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The concept of the Samsung Profile 2010 is to shed light on and to celebrate SAMSUNG consumers, business customers, end users and employees. In this years Profile, we focus on consumers, telling their unique stories and then demonstrating how SAMSUNG connects to them through products, services, and citizenship. In the first section, You are:, we position consumers as unique, savvy, and imaginative by associating them with a specific adjective. In the second part, We are:, the Profile demonstrates how SAMSUNG must operate accordingly to keep consumers inspired and connected with the statements from SAMSUNG employees in the Company Profile.