The newest smartphone OS on the block, Samsung Bada claims to offer the "ultimate mobile experience".
Based on the TouchWiz interface that's been plastered over various Samsung phones recently - including the Samsung Omnia i900 - Bada will be aimed squarely at its Apple and Android rivals. Developers are already being encouraged to create apps and services to work with it.
As with those rivals, Bada promises to make "context-aware" apps possible through accelerometers, proximity and activity sensors, and weather information, etc.
Where Samsung claims to be carving out its own niche in the smartphone world is by making it easy for developers to integrate social networking, e-commerce and data syncing.