Samsung Merges Mobile and Appliance units into DX Division

As a part of restructuring its business, Samsung presented the branding for a division being created by the combination of its mobile and home appliance businesses. The company stated the Device eXperience (DX) Division name reflects its longer-term business structure and will strengthen cooperation among its diverse businesses, and create differentiated products and services.

Samsung’s DX Division is to be headed by vice chairman and CEO Jong-Hee Han and will comprise its visual display, digital appliances, health and medical equipment, MX, and networks business units. The company said in a statement that the naming reflects the longer-term future-oriented business structure and stronger global leadership.

Last week, Samsung detailed plans to merge its IT and Mobile Communications and Consumer Electronics groups, shake up its leadership team and change the name of its mobile division to MX. Sales at its IT and Mobile Communications unit fell 7% year-on-year to KRW28.4 trillion ($24 billion) during the third quarter of 2021, with smartphone shipments down 18.2% to 72 million units. At the group level, profit and revenue were both up during the quarter.