Steward: Do you have a Samsung Phone?
Passenger: Yes.. Why?
Steward: Is it by any chance Samsung Galaxy Note 7 ?
Steward: For safety purposes, we cannot allow you to board with the phone that you are carrying. You'll have to either cancel your flight or leave your phone....your phone can catch fire anytime, and is hence, considered as a threat to safety...
Passenger: What if I put it on flight mode?
Steward: That does not help, it is still considered a threat to safety
Well, this is what a hypothetical conversation between a steward at the airport and a passenger carrying Samsung Galaxy Note 7 would sound like.
Reacting to this global ban, Samsung has issued an official statement which says, "Since the affected devices can overheat and pose a safety risk, we are asking consumers with a Galaxy Note 7 to power it down and contact the carrier or retail outlet where they purchased their device." The statement adds, "Consumers who have a Galaxy Note 7 device can now exchange their phone for another Samsung smartphone, or receive a refund, under the terms of the expanded US Note 7 refund and exchange programme."
So, what will the withdrawal of Samsung Galaxy Note 7 do to the Samsung equity? afaqs! finds out .....
Ambi Parameswaran, author and brand consultant
Firstly, the company needs to admit that there's a problem and come out in the open about what the problem is. It also needs to tell if any other Galaxy product is going to be withdrawn, as well as clearly identify the problem, making sure none of the other Galaxy products have the faulty components. The next step is to put out safety information about all the other top-end Samsung phones so that users and potential buyers are assured that all is well. Samsung is best advised to take a huge haircut now, in order to avoid going bald early.
Siddharth Parwatay, managing editor, Digit Magazine
Ajay Gahlaut, executive creative director, Ogilvy and Mather
It's definitely done big damage to the perception. It is being talked about everywhere -- airlines, stores. Samsung has already started the damage control though. It has announced various offers and other customer satisfactory announcements. Restoring the damage done to the perception won't be easy for Samsung; it needs to put in serious efforts in brand perception management.First Published : October 19, 2016