Are condo dwellers an increasingly important market segment?
Thomas: We have products for everyone, but our global target is 18 to 34. That’s our sweet spot, the youth-minded consumer who has really accepted technology. Lee: Samsung is a very dynamic company, so naturally we associate ourselves with the younger generation. But when you emphasize digital, you can lose the human touch. And recently we realized that it’s not just young guys who want that lifestyle, so we changed our target segment from the young generation to the young-minded generation. We identified five categories they share: sports, music, fashion, design and social responsibility, and we focus on those to address this market. Thomas: We call those five categories cultural passion points. Whether it’s in Russia or Canada or Africa, they cut through demographic, income, etc., so that’s where we try to drive the relevance. That’s where you make that deep emotional connection with people, and that’s where we get the win. And it’s working. We’re number one or number two in market s
