The leaders of Samsung have-they read “the art of War”, this book of military strategy by Sun Tzu, bedside book of all the business men from Asia? It’s a safe bet that it is not. This reading would have been able to prevent the leaders of Samsung having to manage the disaster sales of the Galaxy Note 7. With its batteries are explosive, this phablet has even become an appliance junk on the airlines. And Samsung had to recall in emergency more than 2.5 million devices.
How this Korean giant of the high tech, global reputation, he could find himself in such a situation? the Bloomberg Technology gives a analysis amazing this mishap. According to the very serious american website, the error of Samsung has been wanting to grill in the post the announcement of the iPhone 7 by launching the faster a model that the leaders of south koreans saw themselves as the true iPhone Killer.
A theory of a conspiracy of technology?
Everything would be gone in early 2016 with the buzz of an iPhone 7 without major technological innovations. In fact, it would have been a trap set by Apple. The group in california would even let leak the date of the keynote. Cited by Bloomberg, a source well informed of this folder ensures that Samsung wanted to very quickly take advantage of this window of shooting by running a model packed with technology. “Senior executives of Samsung Electronics including the head of the mobile phones D. J. Koh, have accelerated the launch of the new smartphone being convinced that it appeal to the public” much more than the new iPhone. But the Korean also wanted to nail down the spout to Apple who kept on to suggest that Samsung was unable to innovate and preferred to inspire innovations in california. In the United States, trial epic between the two firms is still waiting for his epilogue.
For double Apple, Samsung has tightened the bolts from one end to the other of the production chain, forcing suppliers to follow a furious pace. “They pushed them to meet a tight deadline, in spite of the many technological innovations”. According to anonymous witnesses collected by Bloomberg, the sub-contractors have undergone intense pressure and the employees of Samsung were so exhausted, that much remained to sleep at the office so as not to lose time in transit.
The only defect of the Galaxy Note 7: battery!
At the outset, the bet seemed won. As soon as the launch, on 19 August, the Note 7 was presented as “the best smartphone on the market“, what it is… on paper with unprecedented power, a gorgeous display to the curved edge and the seal. The only major fault is the range considered low by the experts who are accustomed to higher levels in Samsung. Well seen as the Achilles heel of this phablet was actually his battery developed by Samsung SDI which provides the number of market players, including the Apple.
of Course Samsung totally refutes this version of events. And in an attempt to reverse the message, its leaders have responded that the “timing of launch of a new mobile product is determined by the Mobile Division, which is based on the successful completion of the development process and on the suitability of the product with the market.” An official explanation, which contrasts with the comment of employees of Samsung, which qualify this launch to be ashamed of.
Chang Sea Jin, a professor at the national University of Singapore interviewed by Bloomberg, believes that “the potential damage to reputation are far more important than the financial losses in the short term”. For the moment, the invoice for the reminder of the Galaxy Note 7 has already reached $ 2 billion, not to mention the stock market crash of 25 billion dollars in two weeks. Besides the damage in the short and long-term effect on the reputation of Samsung.
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