Samsung hints at combining smartphone, TV app stores

Samsung lifted the veil on an app store for its U.S. TVs and Blu-ray players, an effort the company said could eventually align with its smartphone push. The South Korean electronics conglomerate is pressing its new Samsung Apps platform in the U.S. market with the goal of enticing smartphone app developers to add TVs and other Internet-connected entertainment appliances to their repertoire.

"Our goal is to make it easier and easier to allow folks to develop across different platforms," said Olivier Manuel, director of content for Samsung North America.

Specifically, Samsung is offering $500,000 in prizes to developers who build applications for the company's TVs and Blu-ray players. Already, companies like Netflix and Pandora--players that are simultaneously expanding into mobile--have signed on to support Samsung Apps.

Currently, the Samsung Apps platform for developers relies on Javascript, XML and Adobe Flash Lite 3.1. Though it is similar to bada--Samsung's operating system for smartphones--Manuel said the two are not interoperable. However, he said Samsung plans to eventually offer a single platform that will allow developers to target Samsung smartphones, TVs and other Internet-connected electronics. He declined to provide details or a timeframe.

Interestingly, Samsung already is working to add mobile components to its connected TV offerings: The company unveiled an Android application for its Galaxy S line of smartphones that will allow users to control their Samsung TVs or Samsung Blu-ray players with their handset. Samsung already offers similar applications for its Omnia II smartphone and the Apple (NASDAQ:AAPL) iPhone.

Samsung's push into Internet-connected TVs mirrors similar efforts by Google and Apple. Google earlier this year announced Google TV, which runs on its Android OS for smartphones. (Samsung is not currently supporting Google TV, though Manuel said the companies are discussing a possible collaboration.) Meanwhile, Apple is widely expected to debut a revamped Apple TV service running on its iOS platform.

Samsung expects to sell 6.5 million Internet-connected TVs by the end of this year. Globally, the company in February said it aimed to triple its smartphone shipments this year, up from 6 million units last year. Samsung provides smartphones running Android, bada and other platforms.

For more:
- see this release
- see this WSJ article (sub. req.)

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