People
In conversation with Willem Visser
Willem Visser started working at Samsung Electronics in 2007. Since 2018, he has been Vice President Mobile Division Benelux and responsible for smartphones, tablets, smartwatches, Note PC and all possible accessories. I meet the CEO of the Korean electronics giant at the headquarters of Samsung Netherlands and talk to him about the striking, innovative comeback of the foldable phone.
You have now been associated with Samsung for 15 years. How do you explain this long-term commitment to the company?
“The dynamism of the company is what makes it attractive to me, and also the enormous responsibility I have within Samsung Benelux, where the company is very successful. That gives a lot of energy and satisfaction, and makes it interesting for me to stay within the company for so long.”
Which developments contribute to success?
“When it comes to the products, I think the innovation surrounding the foldable introduction is impressive to see. We must continue to monitor our Brand and Channel strategy closely and make the right decisions that fit the times. The people who work in this company make the difference, and that is an important motivation for me to participate in this.”
What is your market position at the moment?
“We are doing well. In addition to the Galaxy Fold4 and the Flip4, we also introduced the Galaxy S22 this year: a beautifully comfortable, capable and powerful Android phone. We are able to increase market share every time. Almost half of Dutch people carry a Samsung device or buy one today. In the coming years, we aim to further increase the number of Samsung users.”
How do you gain consumer trust?
“You have to keep developing your brand. We of course use the assets we receive from South Korea, such as TV commercials that we receive as soon as we launch a new product. I think it is important to surprise the consumer, we also do that through influencers. We have created an online environment that has become increasingly important, and we have established our own Samsung stores nationwide. In addition, partnerships are crucial. It comes down to making the right choices in terms of media strategy and channel development. "
Foldables are the future. What is Samsung's role in terms of technology?
“We are now in the fourth generation of foldables that we have deployed. Samsung is a company of innovation. We innovate based on consumer needs. For example, we have learned from previous foldable generations in what consumers' wishes were in terms of improvements. I think we have succeeded well in that. The foldable is now even water resistant, which was not easy due to the hinge. The folding screen is now no longer even broken by the selfie camera, which is hidden behind pixels.”
What are the flagships at the moment, and what do they promise?
“That is the S22 series, with Fold4 and Flip4 in the premium segment. This new generation of foldable devices offers an unparalleled mobile experience that meets the needs of our most demanding users. The Galaxy Fold4 features a shapeshifting design, impressive displays, PC-like multitasking capabilities, and advanced camera technology. The Galaxy Flip4 builds on our user's favorite functionalities. The smartphone is the ultimate tool for self-expression. It has an ultra-compact design and an improved camera. Flip4 is built to be truly hands-free, so you can do more without opening your phone. It can all be done from the cover screen.”
You've held countless smartphones in your hand. What is your favorite?
“Currently the Fold4. I am devoted to the screen. I mainly use my phone for practical matters. Meeting via Microsoft Teams, taking notes and consuming Powerpoint slides.”
What is your target group?
“The business customer, the gamer, the video viewer, the reader, the student. There is a foldable product for everyone. Such as the colorful Samsung Galaxy Z Flip4, foldable just like its big brother, only not like a book like the Fold, but like the folding phone of the past. You can distinguish yourself with it. The Flip is stylish and iconic. We make the foldable telephone mainstream. When it comes to media strategy, we focus on Gen Z.”
What does the Smart Switch system entail?
“This simply means that you can easily transfer all your content from your old device to a Galaxy device. You plug your cable into your old device, regardless of brand, and into your new Samsung device and with just a few taps and minutes you have transferred all your photos, contacts, data and apps to your new Galaxy.”
MASTERS MAGAZINE
Curious about the rest of the interview with Willem Visser? The winter issue of MASTERS was created in collaboration with Jordi van den Bussche. Many will know him as YouTuber Kwebbelkop, but he has been working hard as an entrepreneur for some time, as he explains in the Great Interview. What is new is that his company JVDB Studios offers to do social media marketing and short format content marketing for other companies. “They can also figure it out themselves, but we cracked the code.” Jordi gives a platform to like-minded entrepreneurs such as Jay-Jay Boske, Demy de Zeeuw, Chahid Charrak and Marcella de Bie, and discusses developments surrounding games, crypto and NFT: “Just as bitcoin turned the financial system upside down, will that also happen with gaming.” This extra thick winter issue also focuses on Lengers' first own ship, an interview with Corendon CEO Atilay Uslu, specials about the new BMW 7 Series and Samsung foldables, and - exclusively for MASTERS! – an interview with Max Verstappen.
