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CUSTOMER RELATIONSHIP

MANAGEMENT

AT

Submitted to:
Submitted by:

MS. SUPRITI AGARWAL


GROUP 8
Faculty- CRM
GAURAV GOEL

RAHIL KATARIA

RITIKA TRIPATHI

SAMSUNG INDIA-AN INTRODUCTION

Samsung India Electronics Private Limited (SIEL) is the Indian subsidiary of the US $55.2
billion Samsung Electronics Corporation (SEC) headquartered in Seoul, Korea. It is the hub of
Samsung’s South West Asia Regional Operations, and looks after its business in Nepal,
Bangladesh, Maldives & Bhutan besides India.

MISSION AND DIGITAL VISION

The vision of SAMSUNG Electronics is "Leading the Digital Convergence Revolution" and our
mission to carry out this vision is "Digital-ε Company.

There are two requirements for being "Digital-ε Company", and the first is clearly about being
"Digital" producing not just digital products, but products that inspire digital integration across
our entire company. The second part of being a "ε" is to use ε- Processes connecting R&D,
production, and marketing to customers, partners, and the market-disciplined approach is the
way we bring value to every part of our supply chain, including products data and customer
relationship through Enterprise Resource Planning (ERP).

SAMSUNG Electronics will network core components such as memory chips, system-LSI and
LCDs as well as A/V, computers, telecommunication devices, home appliances and other stand-
alone products into a total solution of digital convergence era.
For this goal, electronics was restructured into 4 strategic business areas - Home Network,
Mobile Network, Office Network and Core components - that support products network. Also,
we have pioneering products and technology in the semiconductors, telecommunication devices
and home appliances fields, which will make SAMSUNG Electronics a most competitive total
solution provider in digital convergence.

4 STRATEGIC BUSINESS AREAS

SAMSUNG Electronics will strengthen its already strong core component businesses such as
memory chips and TFT-LCDs, and focus on high valued products such as system LSI, small &
mid-size LCDs, and optical components. Also in the future, based on even SOC (System On a
Chip) and SOP (System On a Panel) that are main parts of all machinery industries, we will
focus on three network business areas.

First of all, our Home Network business will be centered on digital TV and home server and
home gateway businesses. Secondly, Mobile Network business will be based on wireless
handsets. We will expand this business into PDAs and laptops and set up the next generation
telecommunications, IMT-2000 system. Thirdly, in Office Network business, we will focus on
printers, IP Terminal, info mobile as well as existing display area.
SAMSUNG Electronics has 9 tier 1 products in the global electronics market. In addition to
these tier 1 products, - memory chips, TFT-LCDs, CDMA handsets, display devices and more.
We will include digital TVs, IMT-2000, computer peripherals, and Home Appliances as our new
tier 1 products to strengthen 4 strategic business areas and setup firm foundation for future
growth. Also, we will focus on core components such as SOC, SOP and so on that are essential
for network products based on core R&D technology and ε-Process.

No. 1 In The World

Early Establishment of ε-Process

To reduce the lead time on supply chain SAMSUNG electronics networked 4 processes, which
are, customer management process, R&D management process, and supply chain management
process. It is ε-Process that connects R&D, production, marketing and customers. Also, as we
acknowledged the need for IT infrastructure to speed up 4 processes, we adopted ERP
(Enterprise Resource Planning) system in domestic and overseas subsidiaries.

SAMSUNG Electronics will converge and network SCM (Supply Chain Management), PDM
(Product Data Management), and CRM (Customer Relationship Management) systems and set
up global real-time management information systems.

Internet Based IT Infrastructure


BRAND VALUE

In the digital era, products will be distinguished by brand more than by its functions or quality.
Since 1999 SAMSUNG Electronics is practicing global brand communication strategy. Based on
the research done by Interbrand INC., USA, SAMSUNG Electronics is the fastest growing brand
from 6.4billion USD (2001) to 12.55 billion USD (2004) in brand equity.

