Samsung set to conquer markets beyond consumer electronics with Tizen OS

by: David GonzalesSeptember 15, 2013

Tizen‘s official debut as the new OS of choice for Samsung — which has achieved success selling smartphones running Google’s Android OS — may have been delayed a number of times, but it’s still very much a work in progress. It has been said that the first Tizen-powered phones will arrive in the fourth quarter of this year, and it would be reasonable to expect tablets running the same to come out shortly thereafter. But did you know that Samsung also plans on spreading Tizen far beyond the realm of regular consumer electronics devices?

The Tizen phones are a given. Part of the reason why Samsung co-developed the ambitious new OS with Intel is to come up with a viable Android alternative. But how would you like to have Tizen running on your smart TV or other home appliances? At this point, since the OS still isn’t out yet, it’s not clear whether or not that would really be beneficial. But Samsung co-CEO and head of consumer electronics Boo-Keun Yoon confirmed just that — that Samsung aims to introduce TVs and other devices running Tizen OS as early as 2014 — in an interview with a German publication called Die Welt.

According to Boo-Keun Yoon, their overall aim is to create an ecosystem in which users are able to connect all Samsung devices. The Korean company clearly wants to have Tizen running on everything. But it will probably gauge the market first, and see how it reacts to the introduction of the first Tizen-powered mobile devices before expanding into markets beyond consumer electronics.

We’re already living in a world that is quite similar to what Samsung is imagining. That is, the world is currently ruled by phones, tablets, and all sorts of computers running the popular Android OS. Can you imagine it now being replaced by Tizen? How would you feel about living in world like that? Let us know in the comments.

  • Bettehem

    I like Android…

  • Abner

    Samsung shouldn’t try to fix what isn’t broken. Sounds like I may be changing my brand loyalty in the not too distant future.

    • Roberto Tomás

      Samsung is more concerned about Apple than Google vis-a-vi Android/Tizen.

  • NTD

    Samsung can try. But until Tinzen is at least the #3 OS, they will not have the ecosystem to compete until they have a larger ecosystem than blackberry and one of the other participants. Until Tinzen passes either Windows or iOS, the new OS will struggle. Will Tinzen offer the opportunities to Samsung’s other competitors Android does? Samsung sold 72.4M of 187.4M android phones in 2Q2013. Will Samsung pull a HTC and bet on the wrong horse (Windows in 2010) and watch their market share implode? This is a tricky opportunity for Samsung. But how will they persuade others to abandon Android?

    “Newkia” and others

    All are hungry to take market share from Samsung. With risk is opportunity.

    • Jhed

      BB is dead :((

  • thammonds

    Instead of developing yet another OS, Samsung and Intel should concentrate their efforts on enhancing Android. They need to take a lesson from Nokia and Blackberry. Android is here, now. It’s what people want and use today. It will remain so for quite some time. I predict Samsung will quickly go from First Place to Last Place if they switch away from Android.

    • Roberto Tomás

      They aren’t “developing the OS”, they are just contributing members.

      • thammonds

        You are incorrect. Samsung is the key developer. They set the direction for the entire project. Also, Tizen OS is based on the Samsung Linux Project.

        • Roberto Tomás

          no, you are “incorrect”. intel is every bit as involved as Samsung is. there is no such thing as a key developer. it is officially a part of the Linux foundation. It is based on Linux itself, not anything from Samsung. the direction for the entire project is community driven. not a single thing you wrote was right!

    • Gilles LeBlanc

      They already are going hell. Just like when apple did few will notice it through the distortion unless they trully understand it.


    Wow Samsung is getting cocky…and biting the hand that feeds. Google can’t be too happy about this.

    • Jaun Lombard

      Really? Since the market is dominated by Samsung? Who feeds who?

      • Nathan Powell

        the market is dominated by android products, Samsung just happens to make the best selling one

        • Roberto Tomás

          I’d agree with this except android is still an experimental-feeling OS. Tizen has a chance. — I like Tizen’s chances more than Ubuntu or B2G, actually.

          • thammonds

            Experimental? What version of Android are you running? Or are you not an Android user?

      • BDPSU

        If Samsung had switched to making only Windows phones a year ago, do you think they’d still be dominating?

        • Jaun Lombard

          I think so, because most people buying Samsung doesn’t even know what Android is! My friend want a new Galaxy, after I told him that the phone had the newest Android on it, he just turned around and asked: ” What is Android?”. He is buying Samsung, because it is the new norm! Your buying a Galaxy…not an Android!

