Galaxy Fold screen mess: Samsung's best way out might be by sucking up to buyers

CNET | 4/30/2019 | Jessica Dolcourt
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Samsung is delaying the Fold's official release to address what went wrong -- which means the world's largest phone-maker has another shot, perhaps a slim one, to make things right. First, Samsung needs to clear up problems with the screen and hinge, which are easily damaged and compromised.

Second, after finding ways to communicate to future Fold owners that they should never, under any circumstance, remove the protective screen film, there's still one thing the brand must do: give Fold owners the red carpet treatment.

Samsung - Galaxy - Fold - Units - Alike

By now, Samsung has reclaimed the Galaxy Fold units, defective and whole alike. Returning those units after a 10-day review period was always part of the deal. But there's little doubt that Samsung is also attempting to run damage control on what has become a runaway situation and a black eye for the brand's reputation as an innovator.

The Galaxy Fold is not your typical phone by a long shot. At twice the cost of the excellent Galaxy S10 Plus, the Fold represents a new category that makes it phone and tablet in one. If Samsung wants to position the Fold as a "luxury" device, it will need to make buyers feel like they're part of an exclusive club with accelerated customer service, free upgrades, gifts and sneak peeks. After all, who doesn't love a good perk?

Buyers - Goods - Services - Giveaways - Experiences

Buyers of high-end goods and services are already conditioned to expect giveaways, exclusive experiences and personalized attention. Take for example, owners of luxury cars who get a dedicated concierge service or free track instruction; winery members who are invited to private dinner pairings; and frequent fliers with airline status that gets them First Class upgrades and fresh-from-the-oven chocolate chip cookies.

Galaxy Fold buyers need a little incentive.

Samsung - Carrier - Partners - Version - Philosophy

Samsung, and its carrier partners, should extend a version of that philosophy to bring buyers...
(Excerpt) Read more at: CNET
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