Samsung's Big Advantage Over Android, Apple Folding Phones
Concept art of the Galaxy X by YouTube channel TechConfigurations.
Last month Korean publication ETNews reported that Samsung’s folding phone - otherwise known as the Galaxy X - might be delayed because Samsung was “obsessed” with perfecting the user experience.
This, of course, is good news for consumers. Whilst there remains the very real prospect that Samsung will be beaten by another Android manufacturer to build the world’s first truly foldable phone, Samsung will surely be the first to make a truly usable foldable phone.
There’s an obvious advantage here - Samsung has experience and understanding in this area because of the sheer length of time it has taken to make it (almost) a reality. That’s less the case for competitors.
But that’s not the main advantage. If Apple and other Android manufacturers have the resources to go through the rigmarole of manufacturing bendy glass displays enmasse, then they can spend some time on building an OS to go with it.
No, it’s more to do with Bixby. Samsung’s much derided AI assistant, which has struggled up against the might of Amazon’s Alexa and Google’s Assistant. Samsung is keen to rectify that by investing heavily in AI research by setting up new research centers in the UK, Russia and Canada and hiring 1000 AI experts.
The investment is clearly needed to catch up with Google, Apple and Microsoft. But one area that will aid Samsung’s future foldable phone is Bixby’s focus on in-phone voice control. Whilst Alexa and Assistant (and to a lesser extent, Siri) try to make the world’s information accessible in a friendly voice, the latest iteration of Bixby tries to make the increasingly endless list of features on your phone accessible.
For example, Bixby’s grouped commands (that perform a set of actions upon hearing an assigned word) and granular voice-command settings control (toggling keyboard vibration for example) are the types of actions that are genuinely useful.
Giving users directions and general trivia are fine, but truly useful AI should demystify smartphones. It should take the hassle and pain away from trying to find that one, awkward setting that needs to be changed, or it should bring to the fore features you never knew existed on your phone.
This will be useful for a future foldable phone and whatever OS it comes with. There will be a steep learning curve with the next generation of smartphones, and perfecting the user experience so customers get the most out of it will be essential. Bixby’s role in this will be pivotal.
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