Newsletter vf 3

MAGAZINE
AUGUST’16
“Work with dedication, but above all enjoy what life offers
to you”.
Américo Estevens
NDA
Unpacked
Note7

Américo Estevens | 1935 – 2016
A life dedicated to Samsung
It is simply not possible to talk about
Samsung history in Portugal without
mentioning the name of Américo
Estevens.
Samsung Electrónica Portuguesa (SEP)
was officially born in 1982, as the
pinnacle of the efforts of a small group
of people enthusiastically led by a Portuguese entrepreneur who
always believed in the strength of Samsung brand. That man was
Américo Estevens.
Despite all uncertainty involved, since Portugal was still a very young
democracy - the 25th of April Revolution occurred only seven years
before - he managed to convince Samsung top management to create
the first Samsung manufacturing subsidiary outside the Republic of
Korea in our country.
1982 - Samsung Electronics Co. a company only 13 years old at the time, became international
by establishing its first industrial unit in Alcoitão-Estoril – Samsung Electrónica Portuguesa. Mr.
Kim, ambassador of Korea inaugurating the Factory in the Opening Ceremony.

Américo Estevens | 1935 – 2016
A life dedicated to Samsung
Before that, Américo Estevens imported TV parts to Portugal and had
a good relationship with Samsung HQ. From time to time, some
company directors visited the country, and during one of those visits,
he took Mr. Kang to John Bull, a well-known bar and restaurant in
Cascais, that still exists. During lunch, Américo Estevens felt
confident enough to ask:
“why doesn’t Samsung open a factory in Portugal? Our
conditions are perfect!”
He first got a smile as an answer, but in the next second Mr. Kang
realized this challenge was for real. He took the proposal to Seoul
and what came after is history.
March 1982 - Samsung Electronics Co. formally signed the agreement for establishing a joint
venture Color-TV production plant.
He then became the first SEP President and put all his best efforts at
the service of the company, giving a significant contribution for it to
become the respected corporate citizen and the major Consumer
Electronics brand it is today in Portugal, after almost 34 years.

Américo Estevens | 1935 – 2016
A life dedicated to Samsung
December 1989 - first million color televisions made in our factory. At this time, we were
exporting to countries like Great Britain, Germany, France, Belgium, Spain, Luxembourg,
Greece, Ireland, Netherlands, Italy and Denmark. Outside the common market, we were also
exporting to Sweden, Norway, Finland, Austria, Yugoslavia, Israel, Switzerland and Angola.
Following 17 years of hard work and dedication, Américo Estevens
retired from the company at the age of 64 years old for health
reasons when he was diagnosed with thyroid cancer. After
successfully defeating the disease, he kept his strong ties to SEP,
being a close presence at SEP office almost every week, as a
consultant, year after year. He always had a smile for every SEP
employee, and was highly regarded by everyone, calling him “Mr.
Américo” with evident and sincere affection.

Américo Estevens | 1935 – 2016
A life dedicated to Samsung
About two years ago, Américo Estevens was diagnosed with a rare
degenerative neurological disease, having lost his ability to speak.
His visits to SEP office then became less frequent, since he could only
communicate by writing.
During 2015 SEP Christmas Celebration, Américo Estevens made the
one that would be his last appearance at a company official social
event. Mrs. Rosa Estevens addressed to all on behalf of her husband,
reading a short speech he wrote, remembering the years he gave to
this project since day one and comparing the small company he
raised from the ground with the great corporation it is today.
He then left his last message to all SEP employees, short but full of
meaning: “Work with dedication, but above all enjoy what life
offers to you”.
Américo Estevens, who had two
sons and four grandchildren, was
born in the 2nd of February 1935
and left us last 3rd of August 2016,
at the age of 81 years old. Beyond
his role as first SEP President he
was a prominent member and
President of Rotary Club Cascais-
Estoril, being regarded by everyone
as a great citizen, but above all as a
good man.
December 2015 – Mrs. Rosa & Mr. Americo
final speech at SEP 2015 Christmas Dinner.

The Number 3 of SEP Magazine is a
tribute to Mr. Américo Estevens, for
his contribution to our history
leaving us this remarkable legacy
which is SEP.

