />
exporting to countries like Great Britain, Germany, France, Belgium, Spain, Luxembourg,<br />
Greece, Ireland, Netherlands, Italy and Denmark. Outside the common market, we were also<br />
exporting to Sweden, Norway, Finland, Austria, Yugoslavia, Israel, Switzerland and Angola.<br />
Following 17 years of hard work and dedication, Américo Estevens<br />
retired from the company at the age of 64 years old for health<br />
reasons when he was diagnosed with thyroid cancer. After<br />
successfully defeating the disease, he kept his strong ties to SEP,<br />
being a close presence at SEP office almost every week, as a<br />
consultant, year after year. He always had a smile for every SEP<br />
employee, and was highly regarded by everyone, calling him “Mr.<br />
Américo” with evident and sincere affection.
Américo Estevens | 1935 – 2016<br />
A life dedicated to Samsung<br />
About two years ago, Américo Estevens was diagnosed with a rare<br />
degenerative neurological disease, having lost his ability to speak.<br />
His visits to SEP office then became less frequent, since he could only<br />
communicate by writing.<br />
During 2015 SEP Christmas Celebration, Américo Estevens made the<br />
one that would be his last appearance at a company official social<br />
event. Mrs. Rosa Estevens addressed to all on behalf of her husband,<br />
reading a short speech he wrote, remembering the years he gave to<br />
this project since day one and comparing the small company he<br />
raised from the ground with the great corporation it is today.<br />
He then left his last message to all SEP employees, short but full of<br />
meaning: “Work with dedication, but above all enjoy what life<br />
offers to you”.<br />
Américo Estevens, who had two<br />
sons and four grandchildren, was<br />
born in the 2nd of February 1935<br />
and left us last 3rd of August 2016,<br />
at the age of 81 years old. Beyond<br />
his role as first SEP President he<br />
was a prominent member and<br />
President of Rotary Club Cascais-<br />
Estoril, being regarded by everyone<br />
as a great citizen, but above all as a<br />
good man.<br />
December 2015 – Mrs. Rosa & Mr. Americo<br />
final speech at SEP 2015 Christmas Dinner.
The Number 3 of SEP Magazine is a<br />
tribute to Mr. Américo Estevens, for<br />
his contribution to our history<br />
leaving us this remarkable legacy<br />
which is SEP.
BUSINESS OVERVIEW<br />
In July we had to face some constrains<br />
(e.g. shortage) and in this conditions it<br />
is important to maintain our focus even<br />
under difficult market conditions, still<br />
we are close to our MP target (Year to<br />
Date 90%).<br />
More than ever we need to be focused<br />
in our Key Projects having in mind that<br />
the outlook for the next months is very<br />
packed.<br />
In one hand we will launch the new<br />
Mobile Flagship (Note 7) which will<br />
position us stronger in B2B and B2C<br />
markets, in DA we need to keep writing our success story of Add<br />
Wash and reach 5000 units, in TV we have to guarantee absolute<br />
number 1, moving the category for the next level and finally now it is<br />
time to assume all our aspirations and ambitions in the IT Business -<br />
together with Air Cond - with the start of the 2020 roadshow.<br />
To bring all these activities to live is also very important the<br />
contribution of marketing, retail and operations team for that I count<br />
with their continuous commitment.<br />
But for now it’s time to take a break and have some fun time for you<br />
and your family. Take time to recharge batteries in order to prepare<br />
us for a challenging Second Half where we want to keep achieving<br />
our goals.<br />
FREDERICO PAIVA
BRAND ACTIVITIES<br />
NDA<br />
Unpacked<br />
Note7
BRAND ACTIVITIES<br />
NDA Briefing<br />
Non disclosure agreement briefings are getting more common inside<br />
the communications strategy of Samsung. In this meetings some key<br />
journalists and analysts (previously approved by HQ) have the exclusive<br />
opportunity for a new product presentation and experimentation.<br />
On the 27 th of July the Galaxy Note 7 NDA briefing took place in St.<br />
Pancras Hotel in London. The briefing was presented by Jean Daniel-<br />
Ayme, EVP for Mobile in Europe. After the presentation all journalists<br />
and analysts are invited to go to the experimentation room.<br />
Waiting in the experimentation room Samsung had product experts<br />
ready to explain all new features of the device. Also, they had some<br />
cool experimentation zones like “Note Heritage” where all Notes were<br />
available for hands on experimentation. This way media had the<br />
opportunity to feel the innovation path made by Samsung in this<br />
segment created by the brand.
