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Samsung bada heralds wider smartphone choice for non-business users

Following the launch of Palm's WebOS operating system and Emblaze's Else, Samsung has unveiled its addition to a range of smartphone platforms which now stretches from Symbian, Windows Mobile and Google's Android to RIM's BlackBerry OS and Apple's iPhone platform.

Named bada, the Korean for "ocean", the platform is apparently aimed squarely at the consumer end of a smartphone market saturated with devices targeted at businesses and professional users. It will make its debut on a flagship "smartphone for everyone" next year, according to Samsung.

Dr Hosoo Lee, head of Samsung Electronics' media solution centre, says he believes the introduction of bada will see Samsung become "a true leader in the mobile industry, offering a wider range of smartphone choices for consumers".

"At the same time, Samsung bada presents a powerful opportunity for developers to get their applications onto an unprecedented number of Samsung devices across the world," he adds.

Based on Samsung’s signature TouchWiz user interface, bada provides flash control, web control, motion sensing, fine-tuned vibration control and face detection. It also supports features like social networking, device synchronisation, content management, location-based services and commerce services.

Current Samsung smartphones run the Symbian system and Google's Android platform.