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Do you think the smart speaker market is crowded? Well, it’s going to get chock full of newcomers soon. The new segment popularized by Amazon’s Echo will soon see Samsung flex its muscles in the newly created market. The info is confirmed. After the launch of the Galaxy Note 8, DJ Koh, Samsung’s mobile chief, was quizzed on the subject. That’s because the speaker has been strongly rumored earlier. Koh confirmed that the company is working on it. However, the product is undergoing refinements to make it ideal for a fruitful experience.

Koh said to CNBC, “Maybe soon we will announce it. I am already working on it. As I mentioned I wanted to provide a fruitful user experience at home with Samsung devices, and I want to be moving quite heavily on it.”

Samsung just managed to pull off a global launch of Bixby ahead of the Galaxy Note 8 launch. Now, the speaker makes more sense as the AI assistant is more widely available. The mobile division chief did not name any specifics of the project codenamed Vega. Neither were any dates mentioned. This does hint to the project not being in its final stages. You would be surprised by the number of new firms entering this new segment. Apple with its Homepod, Microsoft with its Cortana-based Invoke, Xiaomi, Andy Rubin’s Essential Home all are gearing up to step into the untapped new market.

Yet more competition awaits Samsung in Asia with local players like SK Telecom, KT, Naver and Kakao all eyeing the same smart speaker market. The South Korean giant aims to build a whole ecosystem around Bixby, though. It is envisioned as the control platform for all connected devices in the future. But with such slow adoption of Bixby, we hope Samsung can speed up development to achieve such lofty targets.