Samsung's Evert Van Camp: Why Displays Must Solve Problems

Dr. Niklas Richter · 2026-03-24

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, no matter how advanced, is basically worthless unless it solves a real problem. It's a simple idea, but it changes everything. The conversation wasn't about specs or resolution. It was about context, application, and business logic. That's what matters today. ### The Screen Is Just the Start Think about it. A screen sitting in a box has zero value. It only becomes valuable when it's placed in the right environment, for the right people, to do a specific job. The hardware is becoming secondary. The context is king. Evert explained that Samsung never sells directly to B2B clients. They go all-in on partners. Why? Because those partners understand the customer's unique environment and challenges. They're the ones who can integrate the technology into a workflow that actually makes sense.  ### From Cost to Revenue Generator This is a huge mindset shift. Displays are evolving from being a simple cost on a balance sheet to becoming a tool that can generate revenue. Imagine a digital signage network in a retail store. It's not just an expense for showing ads. When used strategically, it can directly influence sales, guide customers, and enhance the brand experience. It becomes an asset. We also touched on e-paper technology. It might just be the beginning of truly paperless communication. Not as a flashy replacement, but as a practical, energy-efficient solution for specific use cases where traditional paper still dominates. ### Leadership and Lasting Relevance The conversation naturally flowed into leadership. Evert stressed listening within teams and making performance reviews meaningful. He talked about innovation without unnecessary complexity—a real challenge in the tech world. His key point? Staying relevant is far more important than just adding "more" technology. It's about adding the *right* technology. It's about understanding when to innovate and when to simplify. Here are the core takeaways from our discussion: - A display's value is 100% tied to the problem it solves. - Business context now outweighs hardware specifications. - A strong partner network is crucial for effective B2B technology integration. - Technology should be viewed as a potential revenue driver, not just a cost. - True innovation often means removing complexity, not adding more features. As Evert 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 real insight. It's a reminder for any business leader that the flashiest tool is useless if it doesn't fit the job. The goal isn't to have the most technology; it's to have the most effective solution.