{"id":13403,"date":"2016-10-10T11:35:33","date_gmt":"2016-10-10T11:35:33","guid":{"rendered":"http:\/\/www.biphoo.com\/bipnews\/?p=13403"},"modified":"2016-10-10T11:35:33","modified_gmt":"2016-10-10T11:35:33","slug":"samsung-cannot-kill-its-galaxy-note-7-nightmare","status":"publish","type":"post","link":"https:\/\/www.biphoo.com\/bipnews\/world-news\/samsung-cannot-kill-its-galaxy-note-7-nightmare.html","title":{"rendered":"Samsung Cannot Kill Its Galaxy Note 7 Nightmare"},"content":{"rendered":"

Samsung Cannot Kill Its Galaxy Note 7 Nightmare<\/span><\/strong><\/span><\/h2>\n

Samsung Cannot Kill Its Galaxy Note 7 Nightmare:-\u00a0<\/span><\/strong>The first reports of the Samsung Galaxy Note 7 battery issue surfaced in late August. We are now comfortably into October, and not only is the issue still being talked about in the world\u2019s press, but every week seems to add another layer of pain for the South Korean company.<\/span><\/p>\n

This weekend saw a number of reports of Note 7 handsets continuing to experience incendiary failures even though they had been replaced as part of Samsung\u2019s global partners. On top of that there are reports that Samsung is slowing down, perhaps even pausing, the production of the Note 7 (reports BBC News and others).<\/span><\/p>\n

That there has been a failure in the design of the Galaxy Note 7 is clear \u2013 Samsung\u2019s decision to trigger a global recall is evidence of that. But that should not be the issue that causes the most concern. To paraphrase one of the greatest political axioms, \u201cit\u2019s not the exploding batteries that gets you, it\u2019s the corporate reaction.\u201d<\/span><\/p>\n

The last week has seen a handful of incidents with Galaxy Note 7s that have already been replaced by Samsung\u2019s program. These include a Note 7 that filled a room with smoke, and the forced evacuation of a Southwest Airlines Boeing 737 by a burning Note 7. In terms of PR impact, the Southwest incident is probably the hardest for Samsung to deal with. It reinforces the warnings given out by many airlines on every flight that Galaxy Note 7 devices should not be switched on or charged while in flight.<\/span><\/p>\n

US networks are halting both the sale and the exchange of Note 7s for replacement units, while AT&T is ready and willing to exchange a purchased Note 7 for any other handset.<\/span><\/p>\n

As regards the current production plans for the Note 7, a Samsung spokesperson has confirmed that Samsung is \u201c\u2026temporarily adjusting the Galaxy Note 7 production schedule in order to take further steps to ensure quality and safety matters.\u201d<\/span><\/p>\n

The end result of these incidents and accommodations is clear. The Galaxy Note 7 will forever be known as the smartphone that catches fire. Any fault or error in a Note 7 in the future, even if it is unconnected with the battery issue, will be seem as indicative of a product that was faulty the day it left the factory. No matter that a fully functioning Note 7 remains one of the greatest Android devices on today\u2019s market, in the eyes of the public (and the Saturday Night Live sketch writing team) the Note 7 is forever tarnished.<\/span><\/p>\n

I fear that it is not just the Note 7 that is tarnished. Samsung relies heavily on cross promoting the Galaxy brand name over all its devices, from the lowly Galaxy Ace range to the flagship Note and \u2018S\u2019 devices. Even though the South Korean phablets trade more on the Note branding than the Galaxy branding, the volume of coverage and use of \u2018Samsung Galaxy Note\u2019 in the press has tagged the global Galaxy brand with the exploding phone meme.<\/span><\/p>\n

Worst of all is the damage this is doing to Samsung\u2019s own name. That features at the top of every media report, of every article, and in every discussion. \u2018Samsung phones explode\u2019 is not an association that will be welcomed<\/span><\/p>\n

There\u2019s a huge amount of work needed to repair the PR damage caused by the manufacturing defect. Unfortunately until Samsung repairs the faults in the Note 7, it\u2019s not going to be able to repair the damage it has inflicted on itself. Those corporate wounds cut much deeper, will take longer to heal, and unless they are treated quickly it may be impossible for Samsung to regain the levels of trust and reliability it enjoyed earlier this year.<\/span><\/p>\n

Follow me on Facebook. Find more of my work at ewanspence.co.uk, on Twitter, and Linked In. You should subscribe to my weekly newsletter of ‘Trivial Posts’.<\/span><\/p>\n

Source:-http:\/\/www.forbes.com\/sites\/ewanspence\/2016\/10\/10\/samsung-galaxy-note-7-production-pause\/#30f539411cca<\/span><\/p>\n

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