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NEW YORK, NY – March 29: Sriram Thodla, senior director of services and new business at Samsung, talks about the new vocal agent named" Bixby "who is introduced on the new Samsung Galaxy S8 at a launch event, March 29, 2017 in New York After the recall and abandonment of the Samsung Galaxy Note 7, the Galaxy S8 is Samsung's new flagship smartphone. (Photo by Drew Angerer / Getty Images)
Bixby is a reason for not choosing a Samsung device
While all eyes will be on the Galaxy Note 9 at the next launch of Samsung, Bixby 2.0 is likely to start in a smart speaker that can actually damage its sales potential.
Bixby is Samsung's attempt to compete with Google Assistant and Amazon Alexa and up to now, it has been quite a disaster. Is because compared to Google Assistant, Amazon Alexa and even the much maligned Siri, Bixby is hopelessly outclassed. Bixby's voice shines just n areas where Samsung has given him special access to hardware that competitors do not have. Outside of this area, Bixby is a third-rate experience that will probably not generate much traction, since the Google Assistant, far superior, is only at one button .
This contrast is so striking that Samsung had to resort to breakdown. Google Assistant in some areas (hot word) just to give Bixby a chance. This will probably encourage users to try Bixby once or twice, but when they realize how bad it is, they will come back to Google Assistant. In fact, the user experience is so bad that Bixby is more annoying to Samsung users and quickly becomes a reason not to buy a Samsung device.
To not be discouraged by the return of universally negative information on the product, Samsung is investing more money, hiring more engineers and opens more research centers that have until here delivered less than zero. In addition, Samsung plans to put its AI in all the consumer electronics products it manufactures, which could cause real damage in categories where Samsung does not have the same dominant position as in handsets. For example, in a mix between and Sony TV running Google Assistant and a Samsung TV running Bixby (assuming all other things being equal), it's pretty clear which one to choose. The same goes for refrigerators, washing machines, etc.
Bixby 2.0 should not be much better and since its competitors are generating a lot more data and improving much faster, Bixby has no chance of being a viable digital assistant. The only exception is in Korea where Koreans tell me that Bixby is pretty good. As a total percentage of Samsung's shipments, Korea is a round-off error, which means that investments to make sure that Bixby is working well in Korean language offer very poor performance. However, what it does is to make Korean engineers feel proud of their achievements, which, unfortunately, does nothing for shareholders. The net result is likely to be a smart speaker that's anything but smart, that no-one in their good sense would choose on a speaker carrying Google Assistant or Amazon Alexa.
Therefore, unless there is a radical improvement resulting in an assistant that is unrecognizable from his predecessor, Bixby will continue to have a negative brand value for Samsung. It's something that Samsung really can not afford with a reborn Huawei and a newly listed Xiaomi who really needs to keep his promises to investors.
In the long run, Samsung should give up its aspirations to create an AI and make a deal with Google with whom it has no chance to compete outside the hardware. Google also has big problems with its hardware and the use of Samsung would see its innovations spread much more quickly in the market rather than leaving them in the hands of the tiny minority who owns a Pixel camera.
For example, the superb portrait mode of Google could have been used to differentiate the imagery in the Galaxy S9 rather than the completely useless variable aperture. A much deeper integration of the Google Assistant in Samsung devices rather than the universally awful Bixby would put Samsung more out of the competition. Obviously, Samsung could only get exclusivity on these technologies and features for a quarter or two, but that would make its products much more attractive compared to the iPhone.
Here's how Google and Samsung should work together but while they continue to invest in their (abandoned) dreams, Apple can rest more comfortably. [>
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NEW YORK, NY – MARCH 29: Sriram Thodla, senior director of services and new business at Samsung, talks about the new voice agent called" Bixby "which is Featured on the new Samsung Galaxy S8 at a launch event, March 29, 2017 in New York. After the recall and abandonment of the Samsung Galaxy Note 7, the Galaxy S8 is the new one (Photo: Drew Angerer / Getty Images)
Bixby is a reason not to choose a Samsung device
While all eyes will be on the Galaxy Note 9 at the next launch of Samsung, Bixby 2.0 is likely to start in a speaker smart that can ac Bixby is Samsung's attempt to compete with Google Assistant and Amazon Alexa and so far it has been simply a disaster.This is because compared to Google Assistant, Amazon Alexa and even the much-maligned Siri, Bixby is desperately outclassed Bixby's voice only shines in areas where Samsung has given it special access to hardware that competitors do not have. Outside of this area, Bixby is a third-rate experience that will probably not generate much traction, since the Google Assistant, far superior, is only at one button .
This contrast is so striking that Samsung had to resort to breakdown. Google Assistant in some areas (hot word) just to give Bixby a chance. This will probably encourage users to try Bixby once or twice, but when they realize how bad it is, they will come back to Google Assistant. In fact, the user experience is so bad that Bixby is more annoying for Samsung users and quickly becomes a reason not to buy a Samsung device.
Do not be discouraged by the universally negative feedback On the product, Samsung invests more money, hires more engineers and opens more research centers that have so far delivered less than zero . In addition, Samsung plans to put its AI in all the consumer electronics products it manufactures, which could cause real damage in categories where Samsung does not have the same dominant position as in handsets. For example, in a mix between and Sony TV running Google Assistant and a Samsung TV running Bixby (assuming all other things being equal), it's pretty clear which one to choose. The same goes for refrigerators, washing machines, etc.
Bixby 2.0 should not be much better and since its competitors are generating a lot more data and improving much faster, Bixby has no chance of being a viable digital assistant. The only exception is in Korea where Koreans tell me that Bixby is pretty good. As a total percentage of Samsung's shipments, Korea is a round-off error, which means that investments to make sure that Bixby is working well in Korean language offer very poor performance. However, what it does is to make Korean engineers feel proud of their achievements, which, unfortunately, does nothing for shareholders. The net result is likely to be a smart speaker that's anything but smart, that no-one in their good sense would choose on a speaker carrying Google Assistant or Amazon Alexa.
Therefore, unless there is a radical improvement resulting in an assistant that is unrecognizable from its predecessor, Bixby will continue to have a negative brand value for Samsung. It's something that Samsung really can not afford with a reborn Huawei and a newly listed Xiaomi who really needs to keep his promises to investors.
In the long run, Samsung should give up its aspirations to create an AI and make a deal with Google with whom it has no chance to compete outside the hardware. Google also has big problems with its hardware and the use of Samsung would see its innovations spread much more quickly in the market rather than leaving them in the hands of the tiny minority who owns a Pixel camera.
For example, the superb portrait mode of Google could have been used to differentiate the imagery in the Galaxy S9 rather than the completely useless variable aperture. A much deeper integration of the Google Assistant in Samsung devices rather than the universally awful Bixby would put Samsung more out of the competition. Obviously, Samsung could only get exclusivity on these technologies and features for a quarter or two, but that would make its products much more attractive compared to the iPhone.
Here's how Google and Samsung should work together but while they continue to invest in their (abandoned) dreams, Apple can rest more comfortably.
