当前位置: 主页 > 科技资讯 > 三星果断止损是正确选择


【发表时间: 2016-10-14 04:39

Samsung is not the first company to discover that battery life can be a combustible issue.


Fiery power packs have haunted businesses as diverse as Dell and Boeing in recent years.


The latter’s Dreamliner fleet was even grounded in 2013 after the aeroplane’s batteries demonstrated unfortunate incendiary tendencies.


The Korean electronics company now has its very own fully fledged battery flame-out to navigate.


It has just been forced to halt production of its much-hyped Galaxy Note 7 smartphone after the device was blamed for setting fire to at least one house, a car and a number of alarming incidents where Galaxy Note 7s started smoking on planes when in flight.

三星刚刚被迫停止生产其被大肆宣传的Galaxy Note 7智能手机,此前这款手机因造成至少一套房屋和一辆车起火、以及造成一系列在飞行中的飞机上冒烟的令人惊慌的事件而受到指责。

It is not the first time Samsung has tried to deal with the problem.


The company recalled 2.5m of the devices just five weeks ago after reports of battery fires.

仅5周前,在出现多起电池起火的报告后,三星召回了250万部Galaxy Note 7。

But it then claimed to have fixed the problem and encouraged customers to swap their dodgy phones for new ones.


Now that fix appears to have come unstuck, it had no option but to dump the whole line.


That, despite the heavy cost, is the safest option.


Defective products — especially when they are potentially dangerous — can take a disproportionate toll on a company’s reputation.


Demonstrating a firm disinclination to risk your customer’s wellbeing is the way to limit reputational damage, as well as the inevitable consumer lawsuits.


The classic example that is often cited is Johnson & Johnson, which faced potential disaster in the early 1980s when a malicious attacker poisoned batches of the consumer analgesic, Tylenol.

人们经常提及的经典案例是强生(Johnson & Johnson)。上世纪80年代初,该公司曾面临一场潜在的灾难。当时,一位恶意攻击者在多批次的非处方止痛药泰诺(Tylenol)中下了毒。

The company responded by swiftly pulling all Tylenol products from retailers’ shelves across the country.


It then repackaged the products, which included the tamper-resistant packaging that is now common.


Its quick reaction prevented both the need for federal intervention and a public outcry.


Having failed to resolve the problem with its cutting-edge lithium ion battery, Samsung is right to cut its losses.


Unlike past phones which had removable power packs, the Note 7’s integrated design means that repeated modifications would be cumbersome and costly.

与过去电池可拆卸的手机不同,Note 7电池与机身一体的设计意味着,反复修改将不仅拖沓而且成本巨大。

Even a fix would not repair the damage to the Note 7 name.

而且,即使修复了问题,也无法修复Note 7品牌受到的损害。

The company does not want customers to start asking shop assistants: Which one is the exploding phone?


Recalls are painful, but are survivable by large companies that are not dependent on a single product line.


Both Toyota and Merck have suffered financial losses as a result of massive product recalls.


Still, long-term trends suggest that both companies’ reputations and stock prices bounced back.


Samsung is at least well insulated from any financial fallout. The company is sitting on a cash pile of some $59bn.


Samsung should remember how it started out in the mobile business, which took off in the 1990s after its chairman Lee Kun-hee demonstrated his zero tolerance approach to faulty handsets.

三星应该记住它在手机业务上是如何发家的。该公司手机业务在上世纪90年代的起飞,是由于此前其董事长李健熙(Lee Kun-hee)显示了对问题手机零容忍的处理方式。

He piled up 150,000 defective phones outside a factory and had them publicly incinerated.


A re-run with the Note 7 would do Mr Lee’s successors little harm.

在Note 7上再次使出这一招,从长远来看对三星将没有什么坏处。