As a result of a late start, it will be difficult for Samsung to compete with Amazon and Google in the short term. Globally, Amazon and Google will have a combined smart speaker installed base that exceeds 75 million in 2018, which puts Samsung Bixby in a difficult position to win market share. Moreover, although Samsung has a strong influence in other consumer electronic categories, it may not be enough unless the capabilities of Bixby can quickly catch up and exceed the user experience currently seen with Amazon and Google.