Willem Visser ging in 2007 aan de slag bij Samsung Electronics. Sinds 2018 is hij Vice President Mobile Division Benelux en verantwoordelijk voor smartphones, tablets, smartwatches, Note PC en alle mogelijke accessoires. Irene van de Laar ontmoet voor MASTERS de topman van de Koreaanse elektronicagigant op het hoofdkantoor van Samsung Nederland en spreekt met hem over de opvallende, innovatieve comeback van de vouwbare telefoon.
Willem Visser joined Samsung Electronics in 2007. Since 2018, he is Vice President Mobile Division Benelux and responsible for smartphones, tablets, smartwatches, Note PC and all possible accessories. I meet the Korean electronics giant's top man at Samsung Netherlands headquarters and talk to him about the striking, innovative comeback of the foldable phone.
You have now been with Samsung for 15 years. How do you explain this long-term commitment to the company?
"The dynamics 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 so long within the company."
What developments contribute to success?
"When it comes to the products, I think the innovation around the foldable introduction is impressive to see. We need to continue to monitor our Brand and Channel strategy closely and make the right decisions appropriate to the times. The people who work in this company make a difference, which is a key driver for me to work on this."
What is your current market position?
"We are doing well. Besides the Galaxy Fold4 and the Flip4, we also introduced the Galaxy S22 this year: a nice comfortable, capable and powerful Android phone. Every time we are able to increase market share. Almost half of the Dutch walk with or buy a Samsung device today. In the coming years, we have the goal of only further increasing the number of Samsung users."
How do you win consumer trust?
"You have to keep developing your brand. Of course, we use the assets we receive from South Korea, such as TV commercials we get as soon as we launch a new product. I think it's important to surprise consumers; 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 learned from the previous foldable generations in what consumers wanted in terms of improvements. I think we have succeeded well in that. The foldable is now even water resistant, which was not easy because of the hinge. The foldable is now not even penetrated by the selfie camera, which is hidden behind pixels."
What are the flagships right now, 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 user. The Galaxy Fold4 features a shape-shifting design, impressive screens, PC-like multitasking capabilities, and advanced camera technology. The Galaxy Flip4 builds on our user's favorite features. For example, the smartphone is the ultimate tool for self-expression. It has an ultra-compact design and an improved camera. Flip4 is made to be truly hands-free, so you can do more without opening your phone. You can do it all from the cover screen."
You've held countless smartphones in your hand. Which is your favorite?
"Right now the Fold4. I am wedded to the screen. I mainly use my phone for practical things. Meetings via Microsoft Teams, taking notes and consuming PowerPoint slides."
What is your target audience?
"The business customer, the gamer, the video viewer, the reader, the student. There is a foldable product for everyone. Like, for example, the colorful Samsung Galaxy Z Flip4, foldable like its big brother, only not like a book like the Fold, but like the folding phone of old. You can stand out with it. The Flip is stylish and iconic. We are making the foldable phone mainstream. When it comes to media strategy, we are targeting Gen Z."
What does the Smart Switch system entail?
"That simply means that you can transfer all your content from your old device to a Galaxy device very easily. You plug your cable into your old device, no matter what brand, and into your new Samsung device and with a few presses and minutes you have all your photos, contacts, data and apps transferred 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, yet he has been working hard as an entrepreneur for some time, as he reveals in the Big Interview. What's new is that his company JVDB Studios is offering to do social media marketing and short-format content marketing for other companies. "They can also go and figure it out themselves, but we cracked the code." Jordi gives a stage to like-minded entrepreneurs such as Jay-Jay Boske, Demy de Zeeuw, Chahid Charrak and Marcella de Bie, and discusses developments around games, crypto and NFT: "Just as bitcoin turned the financial system upside down, the same will happen with gaming." This extra-thick winter issue also features Lengers' first own ship, an interview with Corendon chief Atilay Uslu, specials on the new BMW 7 Series and Samsung foldables, and - exclusively for MASTERS! - an interview with Max Verstappen.
