Samsung
I’ll get this out here right at the start - I’ve always been highly sceptical about the Samsung Galaxy Fold.
Sceptical for two reasons;
the ability to design and produce a folding screen which endures the pressures of everyday use
the customer use case for a folding ‘phone, especially at a price point of almost $2000
Due to be released on April 26th, the last 24 hours have resulted in the stuff of nightmares for Samsung. Social media is full of reports of technology journalists, bloggers, presenters experiencing broken / faulty screens after only a few hours of use.. These early release devices are meant to generate informed excitement and allow the first wave of consumers, the “early adopters”, reasons why they need to pre-order and be first in line come release day.
The opposite is now true.
Samsung have put out a bullish statement saying this will be looked at but its limited to a few handsets - but it seems incredulous that the first wave of product sent to journalists hadn’t been rigorously tested.
“A limited number of early Galaxy Fold samples were provided to media for review. We have received a few reports regarding the main display on the samples provided. We will thoroughly inspect these units in person to determine the cause of the matter.
Separately, a few reviewers reported having removed the top layer of the display causing damage to the screen. The main display on the Galaxy Fold features a top protective layer, which is part of the display structure designed to protect the screen from unintended scratches. Removing the protective layer or adding adhesives to the main display may cause damage. We will ensure this information is clearly delivered to our customers.”
The stakes are high for Samsung, because they have had previous on this with ‘exploding batteries’.
Consumers are used to mobile devices coming to market with software issues, often glitches will not manifest themselves until widescale use - but remedies are quick and easy.
Hardware issues are a very different story and, because people invest so much of their day to day behaviors and needs into their mobile device, there is no room for error.
I suspect Samsung has developed a siege mentality because of the battery issue, this is driving them to launch the Galaxy Fold on time regardless when what is required is someone courageous within the organisation saying ‘let’s get this right’.
Perhaps I am wrong and this is just extraordinary bad luck - but for the moment I’m going with the opinion that Samsung are about to launch a new device than doesn’t perform and which nobody really wanted in the first place.
Both factors risk tarnishing the Samsung brand.
About the Author
The author is a brand consultant and founder of Mission Critical, a high focused and curated weekly briefing for time poor and information hungry decision makers. For almost four years he worked for Vertu, a division of Nokia.