In the future, SAMSUNG Electronics will practice holistic marketing strategy instead of
individual marketing plans to strengthen its market power and increase brand value with high
quality products. Under the brand concept of "Wow, Simple, Inclusive", SAMSUNG Electronics
is launching a worldwide brand campaign.

MARKET ORIENTED ENTERPRISE

SAMSUNG Electronics provides a unique solution that fits customers' needs. For this, we will
expand the marketing platform based on global CRM (Customer Relationship Management) that
is applicable to all products. Also we will develop a digital network platform that improves
compatibility between products to serve our customers with the best solution. SAMSUNG
Electronics is putting and will continue to put our customers' needs first to go forward as a
market-driven and reliable company.
OUR VALUES

Our value structure follows P-V-P system; Management Philosophy, Core Values, and Global
Code of Conduct (Principles).

People :

We value our people with a strong belief in "A company is its people" philosophy &
provide opportunities to perform their full potential.

Excellence :

We give our best efforts with endless passion & challenge spirit to become world best in
every ways.

Change :

We rapidly take the initiative in executing change & innovation with a sense of crisis: we
can not survive if we do not constantly strive to innovate.
Integrity :

We act in a right and ethical way in all manners, ensuring fairness with honor and grace.

Co-prosperity :

We take full responsibilities as a good corporate citizen in pursuit of mutual prosperity of


our community, nation and human society.

SIEL commenced operations in India in December, 1995. Initially, a player only in the Colour
Televisions segment, it later diversified into colour monitors (1999) and refrigerators (2003).
Today, it is recognized as one of the fastest growing brands in the sphere of digital technology,
and enjoys a sales turnover of over $ US 1 billion in a just a decade of operations in India.
Samsung in India has a presence in the following areas of business:

• Consumer Electronics (CE)/Audio Visual (AV) Business Home Appliances (HA) Business
Information Technology (IT) Business

Its operations are broadly divided into the following key sub-functions:
• Sales & Marketing Manufacturing Software Centre Operations THE SALES & MARKETING
FUNCTION Headquartered in New Delhi, Samsung India has a network of 19 branches and 16
Area Sales Offices (ASOs) located all over the country, and the number is expected to grow, as
the organization continues to expand its horizons. The Sales & Marketing function at Samsung is
primarily divided into two categories:

• Sales & Marketing (IT) Sales & Marketing (AV/HA) Apart from sales to households through
its robust distribution channel, SIEL also has a huge clientele in the Institutional Sales space.
Therefore, there is a separate department devoted completely to this function. It is the VMB
(Vertical Market Business) department that is responsible for making sales to institutions such as
airports, hotels, banks, movie theatres, etc. Another function of the sales & marketing function at
SIEL is public relations, also known as corporate communications. Here, the scope of activities
includes maintaining liaison with the Media, organizing corporate social responsibility
initiatives, website management, corporate literature, etc.

THE MANUFACTURING FUNCTION SIEL has its manufacturing facility at Noida, U.P.

This is the state-of-the-art, high-tech facility for manufacturing Color Televisions, Color
Monitors, and Washing Machines & Refrigerators. This manufacturing unit consists of
sophisticated facilities with latest Auto Insertion Machines, Auto PCB Tester, High Efficiency
Module Conveyor, and all modern machines geared up for High Speed, High Volume & Very
High Quality Production.

Samsung firmly believes that continuous innovation is the key to making path-breaking
improvements in our products & processes and achieve productivity goals beyond imagination.
Samsung uses many tools for innovation such as “Reduced 7 Type of Wastage & SixSigma”.

Samsung commitment to grow through continuous innovation has helped us improve our
productivity by 200% in the last 5 years. Samsung India is also instrumental in carrying out
Hardware Research & Development at its Noida R&D Centre.

