Shawn Kwon has been appointed Vice President, Integrated B2B, overseeing the organisation’s holistic B2B strategy. With over 14 years of leadership experience at Samsung Electronics, Shawn has led strategic sales and marketing initiatives across global markets – most recently overseeing Direct-to-Consumer and online business operations for Samsung Electronics South East Asia and Oceania. His previous roles as Senior Director across business innovation, supply chain and corporate strategy, combined with earlier consulting experience at SAP, PWC, IBM and i2 across the US and APAC, bring a wealth of strategic insight and operational expertise. Shawn’s appointment reinforces Samsung’s commitment to expanding its integrated B2B offering and delivering transformative technology solutions across Australian businesses.

Supporting Shawn’s leadership are three key appointments:

• Shane Cook has been appointed Head of B2B Display and Branded Memory. With more than 25 years’ experience in B2B sales, strategy and management across ANZ and APAC markets, Shane will focus on strengthening Samsung’s commercial display and memory offerings, delivering tailored solutions for business customers.

• Helen Chady has been appointed Head of Product – Display and Branded Memory. In her role, Helen will be responsible for leading the division’s Channel and Go-To-Market strategy. Helen brings extensive experience leading category, insights and e-commerce strategies with her experience spanning a range of industries, including previous roles with Samsung Electronics UK.

• Atesh Mani has been appointed Head of Product – Air Solutions. Mani brings extensive industry experience, having previously held senior roles at Mitsubishi Electric, where he led product management, market analysis, and Go-To-Market strategies for a range of innovations.

These appointments are further supported by Mike Lilly, Head of Air Conditioning, and Mark Malcaus, Head of Integrated Sales – B2B, ensuring strong leadership across all areas of Samsung’s B2B operations.

Looking ahead to 2026, Samsung’s B2B strategy will centre on leveraging the power of its One Samsung offering – harnessing the full breadth of its product portfolio to deliver integrated technology solutions for businesses. The strategy expands beyond Samsung’s core Rugged Devices, Pro Display, Monitors and Air Conditioning offerings to incorporate AV solutions and Home Appliances, bringing the innovation Australians know in their homes into professional and commercial environments. With a renewed focus on key industry verticals, supported by dedicated sales teams, Samsung will ensure every business can unlock the full potential of its integrated B2B offering.

“I’m thrilled to join Samsung and lead the Integrated B2B team at such a pivotal time. Integrated B2B represents a new and exciting growth channel for Samsung, and an opportunity to deliver even greater benefits for our customers. With a refreshed structure and an experienced leadership team, we’re well positioned to expand across verticals, deepen partnerships, and deliver the best of Samsung innovation to Australian businesses,” said Shawn Kwon, Vice President, Integrated B2B, Samsung Electronics Australia.

To further support this ambition, Samsung has bolstered its showroom capabilities, expanding its B2B showrooms to showcase solutions tailored to key verticals such as education, retail, display technologies, rugged devices, and a wider Samsung ecosystem room featuring its range of products. This enhanced showroom experience will enable customers to see firsthand the power of Samsung’s integrated ecosystem, demonstrating how multiple product categories work together seamlessly to deliver innovative and scalable business solutions. The expanded showroom will be a strategic priority, providing a tangible environment to inspire and engage partners and customers alike.

Phil holds a 12-year long tenure at Samsung, first starting at Samsung Electronics UK in the former IT division which spanned both B2C and B2B notebook, print and display solutions; and in 2019 relocated to Sydney with his family, to join Samsung Electronics Australia. During his six years leading the Display Brand & Monitors at Samsung Electronics Australia, Phil has spearheaded the subsidiary’s fastest growing division, inclusive of both a consumer and enterprise portfolio which consist of Pro-Display, Monitors and Memory (Storage) solutions. Prior to Samsung, Phil has an additional 12 years’ experience in the consumer technology industry, spanning a mix of sales and management roles.

As proud leaders in innovation, Samsung Electronics Australia continually evolve to better meet the dynamic consumer electronics landscape, and pre-empt our customers’ needs. Phil has a people-centric approach, coupled with rich relationships, spanning all facets of retail and channel. Samsung welcomes Phil to the role, and with his deep industry expertise, he will navigate our business’s continued growth and success.

Over the past month, Samsung Electronics Co., Ltd hosted five launch events, showcasing its latest additions to the Rugged Range lineup across multiple capital cities. Designed specifically for demanding environments and B2B applications, the Galaxy XCover7 and Galaxy Tab Active5 empower workforces to maximise productivity with a seamless, versatile user experience. As 89% of businesses surveyed in the Asia-Pacific agree mobile devices are a key contributor to strong business performance,[1] it’s clear why access to efficient and practice devices is so important when it comes to empowering your employees.

