{"id":337197,"date":"2017-03-30T23:47:54","date_gmt":"2017-03-30T15:47:54","guid":{"rendered":"http:\/\/techcrunch.com\/?p=1470948"},"modified":"2017-03-30T23:47:54","modified_gmt":"2017-03-30T15:47:54","slug":"samsung-turned-the-note-7-disaster-into-an-s8-feature","status":"publish","type":"post","link":"https:\/\/people.utm.my\/asmawisham\/samsung-turned-the-note-7-disaster-into-an-s8-feature\/","title":{"rendered":"Samsung turned the Note 7 disaster into an S8 feature"},"content":{"rendered":"<p><img decoding=\"async\" src=\"https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/03\/cma_2081.jpg?w=738\" class=\"\"\/><\/p>\n<p>The greatest trick Samsung ever pulled was spinning its biggest misfire into a feature. And it happened right under our noses. In fact, not only did the company complete the transformation in plain sight, it used its highest profile platform to do it. <a target=\"_blank\" href=\"https:\/\/techcrunch.com\/2017\/03\/29\/samsung-galaxy-s8-liveblog\/\">Yesterday\u2019s big Galaxy S8 event<\/a> marked the finishing touches.<\/p>\n<p>Buried deep in the pomp and circumstance of the press conference was the assertion that the <a target=\"_blank\" href=\"https:\/\/techcrunch.com\/timeline\/the-rise-and-fall-of-the-galaxy-note-7\/\">Note 7s battery woes<\/a>, once a PR disaster, were now the foundation of a new feature for the company. What didn\u2019t kill the company had only made it stronger, and the eight-point battery that had been put in place as the company scrambled to put out proverbial fires was now something it could promote alongside its Infinity Display and smart assistant.<\/p>\n<p>It was a subtle shift. One that played out over the course of multiple high-profile press conferences. At both CES and Mobile World Congress, the company set aside time at the top of the event to address the situation. It apologized humbly and promised to do better. In late January, it held a press conference detailing the findings of multiple third-party investigators and outlined its new safety process.<\/p>\n<p>By February, the company started an aggressive ad campaign in the lead up to the S8 announcement. One of the TV spots opens with the worlds \u201cQuality Assurance at Samsung,\u201d set to the percussive intro to the percussive intro to The O\u2019Jays\u2019 1975 classic, \u201cGive the People What They Want.\u201d The rest of the spot features sexy shots of stress testing set the Gamble &#038; Huff piece of funk-soul populism.<\/p>\n<p><span class=\"embed-youtube c5\"><iframe loading=\"lazy\" class=\"youtube-player c4\" type=\"text\/html\" width=\"640\" height=\"390\" src=\"https:\/\/www.youtube.com\/embed\/Hkmp8SmtXSg?version=3&#038;rel=1&#038;fs=1&#038;autohide=2&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;wmode=transparent\" allowfullscreen=\"true\">[embedded content]<\/iframe><\/span><\/p>\n<p>The spot opened the MWC press conference, as the company continued to adjust its approach. Pundits have long tied the release of the company\u2019s next phone to some notion of redemption, and the company has happily complied. In the lead up to the Galaxy S8, the company invited press out to its Korea facilities to watch the safety process in action. The company masterfully married the conversation about safety with boasts about its forthcoming handset.<\/p>\n<p>Yesterday\u2019s event, however, was hosted by a company that had paid its penance and was ready to move on. There was brief mention of the issue, a few final tacit acknowledgements, but the conversation around the battery concerns were largely in service of bolstering these new safety checks. A rep from the company summed matters up well in the lead up to the event, stating, \u201cSome of the key learning takeaways are that as much as we innovate for products and services, we need to do that on safety as well.\u201d<\/p>\n<p>The primary acknowledgement of the new safety standard came well into the press conference, when SVP Justin Denison took the stage to run down a list of the phone\u2019s internal specs. After talking wireless charging, the exec stated, \u201cWe are committed to innovation. From hardware to software to core features and accessories that make your life easier. We\u2019re also committed to innovation in quality and safety.\u201d<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1454993\" src=\"https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/02\/galxy-note-battery.jpg?w=738&#038;h=492\" alt=\"\" width=\"738\" height=\"492\" srcset=\"https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/02\/galxy-note-battery.jpg 738w, https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/02\/galxy-note-battery.jpg?w=150&#038;h=100 150w, https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/02\/galxy-note-battery.jpg?w=300&#038;h=200 300w, https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/02\/galxy-note-battery.jpg?w=680&#038;h=453 680w\" sizes=\"(max-width: 738px) 100vw, 738px\"\/><\/p>\n<p>Just like that, the extensive testing that was born as a result of last year\u2019s multiple recalls was the sort of tidbit you fire off in-between specs. \u201cQuality and safety is and remains our top priority,\u201d he continued. \u201cOur commitment to safety extends to security, too.