Samsung Needs Galaxy S8 Phone To Impress, Mend Its Reputation

The Galaxy S8 will feature Samsung's Bixby virtual personal assistant. Samsung will on Wednesday [March 29] hold an event in New York, which will be live-streamed around the world, to launch its flagship Galaxy S8.

The South Korean electronics company needs to repair its brand perception as a viable smartphone manufacturer after its flagship phablet device, the Galaxy Note 7 [pictured above], had to be recalled last year and eventually cancelled after a fault in battery design led to the smartphones catching fire.

The launch of the S8 was pushed out by a few months. Samsung's new handsets are normally launched in February every year at Mobile World Congress in Barcelona. This year, the company apparently wanted to fully resolve the battery issues that led to the Galaxy Note 7 fiasco.

Information officially released by the firm, and a series of leaks from Korean-based tech blogs, have given customers a glimpse into what to expect this week.

Bixby, which will be included in the S8. Bixby is the firm's Siri and Google Assistant equivalent. The virtual personal assistant (VPA) will supposedly be more conversational than Apple's Siri and ask follow-up questions if it did not understand the request.

Samsung says Bixby will let users control compatible apps via voice only. In Apple's latest update, Siri can interact with other apps, like order an Uber, but users still have to physically touch the phone at some part in the process to complete the order.

Adverts for the Galaxy S8 launch have been taking up prime-time slots on television for the past few weeks.

The ads feature a black screen with two white lines that outline the top and bottom of the device. This suggests the S8 will have a small bezel -- the space between the screen and edge of the device -- and no home button.

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