Samsung is playing catch-up in the smartphone market with the launch of its own open mobile platform.
Bada, due to launch next month, is claimed to be particularly simple for developers to use, especially in the area of applications using Web services.
The first bada-powered phones should appear in the first half of next year, along with apps from the company's Application Store.
"By opening Samsung’s mobile platforms we will be able to provide rich mobile experiences on an increasing number of accessible smartphones," said Dr Hosoo Lee, Executive Vice President and Head of the Media Solution Center.
"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."
The company first got into mobile applications with the launch of Samsung Mobile Innovator in 2008, followed by the Samsung Application Seller Site and the Samsung Application Store. But it needs to work hard to catch up with the competition.
The official website opens today, with information on product launches, features, and event notices.