Samsung pushing for Bada on 17 per cent of devices by 2012

Samsung is aiming to load its new Bada 2.0 operating system on 17 per cent of its devices next year, the Korean manufacturer has revealed.

Keith O'Brien, head of content at Samsung's mobile division, claimed that the firm has a third of the UK mobile phone market and a smartphone market share of 25 per cent.

"Next year we expect there to be some changes," he told V3's sister site The Inquirer. "2011 has been about Android, and next year Android will have 66 per cent of Samsung device share and Bada and Windows will have 17 per cent each."

O'Brien explained that Samsung's strategy is to go for as wide a reach as possible.

"Each [OS] gives you a choice. Bada is perfect as it is created in tandem and Bada for us represents a strategy we have always had," he said.

"It's been an Android year and Android has dominated sales. Next year, the market will increase significantly and the size of the smartphone market will increase, with all three platforms growing at the same time."

O'Brien also said that Samsung supports Google's bid to acquire Motorola if it improves the Android platform.

He hinted that Samsung is also working on further integrating all of its electronics devices - including TVs, tablets and smartphones - through content, and that Bada is the perfect OS to achieve this given that it belongs to Samsung.

"There will be more integration on devices to come," he added. "We as an electronics company need to capitalise on all of the products."

Samsung announced on Thursday that Bada 2.0 had officially gone live, offering new features including enhanced user interface controls, voice recognition technology, app ads and push notifications.