In something of a surprise to the industry, leading consumer electronics firm Samsung announced earlier this month that chief executive Choi Gee-sung would shift to a new role focused on strategy and former component business head Kwon Oh-hyun would take over as Samsung’s CEO. During a speech on Monday, Kwon stated that Samsung will make software and UI design a key focus moving forward, suggesting that the heavy Android customizations seen in the company’s new Galaxy S III smartphone are just the beginning. “A particular focus must be given to serving new customer experience and value by strengthening soft capabilities in software, user experience, design and solutions,” Kwon said according to The Wall Street Journal. Samsung Mobile’s Vice President and General Manager of Enterprise Sales Tim Wagner also noted on Monday that the Galaxy S III smartphone “systematically defragments Android,” further supporting the notion that Samsung is looking to shift focus away from being “an Android vendor” and toward being “a smartphone vendor” known for its own unique solutions rather than just Google’s mobile operating system.