The architectures of Google Assistant and Alexa require a "dispatch" model (ex. "Alexa, ask <App7> to do <Cmd5>"), which greatly limits the traffic going to 3rd party providers as users can't be expected to remember 30,000 provider names and command sets. Due to this, usage of 3rd party services is almost non-existent.
With Bixby, we will allow 3rd party services to be accessed "naturally" (without dispatch keywords). Additionally, rather than a very basic string-in, string-out approach, we offer a very sophisticated platform for layering assistant capabilities into your service, featuring "dynamic program generation", built-in preference learning, and more.
This additional level of complexity will take a bit more time and effort to learn but we believe the effort will pay off for you in a big way once your services are launched into the coming marketplace--And, remember, we're here to help!