Samsung has been successful with record-breaking smartphones sales and a reported 95% of Android profits, but its chairman still wants to shake up the company's concentration on hardware.
To do this, it has to "get rid of business models and strategies from five, 10 years ago and hardware-focused ways," said Lee Kun-hee, according to the Wall Street Journal.
As Android users get accustomed to Samsung's pre-installed software and sign up for its new services, the company's developers continue to work on the Tizen operating system.
With HTC and LG trying to muscle in on Samsung's Android territory and relative newcomers like Huawei threatening to do the same, Lee asked his employees for constant innovation.
"Research and development center[s] should work around the clock, non-stop," said the chairman.