Samsung is a relative newcomer to the highly competitive world of mobile communications, developing a cellular telecom system as late as the 1990s. Having established itself in the CDMA markets (including USA and Korea), Samsung has now decided to use the GSM (Global System for Mobile communications) network to enter the international markets. As part of the trend towards convergence in the electronics world – bringing computers, entertainment and communications closer together – Samsung has implemented a brand building exercise, stretching the brand name to take in new products. Drawing on the expertise and economies of scale from being one of the world’s leading manufacturers of memory chips and display screens, Samsung will be able to compete with those firms already in the market.