Choi Readies for Paradigm Shift
By Kim Yoo-chul Staff Reporter Samsung Electronics, the world's biggest electronics maker, looks to make a difficult transition from a hardware-oriented company to a software-driven one. And chief executive Choi Gee-sung is assigned as the man to push the project forward. Choi, who became the lone CEO of the company in a management reshuffle in December, which departed from the previous structure of having different CEOs for different business segments, also promises to strengthen Samsung Electronics' position in the traditionally weak areas of personal computers, home appliances and digital cameras. Choi is focusing on injecting creative input all across Samsung Electronics business areas, as the company could no longer rely just on cutting-edge hardware and "volume-focused" manufacturing strategies when the game is becoming more and more about software, content and user experience. Choi, whose assertiveness earned him the nickname "Choi-tler," is revealing his more flexible side to enable the software transition, vowing to give more autonomy to software-related un