In this interview, we sit down with Kathambi Murithi, the Marketing Manager of Samsung’s Consumer Electronics Division in East Africa, to delve into the company’s achievements, challenges, and strategic direction. As one of the region’s leading technology providers, Samsung has played a pivotal role in shaping the consumer electronics landscape in East Africa. Here, Kathambi highlights the division’s remarkable performance in 2024 and shares insights into how Samsung is redefining modern living for its consumers.
What were the key highlights for Samsung’s Consumer Electronics Division in the East African market in 2024?
In 2024, Samsung experienced remarkable growth across East Africa, expanding its presence in Kenya, Uganda, Tanzania, Rwanda, and Ethiopia. This growth was fueled by strong demand across key product categories, driven by increased digital adoption and the rising popularity of advanced technologies such as artificial intelligence and SmartThings. Our commitment to innovation, particularly in AI-powered home appliances and premium TVs, resonated deeply with consumers, aligning with their needs for smarter, more connected living solutions.
Which product categories witnessed the highest growth for Samsung in 2024
We observed robust growth across several categories. The 2024 premium TV models [Priced above KES 700,000 in the Neo QLED and OLED categories], high-capacity refrigerators, and bespoke washing machines were particularly strong performers. The increasing demand for premium features, connectivity, smart home solutions, and energy efficiency significantly fueled this growth.
How did Samsung differentiate itself from competitors in the East African market in 2024?
Samsung distinguished itself in the competitive electronics market through a strategic focus on innovation, quality, customer service, and partnerships. At the core of our success is a commitment to cutting-edge technology, as demonstrated by products like Neo QLED TVs and AI-powered home appliances. These innovations integrate advanced AI and IoT features, creating smart ecosystems such as Samsung SmartThings that enhance modern living.
Additionally, Samsung’s emphasis on premium quality and sophisticated design ensures our products meet the needs of discerning consumers. From energy-efficient appliances to the customizable Bespoke line, we blend aesthetics with functionality while championing sustainability through the use of recycled materials and eco-conscious manufacturing.
Exceptional customer service further solidifies our reputation. With a robust network of service centres, comprehensive warranties, and responsive support channels, we ensure a seamless customer experience. Furthermore, strategic partnerships with technology providers, content creators, and local distributors have expanded our reach and allowed us to tailor our offerings to diverse markets.
What were the key consumer trends observed in the East African consumer electronics market in 2024?
The consumer landscape evolved significantly in 2024, shaped by changing preferences and technological advancements. Key trends include:
- A growing demand for premium products with advanced features and superior performance.
- A rise in digital lifestyles, with consumers prioritizing devices that enhance convenience and integrate seamlessly into daily life.
- Increased environmental consciousness, driving interest in eco-friendly products and sustainable practices.
- The rapid growth of e-commerce, transforming how consumers shop by offering convenience and a broader product range.
How did Samsung leverage technology to enhance the consumer experience in 2024?
We leveraged technology to deliver personalized experiences and seamless connectivity through the integration of Artificial Intelligence [AI] and the Internet of Things [IoT] into our products. These innovations ensure our devices meet and exceed consumer expectations in functionality and convenience.
Additionally, we strengthened our customer support infrastructure with a network of experience stores and service centres across the region. These facilities provide efficient, hands-on customer service, ensuring quick issue resolution and a consistent, high-quality experience.
What are Samsung’s key priorities for the Consumer Electronics Division in the East African market in 2025?
Our priorities for 2025 include:
- Expanding our product portfolio with new and innovative offerings to meet evolving consumer needs.
- Enhancing customer service and after-sales support to ensure satisfaction and loyalty.
- Driving sustainable growth by promoting eco-friendly products and practices, reflecting our commitment to environmental responsibility.
What is Samsung’s vision for the future of consumer electronics in East Africa?
We envision a future where technology empowers consumers in East Africa to live better lives. Our goal is to provide innovative and accessible technology solutions that enhance everyday life, drive economic growth, and contribute to the overall development of the region.