          • BDPSU

            No offense, but your friend is a fvcking moron then.

          • Jaun Lombard

            But so is most of the consumers that buy Smartphones!

    • Ralph Malph

      Oh please, Samsung is the only one that’s doing the feeding. They’ve effectively built the Galaxy brand to be on it’s own. The average buyer goes to buy a Galaxy phone, not an Android phone. The rest of us go buy Android phones. That’s the reality of things.

      • BDPSU

        Yeah, let’s see how well the Galaxy brand does with a sh1t-azz OS on it.

      • Pradeep Viswanathan R

        An average buyer may not know first but when he starts looking at the apps and the app store he definitely will realize that its different

  • gilbert vargas

    If this happens I will ditch Samsung period!!!!! I’m tired of new OS’s that are crap.

    • Jaun Lombard

      This wont actually be crap…its based on Linex…same as Android and it will use more web based applications. The concept is actually better than Android! It got one problem…app store, but Samsung will try and close that gap! Samsung wont ditch Android, only in a few year, but by that time Tizen will be huge ore gone! Don’t be a hater…it is new innovation!

      • Pradeep Viswanathan R

        whoo, whats Linex?

      • anonymous

        no what’s linex do you mean linux? …. for me its not a new innovation it is just a piece of crap……. Android is a best OS for me and to most of us just eat your tizen two dose a day sir…….

    • David

      How do you know it is crap?

  • Rana

    It is a good move in the business sense… Google is gaining a lot in strength. What if one day it wakes up and say, “To hell with you all” ONLY Google can now use Android OS for Motorola phones… If anyone else want’s to use it, they will have to pay 45% royalty. I know that it’s an open source, but what’s stoping it to change the higher version to non open source!!!!

  • Reza Fahlevi

    see how samsung Bada gone for nothing?! now they try again with another form to waste their time and money with Tizen

  • Balraj

    Nothing can replace Google’s Android
    Cause without android,Samsung is nothing..
    Maybe tizen will be liked by certain came here first n it’s here to stay..
    As simple as that..only competitor to ios is android..
    It’s been like that before…
    Mac vs Windows
    Now ios vs android…
    Lol —> tizen

    • Benjamin Pavel

      You know funny thing is that many people say Tizen is even MORE open that Android…but then again Android is from Google and we love Google lol :)

      • Balraj

        True n also big companies will stick to Google than Samsung
        Google is a giant n incase if Google wants to piss off Samsung
        It can say, we won’t develop for tizen lol lol..
        Sammy will get a heart attack

        • anonymous

          yeah right

    • Jhed

      we can never predict the future, samsung knows what they’re doing. I’m pretty sure they have an ace to somehow beat Android in some areas..
      Maybe Tizen will be one of the top OS in the future no one knows

      • Balraj

        Not possible
        Android is big..ppl are into android like crazy…I have seen ppl ditch their phones cause just to get latest version of android…it’s apps are big…developers can’t waste time on every new os released..God’s sake,android still hasn’t got apps that ios has..tizen will be only Sammy thing..not for others..future is strong for android, very strong
        Tizen n many other os are just passing clouds

    • anonymous

      yeah right sir…. I totally agree

  • Josh

    They’d better have an android alternative to every tizen phone they release.

    They’re not apple. They’re not gonna have millions of idiotically devoted fans that will continue to buy their products no matter what they do. Stripping themselves away from Android would essentially be suicide and I don’t think samsung are that stupid.

    • Roberto Tomás

      Well, see, this isn’t your fault… you read the article and came to believe that the OS belongs to Samsung, like the way iOS belongs to Apple. It does not.
      Tizen existed before Samsung got involved. It was, and continues to be an open source, community driven project that is under the Linux foundation. The only major roll that Samsung plays there is that they are a major hardware platform that Tizen can showcase on.

      • abazigal

        The distinction is overly fine. I think what Samsung simply wants is an OS that Google has no control or influence over, to act as a hedge.

  • Larry

    Samsung goes Tizen, then goodbye to Samsung.

    • Benjamin Pavel

      I’m pretty sure they won’t stop producing ther galaxy line with Android…this will be the same thing as it’s with W8 phone Sammy made. :)

      • abazigal

        Problem is, given the established Galaxy line running Android, and a new beta phone running some unproven OS, which would consumers choose?

