Despite its massive success with Android phones, stirrings in the ecosystem - notably Google's Motorola acquisition - means that Samsung is starting to push its own bada OS much more aggressively.
Despite being originally labelled as a 'mid-range' technology for smartphones, the launch of the first Wave 3 device suggests that label is somewhat flexible.
The Wave 3 is a metal-cased phone with a 4-inch 800x480 pixel Super AMOLED touchscreen, which has a 1.4GHz processor. It also has a 5-megapixel rear camera with a VGA front camera for video chat.Paris in the winter
With France the top territory for bada, it's no surprise that the Wave 3 launches there first, with the rollout extending to Germany, Italy and Russia before the end of 2011.
Of course, it runs the latest bada 2.0 OS, has Samsung's Touchwiz user interface including the Live Panel homepage, and you access apps through the Samsung Apps store, music through Music Hub, or sideload via the PC Kies utility.
Wave 3 is also one of the first devices to include ChatON, Samsung's cross-platform messaging service that connects mobile users into a single community.
"The Wave 3 is a smartphone to benefit from the power of the bada 2.0 platform, as well as a newly expanded suite of Samsung applications and services," said JK Shin, president and head of Samsung's Mobile Communications Business.
"We will continue to enhance our bada platform and its ecosystem for Wave smartphone line-up by developing more innovative features, application and content services."
You can get some idea about the device in this glossy trailer.