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bada: Samsung's Claw for Smartphone OS War - Samsung's Smartphone Strategy Analysis, bada OS Technology Analysis, and Future Outlook
Yonku & Kenkyu, Dec 2009, Pages: 15
This report covers Samsung's new Smartphone Operating System: bada, examining the business, strategy, and technology analysis and future outlook.
On December 8, Samsung unveiled its own Smartphone OS – bada, meaning “ocean” in Korean. This indicates that Samsung wants to have a full scale competition with Apple in Smartphone arena and others.
Samsung will devise different angles to win this competition. The angle is eco-system. While Apple maintains closed structure in ecosystem, Samsung is likely to strengthen the cooperation with other players, thereby promoting open-OS approach.
An ideal formation created by Samsung's bada and ecosystem is to achieve another vertical integration in software side, along with its on-going vertical integration tactics in hardware and service.
The driving force to make a debut - bada is unprecedented success of application store, and Samsung's involvement of its own OS creation is caused by this change. Samsung seems to well know about the impact made by the application store, so thus, its main strategic points is focused on how bada can create differentiated value chains and ecosystem.
In this report examines multiple angles and analysis entailed in Samsung’s bada OS platform through close interview from market participants. Along with technical analysis for Nucleus OS for bada’s structure, we focused on business outlook and strategic aspects that help mobile market players review their current strategy.
What Questions Does this Report Answer?:
- Why does Samsung unveil its own Platform?
- What is the strategic formation devised by Samsung’s bada?
- What are current product strategies in Samsung’s mobile phone line-up?
- Why does Samsung pursue multi-OS adoption?
- What are the technological aspects and structure in Samsung’s bada platform?
- How does Samsung create new product line-up with bada platform?
- What are the forecasts in Samsung’s Smartphone shipments by OS platform till 2013?
- What are key differentiated factors in bada?
- What are the impacts on global markets and strategic implications by Samsung’s bada?
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