AMSUNG is at a tipping point.
SIts largest subsidiary,
As the president of
"I was asked if I could make Samsung the number one tech brand. Now the challenge is staying there," says Griffiths. "It's been fascinating to help Samsung challenge some of the great number one brands of their times over the last nine years, whether it be
"From fridges to tablets to air conditioning, we're involved in virtually every hardware tech market."
While Samsung has always been a major components manufacturer for other tech firms, it was only after the turn of the millennium that its own consumer product lines took off. The range culminated in the Galaxy line-up of phones, which propelled Samsung to become the world's largest mobile phone maker in 2012.
"We're one of the last great companies to have this truly vertical model. We make our own products from our own components, which is an astounding statement. In 2014 most of the other brands don't and we believe that is a great strength."
With this year's Samsung Galaxy S5 the South Korean firm's best-selling smartphone ever - shifting 11m units during its first month on sale - and having just last week unveiled the new Galaxy Tab S - a tablet with a super high resolution screen that makes even Apple's rival iPad look washed out and dull in comparison - Samsung's innovation in the mobile space shows no sign of slowing.
And while its share price has wobbled this year, falling 10 per cent from its 2013 high of
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