        • Tanner Hoyt

          Tizen. Why? Because, unfortunately, the average consumer doesn’t think of Galaxy phones as “Android” phones. They think of them as “Galaxy” phones. Samsung knows this, and will use this to their advantage when and if they make the switch to Tizen. The average consumer doesn’t know the difference between Tizen and Android, they just know that the new Tizen-powered smartphone is a Galaxy phone and therefore they will buy it.

          Unfortunate, but this is likely going to be the case.

  • jeddo45

    Tizen? No way. I’m already done with Samsung phones. They are going to have to do a lot if they want to even scratch the market share globally. At this point, they aren’t introducing anything that’s going to catch anyone’s attention. IOS, android, WP8, and heck even blackberry already have good smart phones with those who like it. If they put all their eggs on Tizen, we will see Nokia or Palm all over.

    • John

      “Already done with Samsung phones?” Fallacy. “If they want to scratch the market share globally?” They have the largest market share in the Android division. “At this point, they aren’t introducing anything that’s going to catch anyone’s attention.” Note 3? Forgot about what comes after now, the future? Possibly a Note 4 with 4GB RAM to make use of 64-bit architecture? Updated and more powerful Exynos Octa as the core utilization issues were fixed, and the processor now uses all 8-cores simultaneously through HMP? I’m doubtful of Tizen as well, but I’m still wary of its potential. I see what you’re doing. You’re making ludicrous statements so that the reader can be of right mind through analyzing the opposite of what you’re saying.

      • Lee

        Disagree.they make phones with higher specs and no soul.Exception:Note 3,S 2.

      • jeddo45

        Fallacy? Do you know me personally? I’m not going to get another Samsung phone. How is that a fallacy? Please explain that? And yes, they are going to have to try very hard to get some global market share. We aren’t talking about android here sir. I know they have a huge part of Android’s share right now, but they aren’t going to get all that when they introduce Tizen. When I said they weren’tgoing to introduce anything rthat would catch their attention, I was talking about the OS itself, not hardware. You brought up the Note 3. That’s an Android phone buddy. Again, we are talking about Tizen. Talk to me when they have that phone running Tizen. Your stupid comments in blind fanboyism really make you sound like a stupid jackass. Good day stupid.

  • Ralph Malph

    Wow I’m surprised people can’t see past their love for Android. I love Android too, but Samsung really is doing what they need to do in order to keep growing. Do you expect them to be like HTC, don’t do anything, wait for someone else to step in and take away their dominance. Just the way Samsung did to HTC. Look where HTC is now. Bleeding a slow death. And as a consumer, we need more than just 2 mobile OS’s dominating. Choice is what keeps everyone on their toes. If Samsung can get Tizen right, dang they’ll be in a whole different league. They’re in the unique position to add Tizen to all their electronics. And that’s a whole boat load of products. They make some of the highest rated phones, ultrabooks, TVs, washer/dryer, refridgerators, etc… You see where they can take this and how much of a major advantage this can be to have one OS to run on all devices? It’s a HUGE deal. My guess is they introduce Tizen phones that will have a UI very similar to whatever Touchwiz will look like at the time. Therefore you’ll have consumers pick up a Galaxy device not knowing what the OS is. Your average buyer doesn’t know shlt about what version or type of OS they have running on their phone. Bottom Line: Samsung is doing what they need to do. It’s business. And you can bet they’ll keep putting out all those amazing Android phones at the same time. So all good.

    • SammyHater

      What is HARDWARE and Mobile OS without APPS?! android is all about application application application. look at lumia nice hardware/ camera but no apps? is consumer liking it? nah..and you think tizen can make game changer? nah..until and such time developer moves to tizen. but with the GOOGLE giant I dont think SAMMY and Intel can make this happens.

      • Ralph Malph

        Well considering Tizen is able to run Android apps with Application Compatibility Layer and considering Samsung has the Tizen Store up and running with a MASSIVE incentive for developers to start getting working on Apps, I think they’re on the right path. Unlike all the other new OS’s out there, Tizen is also able to run on high end hardware. We just saw pics of it on a GS4 and GS3. Windows Phone still doesn’t officially have this ability. All in all, it’s the right move.

  • Rajkumar

    Instead of pouring all you money and effort into a new os try to make touchwiz UI more usable and lag free. And make sure.ur phone design are better much much better than what I is now…. u can easily rule android and blow htc and sony out. If u r gonna put u r effort into tizen sony and htc would blow u of the mobile market

  • John-Phillip Saayman

    They shouldn’t start neglecting the S5.

