Foreign Media: Samsung is Note7 recalls to minimize the loss of Samsung, Samsung Note7,Galaxy Note7-IT information

On October 7, according to foreign media reports, in early September, as Note 7 battery explosion risk of fire exists, Samsung Electronics announced the global recall of the flagship phone. In the following month, Samsung Electronics continuously held internal meetings, employees gave their vacation, there are team 24 hours a day that tracks social media trends , see if there are new fires occurred, trying to minimize the damage caused by the crisis.

Samsung's worst crisis

Samsung said the most likely Galaxy Note 7 of the fire have been recalled in major markets, such as the United States and Korea. However, neither this on Samsung Korea's largest listed company or the head of Samsung's Mobile Division Gaodong town (Koh Dong-jin), the troubles are far from over. Gao Dongzhen took office about a year ago, Galaxy Note 7 battery last month apologized to the public for fire explosion.

Samsung broken free from the crisis in hopes of another blow Wednesday. According to reports, just replaced the day of the new models in the United States on a plane began to smoke, prompting regulators to launch a new round of investigation. In addition, as one of the world's most aggressive hedge fund, Elliott Management continues to put pressure on Samsung, require the company to be split and dividends to shareholders of $ 27 billion.

On the eve of Note 7, released in August, Gao Dongzhen had told other executives of the company, he is a very lucky man: took charge of the world's largest smartphone business, and soon after, Samsung has reversed two consecutive years of revenue and market share both fell around.

However, due to international airlines to Note 7 of the disabled, the network of ridicule and criticism from users of Samsung's deal with the matter, Gao Dong Zhen is now under huge pressure. As a result of the crisis, Samsung's market value has lost about US $ 16 billion. Samsung insider, who asked not to be named, said it was confronted with the most serious crisis in the company's history. He said: "it has a direct impact on our product, brand and consumer confidence in the us. ”

Department executives does not blame

Samsung said in an interview with Reuters, the company does not take into account an adjustment or restructuring of management, focusing instead on replacing Note 7. People familiar with the matter said, high Dong Zhen has to get the Samsung mobile phone sales back on the rise, only in this way, Samsung's third quarter performance was not too bad, while maintaining market share is not used by Apple and other competitors will remain intact.

Another Samsung insider, who also asked not to be named, said: " If the crisis cannot be resolved quickly, so everyone is a loser. "This person said, Gao Dong Zhen and other executives have not finger-pointing, blame. Note 7 TV ads last week in Korea resume broadcasting, while Samsung also bought in October, offer additional incentives to Note 7 of the.

Samsung's European branch, Chief Marketing Officer of daiwei·luoweisi (David Lowes) in an interview with Reuters, said: "we Note 7 will be given all the necessary support. Note 7 is never short of support. ”

Samsung the most severe criticism of its handling of Note 7 recall procedures incorrectly. In the United States after the consumer protection agency has issued the same warning, Samsung warns affected users immediately close their Note 7 mobile. United States regulators criticized the recall Samsung did not follow proper procedures.

Some users also complained about the replacement new phone, some said new power too quickly, and some said it didn't take long to become too hot. In China – Samsung said sales in China of Note 7 is safe to Note 7 of the battery-some users claim that they caught fire. Meanwhile, in the Korea domestic market due to the recall process is slow, Samsung was forced to delay Note 7 sale time again.

Working weekend without a break

Brand strategy expert, ailike·shifeier, Chairman of Los Angeles Reputation Management Consultants management consulting company (EricSchiffer) that Samsung must win back the trust of users. "Samsung needs to be transparent. Invite the affected users to visit the factory, dismissal of people with responsibility for the crisis, actively assume liability, new mobile phone and granting of concessions to show goodwill – any of the importance of customer relationships, "he said.

Number of people familiar with the matter say, Samsung has assembled a dedicated team of public relations, speeding up the decision making process, and minimize losses. One of them said: "we can immediately share the information, and the scope of sharing information than it was before. We care about trying to more quickly respond to user problems. "He also said, recall Note 7 of the ten countries in the world, it is a very complex thing.