As a first-of-its-kind national B2B experience, Samsung was able to bring in-person immersive events to Sydney, Melbourne, Brisbane, Perth and Adelaide, making it easier for key partners across the country to learn about the range and get hands-on. With immersive product experiences and customer testimonials, B2B customers were able to see firsthand, the real benefits of Samsung rugged devices and the ways they can help innovate their work place.

Rob Taylor, Head of B2B Division, Mobile eXperience at Samsung Australia said, “Our research supports the growing interest of enterprise devices and as ways of working evolve, employers need access to durable, optimised and secure devices to maximise productivity in their workforce. These events allow partners to see how these features are brought to life on Galaxy rugged devices first-hand.”

Stephen Mummery, Regional Sales Director, Advanced Mobile IT (AMIT) said, “The Samsung range, and in particular the Tab Active series, have been a cornerstone offering for AMIT customers seeking an in vehicle ruggedised tablet solution. The Samsung Tab Active Range has allowed AMIT customers to refresh the tablet without having to change other infrastructure such as docks and power solutions due to its almost exact same form factor as the previous model. The Samsung XCover is probably the most affordable ruggedised handset available today. The programmable quick launch key allows for fast application use in the field.”

In total, the launch events saw an attendance of over 300 partners and customers, across construction, mining, manufacturing, and government sectors.

Why Choose Samsung’s Rugged Range

Samsung’s Rugged Devices  have been tested against tough and demanding  conditions. With IP68 and MIL-STD 810H certifications, they offer impressive protection against water, dust, and shocks. Customisable options like the Programmable Key and advanced NFC capabilities help enhance operational efficiency whether your employees are customer facing, in field or on the frontline. These devices are ready for seamless integration with partners, enabling barcode scanning and augmented reality functionalities. Tailored for specific sectors including transportation, public safety, and manufacturing, the Galaxy XCover7 and Tab Active5 deliver reliable performance and customised solutions.

To learn more about Samsung’s Rugged Range, visit https://www.samsung.com/au/business/mobile/rugged/

[1] TRA “Ruggedized Smartphones & Tablets in Asia Pacific – Enterprise Adoption, Use Cases and Benefits 2023”

Samsung Electronics Australia has today unveiled Samsung One, the company’s new flagship business partner program, which will initially be offered to select Samsung distributors and resellers for its Mobile Experience division. The products and solutions included within the Mobile Experience portfolio include smartphones, tablets, wearables and Samsung Knox security and mobility services.

The initiative combines marketing toolkits, sales enablement assets, product information, news and commercial incentives through a single online platform, as well as a training program that can be accessed via desktop and a mobile app. Plans are also underway to introduce a rewards program in the future.

Samsung One includes a number of key pillars that partners can access to support their business growth:

• Commercial – an extensive dashboard showcasing partner sales data, analysis and engagement to take performance to the next level.
• Training – a series of business-to-business-specific training modules on Samsung’s mobility products and solutions, designed for the development of Samsung’s partners and their salespeople. The training content will cover essential topic areas that will enable improved sales performance, including deep dives into: Why Samsung for business, devices, ecosystem, Enterprise Edition, rugged range, Samsung Knox, and solutions and partnerships.
• Champion Program – an opportunity for partners to nominate champions within their business who will receive additional training, engagement with Samsung and have access to the latest devices to drive advocacy and knowledge.
• Incentives – rewards for Samsung’s partners who reach certain targets, to drive best practice, encourage high performance and incentivise education among its sales force.

The program also introduces tiers certification level – Registered, Authorised, Advanced and Elite. The four-tier program has been built around three core fundamentals: capability; customer experience and engagement; and business growth. As partners move-up the tiers, they can gain access to additional bespoke support tools and services as well as greater benefits to meet the needs of their own customers and achieve their goals.

While commercial, marketing and support benefits vary between tiers, every partner will receive full access to training, sales engagement guides, marketing toolkits, and deal registration – regardless of its certification.

Samsung One was first launched in the United Kingdom in November 2020. Australia is the second country to launch the program locally.

Danny Mandrides, Head of Enterprise & Government, Mobile Experience division at Samsung Electronics Australia, said: “We are excited to bring Samsung One to Australia. Partners have always been at the core of our company’s strategy and they are key in supporting us to drive our growth and achieve our business objectives.

“The program is designed to empower our partners with necessary tools to excel and help them to better serve their customers. Samsung One demonstrates our commitment to our Australian distributors and resellers and we will continue to invest in our partner strategy to maximise their potential and growth in the future.”