Samsung looking to rival Apple ecosystem with Bada

Korean manufacturer has high hopes for new smartphone operating system.

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Samsung has been detailing how it hopes to extend the popularity of its Bada mobile operating system in an attempt to rival Apple's ecosystem and "change the smartphone market".

Justin Hong, Bada platform lead, explained that the platform can be applied to a wider range of devices, including high-end smartphones such as the Samsung Wave, and that the firm is researching the possibility of using it on tablets and TVs.

Bada is still in its infancy, and there are only 150 apps available, but Samsung confirmed that thousands of apps are awaiting certification, and that it expects current Android and Apple developers to write for the platform in the future.

"We are focusing on quality not quantity. Bada is a new platform and can provide an opportunity for developers to get their apps recognised in a store that is not crowded when compared to other stores," he said.

Samsung has organised 26 developer days so far, and Hong said that feedback had been positive. It is clear that Samsung is aiming to develop a community like Apple's App Store, with the same 70-30 revenue split.

The Korean manufacturer will continue to pursue a multi-platform strategy, but Bada will form a prominent part of its smartphone plans.

Hong also emphasised the importance of the smartphone hardware, pointing to a number of factors that influence buyers other than the operating system, such as the design and price.

Phil Northam, global marketing manager at Samsung, added that the company wants to open up a new market and achieve a core following like Apple.

The Wave 2 and Wave Pro will come with the latest version of Bada. This could be version 1.5, and two annual upgrades are expected. There is no word yet on the release date of these devices.