Samsung have recently started to go more upmarket with their latest mobile phones, partnering with both Bang and Olufsen and BMW.  This, it transpires, is all part of a huge brand-building exercise the company is about to undergo, as it attempts to grow the value of its brand to $70 billion by 2010. As part of this exercise, Samsung will recruit 30,000 new R&D staff and spend over $47 billion on R&D, focusing on the semiconductor, display, mobile communications, high value-added shipbuilding and nanotechnology sectors.
 
Not sure about the high value-added shipbuilding part, but Samsung’s mobile communications arm is going to get one serious injection of cash – can’t wait!