Samsung faces two potential critical moments this week.
The launch and hearing of the new smartphone will determine whether its vice president will be in jail for the next 12 years.
On Wednesday, the company will make its debut as a successor to the disastrous Galaxy Note 7 --
Galaxy Note 8.
The latest increase in Samsung's high-end telephone lines will show whether the company has the ability to overcome the past and protect the future.
Note is not necessarily the ideal phone to carry this weight.
After a major battery problem caused some phones to catch fire, the company had to recall Note 7.
Samsung successfully launched two phones
Galaxy S8 and S8 Plus-
Analysts say it has been at a disadvantage in competing with Apple for the high-end handset market since the crash.
"In the field of high-end mobile phones, this is a two-
Race between Samsung and Apple.
Last year, Samsung had only half a horse in the race, "said Patrick Moorhead, chief analyst at Moor Insights, referring to Note 7.
With the Note 8, Samsung is trying to restore its high-end phone line, which has not had a new model since 2015 due to the recall. The large-
Blocking the Note line has always attracted Samsung's most loyal fans and demonstrated its most innovative features.
Analysts expect the new phone to have better cameras and advantages. to-
Edge screen and several new software features for advanced users
Including those who sign the stylus with notes.
In order to avoid another disaster, the company has also developed a new security agreement.
But after the Note 8 debut, Samsung's attention will shift to another big deal: the sentencing hearing of Lee, its vice-chairman and de facto headOn Friday.
Lee, the grandson of the company's founder, was arrested on the spot over a corruption scandal that forced South Korean President Park Geun-hye to step down. hye.
Li denied all misconduct related to the allegations, including bribery, perjury and corruption related to the merger that helped him secure his succession at the company.
Prosecutors are seeking 12-
Li was sentenced to one year in prison.
Samsung's status as South Korea's most prominent family
Running Group-
A company that accounts for 15% of the country's total economy
Protect it from terrible consequences in the past.
But these allegations are in the new demands on South Korea's super-
The company and their close relationship with the government.
Usha Haley, a professor of international business at the University of West Virginia, said the imprisonment of Lee would be a major breakthrough with history.
Six of the 10 heads of the Korean family --
Business group (
Called "chaebol ")
Found guilty of White
She said white-collar crimes had little consequences in the past.
Hayley said that if Lee was imprisoned, it would be a "disaster" for Samsung, which relies heavily on the direction it should take on how the group should develop.
Since his father, chairman of Samsung, had a heart attack in 2014, Li has been in charge of the company.
"They do need some overriding vision that must be communicated so that elephants can dance," she said . ".
Analysts have warned that Samsung until it is possible to restructure its executive team in response to Lee's arrest, especially if the key Chinese smartphone market loses market share.
Analysts say the Note 8 has achieved great international success, which will ease lingering concerns about Samsung's consistency and consolidate its most prominent weaknesses in its business.
However, the biggest risk for Samsung is the long term --
Short term, not short term
Analysts said,
No chairman may do no immediate harm to the company.
Samsung's sales and profits were unusually strong despite market turmoil, although Lee has been arrested.
Part of the reason is the department that provides components to other handset manufacturers, including Apple.
Analysts say the scandal has not damaged the company's image among most global consumers who don't know Li.
In addition, Samsung's success does not depend on a single product because it has companies from TV to life insurance.
The design of the company was carried out without a large enterprise. hit.
Financial success, though important, is not Samsung's only goal.
It makes it clear that as an innovative company, it wants to stand out from consumers.
The effort to produce "the next best thing" won Samsung's loyal fans, but it also prompted the company to push the production of Note 7 in the first place.
The successful release of the Note 8 will help Samsung regain its reputation for innovation and quality.
Samsung did not immediately respond to requests for comment.
"This is about long-
Brand respect-
Keep in touch with Apple from a consumer perspective, "Moorhead said.