BUSINESS OVERVIEW
In July we had to face some constrains
(e.g. shortage) and in this conditions it
is important to maintain our focus even
under difficult market conditions, still
we are close to our MP target (Year to
Date 90%).
More than ever we need to be focused
in our Key Projects having in mind that
the outlook for the next months is very
packed.
In one hand we will launch the new
Mobile Flagship (Note 7) which will
position us stronger in B2B and B2C
markets, in DA we need to keep writing our success story of Add
Wash and reach 5000 units, in TV we have to guarantee absolute
number 1, moving the category for the next level and finally now it is
time to assume all our aspirations and ambitions in the IT Business -
together with Air Cond - with the start of the 2020 roadshow.
To bring all these activities to live is also very important the
contribution of marketing, retail and operations team for that I count
with their continuous commitment.
But for now it’s time to take a break and have some fun time for you
and your family. Take time to recharge batteries in order to prepare
us for a challenging Second Half where we want to keep achieving
our goals.
FREDERICO PAIVA

BRAND ACTIVITIES
NDA
Unpacked
Note7

BRAND ACTIVITIES
NDA Briefing
Non disclosure agreement briefings are getting more common inside
the communications strategy of Samsung. In this meetings some key
journalists and analysts (previously approved by HQ) have the exclusive
opportunity for a new product presentation and experimentation.
On the 27 th of July the Galaxy Note 7 NDA briefing took place in St.
Pancras Hotel in London. The briefing was presented by Jean Daniel-
Ayme, EVP for Mobile in Europe. After the presentation all journalists
and analysts are invited to go to the experimentation room.
Waiting in the experimentation room Samsung had product experts
ready to explain all new features of the device. Also, they had some
cool experimentation zones like “Note Heritage” where all Notes were
available for hands on experimentation. This way media had the
opportunity to feel the innovation path made by Samsung in this
segment created by the brand.

BRAND ACTIVITIES
Unpacked
The day when Samsung shows
all it’s power! Unpacked days
are special because you wake up
with a tingle of excitement that
shows the expectation for the
event that’s going to happen.
On the 2 nd of August the
Unpacked event was made
simultaneously in New York, London and Rio de Janeiro. The main
event was New York and both London and Rio were satellite events. DJ
Koh, President of Mobile Communications Business, entered the New
York stage and acknowledged the guests of all events connecting the
three cities in a simultaneous livestream.
Once again the disclosure of the product
was made in virtual reality, emphasizing
the importance of Samsung ecosystem
strategy. After the simultaneous
livestream each event had their own
speakers. European President YH Eom
and Europe CMO David Lowes starred in
the London event.

BRAND ACTIVITIES
Unpacked
After the presentation all guests are invited to go to the
experimentation zone .
With different areas to showcase different features of the product it
was possible to experiment the IP68, see the Note 7 accessories, talk
with product experts or take 360 pictures.
Meanwhile Samsung international speakers gave interviews to
European media outlets.
The event was a brand journey that started with the Galaxy Note7
launch and experimentation ending with brand engagement trough
virtual reality activations such as a kayak VR journey or 4D chairs with
skating content.

BRAND ACTIVITIES
Unpacked
Event was followed by Samsung community in several online
channels. Such as Samsung.com/pt, Social Media and Público
website.
The feedback was amazing! More than 14K users subscribed
interest to know more about the new Note (4 th country in Europe
with more registration)…
It was also the first time that Samsung had a live streaming post
with more than 100K views and 285K reach.
First Livestreaming
Post!
“Note7 is already in our hands
and want to go to a swim”

BRAND ACTIVITIES
Mummy
Daddy Bloggers
Meeting

BRAND ACTIVITIES
Mummy bloggers meeting
In April Addwash was introduced to the mass market through a
VIP event and ATL communication. In July we introduce again
Addwash to a very special target: Mummy and Daddy bloggers.
Relaxed meeting focused in
Laundry Tips hosted by
Portuguese
Radio
broadcasters and humorists
Ana Galvão e Joana Marques.
The event took place on a very trendy and coffee from Lisbon:
Rio Maravilha with a amazing view to Lisbon city.

people
3 questions to…Célia Inácio
New hires
Brand Enthusiast
Q2 General meeting
Doing well by doing good
Benefits & L&D

THREE QUESTIONS TO …
Name: Célia Inácio
Role: IM KAM B2B
Joined SEP: 01-11-2005
What are your main responsibilities?
I work as KAM for B2B Meo and Vodafone. My main responsibility is
to provide Portuguese companies with the best Samsung solutions
and mobility products.
My goal is to assure that Samsung Products are selected and
enriched with Samsung solutions (like KNOX) boosting Operators and
Samsung Sales and increasing Samsung presence in enterprise
business in Portugal. I work with Operators and their customers to
create new businesses opportunities.
What was your most positive moment in SEP?
Since 2005 we had a lot of
very positive moments as
well as some more difficult
ones. In the end what counts
are the good ones and the
people we lived them with. I
remark 3 strong moments: 1
– the launching of the 1st
smartphone in Samsung
where everything was new
to us (when I joined Samsung
mobile team was 6 people counting with me) and every day we
discover something new. 2 – When we become nº1 in the market,
after a strong fight with Nokia in the market. 3 – When we Opened
the first Samsung Store in a very short timing and the amazing team
work that was done.

