Samsung announces bada 2.0 smartphone platform at Mobile World Congress

SEOUL, Korea – February 15, 2011 – Samsung Electronics Co. Ltd., a leading mobile phone provider, today announced the bada 2.0 smartphone platform. The new and improved version of their smartphone operating system includes support for Near Field Communication (NFC), Web applications including HTML 5 and WAC, multitasking, scalable UI – as well as voice recognition.

Samsung has improved the user experience on the bada with a personalized lock-screen, layout management and 3D sound. After its official launching, bada has continuously evolved to elevate the user experience and allow developers to create feature-rich applications. Through such advancements, the upgraded platform is able to perform at the level of other popular smartphone platforms.

JK Shin, President and Head of Samsung’s Mobile Communications Business, said “We are delighted with the success of the original bada platform, which was launched at MWC last year. We have looked to build on this with bada 2.0 by creating a versatile and robust platform capable of continuing the success of its predecessor. We have also created and strengthened an eco-system around bada, ensuring developers are able to create the apps our customers need and want”

bada 2.0 also comes equipped with a new and improved Software Development Kit (SDK), opening up the platform to more developers working across different PC operating systems. The SDK also includes additional features such as an advanced code analyzer as well as a faster simulator, allowing developers more insight into the performance of their apps.

bada Developer Day

The bada 2.0 announcement was made during the bada Developer Day, which was attended by over 200 developers from around the world. The bada Developer Day was held as part of the ADC (Application Developer Conference) at App Planet, an event hosted at Mobile World Congress in Barcelona. Samsung has hosted bada Developer Days in more than 40 countries, consistently drawing interest from and engaging with bada developers.

The bada Developer Day at MWC marked the anniversary of the launch of the first bada-based phone, the Samsung Wave (GT-8500), while also serving as an opportunity to look at the past year’s results. Developers were told about how Samsung Apps (Samsung’s application store) has grown with the success of the Wave series. The total number of application downloads worldwide is shortly expected to surpass 80 million, demonstrating the rising popularity of bada apps among smartphone users.

Sessions during the day introduced the thinking and strategy behind bada 2.0 to developers. The bada developer support program was also discussed as part of Samsung’s efforts to create a perfect mobile eco-system through bada, with various technical support services introduced – demonstrating Samsung’s commitment to bada developers.

Samsung Electronics is continually enhancing its support programs and expanding partners, so that more developers can experience the true benefits of bada. The Developer Day demonstrated this with the ‘Blue ocean in bada’ session, which looked at a number of particularly successful apps. These included presentations on ‘Polar Mobile’, ‘Com2uS’ and ‘Zkatter’ – all of which were well received and sought after on Samsung Apps; the session provided encouragement and additional know-how to attending developers.

About Samsung Electronics Co., Ltd.

Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2009 consolidated sales of US$116.8 billion. Employing approximately 188,000 people in 185 offices across 65 countries, the company consists of eight independently operated business units: Visual Display, Mobile Communications, Telecommunication Systems, Digital Appliances, IT Solutions, Digital Imaging, Semiconductor and LCD. Recognized as one of the fastest growing global brands, Samsung Electronics is a leading producer of digital TVs, memory chips, mobile phones and TFT-LCDs. For more information, please visit

About Samsung Media Solutions Center (MSC)

Established in June 2008, the Media Solution Center (MSC) has served as a channel to deliver contents and services to all Samsung Electronics devices, thereby enhancing the devices' capabilities. The consumer’s focus is changing from hardware technology and performance to value driven by content and services optimized for the device. To cope with this dynamic market environment, the Media Solution Center is driving the democratization of the content and service eco-system. Samsung is emphasizing its competency in differentiated content, open platforms, as well as the creation of content for a variety of service channels.

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