The focus of the R&D Centre is to customize both Consumer Electronics and Home Appliances’
products to better meet the needs of the Indian customer.
From color televisions designed for higher sound output, to washing machines with special “Sari
Wash Course”, DNIe vision series of Flat CTVs especially designed for the Indian market to
Samsung mobiles with regional languages menus, the Samsung R&D Centre in India is helping
the company to continuously innovate and introduce products customized for the Indian market.

THE SOFTWARE R&D CENTRE SIEL Software R&D Center was set up in September 2002
as a Software R & D Centre in Noida, U.P.

SIEL Software Centre is involved in the business of developing embedded and desktop software
for Samsung Electronics Corporation in a variety of areas related to Analog and Digital TV,
Monitors and other Multimedia technologies. SIEL Software Center has successfully completed
more than two hundred projects in collaboration with Samsung Headquarters Visual Display and
Digital Media divisions (Korea).

SIEL Software Center engineers continuously strive to improve the performance and introduce
innovative features to make the end products more efficient and user friendly. We design and
implement some of the critical components for products such as next generation CRT and
Projection TVs, Plasma and LCD TVs, DLP TVs, Digital TV Set Top Boxes, DVD Players,
MP3/Video players, PDAs, 2D/3D Graphics Engines, Camcorders, Multimedia applications etc.,
and believe in following optimized and stringent quality processes to build these world leading
products.

Worldwide through its cutting edge technologies Samsung aim to revolutionize the way and
break the barriers to ride on the frontiers of technology to provide superior quality products to
Samsung's customers.

Their Engineers continuously strive to improve the performance and introduce innovative
features to make these products very user friendly. We follow optimized and stringent quality
processes to build these world leading products For SIEL Software Center to continue to remain
a strategic and key R&D Center of Samsung Electronics, it is important that every employee of
SIEL Software Center contributes his/her fullest potential and capabilities. SIEL Software Center
is always looking for dynamic individuals who are driven by ambition, youth, vibrancy and
challenge.

Management information system Management information Systems (MIS), sometimes referred


to as Information Management and Systems, are the discipline covering the application of
people, technologies, and procedures — collectively called information system — to solving
business problems. Management Information Systems are distinct from regular information
systems in that they are used to analyze other information systems applied in operational
activities in the organization.

Academically, the term is commonly used to refer to the group of information management
methods tied to the automation or support of human decision making, e.g. Decision Support
Systems, Expert systems, and Executive information systems Samsung India moves operations
to the Net Realizing the potential of the Internet, consumer goods major Samsung India
Electronics Limited (SIEL), has not limited its activities to the mere creation of a website, but
has instead used it a business facilitator.

At a time when most companies in India are still sceptical about using the Net, and those that
have, have limited it to the creation of a website which merely serves as an disseminator of
information, Samsung India Electronics Limited (SIEL), the consumer electronics major, has
been one of the trendsetters in this space. Within a mere three years since commencement of
operations in 1995, the company established its presence on the Web and has gone from strength
to strength to establish itself as an enterprise.

The applications on the B2B front include ‘GLONET’ for its vendors, ‘SERVICENET’ for
authorised service centres and EDI for custom and bank. www.samsungemart.com, the e-
commerce site for its customers forms the B2C part of SIEL’s e-marketing program. The
significant applications under this include Customer Relationship Management (CRM) and
database marketing.

The company’s e-business strategy comes a full circle with the third angle providing an
‘Information Channel’ through its website www.samsungindia.com with applications such as
Digital World and Call Login. Business to Business (B2B) Global Logistics Network Systems
(GLONET) Vendors: With sourcing for production being done from both domestic and
international markets,

SIEL realised the need for streamlining its processes with its vendors to lead to more efficient
and transparent functioning. Hence, in 2000, Samsung launched its B2B initiative. This involved
linking the key vendors, which form the bulk of Samsung’s sourcing (26 domestic and 30
international) through Samsung’s GLONET.

This marked the company’s first initiative on the B2B front. GLONET is being used to
effectively purchase Samsung India’s requirements from its International Procurement Offices as
well as vendors in India.

