Why Samsung and Tizen could take on Apple and Google

A new Linux-based mobile operating system may just challenge Apple’s iOS and Google’s Android for supremacy in the world of mobile platforms.

Yeah, I know: You’ve heard this one before. Aside from Android — which is Linux-based but not a Linux distribution — the mobile landscape is littered with open-source wreckage, from Openmoko to the LiMo Platform to Moblin to Maemo. Such efforts have foundered because they failed to gain widespread support from handset manufacturers, relegating them to novelty platforms used mainly by hardcore techies and developers.

But Tizen could be different. An outgrowth of the MeeGo project (which itself is a combination of the Moblin and Maemo operating systems), Tizen was in the news late last week when Samsung said it will integrate the operating system with its homegrown bada platform. The world’s largest smartphone manufacturer said the merged platforms will enable Tizen to support apps written with bada’s software development kit (SDK), including backwards compatibility for existing bada apps. Samsung plans to release one or two Tizen-based phones by the end of the year. The company recently said it is considering bringing bada to U.S. consumers, and integration with Tizen could give the platform enough technical muscle to compete with Android and the iPhone. In other words, Tizen is poised to thrive where so many others have failed.

Tizen + bada = potential

Bada has yet to hit U.S. shores and is a small player with a mere 2.2 percent worldwide market share. But that share has doubled in the past year, and bada’s audience of 8 million users outsizes Windows Phone’s. Also, bada’s growing developer community includes heavyweights such as EA, Gameloft and Capcom, giving Samsung the developer muscle necessary to push the evolution of Tizen. Those developers are likely to be enticed by Tizen’s open-source nature, but they will also be interested because it is built on web standards including HTML5, a technology that promises to help developers address a broad range of handsets without building stand-alone apps for individual platforms.

Bada was created as a kind of bridge between feature phones and smartphones, enabling lower-end devices to perform like their more-expensive counterparts. Integrating Tizen gives the manufacturer a chance to join Apple and now Google in the rarefied air of players who control both a top-notch operating system and a handset production business. The move would also enable Samsung to build phones without paying for the pricey licenses that are required for Windows Phone and Android handsets.

And Samsung has the strong carrier ties that could push Tizen toward mainstream adoption. The company recently released its fourth-quarter guidance, which indicated that it enjoyed a profit of more than $4 billion, thanks largely to smartphone sales, which may have reached a whopping 35 million units. In addition to its massive worldwide footprint, it sells phones through all four top-tier network operators in the United States, which is a critical market for any next-generation mobile operating system.

What it will take

So how can Samsung succeed with an open-source mobile operating system when so many others have failed? It already boasts a solid developer community that is sure to grow as bada’s market share increases, and Tizen could be especially attractive to application builders: In addition to being open-source, it provides access to a growing base of bada consumers. Also, enlisting a few other manufacturers to build Tizen-based hardware would help as well. (Intel spoke of producing Tizen-based tablets last week in Las Vegas but has yet to disclose any real plans.)

But the most important move Samsung must make with Tizen is ensuring that its carrier partners are in the fold. Network operators still hold the key to smartphone sales (see Verizon Wireless’ marketing campaign for the Motorola Droid, among others), and a lack of carrier support is widely being blamed for Microsoft’s inability to find much of an audience for Windows Phone. Carriers not only are crucial for distribution but also have the brand name and deep pockets necessary to move phones off the shelves. As Samsung brings Tizen handsets to market, it should work closely with carriers to carry out high-profile marketing campaigns and cross-promote the devices. It should also leverage the Tizen Foundation (formerly the LiMo Foundation), a consortium of wireless players whose members include carrier powerhouses like NTT DoCoMo, Vodafone and Verizon Wireless.

We have long argued that there is room for a third major operating system alongside Android and Apple’s iOS, because both platforms have their shortcomings. But Windows Phone has yet to demonstrate it can challenge the front-runners, and BlackBerry continues to flail. If Samsung moves aggressively with Tizen and entices carriers to cooperate, it could expand beyond simply making phones into the broader and more lucrative world of software coupled with hardware.

Question of the week

How can Samsung leverage Tizen to compete with Apple and Google in the world of mobile operating systems?
Relevant Analyst
Colin Gibbs

Colin Gibbs

Founder and Principal Peak Mobile Insights

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21 Comments Subscribers to comment
  1. Succinctly put, istvancamargo. Thanks for the comment.

  2. Just as Google should produce its own devices – Motorola patent, okay? – I believe that Samsung wants to have its own operating system to sit at the negotiating table. Make sense?

  3. Thanks for the comment, Justin.

    You’re right that buy-in from carriers will be difficult for Samsung to get, but I think we may see some room develop there: BlackBerry continues to fade away, and Windows Phone has yet to demonstrate any real traction. If those trends continue, I think carriers would welcome a potential major player alongside Android and iOS.

    In fact, I think it may all come down to how well Windows Phone sells. If it takes off then there won’t be much opportunity for any newcomer, at least for a while. But if it spins its wheels, the door will remain open.

  4. I’ll go ahead and make the token “What, no webOS mention?” comment.

    ^^^I don’t know anything about bada, or Tizen, and I’m a relatively decent mobile phone geek. It will be a remarkable feat for Samsung to convince US consumers that a Tizen/bada based phone is more than a passing curiosity (see above-mentioned webOS, and potentially Windows Phone) or niche OS.^^^

    Verizon’s “Droid” campaign gave Android a strong awareness–so much so that many of my family/friends (who know that I work for Sprint) still call any Android-based phone a “Droid.” Apple is Apple. Consumer’s won’t seek out a Tizen/bada phone, they’ll stumble into it.

    I see little incentive for carriers to consume yet another OS. The support model for iOS, Android, Windows Phone, BlackBerry and the occasional feature phone (Brew?) has got to be fairly efficient. Ramping up sales and support staff on another discrete, niche platform would be a big investment–Samsung would need to make that a pretty sweet pot.

    1. applications are what make a phone & tablet attractive to customers.

      there are 40,000+ open source applications available on linux from stock analysis to CRM to whatever you can think of. all at no cost unless you want consulting, customization, training or other support services which are ‘for fee”. But the source code is available and probably would help ensure things like Carrier IQ wouldn’t go undetected for so long.

      I know apple & android boast much higher “app” numbers but while many of those apps may be popular (games, music apps etc) most are not useful in business, education, govt, science etc.

      Being able to run the same application on your phone/tablet as you have on your desktop, server or Cloud could be seen as having your cake & eating it too without having to design applications to multiple operating systems… a big plus. Can’t do that with Android or iOS… unless your business is totally web based already.

      Many of the major Telecom SPs are already or soon will be Public Cloud providers, ATT, Verizon, are examples here in the states. This ‘could’ be a means for them to to gain revenue by tying their mobile & cloud (and internet) business’ together.

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