THREE QUESTIONS TO …
What SEP doesn’t know about you?
I’m an open book so…. What SEP doesn’t know is what cannot be
known!

PEOPLE
New hires – Internship program
Inês de Castro
MARCOM & PR
Adriana Pires
DAM for Prt
Joana Santos
Digital Mkt & Contents
New hires – Multipessoal Team
Isabel Rodolfo
IM Retail Marketing

PEOPLE
BRAND ENTHUSIAST PROGRAM – NOTE 7
Brand Enthusiast is a loyalty Program directed to all SEP Staff that aim
to act as product ambassadors and endorsers for our flagship
products, inside and outside Samsung easing our way to becoming a
TOP5 Global Brand.
Be aware of your Inbox because we will have a new
Brand Enthusiast Program for our recently unpacked
Flagship Samsung Galaxy Note 7 –
The Smartphone that thinks big!
For now, have some photos of previous editions…

PEOPLE
Q2 General Meeting
In the past 19th of July SEP Q2 General Meeting was held at Cidade do
Futebol and we all had the opportunity to discover the backstage of our
Eurochampions Football Team.
Let’s remember those moments with some photos…
Working from home policy
As disclosed in July General Meeting, Working from Home Policy is
already available at SEP and all SEP Direct Employees (regular
employees, interns, temporary workers) are eligible to take 1 Day a
month (full day or 2 half days) to work from home!

PEOPLE
doing well by doing good – madeira
After the disaster in Madeira island due to
fire in the past week, SEP Citizenship Team
made a direct contact to Regional
Government of Madeira in order to provide
assistant to displaced families.
In the past Friday, promptly after the fire, Samsung Portugal provided
Home Appliances to equip 12 New Houses for 12 of the families that
lost their homes.
Each house got a package of 4 essential appliances:
1 Samsung Refrigerator;
1 Samsung Washing Machine;
1 Samsung Microwave oven;
1 Samsung Smart TV.

People
flexben
Samsung Flex Benefits are back…and it brings two new benefits Ticket
Care and Ticket Ensino - If you are SEP Direct Employee than you
have already received an E-Mail regarding this subject! Any doubts
contact HR Department.
L & D – annual leaders forum
Annual Leaders Forum is an annual online course for all Samsung
Electronics Leaders of Division, Team, Group or Part Leader that aims
to read changes in a business environment and an industrial
paradigm and to understand the role of a leader in encouraging
innovation and GRIT at work.
If you are assigned to this course you sure have received a notification
email. Pay attention… Deadline is August 26 th !

SEP IN THE NEWS
Galaxy Note 7 early review
Nuno Parreira interview
Gear Fit 2
Add Wash
Adene & ALD

SEP IN THE NEWS
Galaxy Note 7 early review - PPL Ware (Click to read)
As soon as the Unpacked ended Galaxy Note 7 already had early reviews
being published in specialized media. This is only possible due to the
NDA media briefings.
“The new features like iris scanner, body design,
water resistant S Pen and enhanced multimedia
capabilities make Note 7 a smartphone that will
hardly be beaten by its competitors”
Nuno Parreira interview – Diário Notícias (Click to read)
During the Unpacked event in London Nuno Parreira gave an interview
to Diário de Notícias. In this interview Nuno emphasized the importance
of Galaxy Note 7 ecosystem and talked about the smartphone market.

SEP IN THE NEWS
Gear Fit 2 and Icon X – Men’s Health (click to read)
Following last SEP Magazine and the Get in Gear article it’s possible to
see some of the results of the event. This double page review of our
devices is a example.
Rodrigo Sousa - Briefing (click to read full interview)
A Proust Questionnaire inspired interview to Rodrigo Sousa published in
Briefing. In a more personal note Rodrigo shows us some of his
preferences and opinions.

SEP IN THE NEWS
Samsung Add Wash – Definitivamente são dois (click to read)
After the mommy bloggers targeted event the bloggers made posts
about the event and the new amazing Add Wash.
A mothers dream – My special baby (click to read)
Another blog post about the event were the blogger says that the new
Add Wash is a mother’s dream!

SEP IN THE NEWS
ADENE e ALD release basics to Energetic Certification
A pioneer study with Altran, McDonalds, Samsung and Siemens Car
Fleets aims to establish basic criteria for energetic efficiency
Certification, besides consumptions and CO2 emissions.
All 5 companies got together at Museu do Oriente to dicuss the topic.

Many Thanks to Numb. 3 Participants
Frederico Paiva
Célia Inácio
SEP Magazine Team Ana Rita Silva Inês Lourenço Jorge Fiens Salvador Sampaio