New "Ultra Edition" Handset Heads Lineup;
Mobile WiMAX Shows True Technical Innovation

Samsung Electronics Co., Ltd, a leading provider of mobile phones and telecom systems, confirms its status as the industry's most innovative, exciting and inclusive handset vendor by launching multiple lifestyle-focused handsets at World Mobile Congress 2008.

Led by the new Ultra Edition handset, "Soul" - a phone of outstanding craftsmanship, beauty and latest technology, Samsung's stunning lineup will help consumers stand out from the crowd, whatever phone they choose to use.

Music fans, business users and fashion followers alike will be wowed by Samsung's latest range of handsets which deliver style and substance without compromise. Even the entry level handsets combine great design, usability and technology, showing that Samsung puts its heart and soul into everything it does.

Geesung Choi, President of Samsung's Telecommunication Business, says, "Samsung has developed its mobile brand to offer consumers the best in design and quality. Now, we are ready to add wider choices of mobile phones to match every individual consumer's need,"

Adds Choi, "Samsung will continue to offer consumers exciting mobile experiences through innovative technology and design. The product range at this year's Mobile World Congress shows that we truly understand our customers and what they desire from their mobile handsets, both now and in the future."

The inspiration for this year's range is built on Samsung's belief in offering real choice to mobile users, covering a wider market demographically and geographically. Its phones are a combination of modern design coupled with the latest features. The success achieved in the style-conscious mobile market - from the T100, the first color TFT LCD phone through to the Ultra Edition - has not only helped make Samsung the second largest mobile phone provider in 2007 but also confirmed its credentials as the world's hottest mobile phone manufacturer.

Soul - the Ultimate Essence of Mobile
Meaning 'the Sprit of Ultra', Soul is the completion of the Ultra Edition, which represents the pursuit of the perfect balance between looks and features. Slim and lightweight yet still boasting HSDPA connectivity and a 5-mega pixel camera, Soul demonstrates Samsung's leadership in both technology and design.

Despite being only 12.9mm thin, it has professional photographic functions including a 5 mega-pixel camera with power LED, face detection, image stabilizer, and Wide Dynamic Range (WDR) for advanced photography. 7.2 Mbps High Speed Downlink Packet Access (HSDPA) is supported for fast browsing and downloading. Enhanced music functions include music library navigation, and ICEpowerR digital power amplifier technology by Bang & Olufsen. Magic Touch by DaCP? enables simple and intuitive navigation of menus by changing the keypad functions depending on each user's needs.

A Handset for Every Lifestyle
Besides Soul, Samsung G810 is the perfect device for those who want to have fully packed multimedia services without compromising mobility and portability. P960 is Samsung's latest DVB-H mobile TV phone, expected to launch around April.

For multimedia fans who enjoy a professional level of music and camera functionality, Samsung has following choices. F400 is the music-specialized mobile offering the best sound quality with ICEpowerR digital power amplifier technology by Bang & Olufsen and a specially designed music navigation key. Beneath its unique dual-slider, there are also impressive hi-fi loud speakers. F480 is a 5 megapixel camera phone with full touch screen. Its sleek and trend-setting design is sure to give ultimate satisfaction to its users.

For those who want stylish yet efficient products at work, i780 and many other smartphones based on open operating systems such as MS Windows Mobile, Linux and Symbian are ready to launch.

Mobile WiMAX Leadership
Visitors at Mobile World Congress can experience Samsung's Mobile WiMAX - GSM interworking demonstration. With a specially developed proto-type Mobile WiMAX device, seamless video streaming while moving from Mobile WiMAX coverage to GSM coverage will be demonstrated. Furthermore, various scales of Mobile WiMAX base stations, so called U-RAS, and futuristic
OFDMA technology will be showcased.