S8 released soon Samsung’s battery security is almost nothing

Sina Technology News Beijing time on March 29 morning news, according to Reuters reported that after Note7 suffered a "fried machine door" and was forced to stop production and stop selling, many people take it for granted that Samsung will publicly promote a new generation listed in the US on Wednesday Battery safety of the flagship machine.

But Samsung, which is in desperate need of regaining consumer trust, has so far rarely mentioned security in its marketing plans.

"If they discuss security issues, then you will naturally ask why, and they know this. They also know that the media will seize this issue." Eric Schiffer, Los Angeles brand strategy expert and chairman of the Management Management Consultants Eric Schiffer) said.

" Emphasizing security issues at this stage will reignite other discussions, so they weaken the problem."

Samsung refused to respond before the new product was released.

It needs to be clear that after confirming that the defective batteries of the two suppliers caused the Note7 to catch fire in January this year, Samsung did deploy a comprehensive security plan.

The company currently has an 8-point safety inspection protocol that includes suspected battery inspection through X. In addition, they will provide more space for the battery during the design phase. Samsung said that these measures are reflected in the development process of S8.

Samsung executives have said that the tragedy of Note7 will not repeat itself, and people familiar with the matter also revealed that in order to ensure security issues, Samsung once postponed the release plan of S8.

"Singapore's extra measures have definitely improved battery safety and durability," said Lewis Larsen, president of Lattice Energy, a Chicago-based battery technology consultancy. "It's obviously not just for show."

The company also let a veteran from the mobile business lead a new product quality improvement office this month, and its subsidiary Samsung SDI also invested 150 billion won ($135 million) to improve battery safety.

Needle in a haystack

Samsung recalled Note7 in September last year and replaced the defective Samsung SDI battery, but the new battery from Amperex Technology is also flawed due to different problems. Analysts said that for Samsung, which has always been proud of its quality control, this move is quite embarrassing. Note7 finally stopped production in October last year.

Earlier this week, the company announced the sale of a revised Note7 smartphone that not only uses new batteries, but also adds new security measures.

As new quality control measures do not ensure that there are no problems in the future, weakening battery safety issues may also be a more sensible marketing option.

Samsung said last year that in its more than 3 million Note7 sales, they only identified 140 problematic batteries - less than half a million defects.

“How confident are they to find defective batteries through these additional security measures?” Venkat Viswanathan, a battery technology expert at Carnegie Mellon University, said, “It’s like finding a needle in a haystack.”

But security is still a major issue for potential buyers.

When asked what is the biggest expectation for the S8, Twitter users shouted: "A mobile phone that doesn't explode."

At last week's Samsung shareholders meeting, there was also a young man asking Samsung to double the bet on security issues. "Even if it takes time, I hope that there will be no more explosions like Galaxy Note7 in the future."

Some analysts expect S8 sales to be more than S7, which will become the most popular Samsung mobile phone in the first year of its launch.

But some analysts believe that consumers may wait a few months to consider buying to ensure the security of this phone.

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