Seeking An Edge, Samsung Unveils New Software For Its Tablet

Samsung Electronics Co. (SSNHY, 005930.SE) unveiled a software update for its 10.1-inch Galaxy Tab as the tech giant seeks to differentiate its tablet from the other Google Inc. (GOOG) Android devices in the market.

The update, which adds new features to the operating system, comes a couple of months after Samsung first launched the tablet in the U.S. The company, like many device makers, has been seeking ways to distinguish its products from similar machines running on the Android platform. But the various Android tablets so far haven't gained much traction against the Apple Inc. (AAPL) iPad.

Samsung on Wednesday introduced new software that it says makes the user experience easier, more visually appealing and more entertaining. It also unveiled new features to appeal to business users, such as WiFi printing capabilities and secure remote network access.

"When we first launched the tablet, we promised our customers that we were going to delight them by ensuring the experience we deliver them helps them with work and with play," Gavin Kim, Samsung Telecommunications America vice president of content, data services and enterprise mobility, said during a press event in New York. "Today we're officially unveiling a major software update that takes that promise even further."

The software includes a new "TouchWiz UX" user interface aimed at taking advantage of the large tablet screen while allowing users to multi-task and customize the system. Other new features include a media hub with popular movies and next-day television content and preloaded apps such as the Amazon Inc. (AMZN) Music Cloud Player and Kindle.

Users, who will receive the over-the-air download for their WiFi devices beginning Friday, won't be able to remove the Samsung features even if they desire to return to the standard Android platform, Kim said in an interview.

"We've done a lot of research on what consumers are looking to improve," he said. "It follows along those three general categories, with ease of use and visual appeal, much more fun and entertaining and enterprise enablement. It's not intended to be intrusive but is intended to be helpful."

While Samsung is seeking to differentiate itself on the Android platform, Current Analysis analyst Avi Greengart said it is likely a matter of time before other vendors, such as Motorola Mobility Holdings Inc. (MMI), take similar steps.

"It's a matter of timing," he said. "Motorola wanted to be first to market with the Xoom so they couldn't customize the software. And Samsung itself launched their product without these capabilities. [That is what happens] when you're building off of someone else's platform."

-By Shara Tibken, Dow Jones Newswires; 212-416-2189;

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