Will Artificial intelligence  be future USP’s of new smartphone?

With Google introducing  pixel it marks the future of smartphone era. Gone are the days where smartphone makers used to sell their phones by differentiating their phones with features like apps , processor , camera etc.

With Samsung acquiring the Viv virtual assistant from the makers of Apple’s Siri, Samsung has officially joined the AI wars.

First Apple, then Microsoft, Google, Amazon and now Samsung has joined the league. All these companies have their own AI driven personal assistants to make it center of their mobile devices.

The message now is very clear from these guys like just as apps defined the smartphones USP in 2000s to the future of mobile technology where virtual entity helps its owner to manage the barrage of information coming to their devices.

Phones by Apple, Microsoft , google and Samsung are similar in design and specs, and each have access to roughly the same pool of apps but going forward each will pursue a slightly different path through their artificial intelligent assistants.

We can differentiate each one of them by looking at what each has to offer

Microsoft :



Cortana is the name for the intelligent personal assistant and knowledge navigator for Windows Phone 8.1 and Windows 10. Cortana builds off Microsoft’s previous voice technology called TellMe, purchased by Microsoft in 2009.

Cortana competes against Apple’s Siri and Android’s Google assistant.

The name ‘Cortana’ comes from the fictional, artificially intelligent (AI) character in the Halo video game series. The first evidence of Cortana’s existence was found in June 2013 in the Windows Phone Central forums, appearing as ‘zCortana’ from a developer device that was accidentally sold to a non-Microsoft employee

Cortana will be backed by data from services like Bing, Foursquare, and others to give it some of the contextual power of Google Now.  the voice-activated assistant will also learn more about users and offer to store this personal data in its Notebook. To extend its reach Microsoft has now launched Cortana in android and iphone as well.

More than 100 million people with Windows use Cortana monthly


Apple was actually ahead of the curve in a software feature, but, at its root, Siri is meant to enhance the functionality of the iPhone itself. The assistant manages your information through Apple’s iCloud, but Apple is adamant that it’s not an advertising company and doesn’t leverage your information for direct monetary gain.

Siri is known for its sassy personality, and it’s possible that when a personal assistant becomes a mainstay of computing, this personality could factor into consumer purchasing decisions. Samsung’s pseudo-assistant S Voice, which was never really touted as an assistant but had some similar question-and-answer functionality, never seemed to gain traction and was rarely mentioned as a selling point.

A recent survey found 98% of iPhone owners have used Siri.

 Google :



Over 90% of Google’s revenue comes from selling targeted ads. This is funds the free Android , Google maps , Gmail and Drive all of which mines the information feed to its advertising machine. The more information google gets the more money it makes.

Unifying all the google services under one personal assistant and then putting this virtual assistant everywhere in your life through google account means more information than ever before

Google’s new @google assistant will be a big selling point for google as this AI powered agent can do anything form opening apps , setting calendar appointments to answer question about the world to even control the home appliances

Its extension of what google has done with search, it’s not hard to see how it positions the company’s advertising business to target us more effectively than ever.

 Samsung :

As we all know Samsung doesn’t just depend upon phone sales. It’s one of the largest producer of washing machine , TV s , computers ,refrigerators and display. If take into account all of this which build and big ecosystem. And what If we integrate AI that makes them smarter and allows them to work together.

Samsung sells over 500 million devices per year. and this is where Samsung acquiring Viv makes sense. We don’t have much information about how Samsung would integrate Viv into their product line. As we know Viv would stay open to developers which would enable them to make 3rd party integrations.

It is possible in the future that a customer would have to like the virtual assistant in order to buy new phone . It would be Cortana , siri, google assistant and new One Viv these are the digital avatars of phones operating systems and a reflection of the phones . Now that the race is set let’s see how it goes.

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