Samsung, the world No 2 handset maker, has unveiled its flagship smartphone model Wave — using a new touch screen technology and the first phone to use its bada operating system. “Samsung's commitment to Bada is underlined by the fact that it is using it to power its flagship product for the show but it's going to be an uphill struggle to get the developer community on board,” said Ben Wood, research director at CCS Insight. Earlier this month Samsung unveiled a plan to treble smartphone shipments in 2010 and promote its own bada software platform. Analysts, however, have been doubtful of Samsung's efforts to belatedly build a new open platform. With limited volume, phones using bada will have difficulty attracting application developers or operator support. “I think the ecosystem is just not ready yet,” said analyst Carolina Milanesi from research firm Gartner. Samsung said it plans to launch five to seven phone models using bada software in 2010.
JK Shin, the head of Samsung's mobile operations, told Reuters in an interview that with the help of bada – which can be used also in cheaper models — the company would benefit from surging demand for new smartphones in emerging markets. “I believe that the smartphone market will grow more than 20 percent every year for a three-year time frame, and the growth rate in emerging markets is much higher than that of advanced countries,” he said in an interview. JK Shin said the company could make phones for Google's Nexus lineup in the future.