While Nokia is currently recalling 46 million BL-5C batteries for causing about 100 incidents of over heating around the globe, the manufacturer Matsushita Battery has agreed to shoulder all the direct expenses related to the August 14, 2007 product advisory.

"The safety of our customers and the reliability and quality of our products are our top priorities. We are pleased with the good cooperation between Nokia and Matsushita. Together we aim to serve consumers in the best possible manner and minimize the inconvenience this issue could cause Them," said Nokia Customer and Market Operations head Robert Andersson, in a press release.

According to Cellular-News, the recall could cost Matsushita approximately US$1.2 billion but financial experts do not believe this will affect the overall standing of the company.

I find the efforts of Nokia very plausible but maybe they can improve their way of dealing with the general public by adding some emotional triggers. The apology of JetBlue's David Neeleman is a good reference point.