The Korean company said the new OS "enables developers to create applications for millions" of Samsung phones, providing a "rich smartphone experience to a wider range of consumers across the world."
Samsung said it chose the name bada, which means ocean in Korean, to "convey the limitless variety of potential applications which can be created using the new platform."
The company said the new OS will be an open platform, which presumably refers to the open software development kit and the ability of developers to create applications for devices running on bada. Third-party applications are becoming an increasingly important factor in purchasing decisions, with online markets for thousands of applications for phones using operating systems from Apple, Microsoft, Palm, Android and others.
Samsung emphasized that its new platform will be "simple" for developers to build on, including a "groundbreaking" user interface. The company also said the platform will be easy to integrate so wireless operators can offer "unique and differentiated services" to customers.
In addition to bada, Samsung said its mobile application ecosystem includes the Mobile Innovator program, which gives developers access to the company's Virtual Device Lab, the Application Seller Site, and the Application Store.
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