So webOS is dead, Symbian is dying, and BlackBerry OS is... well, certainly not going from strength to strength. So obviously you'd be mental to push yet another mobile platform in the current climate.
Well, we proudly give you Samsung and Bada 2.0, the latest version of Sammy's own-brew operating system. Because clearly focusing your efforts just on Android and Windows Phone isn't enough.
Samsung launched Bada at the beginning of last year, dishing up the Wave and then the Wave 2 handsets to showcase the platform. And even though they were actually quite good and Samsung was talking up Bada 2.0 in a big way around the turn of the year, things have been pretty quite since then and we'd almost forgotten all about Bada.
But Samsung certainly hasn't, and has just announced not only that the Bada 2.0 SDK is now (finally) available to app developers, but that it will be bringing us three new Wave-based handsets running the platform by the end of the year.
We don't have any more details on these upcoming phones, but Bada 2.0 itself brings multitasking, Wi-Fi Direct, voice recognition and that most fashionable of new features – NFC.
The Samsung Apps portal will continue its steady expansion, widening its reach to 121 countries, and introducing improved purchasing options and a revised recommendations engine.
It certainly seems like quite a statement of intent from Samsung, even though to gain market share it's going to have to take sales away from other areas of Samsung's mobile division to some degree.
But that doesn't seem to bother Simon Stanford, head honcho of Samsung mobile in the UK and Ireland: “Whilst we will continue to work with partners including Google and Microsoft, bada will be a big focus for us in the future as we work to make it a leading mobile platform.”
If that doesn't work, Samsung could always give iOS a go...