Samsung Electronics has made a strategic leadership shift by appointing TM Roh, the head of Samsung’s Mobile eXperience (MX) business, as the Acting Head of the Device eXperience (DX) division. This move comes after the unfortunate passing of Han Jong-hee, the previous head of the division. Given TM Roh’s track record in spearheading cutting-edge innovations in the mobile segment, his expanded role is expected to bring fresh insights and stability to the DX division.
A Seamless Leadership Transition
TM Roh has been at the helm of Samsung’s MX division since 2020. His tenure has been characterized by technological advancements, AI integration, and foldable smartphone innovation. With his new responsibility, Samsung aims to ensure operational continuity and growth across the DX division, which encompasses smartphones, home appliances, and TV segments.
To strengthen leadership within the organization, Samsung has also announced additional executive appointments:
- Won-joon Choi has been promoted to Chief Operating Officer (COO) of the MX division. Choi previously led R&D efforts and global operations, playing a pivotal role in enhancing Samsung’s mobile strategy.
- Cheolgi Kim has been appointed as Head of the Digital Appliances business, bringing his expertise from the marketing office of the DX division.
These executive realignments reflect Samsung’s proactive approach to ensuring business continuity and growth across its diverse product categories.
Strengthening Samsung’s Design Capabilities
Samsung has also reinforced its design strategy by appointing Mauro Porcini as President and Chief Design Officer. Porcini, who previously worked at Pepsi and 3M, is expected to revamp Samsung’s product design philosophy, bringing a fresh aesthetic vision to the mobile, TV, and home appliance segments.
With design being a crucial differentiator in the consumer electronics market, this move indicates Samsung’s commitment to offering not only technologically superior products but also visually appealing and user-friendly experiences.
TM Roh’s Vision and Industry Influence
TM Roh has played a transformative role in shaping Samsung’s mobile business strategy, particularly by focusing on:
- AI-driven features: Samsung has integrated artificial intelligence into its devices, enhancing user experience through smarter interactions and automation.
- Foldable smartphones: Under his leadership, Samsung has pioneered foldable technology, making it a mainstream mobile category.
- Market expansion: Roh has been vocal about Samsung’s commitment to emerging markets, particularly India, which is a key growth area.
At the Samsung Galaxy Unpacked 2025 event, TM Roh emphasized the importance of India in Samsung’s global strategy. He highlighted the country’s tech-savvy consumer base, which has shown greater adoption of AI-based features than many other markets.
Samsung has plans to increase investments in its R&D centers in Bengaluru and Noida, recognizing their role in developing AI capabilities for the next-generation Galaxy smartphones. Roh also announced that Hindi language support would be added to Samsung’s AI-driven features, alongside English and Korean.
Strengthening Partnerships and Supply Chain in India
Beyond product innovation, Samsung is also strengthening its supply chain and component partnerships in India. TM Roh has highlighted Samsung’s efforts to localize its operations, ensuring that manufacturing, component sourcing, and infrastructure development are aligned with India’s growing consumer electronics demand.
These partnerships are expected to:
- Improve cost efficiency and production capabilities.
- Reduce dependency on external suppliers.
- Expand Samsung’s presence in the Indian market.
Samsung’s focus on India’s digital transformation aligns with its broader global vision of creating sustainable and advanced technology ecosystems.
The Road Ahead for Samsung’s DX Division
With TM Roh at the helm of both mobile and DX divisions, Samsung is expected to see:
- Stronger integration between mobile and home appliances: The increasing role of AI and IoT (Internet of Things) in consumer devices suggests that Samsung will push for seamless connectivity across its product ecosystem.
- Greater emphasis on AI and automation: AI-powered enhancements in smartphones, TVs, and home appliances will drive consumer engagement and sales.
- Sustainable innovation: Samsung’s leadership has reiterated a commitment to eco-friendly initiatives, ensuring that future product lines align with sustainability goals.
Conclusion
The appointment of TM Roh as Acting Head of Samsung’s DX division is a testament to his proven leadership and innovation-driven approach. His ability to blend AI, design, and consumer needs has already reshaped Samsung’s mobile experience, and now, it is expected to influence home appliances and digital devices as well. As Samsung navigates a highly competitive technology landscape, TM Roh’s leadership is likely to play a pivotal role in driving growth and maintaining Samsung’s industry dominance.
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FAQs
How will TM Roh’s leadership impact Samsung’s Digital Devices and Appliances division?
TM Roh’s leadership is expected to bring innovation, AI integration, and a stronger ecosystem approach to Samsung’s Digital Devices and Appliances division. Given his success in driving AI and foldable technology in the smartphone segment, Samsung may now focus on enhancing AI-driven home appliances, seamless device connectivity, and advanced user experiences across its product range.
What changes can consumers expect under TM Roh’s expanded role?
Consumers can anticipate more AI-powered smart home solutions, improved connectivity between Samsung’s devices, and a greater emphasis on sustainability. Additionally, with TM Roh’s strong market focus on India and other growing regions, Samsung is likely to introduce localized AI features, improved product designs, and smarter automation in its upcoming device lineup.
