Samsung has announced the launch of its own open mobile platform, "Samsung bada" with an SDK due to be available in December.

Bada will mean developers can create applications for millions of new Samsung mobile phones.

The name bada means ocean in Korean (we're certainly hoping Microsoft is planning a search app for the platform) and was said to be chosen "to convey the limitless variety of potential applications which can be created using the new platform".

Samsung says bada is simple for developers to use - "one of the most developer-friendly environments available".

The first bada-powered mobile is due in the first half of 2010.