Samsung Electronics’ chief executive Choi Gee-sung stressed Monday that the firm must rule out practices that go against fair trade and competition.

In a quarterly in-house broadcast, the company’s vice chairman said a law-abiding business operation was the core value of the nation’s top conglomerate and also the way to maintain order in the market.

“We also must take a step further with our partner firms by not only giving them financial support funds but encouraging them to take part in new technology development in a bid to establish an ecosystem that is based on technology cooperation,” he said.

Choi’s remarks came after the firm was recently given the highest-ever fine by the country’s antitrust watchdog for hindering an investigation by disposing of related documents and replacing computers. The company and two of its executives received a combined fine of 400 million won ($355,000).

Choi also said the firm must upgrade its software competitiveness to transform into a top global company.

He said that the world’s No. 1 television maker must also boost its competitiveness in software, user interfaces, user experience, design and branding on top of its hardware skills to differentiate itself from rivals.

“We can provide differentiated values to the customers and society only when we’re able to immediately predict the changes and brace for the future,” he said.

“We must also continuously release innovative products and differentiate the models accordingly to the market for better brand power.”

He also asked the employees to actively take part in digital marketing, making more use of new media such as social networking sites, while indicating that the London Olympics could be an opportunity to increase its brand value abroad.

By Cho Ji-hyun (sharon@heraldcorp.com)