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Related News Global Lens on China 外媒看中国 Photo Sets Samsung tells global consumers to 'power down and stop using' Note 7 while calling halt to sales, exchanges SAMSUNG told customers worldwide Tuesday to stop using their Galaxy Note 7 smartphones as it struggled to contain a snowballing safety crisis that threatens to derail the powerhouse global brand. The South Korean conglomerate also called a halt to worldwide sales and exchanges of the troubled handset, as the federal US consumer regulator issued an alarming warning of the possible dangers the device posed to its owners, their families and homes. The news slammed Samsung's share price, which plunged as much as seven percent in afternoon trade. Tuesday's announcement came a little over a month after the world's largest smartphone maker announced a recall of 2.5 million Note 7s in 10 markets following complaints that its lithium-ion battery exploded while charging. The unprecedented move has turned into a PR disaster for the company, which prides itself on innovation and quality, and the situation only worsened when reports emerged a week ago of replacement phones also catching fire. "If it's once, it could be taken as a mistake but for Samsung, the same thing happened twice with the same model so there's going to be a considerable loss of consumer faith," said Greg Roh at HMC Investment Securities. - 'Brand damage' - "The reason consumers prefer brands like Samsung and Apple is because of product reliability ... so in this case brand damage is inevitable and it will be costly for Samsung to turn that around again," Roh said. Samsung's statement on Tuesday was the first formal acknowledgement of continued safety concerns with the replacement Note 7s and came a day after it acknowledged it was easing production of the flagship smartphone. "Because consumers' safety remains our top priority, Samsung will ask all carrier and retail partners globally to stop sales and exchanges of the Galaxy Note 7 while an investigation is taking place," the statement said. A number of major distributors -- US telecom firm AT&T and German rival T-Mobile -- had unilaterally suspended sales and exchanges of the model on Sunday. Samsung also advised all customers with an original or replacement Galaxy Note 7 to "power down and stop using the device" immediately -- a warning echoed by the head of the US Consumer Product Safety Commission, Elliot Kaye. "No one should have to be concerned their phone will endanger them, their family or their property," Kaye said in a press release. Samsung's decision to halt sales and exchanges was "the right move" Kaye said, adding that his commission was actively investigating reports of phones overheating and burning in multiple US states. The US Federal Aviation Administration issued a guidance update, urging all passengers to power off, and not use, charge, or stow in checked baggage, all Samsung Galaxy Note 7 devices -- originals or replacements. - Management woes - Analysts have suggested that Samsung, battling ever-fiercer competition in the saturated smartphone market, may have rushed production of the Note 7 with bitter rival Apple's recently released iPhone 7 in mind. The top-of-the-line Note 7 was crucial to Samsung's growth plans this year, with the company struggling to boost sales, squeezed by Apple in the high-end sector and Chinese rivals in the low-end market, as profit has stagnated. Linda Sui, wireless smartphone strategies director at Strategy Analytics, estimated that Samsung could lose "$10 billion or more" over the recall. "And the impact on brand image and consumer confidence will be even worse," Sui said, adding that Samsung might be forced to consider junking the Note 7 completely. The crisis has shone a spotlight on Samsung's management at a time when it is navigating a tricky generational power transfer within its founding Lee family. And Samsung is also under pressure from one of its shareholders, the activist US hedge fund Elliott Management run by billionaire Paul Singer. In a detailed proposal unveiled last week, Elliott laid out a strategy for streamlining Samsung, splitting the company in two, dual-listing the resulting operating company on a US exchange and paying shareholders a special dividend of 30 trillion won ($27 billion). Elliott argued that Samsung, currently a maze of listed and unlisted companies with a notoriously opaque ownership and management structure, had suffered from a long-term undervaluation in the equity market. 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Vodeći američki i australski mobilni operateri u ponedjeljak su prekinuli prodaju i zamjenu Galaxy Note 7 , dok su zrakoplovni prijevoznici ponovili da zabranjuju putnicima korištenje tih uređaja, nakon što je prošloga tjedna evakuiran jedan zrakoplov u SAD-u jer se u njemu jedan zamjenski model Note 7 počeo dimiti. Vodeći svjetski proizvođač pametnih telefona priopćio je u ponedjeljak kako je zatražio od svih globalnih operatera da prekinu prodaju uređaja Note 7 i zamjenu originalnih uređaja zamjenskima, dok s regulatorima ne istraži taj problem. ‘Korisnici s originalnim ili zamjenskim uređajem Galaxy Note 7 trebali bi ga isključiti i prestati koristiti’, priopćio je Samsung. Odluka tvrtke da povuče Note 7 s polica po drugi put u dva mjeseca pokazuje koliko Samsung ima poteškoća s rješavanjem problema pregrijavanja uređaja. Samsung je 2. rujna najavio globalni opoziv 2,5 milijuna Note 7 na 10 tržišta, uključujući tržište SAD-a, zbog neispravnih baterija koje uzrokuju zapaljenje telefona. Međutim, nova izvješća o zapaljenjima i na zamjenskim uređajima otvaraju pitanje, kažu analitičari, o procesu kontrole kvalitete u Samsungovoj proizvodnji. Problemi sa zamjenskim Note 7 modelima otvorili su, također, novo i potencijalno skupo poglavlje tog globalnog skandala koji je naštetio ugledu najvećeg svjetskog proizvođača pametnih telefona. Također bi mogli predstavljati nove opasnosti za potrošače. Američka komisija za sigurnost potrošačkih proizvoda (CPSC) poručila je da je Samsungova odluka o prekidu prodaje i zamjene Note 7 dobra. ‘Dok traje naša istraga o izvješćima o pregrijavanju i zapaljenjima telefona, korisnici bi trebali ugasiti uređaje i prestati ih koristiti. To je najsigurnije rješenje’, poručio je čelnik CPSC-a. Korejska agencija za tehnologiju i standarde također je poručila korisnicima da bi trebali prestati koristiti Note 7 te istaknula da će surađivati sa Samsungom u rješavanju problema. Samsung je svoj novi model Galaxy Note 7 predstavio na tržištu u kolovozu i taj je uređaj trebao biti glavni konkurent Appleovom iPhoneu u borbi za udjel na tržištu pametnih telefona. Kritike su bile povoljne, a Samsung je u početku imao problema s isporukama jer je potražnja bila velika. No, nekoliko tjedana nakon što je Note 7 lansiran na tržište, na društvenim su se mrežama pojavile fotografije pougljenjenih uređaja. Analitičari kažu da Samsungov prekid prodaje Note 7 predstavlja daljnje produbljenje krize, a u utorak ujutro cijena dionice tog tehnološkog diva potonula je 5 posto.