Samsung suspected to give up smart speaker program, because now is not the time for blending
Recently, there have been reports suggesting that Samsung might be reconsidering its plans for Bixby smart speaker products. Instead, the company seems to be focusing more on integrating Bixby Voice, their virtual assistant technology, into new ventures, codenamed "Vega." This shift indicates a possible pivot away from standalone smart speaker hardware toward leveraging Bixby's capabilities within other devices or platforms.
This news comes after initial rumors about Samsung's smart speaker development surfaced back in early June 2017, when it was rumored that the company was working on a device to rival offerings like Google Home, Amazon Echo, and Apple's HomePod. However, recent internal sources at Samsung have indicated that financial constraints and skepticism regarding the viability of the smart speaker market are key factors driving this decision.
One anonymous source cited in the report explained, "Samsung currently doesn’t see significant market potential for launching AI-powered smart speakers. Amazon dominates the global market, while the domestic Korean market is too small to generate substantial profits."
From a broader market perspective, Samsung’s hesitance makes sense. Amazon was one of the first movers in the smart speaker space, using it as part of its larger strategy to establish itself as a leader in smart homes. Both Google and Apple have since followed suit, creating intense competition. Given the current landscape, entering the fray now would be challenging for Samsung, especially considering the saturated nature of the smart speaker market.
Moreover, the smart speaker category itself has transformed into something of a "red ocean," with nearly every tech giant and countless smaller players vying for attention. In such a crowded market, standing out requires more than just basic functionality—Samsung would need to focus heavily on differentiating its products to highlight unique advantages.
In light of these challenges, Samsung’s move toward exploring alternative applications for Bixby Voice could prove strategic. By channeling resources into innovative uses rather than competing directly in a fiercely competitive space, Samsung may find opportunities to carve out a niche where it can truly shine. Whether this approach will yield success remains to be seen, but it reflects a pragmatic response to a rapidly evolving technological environment.
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