Samsung enhances its own mobile platform with launch of ‘Bada 2.0’

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Samsung Electronics Co. Ltd, a mobile phone provider, announced the Bada 2,0 SDK (Software Development Kit), an application development tool for Samsung’s own mobile platform, Bada 2.0 is expected to be a catalyst in expanding the global distribution of Bada smartphones, which have already received significant global sales.

The expansion of the Bada platform is led by the success of the seven existing Samsung Wave devices. The Wave smartphones have proven extremely popular in Europe, China and Southeast Asia, where consumers have been attracted to their affordability and functionality; the recognizable user-experience and touch interface has helped introduce existing Samsung feature phone users to Smartphone services and application experiences.

“Samsung Bada and our Wave devices continue to succeed around the world, taking advantage of the mobile technology and brand awareness of Samsung’s leadership in the market,” said Mr. Shaher Dasouki, head of Mobile Phones Department at Samsung Levant. “We have brought together our key mobile innovations in Bada 2.0, setting the foundation for it to become a leading mobile platform.”

Unveiled at Mobile World Congress in February 2011, Bada 2.0 includes many compelling, new features. Borne of Samsung’s heritage in innovation, Bada 2.0 brings together a wide variety of new capability including multi-tasking, Wi-Fi Direct, Near Field Communication (NFC) and voice recognition. It enables srnartphone users to experience advanced services such as mobile payment, transport pass-card recharge and file sharing without Internet networking.

In addition, considering the increased use of web using smartphones, Bada 2.0 supports HTML5 and improved Flash functions thus offering enhanced usability and web experience. By supporting standard WAC 2.0, Bada aims to greatly expand its developer community.

“Bada is a significant innovation and a key component in Samsung’s multi-platform strategy; we are committed to investing in its success. We are expanding our developer community and creating a strong ecosystem that benefits both developers and end-users. Developers have an opportunity to reach a significant customer base with new, entertaining and compelling applications while consumers will receive an outstanding smartphone experience,” added Dasouki.

A key feature for developer partners is the introduction of In-app Ads. Using the Ads API (Application Programming Interface) developers for Bada 2.0 can easily insert advertisements, creating new revenue opportunities. Samsung has also upgraded and strengthened its application development environment, providing developers with increased support. An Emulator has been added to foster a development process suitable to the target environment. Tools such as Profiler optimize the device’s performance ensuring that resources like memory and processing power are used to their fullest capacity.

Bada 2,0 SDK can be downloaded from the Bada developer site (developer.bada.com). Samsung has enhanced the ‘Samsung Apps’ retail store and expanded full availability through to 121 countries worldwide. With this 2.0 version, more differentiated functions will be offered from Samsung Apps, including new purchasing options and recommendations. Samsung Apps has proven a popular destination since the launch of the Samsung Wave, the first Bada based smartphone in June 2010. It received 10 million application downloads in just 3 months and passed the 100 million-mark in March 2011. The store currently houses approximately 40,000 applications.

Notes and media contacts
About Samsung Electronics:

Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2010 consolidated sales of $135.8bn. Employing approximately 190,500 people in 206 offices across 68 countries, the company consists of nine independently operated business units: Visual Display, Mobile Communications, Telecommunication Systems, Digital Appliances, IT Solutions, Digital Imaging, Memory, System LSI and LCD. Recognized as one of the fastest growing global brands, Samsung Electronics is a leading producer of digital TVs, semiconductor chips, mobile phones and TFT-LCDs. For more information, please visit www.samsung.com.

Media contact:

Maha Al Rawashdeh
Media Director
Jordan Trans-Arabian Creative Communicat ions (TRACCS)
Tel: +9626 5660542
Fax: +9626 5660541

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