Samsung incited a Note 7 disaster into an S8 feature


The biggest pretence Samsung ever pulled was spinning a biggest misfire into a feature. And it happened right underneath a noses. In fact, not usually did a association finish a mutation in plain sight, it used a tip form height to do it. Yesterday’s large Galaxy S8 event noted a finishing touches.

Buried low in a resplendence and business of a press discussion was a avowal that a Note 7s battery woes, once a PR disaster, were now a substructure of a new underline for a company. What didn’t kill a association had usually done it stronger, and a eight-point battery that had been put in place as a association scrambled to put out self-evident fires was now something it could foster alongside a Infinity Display and intelligent assistant.

It was a pointed shift. One that played out over a march of mixed high-profile press conferences. At both CES and Mobile World Congress, a association set aside time during a tip of a eventuality to residence a situation. It apologized humbly and betrothed to do better. In late January, it hold a press discussion detailing a commentary of mixed third-party investigators and summarized a new reserve process.

By February, a association started an assertive ad debate in a lead adult to a S8 announcement. One of a TV spots opens with a worlds “Quality Assurance during Samsung,” set to a percussive intro to a percussive intro to The O’Jays’ 1975 classic, “Give a People What They Want.” The rest of a mark comforts voluptuous shots of highlight contrast set a Gamble Huff square of funk-soul populism.

The mark non-stop a MWC press conference, as a association continued to adjust a approach. Pundits have prolonged tied a recover of a company’s subsequent phone to some idea of redemption, and a association has happily complied. In a lead adult to a Galaxy S8, a association invited press out to a Korea comforts to watch a reserve routine in action. The association remarkably married a review about reserve with boasts about a stirring handset.

Yesterday’s event, however, was hosted by a association that had paid a penance and was prepared to pierce on. There was brief discuss of a issue, a few final taciturn acknowledgements, though a review around a battery concerns were mostly in use of bolstering these new reserve checks. A repute from a association summed matters adult good in a lead adult to a event, stating, “Some of a pivotal training takeaways are that as many as we innovate for products and services, we need to do that on reserve as well.”

The primary confirmation of a new reserve customary came good into a press conference, when SVP Justin Denison took a theatre to run down a list of a phone’s inner specs. After articulate wireless charging, a exec stated, “We are committed to innovation. From hardware to program to core comforts and accessories that make your life easier. We’re also committed to creation in peculiarity and safety.”

Just like that, a endless contrast that was innate as a outcome of final year’s mixed recalls was a arrange of tidbit we glow off in-between specs. “Quality and reserve is and stays a tip priority,” he continued. “Our joining to reserve extends to security, too.” Just like that, a association had changed onto biometric phone unlocking.

And with that, a association seems to have successfully put a Note 7 failure behind it, both symbolically and literally. Aside from some infrequent blast jokes and some slow memories among moody attendants, a association seems to have come out of a emanate mostly unscathed. Or, arguably, even stronger than before, adding one of a many severe reserve check processes in a business to a list of smartphone features.