Samsung Electronics dominates the South African mobile phone and television markets, a region it has prioritised with a growing 10% of its global sales generated on the continent.

Sung Yoon, a 30 year Samsung veteran who spent half of that time in the US (where he earned his MBA) has participated before in events to support the homeless. But this will be the first time that he gets to experience the Highveld winter al fresco.

He has challenged the CEOs of Samsung's major SA partners - Shameel Joosub of Vodacom; Godfrey Motsa of MTN SA, Telkom Mobile's Serame Taukobong and Massmart CEO Guy Hayward - to join him at the CEO SleepOut on 11th July.