(Suwon, South Korea) Samsung Electronics Co. Ltd. [SSNLF] has pulled its latest smartphone offering – the Galaxy Note 7 – from shelves following consumer dissatisfaction, particularly with its novel ‘rapid energy release’ feature.
Executives admitted they were disappointed, but say that’s just business.
“People were constantly telling us they hate boring. Well, what could be less boring that knowing something in your pocket could detonate at any moment? But the customer has spoken, and, in many cases, screamed.”
No-one is blaming Samsung for trying out the feature, as it is difficult to anticipate what features consumers will love and which they will reject in this notoriously fickle market.
“Who would have thought people would accept touchscreen keyboards back in 2007, but they did.”
Still, Samsung admits it should probably have tested the new feature out with carefully selected focus groups first instead of rolling it out as they did.
“That could have saved some egg on our faces. But focus groups can be wrong. At least this way we know for sure – people don’t want their smartphones to explode.”
Samsung insist the withdrawal of the exploding Galaxy Note 7 is not being regarded as a failure, as they learned a great deal, and what is unpopular today may be all the rage tomorrow.
“Clearly exploding phones are not in demand right now, but when they are at some point in the future, we’ll be way out in front of our competitors thanks to this experience.”