While the South Korean electronics company is still the world's biggest smartphone maker, with 25% of the global market in the second quarter, data from market-research firms show that the company is losing ground in Asian markets such as China, India and Southeast Asia. In a bid to hook young consumers on its devices specifically in Southeast Asia, the South Korean technology company is turning to a veteran U.S. entertainment executive to create localized apps with content and deals tailored to individual countries.