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Thinking more about how Samsung offers experience points the more you use Bixby, I’m wondering if they might eventually move from gamification to real payments or at least some reward for using the service. If so, would that be compelling enough to draw users away from Google Assistant or Alexa?

Another angle that Samsung might take is to integrate the Knox brand into the Bixby experience and tought it’s security and privacy capabilities. Maybe it could offer much more transparency in how user data is collected and used?

At some point, Samsung will reach a conclusion on the Bixby experiment and harden the functionality. Let’s hope that it can become a viable third player in voice assistants by then.

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