Samsung brings in Silicon Valley expert to make Bixby relevant

Samsung brings in Silicon Valley expert to make Bixby relevant

Chung Eui-suk is now the head of Samsung's service intelligence group and in charge of further developing Bixby.

Samsung's mobile business chief, Koh Dong-jin recently noted that Bixby hasn't been a resounding success, and that Bixby 2.0 would address the shortcomings of its predecessor. On the other hand, the company's chief technology officer Rhee In-jong who used to lead the development of the digital assistant's English and Korean versions will now be the head of the smartphone development.

Nonetheless, Samsung is expected to officially reveal the Bixby 2.0 during the company's San Francisco Developer Conference on October 18.

Before Chung joined Samsung in 2011, he worked for Ericsson and is credited for being the software expert behind Samsung Pay as well as the software security Knox.

Bixby, which was unveiled four months ago, has received an unenthusiastic response from users, with critics calling it a beta product rather than a polished release, with the system often misunderstanding commands.


But the big announcement here could be in the form of a new version of Bixby. Nonetheless, according to The Korea Herald, Samsung is denying that Chung replaced Rhee, claiming that Rhee is still part of the development of Bixby digital assistant.

His appointment is seen by some industry watchers as a virtual replacement of the head of Bixby development.

Bixby arrived with the Galaxy S8 handsets, but wasn't complete upon the model's launch for many users.

Not a lot is known about Bixby 2.0 as of the moment, although it's being said that Samsung's take two on a virtual assistant would allow for integration with third-party products and services like smart TVs and speakers. "Outside developers will participate in the development of Bixby 2.0 although they could not for Bixby 1.0 due to time shortage".

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