Samsung Launches Bixby to All in the US Three Months After Galaxy S8 Launch (Jul 19, 2017)
When the Samsung Galaxy S8 devices were preparing to launch, some were caught off guard by the fact that the English language version of its Bixby voice interface wouldn’t be available when it went on sale. Later, Bixby was released as a limited public beta in the US, and today it’s going to be available as an update to all US owners of the devices, roughly three months after the devices went on sale. At launch, Samsung faced a conundrum: ship a version that wasn’t ready and risk people’s first experiences with Bixby putting them off for life, or delay one of the headline features of the phone for several months, and in the end it plumped for the latter. That was smart, and there seems to have been little backlash about the delay from users (perhaps suggesting they mostly don’t care about it). Reviews based on the early beta release suggested there were some big issues and bugs, but the Journal piece linked here is more positive about it. The big issue remains Samsung’s framing of Bixby as an interface rather than an assistant, after years of smartphone users being trained to see the two as essentially synonymous. But Bixby is definitely not a broad assistant: it can’t answer questions about the world (or in many cases your slice of it), but is very good at controlling device functions and settings, at least within Samsung’s own apps. My brief testing suggests Bixby still pretty glitchy, even in the setup process. The list of third party apps offering Bixby integration hasn’t got much longer since my testing of the device at Samsung’s launch event, and that will be another key challenge here: an assistant that only works for some apps but not others ends up not being very assistive: consistency is the key, something that other assistants have demonstrated through their inconsistency too. If users do adopt Bixby for the things it can do, it’s likely they’ll do so alongside the Google Assistant, which can handle most of the rest, but I could also see many users giving up on Bixby and using just Google’s tool as the one voice interface most likely to help them get things done on their phone. Relatedly, there are reports today that Samsung won’t in fact be making a Bixby voice speaker, something it was reported to be working on earlier, and which I had said made little sense in the context of Bixby as an interface rather than an assistant.
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