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25 February 2024

Samsung to launch Bada platform in Middle East

Samsung aims to sell 260 million to 270 million handsets globally. (REUTERS)

By Nancy Sudheer

Mobile phone manufacturer Samsung plans to launch its Bada platform along with its new Wave smartphone in the Middle East in June.

It will start the process of establishing the platform by holding developer days in the region, Jessie Kim, Senior Manager of Samsung's service platform group, told Emirates Business.

"Developers and content providers can meet with Samsung to work on the platform," she added.

Bada, a new open mobile platform, will enable developers to create applications optimised for millions of devices across the maker's smartphone portfolio.

According to Samsung, Bada – which means "ocean" in Korean – draws on the company's experience in building proprietary platforms, guaranteeing a developer-friendly environment emphasising the creation of web-based applications.

The Wave will have a super active matrix organic light emitting diode (Amoled) touchscreen based on the Bada platform.

The new display is designed to perform better in sunlight than traditional Amoled screens. According to media reports, the Bada application store will have 200 apps at the time of the global launch in April.

"There will also be a second smartphone launched on the Bada platform this year," added Kim.

"The launch will help us to increase our smartphone sales from seven million devices last year. In 2010 we are hoping to sell more than 10 million units globally."

The Bada platform is available to 15 developers mainly from Europe, France, Italy and Russia.

The company is aiming to sell 260 million to 270 million handsets globally this year by focusing on the high-end handset market and strengthening its presence in advanced markets.

According to research firm Strategy Analytics, Samsung shipped a record 69 million handsets in the fourth quarter, up 31 per cent from 52.8 million a year earlier.


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