Samsung isn’t going it alone in the fight against Apple and Google

At the Samsung Galaxy Unpack event yesterday, the company announced more than four partnerships. There was a contract to build a game-driven chat app with Discord on Samsung's game launcher. Together with Under Armor, we are launching a special edition of Galaxy Watch Active 2. Microsoft bundles an Android app in Note 10. Samsung even invited a UN representative to the stage to promote a new development target app that will be pre-installed on Samsung phones.

This partnership empowered Samsung to search for long-time rivals Apple and Google during this holiday season, while large companies boosted their high-end Android sales with Pixel 4.

Perhaps especially Microsoft CEO Satya Nadella appeared directly to emphasize the importance of the partnership between his company and Samsung. Microsoft's phone app was pre-installed on Note 10, allowing you to view phone notifications, etc. in Windows 10, and now you can mirror your phone screen to your PC using Samsung's DeX software. Yes, the DeX feature works on Macs as well.)

A cynical description of these partners Hip Hop is a short term co-branding and marketing stunt. For example, the Under Armor edition of the Galaxy Watch Active 2 is $ 30 more expensive than the regular LTE edition (more money for Samsung), and comes with a six-month free subscription of Under Armor's MVP version. MapMyRun App (More Promotions for Un Armor). It's also the only Samsung smartwatch that can connect to Under Armor's HOVR shoes.

Then there will be a partnership between Samsung and Microsoft. Microsoft said that while integrating the features of its devices, it will buy Samsung hardware and sell it through retail outlets. We have already seen how Microsoft wants to display products as part of a collection with Samsung's in stores. It will cross-promote all seasons and move to the year-end and New Year holidays, helping Apple prepare for the release of the iPhone for 2019 in September.

  Galaxy Watch Active 2 Under Armor Edition

Active 2 smart watches come pre-installed with software from the fitness company.
Photo by Chris Welch / The Verge

But with the promotional benefits, partnerships make it impossible for even the largest mobile phone manufacturers to get themselves to the world. Samsung's phone is a good device, but no one will consider buying it if you've bought an app that people don't actually use every day or can't connect to other devices in their daily lives.

This new approach to partnership. Samsung's DeX software is not new. It first appeared as a feature of the Galaxy S8 in 2017, and Samsung improved the Note 9 last year, which allowed the phone to connect to the monitor with a simple USB-C-HDMI cable. DeX was never a bad product. Never fulfilled his promise to turn his phone into a full-blown desktop PC.

The difference this year is that Samsung is not focused on replacing smartphones with PCs, but rather on making the two devices work better. As Nadella said, Samsung and Microsoft are trying to "close the gap" between each device. DeX can still connect your smartphone to your monitor and use it as a computer, but you can also connect your PC or Mac to mirror your phone screen in a dedicated window. In other words, Samsung is taking DeX in a new direction. Now you can partner with an existing computer without trying to replace it by yourself.

1565305422 848 samsung isnt going it alone in the fight against apple and google

Note 10 allows you to mirror your screen by plugging it in.
Photo by Chris Welch / The Verge

DeX is not the only guilty case Samsung has tried to do on its own with respect to consumer technology. So far, the company's claim to push Bixby has been a big problem as opposed to the much more capable Google Assistant. Even though I could remap Bixby buttons on older phones, Samsung couldn't give people the ability to easily remap the buttons to enable Google's voice support. But there are signs that Samsung's attitude toward Bixby is changing. The company ran many Bixby trailers for the show's live stream, but did not mention voice support once on stage during the show. With the Note 10, Samsung abandoned the dedicated Bixby buttons found on Samsung's previous handsets (Bixby can be accessed by pressing and holding the power button).

Samsung is not alone in realizing the value of partnership. It is not uncommon for executives of other companies to appear in product announcements. Nintendo's Shigeru Miyamoto appeared on stage during Apple's 2016 announcement to announce that [201659026] Super Mario Run will be sold exclusively on the App Store, and we've got Nike executives working with the company I saw it appear as part of a collaboration with Apple. Nike edition of Apple Watch. Microsoft demonstrated the office on stage in Apple's iPhone keynote in 2015.

Of all the partnerships Samsung announced yesterday, the alliance with the UN is the most obvious benefit to the company. The impact on Samsung customers is very small. Designed to raise awareness and funding for the UN development program, the UN's Global Goals app is pre-installed on Note 10, and Samsung also sells a special edition Galaxy mobile phone accessory with all the benefits used to support global goals.

Apple and Google spent much of their recent press conference discussing the approach to user privacy and digital wellbeing. The appearance of the United Nations delegation in his presentation begins to understand more. As the technology industry grows in anger "techlash" for lawmakers, customers and even employees, technology companies are working hard to prove that they know the value of corporate responsibility. Samsung doesn't have the kind of OS-level controls like Apple and Google, so you can't introduce your own digital wellness features. But the partnership with the UN is the kind that Samsung can use to build a similar kind of goodwill.

Yesterday's event was almost entirely about products. Samsung was launching the Note 10, the most spec phone ever this year. It was to remind people about the recently announced Android tablet, Tab S6, and the smartwatch Galaxy Watch Active 2. Announcing the new ARM-based laptop, the Galaxy Book S.

The basis of all these announcements means that you can't access your hardware when you go with Samsung. We're also buying a full app ecosystem, device partnerships and marketing clout. This partnership, which will become more and more interested in the Pixel 4, where Samsung is going to fight Android partner Google, will be the most important in the coming months. Samsung is also competing with Apple's traditional September iPhone release. Faced with such fierce competition, even the world's largest smartphone manufacturer knows that it is impossible by himself.

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