  • Jhedpredon

    Samsung is doing this because Android now has Motorola. I want Motorola to beat Apple by next year. Moto X2 will be great. upgraded specs and more innovative softwares straight from Google. :)

  • End in sight

    Samsung should be putting Android/touchwhiz on all their electronics devices now, not just phones and tabs. The problem with Tizen is that you are then locked into a Samsung proprietary ecosystem just like with Apple. To make this work, Samsung would want the world to have their main id be a Samsung Id… just like Apple wanted all their users to use a Mac id (.Mac email address). But Apple saw that that does not work since the world likes gmail… for whatever reason. Microsoft had the same issue.

    Imo, people like Galaxy because of marketing and because of the Google integration. For their sake, I hope Samsung does not underestimate the importance of having Google on board to sell their hardware.

    • abazigal

      I can see the rationale behind wanting to have your own OS.

      For one, we don’t know how long Android will continue to be free and open-source. What if Google decides to just keep it for themselves one day, like what Apple does with IOS? Or favour its own hardware while withholding software features to other OEMs (like what they did with Google Maps on IOS?).

      Second, the Apple business model has shown that when you make your own devices and control both the hardware and software, you can enjoy greater margins. Such a move is not cheap (Apple had to spend a lot of money to develop their own Maps app, and reinvent many wheels), but Samsung easily has the resources to manage this.

      For now, I do not deny that Samsung and Android make a great combination. However, who knows how long such a pairing can last? It makes sense for Samsung to at least have a contingency plan in place for a rainy day, even if that day never comes.

      • Roberto Tomás

        The thing is, it is not their own OS. It is a Linux Foundation project. They aren’t even the main contributors. This is just bad reporting.

  • Lee

    Just because Samsung sells so many galaxy devices doesn’t imply it makes the best devices.As in case of Apple.
    BTW what happened to ambitious BADA and Nokia-Intel’s meego ?

  • Roberto Tomás

    this site consistently reports “Samsung co-developed the ambitious new [Tizen] OS with Intel is to come up with a viable Android alternative.”

    but Tizen’s own web page disagrees:

    Tizen is an open source, standards-based software platform supported by leading mobile operators, device manufacturers, and silicon suppliers for multiple device categories such as smartphones, tablets, netbooks, in-vehicle infotainment devices, and smart TVs. Tizen offers an innovative operating system, applications, and a user experience that consumers can take from device to device.

    The Tizen project resides within the Linux Foundation and is governed by a Technical Steering Group. The Technical Steering Group is the primary decision-making body for the open source project, with a focus on platform development and delivery, along with the formation of working groups to support device verticals.

    The Tizen Association has been formed to guide the industry role of Tizen, including gathering of requirements, identification and facilitation of service models, and overall industry marketing and education.

    Tizen provides a robust and flexible environment for application developers, based on HTML5. With HTML5’s robust capabilities and cross platform flexibility, it is rapidly becoming the preferred development environment for mobile apps and services. The Tizen SDK and API allow developers to use HTML5 and related web technologies to write applications that run across multiple device segments.

    — (above emphasis mine) you guys need to start being honest and call it an open source, community driven project. because that is what it is.

  • chanman

    …. this kind of crap is why I chose not to buy Apple in the first place. If Samsung thinks it can strong-arm its current consumers into buying only Samsung products by limiting its ecosystem, it’s got another thing coming.

  • Blobfish

    Tizen, seriously? Lol

  • Timothy Anderson

    I can’t imagine myself switching to Tizen. Samsung is simply trying to control the service end. They want to own, not just the client ( the device ), but the services that the device speaks with. The app store, music store, etc. I have so much already invested in android however, in the way of apps, music, movies, etc., that I can’t imagine switching, unless there was something that was vastly better. If it is just a copy of android, like I suspect, I would never switch. What will their app store be like? Will it run android apps? If not, how many developers do you think would support Tizen and develop for Tizen? If it took Google this long to get game developers on board because there was no financial incentive, how long do you think it will take Tizen to do the same and penetrate a saturated market? I certainly would never be the first to the punch to go out and get it, but rather wait to see what happens, as this could possibly fail, then you would be stuck. Unless you could root it, and put on Android, of course … but then what would be the point?

  • APai

    I presume Tizen will replace bada. Android will continue to be their bread and butter. but a side order would also be a nice hedge. samsung has multiple threats – apple from top end, sony / nexus at the mid and top range, and their low end market just got hit badly by the chinese OEMs. samsung is simply trying to secure their market share