As soon as the purchase order is raised, it is transmitted to the vendor real-time as the system is
Web based. The EDI Application extends from order placement and sharing of the production
plan (4 weeks fixed and 12 weeks rolling production plan) to invoicing.

Account reconciliation with these vendors is also done online. “The implementation of
GLONET has shortened the business cycle since it has helped us optimize the logistics processes
including Just In Time Delivery (JIT System) and replenishment.

The sharing of planning information and automation of business process with its vendors has
also helped the company reduce inventory levels and curtail wastage. The purchases from the
Singapore Spare Parts Centre too are done online. In this way, the GLONET system (an extranet
for SIEL) has evolved beyond being a simple application for business application transaction
with vendors and has become an advanced application supporting complete business
communication between the two parties. Chopra points out that even communication in terms of
material rejection etc are transmitted to vendors online.

SERVICENET Authorized Service Centers

The next B2B project on hand for SIEL’s IT department was the automation of its authorised
service centres (ASC). With more that 5504 service centres, the need to connect them was
something the company couldn’t afford to ignore. A
Accordingly, in 2001, in an effort to e-enhance the organisation, Samsung India set up its online
B2B application for ASCs called Servicenet. With this, the entire service and Spares
Management of Samsung India was Web enabled. The system essentially translates into an entire
service network being linked through the Net for day to day working. Now, with the
implementation of Servicenet, the ASCs are linked with the Regional Parts Distributors and the
CS Head Office through the Internet.

This in turn is linked to Samsung’s South East Asian subsidiaries as it is integrated at the back-
end with SAP R/3 of Samsung India and Samsung Asia for LPA VISION spare parts
Management and automatic planning of spare parts. Samsung India started using SAP for service
from September 1, 2001. The modules in this package include ASC/ASP management, inventory
management, calls management, defect ratio and early warning signals and technical approval
system for field defects.

At any point of time, when the authorised service centre logs onto ServiceNet, it can get accurate
information on spares availability, order or follow up on its order for spares, track warranty
claim status and in case of problems, gain access to the IT team at SEIL Samsung personnel
directly.

Service manuals and technical bulletins training material, service related manuals and other
communication material are all available online, which the service centre can access at the click
of a button. “In this way, service centres are better placed to respond to customers since Service
net links ASC with Samsung’s four regional parts distributors and 15 Gold ASCs.

With Samsung India integrating its spares management operations with this system, it can now
draw spares not just from the Singapore depot but from any of the other subsidiaries depending
on its need. Based on the spares stocking and consumption levels at the National Spares
Warehouse, which in turn is linked to the ASCs through Service net, the MegaSys system
automatically generates weekly orders to the Singapore regional depot for spares.

The key benefits of Service net include:


a. Transparency in the system since the ASC can check stock availability in the warehouse of
the parts distributor, and hence need not stock-up unless required.

b. Facility to place orders online with the spares made available within the next 24 hours

c. Shifting of the Spare Parts Ordering Cycle from a monthly to a weekly basis and consequent
reduction in spares inventory levels in quantity and amount at ASC by 50 and 35 percent
respectively, assisting in realizing better return on investment and reduced cost.

d. Reduced obsolescence and manual errors.

e. Enhanced efficiency in servicing customers in terms of spares management.

f. Facilitating much faster and easier communication e-banking: As part of its e-banking
initiative, the company has automated most of its financial processes and transactions online.

All applications related to employees salary such as balance confirmation, reconciliation,


accounts status, collection, withdrawal etc covering the entire gamut of banking applications
have been put online.” In fact, even account reconciliation with vendors is done online.

The online banking application also covers applications related to customs in its purview of
functioning. To ensure the smooth functioning of this system, the company has even tied up with
some key bankers. Information Channel Though established with the objective of functioning
merely as a website for the company, the portal www.samsungindia.com now leverages the Net
to help in brand building and Customer Relationship Management (CRM), in addition to serving
as a complete information channel for SIEL.

