Why Did Samsung Just Announce Another Mobile OS?

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They're calling it "Bada," which means ocean in Korean. And it's got an SDK! After sifting through hundreds of words of deliberately vague press release, this is all we really know about Samsung's new mobile OS. Well, almost.

Samsung is as aware as any company of just how many smartphones OSes there are in the world, since they license almost all of them, from Windows Mobile to Symbian to Android. Throwing another OS into the mix seems like it might confuse things, but at first glance, that's exactly what it looks like they're doing:

In order to build a rich smartphone experience accessible to a wider range of consumers across the world, Samsung brings bada, a new platform with a variety of mobile applications and content.


So, a new OS with an emphasis on apps. But why the awkward language about "smartphone experiences" and "accessibility?" On the project's website, Samsung's a little more clear:

More and more people want rich and connected application-experiences that are currently available only for smartphone consumers. Samsung has developed bada to make these exclusive smartphone experiences available to everyone.


Ah! So it's probably not a full-fledged smartphone OS, but a feature phone OS with an SDK. Samsung is a huge company, so this can't be ignored, but it doesn't mean that smartphones are about the get more confusing. If anything, it means that feature phones are about to get better.

Or not at all! We won't know for sure until Samsung stop being cryptic for sport, or whatever it is they're doing here. [Samsung]

Samsung Launches Open Mobile Platform:
Samsung bada – The Next Wave Of The Mobile Industry
Developers get the chance to create mobile applications
for millions of new Samsung handsets

November 10th, 2009, Seoul, Korea – Samsung Electronics Co. Ltd., a leading mobile phone provider, today announced the launch of its own open mobile platform, Samsung bada [bada] in December. This new addition to Samsung's mobile ecosystem enables developers to create applications for millions of new Samsung mobile phones, and consumers to enjoy a fun and diverse mobile experience.
In order to build a rich smartphone experience accessible to a wider range of consumers across the world, Samsung brings bada, a new platform with a variety of mobile applications and content. The name ‘bada', which means ‘ocean' in Korean, was chosen to convey the limitless variety of potential applications which can be created using the new platform. It also alludes to Samsung's commitment to a variety of open platforms in the mobile industry. Samsung bada also represents the fresh challenges and opportunities available to developers, as well as the entertainment which consumers will enjoy once the new platform is open.
Based on Samsung's experience in developing previous proprietary platforms on Samsung mobile phones, Samsung can create the new platform and provide opportunities for developers. Samsung bada is also simple for developers to use, meaning it's one of the most developer-friendly environments available, particularly in the area of applications using Web services. Lastly, bada's ground-breaking User Interface (UI) can be transferred into a sophisticated and attractive UI design for developers.
Samsung will be able to expand the range of choices for mobile phone users to enjoy the smartphone experiences. By adopting Samsung bada, users will be able to easily enjoy various applications on their mobile.
Samsung bada also offers an easy-to-integrate platform for mobile operators so that mobile operators can provide unique and differentiated services to their customers. Samsung established its mobile application ecosystem through the launch of Samsung Mobile Innovator in 2008 and the Samsung Application Seller Site followed by Samsung Application Store as another key element of this offering.
Dr Hosoo Lee, Executive Vice President and Head of Media Solution Center at Samsung Electronics said, "By opening Samsung's mobileplatforms we will be able to provide rich mobile experiences on an increasing number of accessible smartphones." He added, "bada will be Samsung's landmark, iconic new platform that brings an unprecedented opportunity for operators, developers and Samsung mobile phone users around the world."
The official website (www.bada.com) will open on November 10th and will feature a range of information on bada including updates onproduct launches, features, and event notices. Samsung will also host an official launch event for bada in London, UK in December and will also unveil its bada software development kit (SDK) to developers for the first time on this date.