Samsung plays it safe with the recall of Note 7 – Les Echos

Hoping for a quick recovery in sales PHABLET, Samsung wants to show he favors security of its customers on its profits. By Friday, the management recognized that some of the batteries of its new model Galaxy Note 7 presented a risk of inflammation and activated a large recall campaign, which could cost more than a billion dollars.

in December 2013 already, Samsung Electronics had found himself under fire from critics for trying to erase the YouTube video of a young Canadian who, under the pseudonym “Ghostlyrich” had said his Galaxy S4 was partially melted during the charging cycle. At the time, several similar accidents had been reported by the Western media but no global problems had been admitted by the South Korean giant. Nearly three years later, the group, which is trying to polish its image in its competition against Apple, has revised its strategy.

According to the Korea Herald, Samsung Electronics have yet initially hesitant to take this step so the problem seems isolated. The group estimated that only 0.0024% of the 2.5 million shipped devices present a potential risk. All defective lithium-ion batteries being from the same small part of the production of one of the group’s suppliers, executives felt that a simple replacement of the affected parts would suffice.

” So expensive that I feel sick “

But a flood of anonymous employee messages, published on the internal communication network of business, calling the company to focus on its reputation for quality rather than profits, have finally convinced the leaders to respond. On Friday, the head of the mobile business of Samsung, Koh Dong-Jin, therefore had extensive apologized for the incident. “We decided this reminder because our priority is above all the safety of our customers,” insisted the leader who declined to quantify the amount of the transaction. “This will cost us so much that I feel sick,” he breathed.

Analysts believe, them, this campaign that affects about ten countries, could reach 1,500 billion won ($ 1.3 billion) to Samsung Electronics, which has however, in the second quarter generated over 8,000 billion operating profit. Experts believe that the appetite for Galaxy Note 7 does not anesthetized. The markets, which, like China, receive PHABLET equipped with lithium-ion battery of the second Samsung provider, is they always normally supplied and sales there are promising despite the arrival Wednesday of the iPhone 7.

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