When Steve Jobs was alive, it was his job to plug the latest Apple product. Few can deny his theatrics helped boost iPhone sales.
For Samsung Electronics, it is Shin Jong-kyun, mobile chief of the Korean electronics giant.
Last week, Shin unveiled the Galaxy S4 mobile phone in Radio City Music Hall, New York.
The S4 unveiling was Samsung's decision to go after Apple in its home territory of the United States, the biggest smartphone market in the world.
Shin did his job with a high level of confidence. He didn't read from a prepared text, and spoke openly to the audience, conveying his feelings to them.
''Samsung executives were shy about plugging products. But it is transitioning to a marketing-driven company with top-rated products,'' said an unnamed official by telephone. "It is trickling down through the organization and Shin is at the forefront of this latest trend."
The official said Shin understands about appealing presentations, adding that he usually spends long periods of time preparing his speeches for key events.
"Shin is such an enthusiastic person. At first, he used to be tense ahead of presentations. Now he has overcome this. His presentation skills have been acquired through endless practice and lessons," an executive told The Korea Times.
Samsung held a theatrical launch this time, a wholly new concept never used by the company before.
Also it strategically picks venues in different countries holding events that highlight key features of its products, compared to Apple's announcements near its headquarters in California.
''Samsung has taken technology and innovation forward to help us get close to what matters in life, to help us live a richer, simpler and more full life,'' said Shin during the S4 launch event.
According to shin, the Galaxy S4 isn't just a phone but the right communications tool that blurs technology and humanity. He said Samsung is becoming an inspirational brand.
There had been doubt that Samsung's communication skills with the international community lacked clarity and failed to spur feelings as previous launch events were just focused on an announcement about the device.
But Samsung isn't the firm it used to be. As the world's top handset supplier, its representatives' presentation skills are getting much better. Shin took gradual steps to explain the key features of the S4 and didn't spend much time on the device's hardware specifications.