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Samsung's 'Tizen everywhere' devices

Dale Davies |
Samsung Electronics introduced the Samsung Z, the first commercially available smartphone powered by the Tizen platform. Adding to that Tizen-based TVs and wearables, the company is creating an independent smart devices platform.

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Built on top of the Samsung's latest premium smartphone, the Samsung Z is optimized with a Tizen platform that offers fast and powerful software performance, a fast startup time, multi-tasking capabilities, 2D and 3D graphic, smooth scrolling, and an improved web rendering.

Complete with a 4.8-inch HD Super AMOLED display and a 2.3 GHz Quad-core processor, it is a very interesting device for consumers who want a fast and light-weight smartphone. The Tizen platform delivers a fast performance with improved memory management and an Ultra Power Saving Mode lets the phone stay operational even at minimal battery levels in emergencies. Users will also be able to enjoy privacy protection using the built-in fingerprint sensor.

The Samsung Z features a distinctive home and application layout, for easy access to favorite features and apps. Using Dynamic Box and Color Theme settings, users can tailor their device to what suits them best. The external design of the phone also offers a completely new look: available in black and gold, the device is slim, with sophisticated lines, while maintaining Samsung's overall design identity.

The Samsung Z will be available in Q3 in Russia and is planned to expand to other markets. Users will be offered to access additional applications through the Tizen Store at the launch of the Samsung Z, and the store will provide a special promotional program to all developers for one year. The company also plans to host Tizen local app challenges in Russia and CIS countries to enrich the Tizen eco-system at the launch of the device.

Samsung also presented Tizen-based TVs, cameras, and wearables at the Tizen Developer Conference in San Francisco. All those devices are part of Samsung's efforts to create a broad ecosystem for Tizen, its alternative to Android. The TV software allows users to connect to the Web, access photos and videos, listen to the music, watch live TV, and theoretically download apps (there aren't many apps available for the TV software at this time), and there is a Wi-Fi keyboard.

With Tizen, which is already running on Samsung's Gear watches, Samsung is playing a very risky game but if played well the reward could be huge.

First, the company differentiates itself from other phone makers that rely on third party software. Samsung has the knowledge to make high-end electronic devices and that's the half of the equation, the other half is an ecosystem the company can control and that's exactly what Samsung is building. There are several factors in Samsung's favor.

First, although not famous as other mobile operating systems, Tizen is a mature product with big companies supporting it. Second, it is meant to power a range of devices, from mobile phones to TVs to wearable devices. Third, although there are many companies involved in its development, Samsung can control its software environment via software development kit (SDK).

It is obvious that the company was thinking about its devices thoroughly. The choice of countries for the Samsung Z shows that the company wants to take markets where other big players are not significantly present and it will leave, at least for the moment, the most saturated markets to other big players to fight on.

Then, with the systems that can run on hardware that's not state of the art, the company can build cheaper devices and offer them to developing markets. And a halo effect also can happen: Samsung's TVs are present in the developed markets and they could pull Tizen phones with them, practically allowing the company to enter the competitors' market through the back door. We believe the company already has plans how to connect its Tizen phone with TV and other devices. And if you want a remote control for other Tizen-based devices, for example, the Samsung Z is an ideal choice.

The strategy of focusing on Tizen-based devices Samsung has only two outcomes: it will either survive and prove that it put its hard-earned reputation at stake with a reason, or it will fail big time. Taking everything into account, we believe that Samsung created a very smart strategy that will be a success in the long run.

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