Samsung employees said that on September 2 announced a global recall of Note 7, it has been become a fierce theme for the Samsung. Overtime work or rest on the weekend, canceling gathering with friends, they have become a common occurrence for Samsung employees. United States consumer protection agency announced the recall of 1 million Note 7 mobile in mid-September, happened to be in the Korea Festival (the country's most celebrated holiday) when Samsung many employees can't go home for the holidays.

Spent many a sleepless night

High Dong Zhen is 55 years old this year Samsung veteran, has previously worked in human resources and research and development departments. People familiar with the matter said, Gao Dongzhen promotion is considered to be Samsung's mobile phone business into a shot, because he let the subordinates take on more responsibility, emphasis on bottom-up strategy improves employee morale.

In March this year the Galaxy S7 launches, Gao Dongzhen admits that in order to make mobile phones businesses back, reverse falling profits decline, retaken by Apple and other rivals snatched market share, he spent many a sleepless night. People familiar with the matter said, after the emergence of signs of recovery (first half of Samsung mobile phones businesses profit nearly 50%), Gao Dong Zhen began to focus on how to ensure the long-term growth of profits remain stable.

Note 7 was released shortly after the reports of exploding batteries, and high Eastwick all efforts were in vain. According to Analyst estimates, sales missed expectations, and recalls Note 7 of the cost, the two events this year, Samsung will bring nearly $ 5 billion of losses. In addition, the risks of this crisis on the Samsung brand is still difficult to estimate. Samsung will release new local time Friday a quarter earnings expectations, we can Note a preliminary understanding 7 impact of recalls on the company.

For Samsung, this is a particularly painful thing, as many insiders think Note 7 is a landmark product. It sells for $ 895 phone bookings than expected, due to Apple's new iPhone is released after the Samsung announced a recall Note 7, the company lost a valuable sales window.

Aggressive investment firms Elliott Management's latest move should not be welcomed by the Lee family through cross holdings--the family is still in firm control of Samsung. However, for all investors due to Samsung's share price has rebounded to Note 7 recall levels and reached a record high on Thursday, they would of course try to get returns from their investments.

外媒：三星是这样将Note7召回损失降至最低的 - 三星,三星Note7,Galaxy Note7 - IT资讯

10月7日消息，据国外媒体报道，今年9月初，因为Note 7电池存在起火爆炸风险，三星电子宣布在全球召回这款旗舰手机。在随后的一个月多里，三星电子不断举行内部会议，员工们也牺牲了自己的假期，还有团队全天24小时专门追踪社交媒体动态，了解是否有新的起火事件发生，试图将这一危机造成的损失降至最低。

三星历史上最严重的危机

三星表示，大部分容易起火的Galaxy Note 7已经在主要市场被召回，比如美国和韩国。然而，无论对三星这家韩国最大上市公司还是三星移动部门主管高东镇（Koh Dong-jin）来说，麻烦都远未结束。高东镇在大概一年前上任，上个月就Galaxy Note 7电池起火爆炸一事向公众道歉。

三星彻底摆脱此次危机的希望在周三再遭打击。据报道，刚刚替换的新机型当天在美国一架飞机上开始冒烟，促使监管部门对此展开新一轮调查。除此之外，作为世界上最激进的对冲基金之一，Elliott Management也在不断向三星施压，要求该公司进行拆分，同时向股东派息270亿美元。

在Note 7今年8月份发布前夕，高东镇曾告诉公司其他高管，他是一个十分幸运的人：掌管了世界上最大的智能手机业务，而不久以后，三星便扭转了连续两年营收和市场份额双双下滑的颓势。

然而，由于国际航空公司对Note 7的禁用、网络上的嘲讽以及用户对三星处理此事的批评，高东镇如今承受着巨大的压力。由于这场危机，三星市值已经蒸发了近160亿美元。一位不愿意透露姓名的三星内部人士称，这是该公司历史上遭遇的最严重的危机。此人说：“它直接影响了我们的产品、品牌以及消费者对我们的信任度。”

部门高管并未相互指责

三星在接受路透社采访时表示，该公司目前并未考虑对管理层进行调整或是重组，而是专注于更换Note 7事宜。知情人士透露，高东镇必须要让三星手机销售恢复上升势头，只有这样，三星第四财季业绩才不至于过于惨淡，同时保证市场份额不会遭到苹果和其他竞争对手的蚕食。