The site is linked to Samsung e-mart, in order to facilitate online buying, online call logging for
customers to register their calls with the company, Samsung Digital world, Samsung’s Customer
Club and Samsung Infotainment. The whole idea of creating a new integrated site is to give
Samsung sites across different subsidiaries a synergy in terms of look and feel and a common
brand feel.
Samsung Digital World (SDW): SDW is one of the key applications supported by
samsungindia.com.

SDW acts as a tool for facilitating SIEL’s CRM activities. Samsung India has made a Samsung
Customer Club online called ‘Samsung Digital World’, which represents an initiative to build
and enhance a long-term personalised relationship with Samsung Customers and reinforce brand
loyalty amongst Samsung Product Owners. They view Samsung Digital World as a forum for
our exclusive customers to interact with and build a relationship with the company.

To improve the robustness of the applications, Samsung has built cross links between the
different properties on the website. For instance, customers buying through Samsungemart can
gain automatic access to Samsung Digital World. Since they have integrated the system at the
back-end with SAP, they can even authenticate the serial no of the product bought by the
customer.” Customers who have registered themselves for Samsung Digital World offline too
can check their point status by logging on to the Samsung website. The success of the initiative
can be gauged from the fact that in the first six months of its launch itself SDW got over 50,000
Samsung customers as its members.

Online call logging: SIEL introduced its online call logging facility with a view to better serve its
customers. The application is linked with Service net at the back-end to transfer all their
complaints, service requirements such as product demonstrations etc to the service centers.

At the customer end, Samsung customers can log on to the www.samsung.co/india for
registering their calls and are given a unique call reference number for tracking their call. For the
ASC which gets the call, it translates into accurate customer call data, thus making it easier for
ASCs to process customer calls leading to customer satisfaction., the application also provides
for escalation of calls to the next level if they are not met with satisfactorily within a specific
time period. Infotainment: Samsung Infotainment was created as a special entertainment centre
on the Samsung website in August 2001.

Developed with the idea of creating a Fun Zone on the Samsung website, this section has a mix
of games and contests built around the Samsung Brand.
The whole idea behind Infotainment is to create a zone where the Samsung Customer or a visitor
on the website gets a chance to interact with the brand and also learn something new about
Samsung products, the advertising and even how the technology works.

Features include information on the company and its products, working of technologies, articles,
contests designed around products, weekly Quiz and e-Greeting cards. the idea is to build the
brand value and image through this channel leading to both offline sales and online sales through
samsungemart.com.

Business to consumer (B2C) Samsungemart.com: SIEL launched its B2C e-commerce


application in the year 2000 through its B2C mall, samsungemart.com. Currently, all products of
the company are available through this channel.

A very minuscule portion of company’s revenues comes from this channel, with most of the
sales being gifting orders. However, the revenues are enough to sustain the expenses for
maintaining the application. “Even though the B2C space has not picked up well, an entry into
this space was imminent to prepare ourselves for the future surge in B2C sales.

It is very important to establish and stabilise our B2C presence by the time this market picks up.

However, the company is not just waiting passively for the market to dictate terms. It is in fact
aggressively working towards increasing its online B2C revenues to contribute about 1-2 percent
of its total revenues in the time to come.

For this, the IT team is working on features such as introducing more transaction security in the
site to overcome the biggest hurdle to B2C in India. Further, the application also helps the
company in online marketing activities through its massive customer database. This is being used
for promotional activities and direct mailer marketing. The information in the database is also
used for understanding customer behaviour to build up effective CRM activities.

Enterprise resource planning Enterprise Resource Planning (ERP) systems are the nervous
system of an organization, tracking and coordinating vital operational support. They move
products, place orders, assist in decision-making, track projects, and support numerous industry-
specific needs. Implemented primarily in the 1980s and 1990s, most organizations have their
ERP environments firmly in-place and under.

