Samsung must act fast to keep an exploding phone from blowing up its brand

The saga of the exploding Galaxy Note 7s has turned into a fully-fledged crisis for Samsung. First released in August, the phone initially received rave reviews for the extent to which it pushed the envelope on what a phablet-sized smartphone could do. It shipped with wireless charging, a battery that lasted well over a day and charged to 70% in less than an hour, and a USB-C connector – Samsung’s first phone to use the next-generation port. Then it started exploding. Sporadic reports came in over early September suggesting that the phone’s battery became unstable when fully charged, and could overheat and explode. Samsung issued a global replacement programme, but steered clear of using the language of a “recall” – until the US consumer product safety commission stepped in and told it that it couldn’t bypass procedure.
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