And mobile operators are keen, apparently.
Samsung will unveil its first smartphone to run its new Bada platform at Mobile World Congress later this month, says the company.
The news is in a post on the company's official Bada blog, which otherwise focuses on the company's TouchWiz user interface.
"People’s expectations of the user experience (UX) are higher than ever before," says the post. "Simply being new doesn’t cut it anymore. Quick acclimation and enjoyment are increasingly important."
No further details are given about the actual handset itself. However, Samsung's VP for strategic planning, Kim Hyung-do, has been talking to investors about Bada.
According to Telecoms Korea, he said that the platform is getting a good response from global operators - and that it will be faster and more flexible than rival smartphone operating systems.
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However, the company is staying tight-lipped on its release plans for now, responding to rumours in Korea of a Bada handset going on sale in April or May.
"This has some distance from fact. But nothing to say as of now," a spokesperson tells the telecoms news site.