Ever since its inception in1938, Samsung has continually refined its Mission statement to
respond to changes both in the world, and in itself. Whether it was “Economic Contribution to
the Nation”, “Priority to Human Resources”, or “Pursuit of Rationalism”, each slogan had the
quality of representing the most significant moments in Samsung’s history.

Each of them represented a different stage of Samsung’s growth from a domestic industrial
leader to a global electronics powerhouse. Samsung Electronics, the flagship company of the
Samsung Group currently positioned as a high technology leader, has the following as its Vision
and Mission. There are two parts of being a "Digital-ε Company", and the first is clearly about
being "Digital" producing not just digital products, but products that inspire digital integration
across our entire company. The second part of being a "ε" is to use ε- Processes connecting
R&D, production, and marketing to customers, partners, and the market-disciplined approach is
the way we bring value to every part of our supply chain, including products data to and
customer relationship through Enterprise Resource Planning (ERP). Samsung Electronics Global
Mission & Vision would be achieved through nine action values:

• Continuous Innovation Creativity Challenge Strategic Focus Speed Simplicity Empowerment


Crisis Awareness Customer Focus Sybase® technology.
Samsung Securities—a company engaged in trading, brokerage and underwriting and
distribution of securities—needed to build a secure, customer-oriented information system.
Using Sybase® technology, Samsung created a data management solution that improves
productivity and customer satisfaction. Key Benefits

• Reduces transaction close time from four hours to 30 minutes Accommodates a tenfold
increase in transactions Consolidates view of customer portfolios Sybase Technology Sybase
Adaptive Server® Enterprise Sybase Replication Server® Sybase EAServer Maintaining the
Leadership Position Samsung Securities, established in 1992, engages in trading, brokerage, trust
business, international securities business, underwriting and distribution of securities.
It has 111 branch offices with 2,549 employees. With the objective of implementing a
competitive system as a comprehensive investment bank, the company was the first in the
Korean securities industry to construct a client/server structure on a large-scale system. To
eliminate inefficiency and inflexibility with contractor-based management of contract sheets, and
to implement a customer-oriented information system, Samsung Securities undertook the
contract sheet transfer project. The project’s aim was to improve customer satisfaction and
productivity by building a secure, customer-oriented information system.

Proven Technology Using Sybase Adaptive Server® Enterprise (ASE) and Sybase Replication
Server®, Samsung Securities implemented a customer-oriented distribution system and
increased the speed of transaction processing. Sybase EAServer provides the application layer to
supply Webenabled application access. With numerous securities firms on Wall Street using
Sybase solutions, Samsung Securities felt that Sybase provided large-scale data management
solutions with proven success.

Sybase ASE coupled with Sybase Replication Server was considered to provide fast response
speeds. Improved Speed, Productivity and Customer Service With the help of Sybase
technologies, Samsung Securities now experiences benefits in numerous areas, such as the
reduction of time for daily transactions closure from three to four hours to 30 minutes. The new
system enables customers to perform commodity transactions with a single integrated card and
engage in different online transactions at every branch.

And for the employees, the new system provides comprehensive account and commodity
information for each customer. “We could not achieve the desired speed, despite the new server
environment, so we had to take a closer look.

In the end,they had to perform SQL tuning for a very sensitive program, which provided a 400
percent speed improvement.” From the management-efficiency perspective, the Sybase solution
provides enhanced productivity, customer service and system competitiveness.

SUPPLY CHAIN MANAGEMENT while the introduction of value-added tax (VAT) in the
country is still in the offing, Samsung, like other corporate, is strategizing about the changes it
would have to make in its supply chain management to take maximum advantage of the new tax
regime. In fact, the company estimates that if VAT is introduced in the country, it will be able to
bring down the number of warehouses from 25 to 20. "Efficiency will definitely increase with
the introduction of VAT.

In a large country like India, there is a bigger opportunity to save money on the supply chain
management (SCM) side".

