Innovative Galaxy Fold Failure Can Help Samsung Triumph

And just like that, the Samsung Galaxy Fold is going into a column marked ‘nice ideas that failed.’ Alternatively, it may end up in ‘nice idea that struggled to market.’ ‘ Or ‘announced far too early and didn’t sell when it eventually arrived.’ At least to the public. For Samsung’s display business, the Galaxy Fold is a chance to prove a new product first in concept and innovation, through support and roll out, to eventual success.

Getty

That the Samsung Galaxy Fold’s retail launch has been delayed, by at least a month, is now clear. Perhaps thankfully, the device was not on sale before it required a recall. That has meant the story remains (mostly) inside the geekerati bubble and not understood by the wider public - as it was in the case of the Galaxy Note battery issues.

Samsung is not the first company to announce a product and then not have it ship. But Samsung has (allowing for the usual lag for corporate momentum) been pretty upfront about the failure of the Galaxy Fold. It talked about the idea for years before the actual reveal, it showed off the product from the stage, it demonstrated it to the media, it sent out review units, and then took the public step of going “no it’s not ready” before delaying the retail launch and recalling the review units.

I’d much rather a company pushes the envelope in public and responds to inquiries, rather than produce a magical demo, not talk about it for eighteen months, and then withdraw it as quietly as possible on a Friday night after the metaphorical printing presses have finished.

Everyone knows Samsung has a foldable display that is ‘almost’ ready for prime time. As manufacturers work on folding smartphones over the next year, Samsung’s bold approach and eventual public vindication of the technology will hand its display business prime place in the minds of those looking to create their own origami-like experiences.

If the Galaxy Fold is re-released and the display is proven in public, the order book will be opened and I expect it will fill quickly.

Now read what lessons Apple should take from Samsung’s approach…

Check out my website.

I am known for my strong views on mobile technology, online media, and the effect this has on the public conscious and existing businesses. I've been following this spa...