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本文摘要：A popular joke going around the telecoms industry of late is that Samsung has outmanoeuvred Apple in smartphone innovation — adding a powerful heater to its Galaxy Note 7 to warm the hands of users in cold winter months.最近电信行业广泛流传的一个笑话是，三星(Samsung)在智能手机创意上比苹果(Apple)更胜一筹——它给Galaxy Note 7再加一个功率强劲的加热器以便让用户在严寒的冬季暖手。

A popular joke going around the telecoms industry of late is that Samsung has outmanoeuvred Apple in smartphone innovation — adding a powerful heater to its Galaxy Note 7 to warm the hands of users in cold winter months.最近电信行业广泛流传的一个笑话是，三星(Samsung)在智能手机创意上比苹果(Apple)更胜一筹——它给Galaxy Note 7再加一个功率强劲的加热器以便让用户在严寒的冬季暖手。Yet the smartphone’s overheating safety issues have become no laughing matter for the South Korean company, after it pulled the plug on a model that only a few months earlier had some in the industry arguing it was the best handset they had ever seen.然而，对这家韩国公司来说，Note 7短路引发的安全性问题一点儿也很差大笑，此前该公司宣告停产Note 7，而就在几个月前，业内一些人还坚称，这是他们见过的最差的手机。The move to warn consumers to stop using the fire-prone model, then to kill the handset model for good, in a frantic 24-hour period, has not only hit Samsung’s share price and reputation, but also raised concerns its standing as the world’s largest phonemaker could be under threat. One network source told the Financial Times that sales of the Galaxy S7 have started to dip this week, in what could be an early sign the brand has taken a big hit in consumers’ eyes.在手忙脚乱的24小时内，三星趁此机会警告消费者停止使用这款更容易起火的手机，随后宣告永久停产Note 7，这些措施不仅影响了该公司的股价和声誉，而且还让人忧虑它作为全球仅次于手机制造商的地位有可能受到威胁。一位消息人士向英国《金融时报》回应，Galaxy S7的销售本周开始下降，这被消费者指出有可能是该品牌遭到重创的早期迹象。

Samsung had initially won praise for its handling of the safety issues that plagued the Galaxy Note 7 after its launch in August. It moved to replace 2.5m of the phones in early September, amid reports that the handset was overheating and catching fire. Despite creeping concern about the phones, as airlines and consumer watchdogs continued to issue warnings about the Note 7, Samsung shares hit an all-time high last week as investors shook off the financial impact of the initial recall. The replacement programme and a switch in battery supplier appeared to have drawn a line under the affair.Galaxy Note 7在今年8月上市后，三星最初对安全性问题的处置夺得了赞誉。有报导称之为Note 7短路，更容易发生爆炸发生爆炸，因此它在9月初为250万这款手机获取换机服务。尽管人们对这款手机的忧虑慢慢激化，尽管航空公司和消费者维护团体持续公布警告，但随着投资者消化最初解任事件的财务影响，三星股价上周上涨至史上最低水平。

换机计划和替换电池供应商或许让该事件告一段落。Yet that confidence was shattered when a spate of further fires caused US networks to withdraw the replacement model, with Samsung following suit this week with a total withdrawal of the Note 7 from the market. Its second recall has raised question marks over whether it had sufficiently investigated the matter in the first place.然而，随后再次发生的一系列发生爆炸事件使得美国运营商解任新的Note 7，本周该公司又从市场全面解任Note 7，投资者的信心遭毁坏。

第二次解任令人批评三星最初否对该事件进行了充份调查。“It is easy to overlook the first recall, but much more difficult to overlook the second,” analysts at Credit Suisse said in a note on Monday.瑞信(Credit Suisse)分析师们周一在报告中回应：“拒绝接受第一次解任很更容易，但忽略第二次解任要艰难得多。”Lowell McAdam, chief executive of Verizon, said that Samsung had suffered a “major black eye” as a result of the unprecedented second recall. “This is by far the biggest concern I have seen in cell phones during my tenure,” he said, at an industry conference in California.Verizon首席执行官洛厄尔麦克亚当(Lowell McAdam)回应，史无前例的第二次解任沉重打击三星，给其留给“大黑眼圈”。他在加州的一个行业会议上说道：“这是我在任期间看到的对手机的最相当严重忧虑。