BRAND ACTIVITIES<br />
Unpacked<br />
The day when Samsung shows<br />
all it’s power! Unpacked days<br />
are special because you wake up<br />
with a tingle of excitement that<br />
shows the expectation for the<br />
event that’s going to happen.<br />
On the 2 nd of August the<br />
Unpacked event was made<br />
simultaneously in New York, London and Rio de Janeiro. The main<br />
event was New York and both London and Rio were satellite events. DJ<br />
Koh, President of Mobile Communications Business, entered the New<br />
York stage and acknowledged the guests of all events connecting the<br />
three cities in a simultaneous livestream.<br />
Once again the disclosure of the product<br />
was made in virtual reality, emphasizing<br />
the importance of Samsung ecosystem<br />
strategy. After the simultaneous<br />
livestream each event had their own<br />
speakers. European President YH Eom<br />
and Europe CMO David Lowes starred in<br />
the London event.
BRAND ACTIVITIES<br />
Unpacked<br />
After the presentation all guests are invited to go to the<br />
experimentation zone .<br />
With different areas to showcase different features of the product it<br />
was possible to experiment the IP68, see the Note 7 accessories, talk<br />
with product experts or take 360 pictures.<br />
Meanwhile Samsung international speakers gave interviews to<br />
European media outlets.<br />
The event was a brand journey that started with the Galaxy Note7<br />
launch and experimentation ending with brand engagement trough<br />
virtual reality activations such as a kayak VR journey or 4D chairs with<br />
skating content.
BRAND ACTIVITIES<br />
Unpacked<br />
Event was followed by Samsung community in several online<br />
channels. Such as Samsung.com/pt, Social Media and Público<br />
website.<br />
The feedback was amazing! More than 14K users subscribed<br />
interest to know more about the new Note (4 th country in Europe<br />
with more registration)…<br />
It was also the first time that Samsung had a live streaming post<br />
with more than 100K views and 285K reach.<br />
First Livestreaming<br />
Post!<br />
“Note7 is already in our hands<br />
and want to go to a swim”
BRAND ACTIVITIES<br />
Mummy<br />
Daddy Bloggers<br />
Meeting
BRAND ACTIVITIES<br />
Mummy bloggers meeting<br />
In April Addwash was introduced to the mass market through a<br />
VIP event and ATL communication. In July we introduce again<br />
Addwash to a very special target: Mummy and Daddy bloggers.<br />
Relaxed meeting focused in<br />
Laundry Tips hosted by<br />
Portuguese<br />
Radio<br />
broadcasters and humorists<br />
Ana Galvão e Joana Marques.<br />
The event took place on a very trendy and coffee from Lisbon:<br />
Rio Maravilha with a amazing view to Lisbon city.
people<br />
3 questions to…Célia Inácio<br />
New hires<br />
Brand Enthusiast<br />
Q2 General meeting<br />
Doing well by doing good<br />
Benefits & L&D
THREE QUESTIONS TO …<br />
Name: Célia Inácio<br />
Role: IM KAM B2B<br />
Joined SEP: 01-11-2005<br />
What are your main responsibilities?<br />
I work as KAM for B2B Meo and Vodafone. My main responsibility is<br />
to provide Portuguese companies with the best Samsung solutions<br />
and mobility products.<br />
My goal is to assure that Samsung Products are selected and<br />
enriched with Samsung solutions (like KNOX) boosting Operators and<br />
Samsung Sales and increasing Samsung presence in enterprise<br />
business in Portugal. I work with Operators and their customers to<br />
create new businesses opportunities.<br />
What was your most positive moment in SEP?<br />
Since 2005 we had a lot of<br />
very positive moments as<br />
well as some more difficult<br />
ones. In the end what counts<br />
are the good ones and the<br />
people we lived them with. I<br />
remark 3 strong moments: 1<br />
– the launching of the 1st<br />
smartphone in Samsung<br />
where everything was new<br />
to us (when I joined Samsung<br />
mobile team was 6 people counting with me) and every day we<br />
discover something new. 2 – When we become nº1 in the market,<br />
after a strong fight with Nokia in the market. 3 – When we Opened<br />
the first Samsung Store in a very short timing and the amazing team<br />
work that was done.
THREE QUESTIONS TO …<br />
What SEP doesn’t know about you?<br />
I’m an open book so…. What SEP doesn’t know is what cannot be<br />
known!
