Samsung today announced the end of production of the Galaxy Note 7 and asked its partners around the world to stop selling the phone, following persistent cases of explosion and combustion model.

The decision of the South Korean technology giant is an attempt to stop a snowball that has not stopped growing since the recent warning from the US regulator of consumers to the potential danger to consumers, respective families and homes caused by Note 7.

“recently we adjusted production volume to strengthen research and quality control, but we put consumer safety as a top priority, so we took the final decision to stop production of the Galaxy Note 7”, today announced the company in a statement.

Consumers of Note 7 worldwide will be able to get their money back from the unit or reinvest it in the acquisition of any other models of the company.

The news caused the fall of the ostentatious world's largest maker of smartphones in the Seoul Stock Exchange — where Samsung's shares fell more than 8% in today's session closing – the highest loss in eight years — before fears that this episode cause serious damage to the company's financial health.

Samsung collected just over a month 2,5 million units of Note 7 in ten markets worldwide, in response to consumer complaints that the lithium-ion battery exploded when reloaded.

However, news have emerged from a week ago that the same problem kept happening to units however replaced by the company.

Drastic measures announced today by Samsung translate a disaster on several levels, starting with communication, a company that has always made flag of his pride in innovation and quality.

“If it was just once, It could be taken for an error. Mas no caso da Samsung, the problem happened twice with the same model, therefore the damage to consumer confidence will be considerable”, said Greg Roh, analyst at South Korean financial advisor HMC Investments Securities, the France Press Agency.

“The reason why consumers prefer brands like Samsung and Apple is because they are safe… therefore, in this case, the damage to the credibility of the brand are inevitable and will be difficult for Samsung to get around to it”, Roh added.

One day after announcing he was “adjust” the volume of production Note 7 to accommodate the concerns of the inspection and quality control, Samsung chose to completely stop production announcing that puts “consumer safety at the top of its priorities”.

Hours before, had given instructions to its partners in retail around the world to suspend sales and exchanges Note 7 while not completed a thorough research to device defects.

The company had also advised consumers to “off and to stop using” or model Note 7, a warning that reproduced a similar warning issued by the chairman of the US Commission on Safety of Consumer Products, Elliot Kaye.

“No one should be worried that your phone hurt him, cause injury to your family or damage to your home”, Kaye said in a press release.

Samsung's decision to stop sales and exchanges was “the surest”, also he said, indicating that the committee which he chairs is investigating several cases of mobile phone overheating in several US states.

The Federal Administration of the US Aviation issued a recommendation to all passengers to turn off, do not use, carry or keep any baggage Samsung Galaxy Note devices 7, originals or substituted.

Analysts have suggested that Samsung — involved in a fierce competition in the saturated smartphone market — You may have precipitated the release of Note 7 to cover the launch of the iPhone 7 its biggest rival, a Apple.

The top of the range Samsung was crucial to the growth plans of the company this year, pressured by Appple at the top end of the market and several Chinese brands in the range of entries.

Linda Sui, director of Strategy Analytics, a marketing consultant smartphones, He told AFP that Samsung may lose some “10 billion or more” with the decision to collect the Note 7.

“And the impact on brand image and consumer confidence will be even worse”, said Sui, considering that Samsung may be forced to completely discontinue Note 7.

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