Beside Samsung no one makes profits in Android landscape so I can understand how they could be more competitive. Let's face it you have a nicer UX(User experience) with your phone on a Nokia because windows phone. So you can fight iphone with that. You still have an app ecosystem which lets Microsoft monitor the apps and so you can fight against android in security, ,stability, battery life. I believe they made the smartest choice. (I pity HTC because they are in 2 boats and making beautiful phones on both platform and still don't get sales). During the years they data mine users using their Symbian they have some decent maps they can throw in as diferentiators.
As for how open android is yes it is. At some costs: all aps wants to run in background unrestricted eating your battery and slowing down, some games to have smooth frames kill other processes(it's a smartphone I need to stay always connected not having my connections killed by a stupid game). Security is inexistent. 1 in 7 apps is a malware in google play store. 1 in 4 if you count other markets. Instagram on android monitors what apps you have installed. I mean come on I know it is free and it's business model is data mining your info but a little respect. Any app can read your email sms install custom keyboard and get all your passwords without anyone being able to verify them. It even scarier than on pc because I can log on using different account on pc but this is a smartphone it should be personal(no multiple accounts or other trickery) and safe.
So yeah android is so open Samsung can come with new software. How usable are they and how much are they just gimmicks? The translator... well bing Translator can translate using voice so this is not a new unseen features(not to mention the image translation). The camera apps we seen something like that as software from nokia. The camera apps were reported not functional by reviewer present at the launch event so no one can gauge their true functionality. So far nokia on a restricted os could match Samsung in software no problem. The other software gimmicks are just so hard to understand. They do not provide a good user experience they just provide a way to brag about your device. I would be horrified to have to use them in my phone day to day. Staying with my finger in browser(and a few other apps only) to view a preview how often will you use it? The risk of touching your phone and giving it a tap command is to high. At home where I'm relaxed I will use a pc anyway and I can't use such a feature with speed and accuracy in public transports, taxis, at work or on the move. So it's not a great user experience and you don't have much opportunity to use it. The smart scroll is just another example of bad user experience design. Tilting for scroll is not precise enough and I don't see myself waving with my hand in the bus for scroll
)). As for using it at home when you are relaxed it's a joke. If I want to use this at home I will use it in bed where tilting with precision will become even less controllable. And this usability problems were reported by reviewers. And all those gimmicks work in browser and a few apps only(gallery maybe email and calendar). So with all it's openness of the android Samsung way to differentiate for me sounds not useful but just a marketing ploy and the one that can be functional and a great experience can be replicated in windows phone and iphone easily.