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Following Apple, Samsung says it will soon launch Bixby smart speakers
At around 8 o'clock in the morning, electronics enthusiasts might reconsider their earlier skepticism regarding Samsung's rumored entry into the smart speaker market. During the recent Galaxy Note 8 launch event, DJ Koh, President of Samsung's Mobile Division, dropped subtle hints about this upcoming product, suggesting its capabilities may even surpass those of smartphones or smartwatches. Koh confirmed that Samsung is indeed developing a smart speaker, which will be unveiled shortly, opening up new opportunities in the tech world.
Initially, whispers about Samsung creating a smart speaker equipped with a Bixby voice assistant surfaced following Apple's unveiling of the HomePod. At that time, these rumors seemed to reflect Samsung’s desire not to lag behind Apple in this space. However, based on recent developments, it appears Samsung has paused its plans for a smart speaker, at least temporarily. The company seems to believe the smart speaker market is both small and saturated, making it unlikely for Samsung to gain significant market share.
Despite this, if DJ Koh's statements hold true, Samsung could surprise us with its smart speaker debut next week or at IFA. While Koh did not explicitly mention the launch of a Bixby-powered smart speaker during his talk, Samsung's substantial investments in Bixby on the smartphone platform suggest they are serious about expanding its reach. Although Bixby faced initial challenges, there remains considerable potential for growth.
Smart speakers represent Samsung's strategy to strengthen its position in the smart home ecosystem, which Samsung refers to as the "Samsung Connected Experience." In this vision, smartphones are envisioned as the central hub connecting various smart devices, ideally those made by Samsung. Much like Amazon, Google, Microsoft, and Apple, Samsung aims to integrate all functions into the smartphone, creating seamless connectivity across their range of products.
While the smart speaker market may currently appear crowded, Samsung’s approach could differentiate it through unique features or partnerships. As Samsung continues to refine its smart home offerings, the introduction of a smart speaker could play a pivotal role in solidifying its dominance in the connected living space. It’s clear Samsung is keen on leveraging its existing strengths while exploring innovative ways to engage users beyond traditional smartphones.