Samsung Elec to launch open mobile platform in Dec

* Samsung's bada platform to be launched in December

* World No. 2 trying to make up for late start in smartphones

SEOUL, Nov 10 (Reuters) - World No. 2 mobile phone maker Samsung Electronics (005930.KS) said on Tuesday it would launch its own open mobile platform in December as it tries to make up for a late start in the red-hot smartphone market.

Samsung and home rival LG Electronics (066570.KS), the world's No. 3 handset maker, have been scrambling to make a mark in a sector ruled by blockbuster high-end devices such as Apple's (AAPL.O) iPhone and Research in Motion's RIMM.TO BlackBerry.

"The name bada, which means ocean in Korean, was chosen to convey the limitless variety of potential applications which can be created using the new platform," Samsung said in a press release.

"It also alludes to Samsungs commitment to a variety of open platforms in the mobile industry."

The platform's official website (www.bada.com) so far mostly lists upcoming bada-related events. It says bada's developer site will open in December.

"Samsung is a little late to the game, so it may struggle to attract developers and operators to the platform in an increasingly crowded market," said Neil Mawston from Strategy Analytics.

Applications are becoming a key element for companies as more and more consumers base their purchases on the availability and variety of software offered.