Bada, which means ocean in Korean, is at the heart of Samsung's drive to emulate success by the likes of Apple and RIM in the smartphone market, develop new revenue sources from its own Samsung App store, and create synergies with other businesses such as its TV business, which is the world's biggest.
But it is still a daunting task to attract third-party developers as Samsung is not yet a big player in smartphones and its volume is also diluted by its multiplatform strategy.
Samsung also has to quickly boost its small pool of software bells and whistles to rival firms such as Apple, which boasts more than 200,000 iPhone apps, and needs to crack into the U.S. market, where carriers show little interest in its bada phone and are increasingly adopting popular Android models.
THE OCEAN OF OPPORTUNITY OR CHALLENGES?
Samsung is the world's No.2 mobile phone market with around 20 percent market share but it has a little traction in the smartphone market and is making a big push to treble smartphone sales to around 18 million units this year. Read also Top 10 mobile phones for 2010.
Asian technology firms vying for a bigger share of the smartphone market also face an uphill battle after Hewlett-Packard snapped up Palm.
Unlike Apple and RIM, Samsung supports multi-operating systems such as Symbian, Windows and Android and added bada, hoping its developer partners see the wide opportunity offered by the world's No.2 handset maker, which sold 227 million phones last year.
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