Given the amount of success Samsung now has on Android -  and the increasingly strong relationship between the two companies following two 'Google phones' (Galaxy Nexus, Nexus S) - it's somewhat of a surprise to see the firm spending its time at the Apps World show in London promoting its custom bada OS.

Despite the slow start for the platform, and lack of handsets, representatives from the UK arm of the company seem confident it still has a strong future.

Bada-boom 

During an introductory talk to the assembled developers, senior engineering manager Manfred Bortenschalager revealed that the firm was expecting the proportion of its shipped handsets to the UK running bada to reach 17 percent by 2013, with Windows Phone making up another 17 percent and Android dominating with 66 percent.

It's mainland Europe that is currently the strongest market for bada handsets, however. France and Germany are the two largest markets for the OS, with the UK in 7th position behind China, India, and Spain.

Bada-bang-bang

Bortenschalager also hinted at the possibility that bada - not Android - may be the OS adopted for other lines of Samsung products like TVs and refrigerators in the future, which would be a blow for Google’s vision of an Android-connected home.

There have also been rumours Samsung is looking to release tablets using bada at some point, although not in the UK.