Samsung Note 7 shown bursting into flames in images which will shock every smartphone owner
Gadget dramatically catches light when pressure is applied during lab test
Scientists have captured dramatic images of the moment a Samsung Note 7 smartphone caught fire and exploded.
To find out why Samsung's mobile phones overheated, researchers from the Applied Energy Hub battery laboratory in Singapore applied pressure to a fully charged gadget - which then exploded in a ball of flame.
Samsung Electronics is still desperately trying to limit the damage of a record global recall announced more than a month ago.
It was forced to recall 2.5 million Note 7 handsetsshipped to the US, South Korea and other markets, following complaints that faulty batteries caused the phones to explode while charging.
The South Korean firm said most of the fire-prone Galaxy Note 7 phones have been recovered in major markets.
But yesterday, passengers and crew were evacuated from a plane after a Note 7 caught fire and emitted ‘thick grey-green angry smoke’.
The crisis is worse than any other the company has faced, said one Samsung insider, who declined to be named due to the sensitivity of the subject.
"It directly impacts our products, our brand, and trust with consumers," they told Reuters.
"If this doesn't get fixed quickly, everybody loses," said a second Samsung source.
Some of the toughest criticism levelled at Samsung has been over its handling of the recall.
It warned affected users to immediately turn off their phones only after the same warning was issued by the U.S. consumer protection agency.
The regulator criticised Samsung for not following proper recall procedures.
Some consumers also complained about the replacement phones, either saying they lose power too quickly or run too hot.
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In China, where Samsung says its Note 7 uses safe batteries, some users claimed their phones caught fire, while it was forced to delay resuming sales in South Korea due to a slow recall progress.
Eric Schiffer, brand strategy expert and chairman of Reputation Management Consultants based in Los Angeles, said Samsung needs to woo its customers.
He said: "They need to be very transparent. Invite customers who have been affected to the plants...let go of whoever was in charge of this debacle, and accept responsibility and show goodwill by sending new phones, giving discounts - anything to show the importance of the customer relationship."
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