‘The fate ‘Microsoft – Samsung threatens Apple

Tram Ho

The relationship between Microsoft and Samsung is getting closer and closer. On August 5, in an online event to introduce a series of new Samsung products, the company announced the deep integration between the two brands’ products and services, including the ability to use mobile applications on Windows 10 and play Xbox games on Note20. This is the next step forward of the “predestined relationship” between the two technology giants from 2019.

The interesting thing at the event is that Samsung no longer focuses much on the superior photography features on the Note20. Instead, the company emphasizes the tool to increase the efficiency of the latest smartphone.

‘Lương duyên’ Microsoft - Samsung đe dọa Apple - Ảnh 1.

Microsoft CEO Sundar Pichai (right) appeared at the Note10 launch event in 2019

Link to Windows was introduced for the first time a year ago, allowing Android smartphone users to call, text, view notifications… from a Windows computer through the Your Phone app. With the new Note20, users will be able to interact with applications such as Instagram, WhatsApp right on the PC. They can be pinned to the taskbar or Start menu. They have also been able to run multiple mobile applications simultaneously on PC since the end of the year.

In addition, there is also automatic sync between Samsung Notes, Samsung Reminders with Microsoft office applications such as Outlook, OneNote. Microsoft is also integrating Outlook on its Samsung smartwatch.

The relationship between Samsung and Microsoft also extends into gaming. Note20 users can play more than 100 Xbox titles like Minecraft Dungeons and Gears 5 directly from the cloud through the Xbox Game Pass Ultimate gaming package. In addition, a special version of the Xbox Game Pass app is also available on Samsung’s Galaxy Store, allowing Xbox players to shop for skins and items in the Xbox Store. This is something that Xbox Game Pass on Google Play Store does not support.

Samsung and Microsoft have worked together in the past, but it won’t be until 2019. The progression of this relationship is notable because Microsoft has had problems with the smartphone business, while Samsung was sued six years ago by Microsoft over licensing fees. Microsoft is expected to launch its own Android device, the dual-screen Surface Duo, later this year.

Forrester analyst Frank Gillett said the inclusion of Microsoft 365 apps on Samsung smartphones was the most important news of the Note20 event. He said that Samsung and Microsoft have taken a big step towards creating a seamless experience between Galaxy smartphones and Windows computers in a way that Apple or Google cannot keep up.

DJ Koh, President and CEO of Samsung Mobile Communications and Information Technology, points out that the mobile industry is facing a transformation, in which individual devices deliver a seamless experience. , connect, stay seamless no matter where they are. Expanding partnership with a market leader like Microsoft helps both pioneer a new generation of mobile experiences.

The mobile industry is entering a new match between iOS and Android. It is not just the parameters and configuration of the phone itself, but also involves the coordination between the phone with another device, whether it is a laptop, desktop or a game console. Through the Note20 event, we can clearly see the boundary between a phone, tablet or laptop is becoming blurred like never before. That trend puts Samsung at a disadvantage over Apple. The “defective apple” is controlling the desirable computing and mobile ecosystems. Once they migrate entirely to ARM chips on a Mac, they will have a unified application ecosystem that can be used on both phones and professional PCs like the Mac Pro.

Therefore, Samsung needs partners like Microsoft if it wants products to work together as smoothly as Apple’s. Samsung’s approach also offers an advantage: instead of doing everything on its own in a closed garden, Samsung relies on Microsoft’s greatest strength, such as xCloud. While Samsung users have access to xCloud’s game library, Apple users can only play games written for iOS.

With limited control, Samsung cannot go alone in the battle against Apple. However, “marrying” with Microsoft helps the Korean electronics company have more partners to go further and realize their goals.

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Source : Genk