Samsung has done something quite baffling. They have unveiled a new mobile platform for their future phones. Why is this baffling? Because they are very a small in the mobile market compared to giants like Apple, Google and Nokia – the three main companies that are battling it out for global mobile OS supremacy.
The current state of mobile OS’ globally is something that needs to be reflected upon here. Symbian still has an overwhelming majority in the mobile platform business, thanks to mainly to Nokia and also to Sony Ericsson. After Symbian we have the mighty iPhone, which is followed by RIM’s Blackberry OS after a large gap. Somewhere in between the 3rd and the 5th is Windows Mobile, which is severely behind in terms of new age developments. The 5th position is held by the extremely fast growing Android, which is the current favorite for becoming number two after Symbian in about two to three years, beating Apple. The rest of them are a in a puddle together at the bottom, which includes Palm at the moment.
These are updated stats for the last quarter (Q3 ‘09). With such fierce competition, it is quite unclear how Samsung plans to gain some visible market share. But it does wax eloquent about its new OS.
According to the website, Samsung’s new Bada OS derives its name from the Korean word for Ocean. Just like the ocean, the Bada OS will provide app developers with infinite new possibilities and options.
Bada OS is supposed to give users a very friendly interface that will be extremely easy to use. The OS will be easy to integrate and customize, allowing for easier adoption by different carriers. For developers, it will be an easy platform to make apps for. And these apps will be used by millions of new Samsung phones that are on their way.
Samsung is nowhere near the main players mentioned above, in any way. Be it market share, handset sales or nett profit – Samsung has nothing to back its OS with. And the OS will have to be really stellar in the first place in order to draw some positive attention to it.
Then Samsung will have to ensure that the OS is sold on compelling mobile phones that will sell at least somewhere near the promised millions. And the last time we checked, everyone was trying to do this exact same thing whilst trying to beat Apple at its own game.
Unless Bada running handsets reach a significant number of people, Samsung has no hopes of enticing developers to make great apps for the device. Without apps for them modern smartphones are practically useless when compared to the iPhones and the Android phones. Also, Bada will be competing directly with Google’s Android because both are open platforms. So we sincerely hope that Samsung is not shooting itself in the foot with this new venture.
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