Released in August, to the theme of Samsung's theme for the Rio Olympics, Galaxy Note 7 was greeted with enthusiasm by the market and the experts. It had everything to be a coveted cell phone: handsome, with good camera and battery that could last for long hours. A month later, when the first reports of the device's explosion began to spread throughout South Korea, the United States and Europe, the company was forced to call a recall and something signaled that, from a major bet, Note 7 would become a tremendous fiasco. On Tuesday 11, the forecast was confirmed. The company announced that it was investigating new cases of overheating and fire of replaced devices and decided to permanently interrupt the production of the cell phone. The estimated cost of the mistake of putting consumers at risk? At least $ 17 billion - or more than the annual revenues of a giant of the size of Ambev.
Impact
Consumers who purchased the model were advised to change it and Samsung agreed to reimburse them (Galaxy Note 7 was never released in Brazil). While it has reaffirmed that customer safety is at the top of the list, the company is expected to suffer even more from the episode - on Wednesday, it reduced its third-quarter profit estimate by one-third. "Part of the problem with the handset is that even Samsung does not seem to know what's wrong with it," Tuong Huy Nguyen, an analyst with Gartner, told ITOE. "They thought the problem was on the battery, but after the recall, it continued, so it could be in another component. If they had to pick up the devices again, people would be frustrated. "For Nguyen, the scratch on credibility could be enduring because a regular consumer probably will not remember the exact model he saw catching fire in a video that circulated over the internet, but should remember that it was from Samsung and will avoid the brand.