Samsung Electronics is actively seeking to get into the Online-to-offline (O2O) business. O2O is an emerging business model combining online shopping and front line transactions, and global IT giants are eyeing the worldwide O2O market. The local O2O market is estimated to be 300 trillion won (US$291 million). According to industry sources and sources in Samsung on August 4, the company has decided to make inroads into the mobile commerce market using location-based services as part of its O2O business. The firm also established a strategy to expand trial services.