The best way out of the mess of the Galaxy Fold screen: Sucking the buyers

The first report of a broken Galaxy Fold the screen has triggered an alarm. By the fifth, many viewers had lost confidence in the bold new design of Samsung's collapsible phone. Samsung's grace in the world embarrassing and sensational debacle is that the problems – three in total – were discovered on the first production units in the hands of reviewers, and Samsung is delay the official release of Fold to address what went wrong. (The CNET review unit has never been affected.) These are not the devices for which Samsung's customers have paid $ 1,980 each, which means that the largest manufacturer phones in the world has another chance, maybe thin, to do things right.

To date, Samsung has recovered the Galaxy Fold units, defective and complete. The return of these units after a 10-day review period was still part of the transaction. But there is no doubt that Samsung is also trying to control the damage on what has become a leak situation and a black eye for the brand's innovative reputation.

There is still some hope for the Fold after its new date of shipment in June. After fixing issues with the screen and hinge – which are easily damaged and compromised – and after finding ways to let future Fold owners know that they should never, under any circumstances, remove the screen protector, the brand still has only one thing to do is to do: give Fold owners a red carpet experience.

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The Galaxy Fold is not your typical phone by far. Twice as expensive as the excellent Galaxy S10 Plus, the Fold represents a new category that makes it both a phone and a tablet. If Samsung wants to position Fold as a "luxury" device, buyers will need to feel part of an exclusive club that offers fast customer service, free upgrades, giveaways and previews. . After all, who does not like a good advantage?

Buyers of high-end goods and services are already conditioned to expect gifts, exclusive experiences and personalized attention. Take, for example, luxury car owners who benefit from a dedicated concierge service or free runway instructions; members of the winery who are invited to private dinners; and frequent travelers whose carrier status allows them to earn first class upgrades and oven-baked chocolate chip cookies.

Samsung and its operator partners should develop a version of this philosophy to bring buyers back on board. The Galaxy Fold has a delicate screen. In case of failure, will Samsung offer an immediate fix or a repair and a phone in the course of loan? What about a dedicated customer service number to solve problems?

Lily: The debacle of Galaxy Fold could have been worse

The Galaxy Fold comes with a holster and a set of wireless Galaxy Buds in the box, but maybe Fold buyers should also have access to elite screen funds at a mountain Samsung Rewards points that can be redeemed for other items or a $ 20 free Samsung Pay credit.

Paying $ 2,000 for a phone was already a lot to ask for, even before Fold's screen issues turned early shoppers into guinea pigs for emerging technology. Samsung should want to reduce buyers' fears and strive to retain them by reducing the risk of ownership while valuing the efforts of people who want to be caught for a product.

Will the benefits return buyers? Perhaps not observers on the ground or industry observers who prefer to wait for flexible glass screens or lower entry prices.

Lily: Sorry, Galaxy Fold and 5G will make your phone more expensive in 2019

But for the pioneering early adopters for whom the Fold might not be a single phone, or for those who are still attached to the vision of foldable phones, knowing that Samsung provides both a safety net and a Carrot could make all the difference to give Galaxy Fold a second chance.

Samsung has not responded to a request for comment.