The day before Mobile World Congress officially kicks off, Samsung unveiled the Wave, the first phone running its new operating system called bada.
The multimedia event was held off site in a large room, where the walls served as giant video screens. Crashing waves and and over-sized images of jellyfish made it feel like an aquarium. On stage, dancers kept rhythm to loud techno music and a trapeze artist hung from the ceiling. But more important than all of that was the message that Samsung was there to deliver. For months, the South Korean handset maker has provided an often muddled and confusing explanation for what bada is, but tonight President of Samsung’s mobile communications division JK Shin explained how it fits into the company’s view of the future.
The message was essentially this: all phones should be smart. Most of Samsung’s handsets today are considered feature phones, which run on the company’s proprietary OS. The bada smartphone OS will change that. And while, it will face competition from Apple (NSDQ: AAPL), Google (NSDQ: GOOG), Microsoft (NSDQ: MSFT) and Symbian, Samsung has the distribution power to make a project like this a reality. Not to mention, it will give developers and content companies access to a much larger and global market. Shin: “We are committed to bringing the smartphone era to everyone, and making it a true democracy for billions of people on all continents in all corners of the world. This is Samsung