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Samsung Mobile division has received a major reshuffle of its top line managers with the co-CEO of the company and chief of the mobile division JK Shin dropping his role at the helm of the smartphone business’ management.

According to a report put forward by Reuters, Shin will still remain in charge of the overall Samsung mobile division technically, but his role as the President of the division will be taken over by Dongjin Koh. The new President will now be in charge of handling the division’s day to day operations. On the other hand, Shin’s main focus will now be redirected to new businesses as well as long-term strategies for the company.

Before today’s rearrangement in the top management, Koh was the chief of mobile R&D at Samsung and it is reported that his key contribution in the development of the latest Galaxy series flagships has played a huge role in his promotion. When compared to the previous Galaxy S5 and Galaxy Note 4, the new Galaxy S6 and Galaxy Note 5 were received quite perfectly, thanks to the new designs that the devices shipped with.

Despite this shift in criticism from the users, Samsung revealed that the flagship Galaxy S6 has not made such a huge impact on the company’s overall earnings for 2015 and as a result, the company went for discounted prices at some points in order to boost sales.

Samsung mobile profits’ have been declining

In the recent past, Samsung has been seeing a steady decline in its revenue when it comes to the mobile division. This can be attributed to the fact that the company now faces stiffer completion from Apple’s iPhone Plus models as well as other spec-packed Chinese models that come in at cheaper prices.

Despite the continued decline, the company recently recorded a slight change in its profit margins during the just concluded quarter.

On paper, the tasks of the new Samsung mobile boss look easy, but in real sense, they will be very difficult to pull off. It is time the South Korean giant started taking steel action against its business assaulters, a feat that will not be easy to achieve.

In the recent past, Apple has seen an increasing liking for its iPhone from all over the world, with China recently hitting headlines with its record revenues for the iTunes App Store. Cheaper smartphones from Huawei, Xiaomi and Oppo, among others, have started coming in with high-end specs that Samsung depended on when it came to differentiating its flagships from mid and low-end models.

The company needs to get smarter with its line of products if it is to survive this scare and it seems it has trust in Koh as the right person to do this.