It seems the earlier claim that Samsung denied plans to introduce a smart speaker might have been overblown. During the recent Galaxy Note 8 unveiling event, DJ Koh, the head of Samsung's mobile division, dropped hints about upcoming products. Some of these products could even outshine smartphones or smartwatches. Koh confirmed that Samsung is indeed working on smart speaker technology, which suggests they're preparing for a big reveal soon, opening up exciting opportunities.
Rumors about Samsung launching a smart speaker with an integrated Bixby voice assistant first surfaced right after Apple’s release of the HomePod. At that time, this speculation seemed to indicate Samsung was trying to avoid falling behind Apple by releasing a similar product. However, newer reports suggested Samsung had shelved the idea of entering the smart speaker market, at least temporarily. They believed the smart speaker market wasn’t large enough and was already crowded, making it unlikely for them to gain a competitive edge.
If DJ Koh’s statement holds true, Samsung appears to be actively pursuing this area. While this is just a preliminary indication, we might see Samsung's smart speaker debut next week or at IFA. Although Koh didn’t explicitly mention the launch of a Bixby-powered device, Samsung has already heavily invested in Bixby on their smartphone platforms, with promising initial results. While challenging initially, there's significant potential for growth.
Smart speakers will serve as Samsung’s entry into the smart home market, which they call the "Samsung Connected Experience." It’s anticipated that smartphones will act as the central hub of this experience, similar to how Amazon, Google, Microsoft, and Apple operate. Samsung aims to integrate all smart devices with their smartphones, ideally those made by Samsung.
While the current smart speaker market might seem saturated, Samsung sees it as a chance to differentiate itself. With its strong brand presence and technological expertise, Samsung could carve out a unique niche. This move also aligns with their broader strategy to dominate the smart home ecosystem. As smart homes continue to grow in popularity, Samsung’s smart speaker could become a key player, offering users seamless connectivity across multiple devices. If executed well, this could significantly enhance Samsung’s standing in the tech world.
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