The executives will be required to take an exam on the subject and pass it too.

Samsung is running several pilot projects globally to improve efficiency on the supply chain side
and make it more "speedy". "In fact, while most companies are still working on a monthly
system, we switched to a weekly one several years ago and are now running a pilot in Korea to
reduce the cycle to a daily basis.

IT INITIATIVES: In Samsung India Limited knowledge and technology are key resources
which have helped the Company achieve higher levels of excellence and efficiency. Towards this
overall goal of technology-driven performance, Samsung is utilizing Information Technology in
a big way. This will help in integrating a vast distribution system spread all over India and across
the world. It will also cut down costs and increase profitability.

Samsung’s major IT Initiatives

• Migration from Baan and Mfg ERP Systems to centralized SAP ERP system from 1st April
2006 for all business units.

Implementation of a country wide new WAN Infrastructure for running centralized ERP system.
Setting up of new Data Centre at KCO Head Office. Extension of Reach System to distributors
for capturing Secondary Sales Data.

Roll out of IT services to new plants and CFAs.

SmartTran Mainframe-to-Web Integration Technology EnterpriseLink Technology Corporation,


a leading provider web-to-host integration tools, has a partnership agreement with Samsung
Information & Telecommunications, a $500 million division of Samsung Corporation.
Under the terms of the agreement, Samsung will market, sell, service and support
EnterpriseLink's SmartTran web-to-host integration software throughout Korea. A large
percentage of Korean organizations run on mainframes.

The SmartTran products from EnterpriseLink allow Korean companies to quickly and easily add
new functionality to mainframe applications to extend their life. This new functionality can
include access to intranets, extranets and mobile computing. In many situations, the SmartTran
approach offers a lower-cost, rapid-delivery alternative to client/server solutions.

The SmartTran technology is the first to offer Korean corporations a tool that quickly creates
customized interfaces with the power to change the interaction between a user and a legacy
application, without programming. "In the current Korean economic environment, increasing
efficiency, reducing costs and leveraging current investments are very important.

Korean companies and the government are interested in preserving and extending the significant
investments they have in mainframe systems and applications. Enterprise Link's SmartTran
offers a very cost-effective way to take advantage of legacy systems.

SmartTran is the only mainframe-to-web tool that offers full control over mainframe applications
without programming. With SmartTran we can deliver a full range of intranet and extranet
applications that effectively leverage mainframe systems, applications and data. What is more,
with SmartTran, new web applications can be delivered in a much shorter time than with other
tools and approaches," said B.H. Bae of the New Media Division of Samsung Information &
Telecommunications." Samsung is interested in tapping the significant opportunities in Korea for
extranet businessto-consumer applications in insurance and home banking, as well as supply
chain automation applications in manufacturing companies.

Also of interest are a number of intranet opportunities: for example, enabling overseas offices of
Korean companies to communicate effectively with headquarters systems. Samsung Fire &
Marine Insurance is currently developing an extranet application and Samsung Life Insurance is
working on an intranet/extranet application.
The MIS automates the Samsung’s daily tasks, as well as providing a fun element for the
members to use outside work hours. The project has covered all the software engineering phases,
which are vital for the successful development of most systems. Many techniques were used and
adapted from a number of methodologies e.g. a rapid application development (RAD).

Again, a number of techniques were applied in the data modeling stages that helped to visually
represent the different processes and data flows in the system. Once the system is installed it is
expected to provide the following features: Facilitate the communication between all members,
make data storage and manipulation more effective and easier information to customers.
Samsung India can now enable growth and scalability of the group’s business and culture, at a
faster rate and help enhance the daily work of the users. The benefit of placing the system on the
network was that the system could be more easily maintained. Updates and all modifications
need to be done only once and every copy of the database accessed by the users is automatically
updated too. Also placing the MIS on the department’s network gave the system more security as
Novell’s security features were applied to restrict the access only to the members.