Samsung's Display Strategy: Solving Problems Over Selling Tech

Dr. Niklas Richter · 2026-02-19

I recently sat down with Evert van Camp, who's been leading Samsung's display division for the Benelux region for over a decade. He's had a front-row seat to a massive shift in how we think about technology. It's not about the product anymore. It's about the solution. We talked about why a display screen, by itself, is almost worthless. It's just a piece of hardware. The real magic happens when you figure out what problem it solves. That's the conversation we need to be having. ### The Shift from Product to Solution Think about it. For years, the tech world was obsessed with specs. Higher resolution, faster refresh rates, thinner bezels. But Evert pointed out something that stopped me in my tracks. A 4K screen in the wrong place is just an expensive decoration. It's all about context, application, and business logic. Who's using it? What are they trying to achieve? Is it helping a retail store increase sales? Is it streamlining operations in a hospital? That's where the value is created. The hardware is just the vehicle. Here's a key insight from our talk: Samsung doesn't sell directly to businesses. They never have. Instead, they go all-in on partners. Why? Because those partners understand their customers' unique problems. They're the ones who can integrate a display into a complete, working solution. ### From Cost Center to Revenue Generator This leads to another big idea. Displays are evolving from a simple cost on a balance sheet to a potential source of revenue. When a digital menu board boosts average order value, that screen is paying for itself. When a video wall in a corporate lobby impresses clients, it's an investment in branding, not an expense. We also touched on e-paper technology. It's not about mimicking paper for the sake of it. It's about enabling truly paperless communication in environments where traditional screens fail. Think outdoor signage that's readable in direct sunlight or low-power price tags in a grocery store. ### Leadership and Lasting Relevance The conversation wasn't just about screens. We delved into leadership, too. How to listen within teams, rethink performance reviews, and foster innovation without adding unnecessary complexity. Evert shared a powerful thought: staying relevant is more important than constantly adding "more" technology. It's about depth, not breadth. Understanding the core need and meeting it elegantly. As he put it: > "This isn't a product pitch. It's a conversation about how technology only counts when it works—in the right environment, for the right people." That's the takeaway. Whether you're in tech, retail, or any business, the lesson is universal. Start with the problem. Understand the human context. Then, and only then, does the tool—the screen, the software, the system—become truly powerful. It's a shift from selling features to enabling outcomes. And that's a shift worth making.