Samsung Electronics, the world’s 5th largest smartphone maker, announced the launch of its own open mobile platform, “Samsung bada” in December, and will release the first bada-powered mobile phone in the first half of next year.

The name “bada” means “ocean” in Korean and was chosen to convey the limitless variety of potential applications which can be created using the new platform, Samsung said. It also alludes to Samsung’s commitment to a variety of open platforms in the mobile industry.
Samsung bada is 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, Samsung said. The bada user interface (UI) can be transferred into a sophisticated and attractive UI design for developers.

Samsung bada offers an easy-to-integrate platform for mobile operators so that mobile operators can provide unique and differentiated services to their customers. By adopting Samsung bada, users will be able to easily enjoy various applications on their mobile phone.

“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,” said Hosoo Lee, head of the Media Solution Center at Samsung.

To attract developers, Samsung plans to hold a contest for bada application development, named “Developer Challenge 2010,” from December 2009 to June 2010. Samsung will also start to sell bada applications in the Samsung Application Store from the first half of 2010, and expand the App Store operation to about 30 countries.

Meanwhile, Samsung established its mobile application ecosystem through the launch of Samsung Mobile Innovator in 2008 and the Samsung Application Seller Site followed with the Samsung Application Store.

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