Samsung like Windows Phone, Android not so much

Samsung’s mobile marketing lead for the country, Sitthichoke Nopchinabutr, also provided a surprise and hinted that the company might turn on Google and focus primarily on Windows Phone. About 15 to 20 phones based on Android, Bada and Windows Phone would ship in 2011, but the majority of them would use the Microsoft OS. For every 50 Windows devices, 24 would be Android models and just five would use the in-house Bada OS.

via HTC, Samsung see Windows Phone, Android dominating phones | Electronista.


  • yuri

    It is most likely a mistake – a far more logical thing is that for every 50 Bada devices, 24 would be Android models and five would use Windows Phone 7. This is consistent with an earlier statement from Samsung:

    It is unlikely that they will change their strategy so dramatically in two months. Also with the stringent requirements for WP7 I don't see why would they have more than a few models per year.

    • something was definitely "lost in translation" here. It makes zero sense. This guy is the marketing head for Samsung in Thailand. I don't think he speaks for the entire company. Expect a clarification of this statement soon…

  • OpenMind

    Who to believe? One or neither? Let's wait for a few more months.

    • Billy

      Why? So that Samsung can change it's mind again and tell the world that Bada is now it's number 1 priority? 🙂

      Samsung doesn't give a rats @rse about any particular platform – it's only interested in shifting devices and will support whatever is "hot".

      I can't help but think that Samsungs total lack of commitment to Android or WP7 (or anything for that matter, including Bada) will mean they fail to innovate in the longer term.

  • Alexkhan2000

    Samsung and LG, the second and third largest handset makers in the world, are obviously in a quandary with this Android vs. WP7 question. It's quite obvious that they are not oblivious to what's going on in the Android world and it seems both are leaning towards WP7 at the moment. It must be an especially uncomfortable position for Samsung, a proud monolithic and secretive family-controlled conglomerate that would loathe relying on an outsider like Google or Microsoft to determine its future in this converging tech/CE market. Samsung at least has the resources to give it a shot at developing their own platform with Bada, but even they know it'd be quite a stretch to try to keep up with Apple, Google and Microsoft on that end.

    Having vanquished their Japanese CE rivals after being maniacally focused on that goal for the past two decades or so with their thorough vertically integrated model in products ranging from semiconductors and flat display screens to TV's and home appliances, Samsung now finds itself as a mere OEM vendor (albeit with their own brand) for the platform/ecosystem providers. Like Nokia, Samsung was also caught flat-footed by the iOS and Android. Knowing how Samsung operates, there's no doubt they were strictly focused on surpassing Nokia as the world's largest handset maker. That's the typical mindset of the mass manufacturers in Asia. It's about producing the most, not the best.

    But now it's a whole different ballgame as the US tech companies invade the consumer electronics space that Samsung has come to dominate. Apple is a natural enemy but also a big customer feeding their most profitable businesses. They have no choice but to walk a fine line there and grow their smartphone business by leaps and bounds if they hope to kick out Apple. In the meantime, Samsung is in a real dilemma with the smartphone and the tablet: deal with the rapidly fragmenting Android and the coming wave of white label makers or put their money in the lagging WP7 that has no buzz or pizazz whatsoever? Or do they pin their hopes on developing Bada and join an already-crowded integrated model market dominated by Nokia, Apple, RIM and HP/Palm?

    None of these choices looks very attractive to Samsung right now. Samsung really has no choice but to be an OEM lackey to Microsoft and simply *hope* that WP7 catches on… They come this far to be their own master of the consumer electronics industry with a marketing flair to match and now they're back to being a gritty OEM shop where they have no control of their destiny in this new mobile market – succeed or fail riding on the coattails of someone else's mind and creations…

    • FalKirk

      Nice analysis Alex. I always enjoy reading your posts.

    • davel


      Nice post. Not sure what Samsung can do. Apple made this space a software arena. Hardware innovation is of course necessary, but it is the software that makes the platform. Samsung is not a software company. They can't compete with Microsoft, Apple, Google.

      Their best bet is probably to make hardware for windows and android and make quality hardware for both. I don't see Bada panning out because they are not a software company.

      They probably will have issues down the road with the cheap phones that will come out of China.

  • Joe_Winfield_IL

    It's a silly point to make, but who uses a scale starting at 50 and working down to 5? Couldn't it just as easily have been 10, 5 (4.8 – close enough) and 1?

  • timnash

    Samsung and LG dominate the Korean market and Bada, if it is to take off, has to be successful there. Samsung's interest in Phone 7 could just be a blocking move against LG, which moved closer to Microsoft when HTC decided it needed to move to Android. Both companies have charged high prices in Korea for handsets and the 3GS looked relatively cheap when it was launched. While the iPhone has sold over a million units, it is only available on KT, the No. 2 carrier. So even in their home market, LG and Samsung have a lot to play for.