According to The Korea Herald, 40 Samsung executives gathered in Las Vegas ahead of CES 2022 to discuss the company’s 2022 strategy for the US region. The answer it produced was to be more Tiger.

Like most things that would come from a company strategy meeting Tiger is an acronym and you might need a bucket handy when you discover what it means.

The company apparently plans to be “True No. 1 in all product categories,” “Improve flagship market share,” and narrow the “Gap between Apple,” before “Expanding” its reach with products such as wireless earphones, culminating in a “Record year”.

According to Roh Tae-moon, Samsung’s head of mobile experience (MX), the company wishes to “shift from a smartphone vendor to an intelligent device company,” and to become “a brand beloved by young generations.”

The company is aiming for the number one spot in all product categories, increased market share in the premium $600+ category. It’s also going to be pushing extra hard to convert all those US iPhone users to Galaxy smartphone users.

The Tame Apple Press has pointed out that that Tiger does not show how Samsung will do this, and the renewed premium push from Samsung could very well be a response to its loss of ground in the cheap phone market.

Samsung is doing better than ever in North America and Europe, which tend to go for more premium handsets. The success of the Samsung Galaxy Z Fold 3 and the Samsung Galaxy Z Flip 3 have provided considerable encouragement to act more tigerishly in 2022.