Well I managed to get it working. I had to reset the bulb, then go and add the bulb. To do so, go to.
Market Place / Lights & Switches / Light Bulbs / Osram / Osram Lightify A19 RGBW.
(The app will then stay forever trying to Identify. However as you will find out the profile for this does not exist with Smartthings hence why the app fails here.)
Now go to your PC browser and log into Smartthings. Go to your devices and you will see a Thing / A19 RGBW bulb. Change your name. Then go to Type, Here you will see profiles for several Osram Lightify bulbs, but the A19 RGBW profile is missing. For now I am using the 'OSRAM LIGHTIFY Flexstrip. The Mini RGBW Garden works and has a simpler menu, but does not seem as bright as the Flexstrip options, nor does it offer the natural and soft white slider.
I also set this up with my home monitoring system, so if a door or window sensor is activated it changes color of the bulb. This worked perfectly first time, and since it is on the same Hub (as apposed to Hue (separate hub) and Lifx (Wifi) which can have some delay. The only down side is if you have the bulb on a circuit with a smart switch and that switch is set to off, the system will turn that switch on and set the color at the same time, but the color will not activate so it will look like everything is OK. Smartthings you need to have an option to allow a delay of some kind before setting the color. The other annoying thing is when the system is disarmed and incidents dismissed, it does not return the lights to the previous setting, so you will have to manually do this for each light. Are you reading this Smarthings? This is anything but smart.
So all in all it is a little awkward to setup, but does work. If anyone form Smartthings reads these posts, please add a profile type for A19 and BR30 RGBW bulbs asap. Also, please include the gradual dim like on the GE Range of Smart Switches. These lights currently suddenly dim to the selected level which makes them look like they are freaking out compared to the rest of the lights.
** As a quick update, these lights get hot, and for a 60 Watt equivalent bulb, do not seem as bright as a 60 watt GE Link Bulb.