PEOPLE<br />
New hires – Internship program<br />
Inês de Castro<br />
MARCOM & PR<br />
Adriana Pires<br />
DAM for Prt<br />
Joana Santos<br />
Digital Mkt & Contents<br />
New hires – Multipessoal Team<br />
Isabel Rodolfo<br />
IM Retail Marketing
PEOPLE<br />
BRAND ENTHUSIAST PROGRAM – NOTE 7<br />
Brand Enthusiast is a loyalty Program directed to all SEP Staff that aim<br />
to act as product ambassadors and endorsers for our flagship<br />
products, inside and outside Samsung easing our way to becoming a<br />
TOP5 Global Brand.<br />
Be aware of your Inbox because we will have a new<br />
Brand Enthusiast Program for our recently unpacked<br />
Flagship Samsung Galaxy Note 7 –<br />
The Smartphone that thinks big!<br />
For now, have some photos of previous editions…
PEOPLE<br />
Q2 General Meeting<br />
In the past 19th of July SEP Q2 General Meeting was held at Cidade do<br />
Futebol and we all had the opportunity to discover the backstage of our<br />
Eurochampions Football Team.<br />
Let’s remember those moments with some photos…<br />
Working from home policy<br />
As disclosed in July General Meeting, Working from Home Policy is<br />
already available at SEP and all SEP Direct Employees (regular<br />
employees, interns, temporary workers) are eligible to take 1 Day a<br />
month (full day or 2 half days) to work from home!
PEOPLE<br />
doing well by doing good – madeira<br />
After the disaster in Madeira island due to<br />
fire in the past week, SEP Citizenship Team<br />
made a direct contact to Regional<br />
Government of Madeira in order to provide<br />
assistant to displaced families.<br />
In the past Friday, promptly after the fire, Samsung Portugal provided<br />
Home Appliances to equip 12 New Houses for 12 of the families that<br />
lost their homes.<br />
Each house got a package of 4 essential appliances:<br />
1 Samsung Refrigerator;<br />
1 Samsung Washing Machine;<br />
1 Samsung Microwave oven;<br />
1 Samsung Smart TV.
People<br />
flexben<br />
Samsung Flex Benefits are back…and it brings two new benefits Ticket<br />
Care and Ticket Ensino - If you are SEP Direct Employee than you<br />
have already received an E-Mail regarding this subject! Any doubts<br />
contact HR Department.<br />
L & D – annual leaders forum<br />
Annual Leaders Forum is an annual online course for all Samsung<br />
Electronics Leaders of Division, Team, Group or Part Leader that aims<br />
to read changes in a business environment and an industrial<br />
paradigm and to understand the role of a leader in encouraging<br />
innovation and GRIT at work.<br />
If you are assigned to this course you sure have received a notification<br />
email. Pay attention… Deadline is August 26 th !
SEP IN THE NEWS<br />
Galaxy Note 7 early review<br />
Nuno Parreira interview<br />
Gear Fit 2<br />
Add Wash<br />
Adene & ALD
SEP IN THE NEWS<br />
Galaxy Note 7 early review - PPL Ware (Click to read)<br />
As soon as the Unpacked ended Galaxy Note 7 already had early reviews<br />
being published in specialized media. This is only possible due to the<br />
NDA media briefings.<br />
“The new features like iris scanner, body design,<br />
water resistant S Pen and enhanced multimedia<br />
capabilities make Note 7 a smartphone that will<br />
hardly be beaten by its competitors”<br />
Nuno Parreira interview – Diário Notícias (Click to read)<br />
During the Unpacked event in London Nuno Parreira gave an interview<br />
to Diário de Notícias. In this interview Nuno emphasized the importance<br />
of Galaxy Note 7 ecosystem and talked about the smartphone market.
SEP IN THE NEWS<br />
Gear Fit 2 and Icon X – Men’s Health (click to read)<br />
Following last SEP Magazine and the Get in Gear article it’s possible to<br />
see some of the results of the event. This double page review of our<br />
devices is a example.<br />
Rodrigo Sousa - Briefing (click to read full interview)<br />
A Proust Questionnaire inspired interview to Rodrigo Sousa published in<br />
Briefing. In a more personal note Rodrigo shows us some of his<br />
preferences and opinions.
SEP IN THE NEWS<br />
Samsung Add Wash – Definitivamente são dois (click to read)<br />
After the mommy bloggers targeted event the bloggers made posts<br />
about the event and the new amazing Add Wash.<br />
A mothers dream – My special baby (click to read)<br />
Another blog post about the event were the blogger says that the new<br />
Add Wash is a mother’s dream!
SEP IN THE NEWS<br />
ADENE e ALD release basics to Energetic Certification<br />
A pioneer study with Altran, McDonalds, Samsung and Siemens Car<br />
Fleets aims to establish basic criteria for energetic efficiency<br />
Certification, besides consumptions and CO2 emissions.<br />
All 5 companies got together at Museu do Oriente to dicuss the topic.
Many Thanks to Numb. 3 Participants<br />
Frederico Paiva<br />
Célia Inácio<br />
SEP Magazine Team Ana Rita Silva Inês Lourenço Jorge Fiens Salvador Sampaio