"Using Android makes the firm dependent on Google, meaning its ability to differentiate（区分）its products is less strong than if it had installed its own operating system.

"But by going down the Tizen route, the risk is the firm doesn't have enough high quality apps available to make the devices good enough for consumers."

Samsung has taken steps to try to encourage software creators.

It said that in order to "encourage more developers to join, the Tizen Store would provide a special promotional program to all developers for one year".

Having its own app store could help Samsung generate more revenue from app downloads.

That is because currently customers who purchase apps on Android-powered phones typically funnel revenue to Google rather than Samsung itself.

However, Mr Milroy agreed that Samsung faced a huge challenge in attracting customers to the Tizen Store.

"They have come late to the party and its going to take a long time to create an ecosystem that can rival and compete with Android, iOS or Microsoft."

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