On October 17th, according to the foreign media Forbes website, Samsung Electronics and the South Korean government announced yesterday that they launched a joint investigation to find out the cause of the fire on the Galaxy Note 7 mobile phone.
The reason for the explosion of Samsung Note 7 is still unknown. The Korean government can't sit still.
Since its launch on August 19th, Samsung’s latest flagship phone has suffered more than 100 fires or explosions in the US market alone, causing Samsung’s profit loss of $5.3 billion in the next two quarters. As the world's largest smartphone manufacturer, the brand impact of this event on Samsung is also incalculable.
Note 7 has become a nightmare for Samsung. The recall process was full of twists and turns, and several fires still occurred in the "safe version" of Note 7 after the user replaced it.
Ian Fogg, director of mobile analysts at IHS Technology, said that the security version of the phone still exploded. "Samsung did not understand where the fault occurred when the product was recalled. The first priority is to find out the cause of the accident." Samsung once thought it was a battery supplier. The engineering of (Samsung SDI) caused frequent accidents in Note 7. But it's still unsafe to replace Note 7 with the battery supplier. The recall ended in failure. Samsung announced the permanent discontinuation of Note 7 six days ago. This is equivalent to giving up the phone directly.
The Chinese market for Note 7 is a special case. Since the mainland version of Note 7 uses the battery supplied by Hong Kong Amperex instead of Samsung SDI, China is not on the first recall list of Note 7. However, the mainland also frequently reported the Note 7 accident, and Samsung finally included Note 7 sold in the Chinese market in the second recall. Afterwards, both Amperex and Samsung said that the problem was not the battery, but it was in other places.
"Finding the cause of the failure is positive both for rebuilding consumer brand trust and preventing similar failures in future products," Fogg said. Tracy Tsai, vice president of Gartner, said that the reasons for the claim should be made public. Note 7 The event is not just a catastrophic isolation, it should be a lesson. Samsung has a responsibility to let consumers know where the failure is happening and how the company can prevent such failures in the future.
Canalys analyst Ben Stanton strongly recommends that Samsung maintain transparency in this investigation with the government:
“This survey is about Samsung’s brand image. Samsung needs to keep the information open and transparent, and take responsibility for the wrong place. This will alleviate the negative perceptions of consumers.â€
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