Market research firm IDC says the best thing Samsung can do to put the fiery Note7 recall behind it is to come out with a really great Galaxy S8 smartphone next year.
Samsung indeed has already started to tease that new Android phone, including during an analyst call this week in which the company detailed the big financial hit it has suffered from recalling the Note7 due the phablet's overheating battery issues (See also: "Samsung issues elaborate fireproof boxes for Note7 returns")
IDC surveyed 1,082 consumers ( U.S. Smartphone Owners' Reaction to Samsung Galaxy Note 7 Recall) on Oct. 17-18, four days after Samsung halted Note7 production, to get a sense of the product fiasco's impact on the buying public. Unfortunately, it hit up only 24 people who admitted to owning a Note7, but otherwise its respondent breakdown was split between current Samsung smartphone owners (507), past Samsung smartphone owners (347), and smartphone owners who have never owned the Samsung brand (228).
Research Manager Ramon Llamas says most of those surveyed seemed unfazed by the Note7 issues, which have grabbed headlines and been the butt of jokes on TV shows such as SNL. More than 1 in 10 surveyed weren't even familiar with the Note7 debacle.
"For the minority of Samsung customers who are unlikely to purchase a Samsung smartphone in the future, the company has to win back consumer trust," Llamas said in a statement. "Thus far Samsung has offered monetary incentives but, at the heart of the matter, consumers want to learn the root causes of the problem and how Samsung intends to fix them."
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Llamas colleague Anthony Scarsella concurred, and said Samsung is in no imminent danger of losing its worldwide lead in smartphone marketshare.
"Moving forward, Samsung will need to put the Note 7 to rest as quickly as possible and focus all efforts on producing a stellar Galaxy S8 come next spring," Scarsella said in a statement. "If successful, consumers will quickly forget the Note 7 fiasco..."