另一位同样不愿透露姓名的三星内部人士称：“如果这场危机不能迅速得到解决，那么每个人都是输家。”此人还透露，高东镇和其他高管并未相互指责，推卸责任。Note 7电视广告已于上周在韩国恢复播出，同时三星还对在10月份购买Note 7的用户提供额外奖励。

三星欧洲分公司首席营销官戴维·洛维斯（David Lowes）在接受路透社采访时表示：“我们将给予Note 7一切必要的支持。Note 7从来不缺少支持。”

对三星最严厉的批评是它处理Note 7召回的程序不当。在美国消费者保护机构发布了同样的警告后，三星才警告受影响的用户立即关闭他们的Note 7手机。美国监管部门批评三星没有按照合理的程序进行召回。

部分用户还对更换后的新手机进行抱怨，有的说新手机耗电过快，还有的说没用多久就变得太热。在中国——三星称在华销售的Note 7采用的是安全的电池——有些用户宣称他们的Note 7起火。与此同时，在韩国本土市场，由于召回过程缓慢，三星被迫推迟了Note 7再次销售的时间。

加班加点工作，周末也不休息

品牌战略专家、洛杉矶管理咨询公司Reputation Management Consultants董事长埃里克·施菲尔（EricSchiffer）表示，三星必须重新赢得用户的信赖。“三星必须要保持透明。邀请受影响的用户到工厂参观，解雇对此次危机有责任的人，积极承担赔偿责任，发放新手机并给予优惠以示善意——从事任何表明客户关系重要性的事情，”他说。

多位知情人士透露，三星已经组建了一个专门的公共关系团队，加快决策过程，同时将损失降至最低程度。其中一人说：“我们即时分享信息，而且分享信息的范围超过了以前。我们试图更为快速地回复用户关心的问题。”他还表示，召回全球十个国家的Note 7，实在是一件很复杂的事情。

三星员工们表示，自9月2日宣布全球召回Note 7以来，这件事就一直成了三星内部会议激烈的主题。加班加点工作，周末也不休息，取消与朋友的聚会，这些对三星员工来说都成了家常便饭。美国消费者保护机构在9月中旬宣布召回100万部Note 7手机，正好是在韩国中秋节（该国最隆重的节日）的时候，三星许多员工都不能回家过节。

度过无数个不眠之夜

今年55岁的高东镇是三星元老，之前曾在公司人力资源和研发部门供职。知情人士透露，高东镇获晋升被认为是给三星手机业务注入了强心剂，因为他通过让下属承担更多责任，强调自下而上的策略提升了员工士气。

在今年3月份的Galaxy S7发布会上，高东镇坦言为了让公司手机业务重新复苏，扭转利润下滑颓势，夺回被苹果和其他竞争对手抢走的市场份额，他度过了无数个不眠之夜。知情人士称，在出现了复苏的迹象（上半年三星手机业务部门利润增长了近50%）以后，高东镇开始专注于如何确保利润保持稳定的长期增长。

随着Note 7发布后不久电池爆炸的报道不断，高东镇的一切努力都白费了。据分析师估计，产品销量不及预期，加之召回Note 7的成本，这两件事今年将给三星带来近50亿美元的损失。另外，这起危机对三星品牌形象带来的风险目前尚难估计。三星将于当地时间周五发布新一季财报预期，届时我们可以初步了解Note 7召回事件对该公司的影响。

对于三星来说，这是一件尤其痛苦的事情，因为许多内部人士认为Note 7是一款具有里程碑意义的产品。这款售价895美元的手机的预订量超出预期，由于苹果新一代iPhone是在三星宣布召回Note 7之后才发布的，所以该公司失去了一个宝贵的销售窗口。

激进投资机构Elliott Management的最新举动应该不会受到李氏家族的欢迎——这个家族通过交叉控股依旧牢牢掌控着三星。但是，对于所有投资者来说，由于三星股价已经反弹到Note 7召回前的水平，并在本周四创下历史新高，他们当然希望能从自己的投资中获得回报。