Ban Or Lost: Why The Galaxy S8 Is Samsung's Most Important Smartphone

Ban Or Lost: Why The Galaxy S8 Is Samsung's Most Important Smartphone
Ban Or Lost: Why The Galaxy S8 Is Samsung's Most Important Smartphone

Video: Ban Or Lost: Why The Galaxy S8 Is Samsung's Most Important Smartphone

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Yesterday's presentation of the new Galaxy was different from the previous ones. Not outwardly - if there is a person in the world who, by some miracle, passed endless jokes and news about the exploding Galaxy Note 7 last year, he will not notice the catch. And it consists in the fact that never before has such a burden of responsibility pressed on Samsung.

For Samsung's mobile division, 2016 was a disaster. And how it all began! The Galaxy S7 and S7 Edge received rave reviews from the profile press and sold like hotcakes. And the Note 7 had to go even further - to become the most advanced smartphone in the history of the company, the battle standard of Samsung. But it was blown up without reaching the goal on the ambitions of its creators. Samsung has tried to fit an incredibly large battery into an ultra-thin smartphone body. Did not work out.

In an amicable way, the Note 7 did not deserve such a fate. It was a wonderful smartphone - but now hardly anyone cares. This whole story has dealt a severe blow to Samsung's reputation, and it will be remembered for years to come.

And now the eighth Galaxy will have to pay for everything. The smartphone is almost certainly excellent. But this will not be enough - it must be perfect. It's not just about exploding batteries - obviously, in this case, lightning is unlikely to strike the same place twice - perfect in everything. Work fast, as fast as the Google Pixel and Pixel XL. Stably catch the net. Hold charge for a long time.

Any miscalculation of engineers will throw firewood into the dying fire of gloating. Any problem will be hyped on the web and ridiculed. Especially against the backdrop of rumors that Apple is preparing to rethink the iPhone concept, which has not changed for ten years. Samsung just can't afford to screw it up. Not this year.

Samsung Galaxy S8 and Galaxy S8 +
Samsung Galaxy S8 and Galaxy S8 +

Samsung Galaxy S8 and Galaxy S8 + © Samsung press releases

Therefore, the venture with a frameless display seems even more risky. The Galaxy S8 looks like the first smartphone of a new generation - one large and technologically advanced screen. Nice, but can be very impractical. Since there are practically no side bezels, you can accidentally touch the touchscreen with the edges of your palm when using your phone. Many other S7 Edge owners complained about false positives - and here this problem can become much more pressing. "Seven", by the way, was forgiven her. Here - they will hardly be forgiven.

The Galaxy S8 is important to Samsung for more than just reputation medicine. With it, Samsung is trying to take software that has traditionally been one big problem to the next level. Starting with the Galaxy S6, there were practically no complaints about the “iron” part of the Korean flagships. Industry leading displays. The best (you can argue) mobile cameras in the world. Outstanding industrial design. But at the program level …

Photo: Samsung press materials
Photo: Samsung press materials

© Samsung press materials

Last year, I could not understand how the world's most powerful smartphone (we are talking about Galaxy Note 7) can slow down. However, it did perform worse than the Nexus 6P, which had much weaker hardware. The Touchwiz shell has always been a compromise when buying a smartphone: lurid design, a million pre-installed and unnecessary applications, a bunch of strange unused features. From all this, we can only remember that Samsung Pay is one of the few real successes of Samsung in the world of programs and services.

There is no guarantee that there will be no such problems in the S8. But with the new Galaxy, Samsung is doing something much more important - trying to create a new way to interact with the smartphone. And build your own ecosystem on its basis.

Photo: Samsung press materials
Photo: Samsung press materials

© Samsung press materials

This method is called Bixby, and it is artificial intelligence. Everything is not as trite as it seems at first glance - Samsung Assistant is different from Siri and Google Assistant. If those are primarily intended to provide the user with information (show the weather, Google someone's name, and so on), Bixbyshould become an additional layer between a person and a smartphone. It is controlled mainly by voice, however, unlike competitors, it can "wedge in" in the middle of the task. You can call him in the gallery and in three words ask him to send the photo you are looking at to someone from the contact list. The assistant will understand what the speech is about - he knows how to recognize the context of what is happening on the screen, and therefore he does not need to further explain the task. This is convenient - if, of course, it will work as stated.

Photo: Samsung press materials
Photo: Samsung press materials

© Samsung press materials

If Bixby hits it, it could go beyond the smartphone world. It does not require large computing power to operate, and therefore Samsung can easily integrate it into its home appliances. Yes, you have to talk to your microwave, and that's actually good news. But Bixby will debut in the Galaxy S8 - and therefore it is the success of this smartphone that will determine the future of the whole concept.

And finally, perhaps for the first time Samsung is in a winning position over Apple this year. She moves first - and the move, judging by the reaction of people, is very, very strong. First showing a bezel-less smartphone with a crazy design, Samsung is upping the ante. Apple will have to work hard to make its iPhone look better than the new Galaxy, although you shouldn't doubt the talent of the people who made the most beautiful devices in the industry year after year. But if it happens that the new iPhone for the fourth year in a row will differ only cosmetically from previous models, Samsungcan celebrate victory. It is unlikely that the S8 alone will overthrow the iPhone from the place of the most popular smartphone in the world, but it will be able to lure a certain part of buyers to the camp of Samsung.

But if the Galaxy S8 happens to suffer the same fate as the Note 7, the company will no longer be able to recover from the blow. The second chance to prove everything will not stand out soon: this year the Koreans have put on a frameless design, the second time you will not do such a trick.

Given how slowly smartphones have been evolving recently, the S8 could be either Samsung's triumph or its swan song.>

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