This week, Samsung announced a major reorganization within the company: it decided to merge the mobile division with the TV and consumer electronics divisions and appoint a new head of the business – Jong-Hee (JH) Han became the head. And now the South Korean giant has announced a new name for the updated unit.

So now the combined division of phones, TVs, and consumer electronics is called Samsung MX (Mobile Experience). Now this name will be used in all official communications of the company.

The press release said the renaming to Samsung MX was necessary to highlight a new direction the company will pursue in its mobile business, namely a greater focus on user experience, services, and building a healthy ecosystem that goes beyond its other capabilities.

“We are delighted to announce that our business will be renamed after decades of innovation and leadership in the mobile industry. We believe this name change will help us to usher in a new era of mobile innovation, where we can create an even more exciting experience for Galaxy users, ”said the new president and head of MX.