The real threats against Samsung’s future lies not necessarily in the skandaletelefonen Galaxy Note 7, believes blogger and managing director Salvador Baille in rådgivningsselskapet Intelis.
There are in particular two actors Samsung should fear, he believes: Google and activist investor Elliott Partners.
first things first:
– It has been several years of tension between Samsung and Google, ” says Baille.
– the Reason is the conditions relating to the use of the mobile operating system Android, developed and controlled by Google, and that the vast majority of phone manufacturers, including Samsung, use.
Launched own phone
Søkegigant Google has grown tired of these conflicts and their general dependence on phone manufacturers, and was launched in the beginning of October, its own smartphone, which has received the name Pixel.
INCLUDED WITH THE SAMSUNG: Salvador Baille is managing director of rådgivningsselskapet Intelis, which is specifically geared towards innovation, technology management and business development, and senior consultant in Arthur D. Little. He blogs, among other things, about developments in the field of innovation and technology.
The immediate consequence is thus an open war between the kolossene from South Korea and Mountain View (Google’s headquarters). If Google holds a steady course, this is very serious for Samsung, which still relies on Android at all to be able to deliver new phones to market, ” says Baille.
He points out at the same time that it is expensive to make phones if you don’t have a large enough market share.
– If the shareholders start to lose money on Google stock phones, it is not certain they are allowed to continue with it in the long run.
also Hear Baille talk about whether the Galaxy Note 7-scandal in the podcast with Valebrokk and Co.
– Can send Samsung into self-destructive spiral
Attack number two is, however, what may be most severe for the Samsung, thinks the Baille.
Elliott Partners, which is part of the Elliott Management – a hedge fund headed by millionaire Paul Singer and that according to Bloomberg owns around 0,62 per cent of Samsung – want to stand out Samsung Electronics from the rest of the group, he says.
A new board would then børsnotere the new company and then empty the company for 27 billion dollars in the form of a engangsutbytte to the shareholders. Not happy with it want Elliot to increase the future dividends to shareholders in the foreseeable future, too, “he says, and continues:
” You can be pretty sure that this is only the first step in a controlled dekapitalisering of the company, who would be the kind of activist investors do.
So went Samsung from telefonslipp to the scandal
– New board, new management, aggressive cost-cutting and fewer development means dressed up as “rationalization” can thus send Samsung into a self-destructive operational and financial spiral.
Have tried before the
Elliott tried to promote a separate strategy for the board already before the summer, but then they had to give up because they didn’t get enough support, ” says Baille.
Now, after the disaster with the Note 7 that guy, they see an opportunity to try again.
He believes there now is a greater chance that more independent shareholders will support the proposal.
– They see a more uncertain future for the company, and will want to protect themselves against a possible downturn and at the same time bring up the share price at the date, ” says Baille.
Believe Samsung is coming back stronger
despite the fact that the market value of Samsung Electronics fell when it was known that not even a new version of the product was safe, think Baille that the disaster is manageable.
Waiting Apple jumped after the Samsung Note-disposal
– One should remember that the Samsung Electronics is one of the largest technology companies in the world. It is rational to expect that the disaster the Galaxy Note 7 will be an isolated case, ” he says.
– Yes, it is a serious matter, but when one has such a strong brand name like Samsung, it is difficult to destroy it, he continues.
Baille think customers will forgive fadesen, and he think they will stay loyal to Samsung.
– My impression is that both Apple and Samsung have very loyal users. They have different operating systems, and it is therefore not given that Samsung customers are now going to go over to Apple. The market shares between the two is quite stable.
Baille also points out that tilbakekallingsskandaler has happened before and will happen again.
– I believe it was a smart move to pull all the phones. Samsung will come back stronger, ” he says.
– But the war on mobilfronten is far from over, end the Baille.
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