Step aside Android; Samsung debuts Bada 2.0 handsets

Samsung introduced three new smartphones on Tuesday that run on the companys proprietary Bada platform. The Samsung Wave 3, M and Y all use a new version of the platform Bada 2.0, which looks similar to Samsungs customization of Google Android. The phones themselves evoke images of Samsungs most successful handset, the Galaxy S II, although two of the three are targeted at the first-time smartphone buyer and have relatively limited hardware specifications.

A quick look at the new phones shows a capable lineup in both the low- to mid-range market as well as the high-end segment. All three models share Samsungs TouchWiz user interface, Music and Social Hub, Samsung Apps and the new ChatON messaging service that was announced yesterday. Its almost ironic how the new Bada handsets appear similar to Samsungs existing Android phones: At a time where Samsung is accused of copying the look-and-feel of Apples products, Samsung is almost copying itself. At a quick glance, these look just like their Android counterparts to me.

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Wave-3-Product

The Wave M and Y both run on 832 MHz processors, support 7.2 Mbps HSPA 3G networks, and use low-resolution 320480 touchscreen displays of 3.65- and 3.2-inches respectively. The pair have limited on-board storage, but can be expanded to 32 GB through the microSD card slot. The WaveM has both a 5 megapixel rear camera and a VGA sensor in the front while the Wave Y only has a 2 megapixel rear camera; both have aGPS, optional NFC support, Bluetooth 3.0 and Wi-Fi Direct for sharing content wirelessly.

On the high end, the Wave 3 sounds like a Galaxy S II Jr., or a Bada version of last years Samsung Galaxy Swith similar features. The handset uses a 4-inch Super AMOLED display with 800480 resolution, 1.4 GHz processor, 5 megapixel auto-focus rear camera with 720p video capture, VGA front camera, 3 GB of internal storage, microSD slot, aGPS, Bluetooth 3.0, 802.11 a/b/g/n Wi-Fi and support for 14.4 Mbps 3G networks.

An official Samsung video shows off the new hardware with a heavy focus on the Bada 2.0 platform. Based on my viewing, Badas feature set is now rivaling that of Android in many ways and could appeal to some that were considering a Google-powered phone.

The new Bada handsets and software signal a clever strategy from Samsung, which debuted the first iteration of Bada in February 2010. Instead of solely relying on Google Android to help propel Samsung to the No. 2 smartphone seller in the world, the company continues to invest in its own proprietary mobile platform and ecosystem. So far, the strategy is working well: Aside from selling 5 million Android! -powered Galaxy S II phones in 85 days, Samsungs Bada line outsold that ofMicrosoftWindows Phone 7 in the first quarter of this year.

While Samsung is making a name for itself using Android, it issteadilybuilding up a user base for its own mobile platform; something that no other smartphone maker has done yet in the face of Apples iOS and Googles Android systems. That doesnt imply that Samsung will eventually abandon Googles platform, especially if the Android-powered handsets continue to sell well. But it reduces the risk of relying on Android in the future. Samsung has already done this through diversification to a point: The company also makes smartphones that run on Windows Phone 7.

Diversification through the platforms of others is only part of Samsungs strategy, however. By continuing to improve Bada, build support for apps that run on it and creating a media ecosystem of its own, Samsung is positioning itself to create smartphone sales through an in-house platform. And as Apple has shown over the past several years, thats a roadmap towards growth in market share andprofitability.

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