Samsung Bada is a dud. Less than 10 million shipped, sales 50% below expectations and falling
Samsung Bada is a dud.
Its sales stopped growing sometime early this year. Today Samsung is selling less Bada phones then they’ve been selling a year ago. And current Samsung Bada powered Wave handset sales are at least 50% lower then what Samsung was projecting at the end of 2010.
My first doubts that there is something wrong with Bada sales surfaced few months ago, when “10 million Bada devices sold” news release never arrived .
As you may have noticed, Samsung is very happy to report whenever one of its products reaches some significant milestone. Late last year Samsung said that they plan to sell 10 million Bada devices in the first half of 2011. On top of 5 million they were planning to move in 2010. So, if everything went according to plan, there should have been at least two Bada related announcements this year already:
- a total of 10 million Bada phones sold (5 mil in 2010 and 5 mil in 2011),
- then 10 million of Bada handsets sold in 2011.
It is almost 3 months since the first half of 2011 ended, and we are still waiting for any 2011 Bada related news releases.
The second hint that something is wrong in Badaland came last week, with the reports that Samsung is planning to open source Bada next year. You never do that if your proprietary OS is a success.
Today, if the slide obtained by Sammy Hub is real, we get some numbers to see how Samsung Bada is doing this year. And the numbers aren’t pretty at all:
Forget about Samsung’s plans to sell 10 million Bada phones in the first half of 2011. They weren’t able to ship even half of that.
In fact, Samsung now plans to reach 10 million total cumulative Wave device sales sometime at end of October/beginning of November. Which means that instead of growing, Samsung Bada sales started declining this year. In 2010 it took them 8 months to ship the first 5 million devices with a homegrown OS. This year it will take 11 months to do the same. In a smartphone market that is growing at 70% a year – these are dismal results, on par with Nokia’s, RIM’s and Windows Phone performance.
Of course, Samsung is is smart enough not to depend on the success of Bada. And its gains with Android handsets more then offset any losses from Bada.
But as far as Sammy’s ambitions to have its own smartphone OS go, its prospects look very dim for now. Maybe Bada Meego hook-up, if it ever happens, will help to get both fledgling projects off the ground. Though I am not holding my breath here.