\u201d Just like that, the company had moved onto biometric phone unlocking.<\/p>\n<p>And with that, the company seems to have successfully put the Note 7 fiasco behind it, both symbolically and literally. Aside from some casual explosion jokes and some lingering memories among flight attendants, the company seems to have come out of the issue mostly unscathed. Or, arguably, even stronger than before, adding one of the most rigorous safety check processes in the business to its list of smartphone features.<\/p>\n","protected":false},"excerpt":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" width=\"680\" height=\"453\" src=\"https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/03\/cma_2081.jpg?w=680\" class=\"attachment-large size-large wp-post-image\" alt=\"\" srcset=\"https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/03\/cma_2081.jpg?w=680 680w, https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/03\/cma_2081.jpg?w=1360 1360w, https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/03\/cma_2081.jpg?w=150 150w, https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/03\/cma_2081.jpg?w=300 300w, https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/03\/cma_2081.jpg?w=768 768w\" sizes=\"(max-width: 680px) 100vw, 680px\" \/>&nbsp;The greatest trick Samsung ever pulled was spinning its biggest misfire into a feature. And it happened right under our noses. In fact, not only did the company complete the transformation in plain sight, it used its highest profile platform to do it. Yesterday&#8217;s big Galaxy S8 event marked the finishing touches.<br \/>\nBuried deep in the pomp and circumstance of the press conference was the&#8230; <a href=\"https:\/\/techcrunch.com\/2017\/03\/30\/samsung-turned-the-note-7-disaster-into-an-s8-feature\/?ncid=rss\">Read More<\/a><\/p>\n<div class=\"feedflare\">\n<a href=\"http:\/\/feeds.feedburner.com\/~ff\/Techcrunch?a=VSPCDDNKZNE:LLoPwosewd8:2mJPEYqXBVI\"><img decoding=\"async\" src=\"http:\/\/feeds.feedburner.com\/~ff\/Techcrunch?d=2mJPEYqXBVI\" border=\"0\"><\/img><\/a> <a href=\"http:\/\/feeds.feedburner.com\/~ff\/Techcrunch?a=VSPCDDNKZNE:LLoPwosewd8:7Q72WNTAKBA\"><img decoding=\"async\" src=\"http:\/\/feeds.feedburner.com\/~ff\/Techcrunch?d=7Q72WNTAKBA\" border=\"0\"><\/img><\/a> <a href=\"http:\/\/feeds.feedburner.com\/~ff\/Techcrunch?a=VSPCDDNKZNE:LLoPwosewd8:yIl2AUoC8zA\"><img decoding=\"async\" src=\"http:\/\/feeds.feedburner.com\/~ff\/Techcrunch?d=yIl2AUoC8zA\" border=\"0\"><\/img><\/a> <a href=\"http:\/\/feeds.feedburner.com\/~ff\/Techcrunch?a=VSPCDDNKZNE:LLoPwosewd8:-BTjWOF_DHI\"><img decoding=\"async\" src=\"http:\/\/feeds.feedburner.com\/~ff\/Techcrunch?i=VSPCDDNKZNE:LLoPwosewd8:-BTjWOF_DHI\" border=\"0\"><\/img><\/a> <a href=\"http:\/\/feeds.feedburner.com\/~ff\/Techcrunch?a=VSPCDDNKZNE:LLoPwosewd8:D7DqB2pKExk\"><img decoding=\"async\" src=\"http:\/\/feeds.feedburner.com\/~ff\/Techcrunch?i=VSPCDDNKZNE:LLoPwosewd8:D7DqB2pKExk\" border=\"0\"><\/img><\/a> <a href=\"http:\/\/feeds.feedburner.com\/~ff\/Techcrunch?a=VSPCDDNKZNE:LLoPwosewd8:qj6IDK7rITs\"><img decoding=\"async\" src=\"http:\/\/feeds.feedburner.com\/~ff\/Techcrunch?d=qj6IDK7rITs\" border=\"0\"><\/img><\/a>\n<\/div>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/feeds.feedburner.com\/~r\/Techcrunch\/~4\/VSPCDDNKZNE\" height=\"1\" width=\"1\" alt=\"\"\/> <\/p>\n","protected":false},"author":5817,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[25],"tags":[59,66,26],"class_list":["post-337197","post","type-post","status-publish","format-standard","hentry","category-technology","tag-media","tag-techcrunch","tag-technology"],"_links":{"self":[{"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/posts\/337197","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/users\/5817"}],"replies":[{"embeddable":true,"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/comments?post=337197"}],"version-history":[{"count":0,"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/posts\/337197\/revisions"}],"wp:attachment":[{"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/media?parent=337197"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/categories?post=337197"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/tags?post=337197"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}