”The immediate financial damage of scrapping the Note 7 is significant, with 4m already having been produced. Analysts estimated that the costs could be $2.5bn. The move will also create a $17bn black hole in its sales outlook, based on Samsung’s expectations that it would sell around 19m units.解任Note 7对三星财务产生的直接影响是明显的，有400万台Note 7已被生产出来。分析师们估算，成本有可能高达25亿美元。

按照三星销售大约1900万台Note 7的预期计算出来，此举也将给三星销售前景留给170亿美元的黑洞。The Note remains only a small segment of the broad range of Samsung devices, given it produces 300m smartphones a year, but the reputational damage could be severe and cause consumers to reconsider their attachment to the brand. The latest industry data from Gartner shows Samsung’s market share rose to 22.3 per cent in the second quarter from 21.8 per cent in the same period a year earlier, as sales surpassed those of Apple and Huawei, the number two and three performers, combined.鉴于三星一年生产3亿部手机，这款Note仍然是该公司可观手机系列中的一小部分，但名誉上的伤害有可能十分相当严重，并促成消费者重新考虑对该品牌的忠诚度。

低德纳(Gartner)近期公布的行业数据表明，在今年第二季度，三星市场份额从去年同期的21.8%升到22.3%，销量多达名列第二和第三的苹果和华为(Huawei)之和。Yet the freefall in market share of former powerhouses Nokia, Motorola and BlackBerry proves that sustained dominance in the smartphone sector is difficult to achieve.然而，曾多次的手机巨头诺基亚(Nokia)、摩托罗拉(Motorola)和黑莓(BlackBerry)市场份额的下跌证明，很难持续占有智能手机领域的霸主地位。

Google’s Pixel phone, due to hit the shelves later this month, was already tuned to target Samsung, which has built its phone empire on the search company’s Android operating system. Analysts said Huawei and LG were also well positioned to benefit if Samsung started to seep share, but Google appears to have timed its run into its own hardware well. “This particular opportunity is Google’s to lose,” said Richard Windsor at Edison Investment Research.谷歌(Google)将于本月晚些时候上市的Pixel手机早已将矛头对准三星，而三星正是利用谷歌的安卓操作系统创立了自己的手机帝国。分析师们回应，如果三星开始失去市场份额，华为和LG也很有可能获益，但谷歌进占自己的硬件业务或许去找对了时机。

Edison Investment Research的理查德温德索(Richard Windsor)回应：“丧失这个类似机遇将是谷歌的罪过。”The high-profile failure of the Note 7 has also dealt a blow to Samsung’s confidence, after its recent struggles to revive its core smartphone business. “They got their mojo back with the S7 so they’re really hurting now. It’s humiliating,” said one industry source.Note 7引人注目的告终还重创了三星的信心，近期该公司无法挽回其核心的智能手机业务。一位业内人士回应：“他们曾利用S7完全恢复了元气，因此现在他们知道深感难过。

这过于丢人了。”The stakes are high, with Samsung historically deriving two-thirds of its profit from the smartphone market. “Samsung’s superb profitability in Android handsets is based on the fact that it out-ships its nearest competitor by more than 2 to 1, and a big loss of brand equity will give Huawei an opportunity to close the gap,” said Mr Windsor. “This will be highly detrimental for Samsung’s profitability in handsets leading us to be much more nervous with regard to the long-term outlook.”智能手机业务对三星至为关键，历史上该公司三分之二的利润来自智能手机市场。温德索回应：“三星在安卓系统手机上的极强盈利能力基于如下事实，它的出货量比最相似的竞争对手多出两倍多，而此次品牌资产的巨大损失将让华为有机会削减差距。

这将很大地伤害三星手机业务的盈利能力，从而让我们更为担忧该公司的长年前景。”The South Korean company could yet choose to retire the whole Note brand. Sources said it was still too early to determine whether the model would survive in a revamped form.三星还可以自由选择退出整个Note系列。消息人士称之为，该公司目前为止仍未要求否经过调整后之后保有Note系列。

How it handles the fallout of the Note 7 saga could well define whether Samsung can retain its grasp on the premium end of the smartphone market or if its brand is tainted beyond repair.三星如何处置Note 7事件有可能要求该公司是之后挽回智能手机市场的优势地位，还是从此一蹶不振。

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