Samsung Electronics is ramping up efforts to expand the use of its proprietary operating system, Tizen. The company featured Tizen on Bolly, the artificial intelligence (AI) robot Samsung showcased at the CES 2024 earlier this year. This is the first time Tizen has been applied to an AI robot. Previously, Tizen’s applications had been limited to Samsung’s smart TVs and other home appliances.
Samsung had attempted to utilize proprietary operating systems on its smartphones and smartwatches in the past, but the OS market was primarily dominated by Google’s Android and Apple’s iOS, making it challenging for new entrants to gain ground.
But with the recent AI boom, the company has shifted its strategy. Samsung aims to build an ecosystem that connects all devices through a singular, proprietary OS to enhance the synergy between hardware and software while solidifying the company’s position in the market.
Tizen was developed in 2011 by the Linux Foundation, Samsung Electronics, and Intel to challenge Android and iOS. Samsung had previously created a proprietary OS, Bada, but failed to gain market traction. The company pivoted towards Tizen after recognizing the risks of solely relying on Andriod, according to industry insiders.
“Samsung’s Galaxy smartphones all operated on Android, but the company decided it was not advisable to continue to rely on Android,” said an industry insider familiar with the matter. Samsung reportedly realized the limitations of not being able to include the features it wanted because of Google’s software specifications. Compounding this issue was Google’s launch of the Pixel smartphone, emerging as a potential hardware competitor to Samsung.
Samsung unveiled its first Tizen smartphone, the Samsung Z1, in 2015. The company’s strategy focused on mid-range and low-end models. This approach faced challenges because users accustomed to the Android operating system did not embrace Tizen. Samsung’s reluctance to integrate Tizen into its premium models also limited its appeal in the global market.
The company hasn’t released a new Tizen-powered smartphone model since the Samsung Z4 in 2017. Samsung closed its Tizen app store in 2021. Smartwatches, initially equipped with Tizen, have also adopted Google’s Wear OS, starting with the Galaxy Watch 4 in 2021. Currently, Tizen OS is only used in Samsung’s home appliance products.
Samsung now sees new opportunities for Tizen as AI is applied to the Internet of Things. The company’s long-term goal is to create a robust, self-sustained ecosystem, similar to what Apple and Google have achieved with their operating systems. Apple, for instance, has garnered a strong, loyal customer base for its iOS-powered products, including iPhones, iPads, and MacBooks.
“If Tizen manages to gain significant market presence, Samsung will be able to generate new revenues through Tizen marketplaces, like Apple’s App Store,” said a tech industry insider.
