Samsung was quick out of the blocks here at CeBIT, yesterday announcing a raft of products before Hannover's uber tradeshow had even begun.
(But not before the traditional sleet/driving wind combo assaulted hacks and marketeers alike, naturally.)
And in among the usual stylish consumer technology that one might expect from the world's largest display manufacturer (the glass-fronted T series is certainly worthy of your front room's attention), Samsung's high command has one message for business IT manufacturers the world over: 'we're coming for your business'.
Samsung execs are adopting a bullish 'been there, done that' attitude to consumer electronics. It is, so the company says, the world's largest consumer electronics manufacturer, with a portfolio that encompasses everything from displays and notebooks to TVs and media players.
(And what it won't say openly, of course, is that Samsung already provides components for a significant number of its rivals in the consumer space. When, for instance, one of my colleagues opined that Samsung 'probably makes the MacBook Air', he was met with a positively glowing: 'no comment' from a beaming Samsung chief. So Samsung is confident it can remain ahead of that particular game.)
And now Samsung wants to conquer the business computing world. And its masterplan involves a couple of 'world records'. Not, alas, the record for the most people in a phonebox (Germany tends toward the open plan in that regard), but equally exciting global-topping marks for the world's smallest colour laser printer and the smallest colour laser multifunction printer on the planet.
Okay, it's not exactly earth-shattering, but trust me when I tell you that it's the most exciting thing that's happened to me in Germany thus far. (Well, if you leave aside the fact that I travelled on an overcrowded, delayed train, in ultra-efficient Germany. And my gin and tonic contained a slice of grapefruit.)
The Samsung CLP-310 series is said petite colour laser printer. It's certainly titchy enough to share a good-sized desk and, at a reported maximum sound level of 45dB, it shouldn't distract you during personal phonecalls. But it's difficult to get too carried away with a small printer, even such a small colour laser. (Sharing a CeBIT stand with Samsung's latest ultra high-def, ultra big, ultra desirable TVs does the 'business IT' message no good at all. Hmmm, shiny...)
More immediately striking are Samung's new small form factor colour laser multifunction printers, with myriad connectivity options, and decent (claimed) print speeds. Good functionality in a tight space is always going to be a winner in the small business space. And here's another 'world record' for the Guiness book: Samsung is claiming that it has the world's fastest A4 multifunctional colour laser printers.
Now remember, it's someone's job to come up with spurious statements such as that, and it's nice to be nice, but like all such claims - and printer speed claims in general - I'd take it with a pinch of salt. Ultimately, business purchasing decisions are made for a whole raft of reasons: price, scalability, compatibility. (Try telling your CEO that you want to equip your offices with a certain product because 'it is the fastest in the world'. Then try keeping your job.)
And it seems strange for Samsung to use CeBIT to push this business message. Take a trip around Samsung's massive stand at the show and you don't think: 'Here are some products for my SMB.' (You actually think: 'I really want all this lovely consumer kit. And why would anyone want a white carpet at a tradeshow?) True, the notebook range now runs from low- to high-end in home and business editions, but they are, well, notebooks. There are a few of those around, nice finish and antibacterial keyboards notwithstanding.
(And, dear Samsung, the Q1 Ultra is not about to become the business traveller's computer of choice. So stop telling me it is.)
But you'd be hard-pressed to find fault with Samsung's display technology. Check out, if you can, the upcoming range of Samsung monitors that have an additional 7in screen clipped on to the frame - it's perfect for IM and email, and makes you wonder why no-one has done it before.
And Samsung didn't become a $100bn company in under 40 years by eschewing the odd tilt at the odd windmill. So if it's really determined the business IT world, it's certainly got the clout and the R&D capability to do so.