Samsung Creates 'Bada' OS, Letting Go of WinMo?

Korean-based Samsung is the second largest mobile handset maker after Nokia. Today the company announced that it too is creating an "open mobile platform" -- bada. According to the press release out this morning:

The name ‘bada’, which means ‘ocean’ in Korean, was chosen to convey the limitless variety of potential applications which can be created using the new platform. It also alludes to Samsung’s commitment to a variety of open platforms in the mobile industry. Samsung bada also represents the fresh challenges and opportunities available to developers, as well as the entertainment which consumers will enjoy once the new platform is open.

Based on Samsung’s experience in developing previous proprietary platforms on Samsung mobile phones, Samsung can create the new platform and provide opportunities for developers. Samsung bada is also simple for developers to use, meaning it’s one of the most developer-friendly environments available, particularly in the area of applications using Web services. Lastly, bada’s ground-breaking User Interface (UI) can be transferred into a sophisticated and attractive UI design for developers.

Samsung will be able to expand the range of choices for mobile phone users to enjoy the smartphone experiences. By adopting Samsung bada, users will be able to easily enjoy various applications on their mobile.

It's not entirely clear but Samsung seems to be saying that bada will include smartphones and non-smartphones: 

More and more people want rich and connected application-experiences that are currently available only for smartphone consumers. Samsung has developed bada to make these exclusive smartphone experiences available to everyone.

Another mobile OS doesn't make a lot of sense, given how many already exist and the market's willingness to only support a handful of them. Still, Samsung as the number two handset maker might find some success . . .

Separately there's speculation, based on an HMC Investment Securities report, that Samsung will dramatically reduce its reliance on Windows Mobile as a smartphone OS over the next several years:

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While Samsung is the second-largest handset maker in the world, its smartphone share is 4th or 5th. The chart above (which again is speculative, based on the aforementioned report) shows Windows Mobile declining as a mobile OS from roughly 90% of Samsung smartphones to about 20% in 2012, with Android growing -- and presumably "bada" as well.