When Apple launched its 3G iPhone in 2008, the American computer giant redefined the mobile phone. No longer simply a device for sending texts and making calls - the smartphone incorporated media players, the internet and sparked a trend creating hundreds of thousands of software applications - or apps - written by third party programmers.

And Samsung's latest smartphone is packed with a specification to impress. Featuring a hi-tech organic LED screen (AMOLED) which is thinner, less reflective and more energy efficient than traditional LED displays which require back-lighting.

Significantly, the Wave is the first handset to run Samsung's new open source operating system (OS) Bada and features an iTunes-style apps store for downloading games, mapping, eBooks and lifestyle applications.

Bada, which means ocean in Korean, is the latest mobile phone OS to be launched in an increasingly congested market - joining Apple's iPhone OS, Google's Android, Microsoft's Windows Mobile, Blackberry's RIM and the class leading open-source Symbian OS.

Because the Wave is expected to undercut the iPhone's retail price, industry experts reckon the new pretender could steal a march on Apple.
Ernest Doku, mobile phone guru at Omio.com, said: "Samsung's Bada OS brings smartphone technology to the masses, enabling entry level handsets to offer apps, multimedia and a touchscreen experience comparable to high end devices."

He added: "With handsets like the Wave, Samsung is providing an affordable alternative to the traditional smartphone, offering what consumers have come to expect in a phone - browsing, social networking support and an app store - at a fraction of the price."

The Wave has a 1Ghz processor, a five mega pixel camera, a 3.3 inch touchscreen capable of displaying 720p HD video and introduces an anti-smudge screen to reduce greasy fingerprints.
Samsung is throwing its weight behind the Wave and will support its launch with a £6 million advertising campaign.

Mark Mitchinson, vice president Samsung Mobile UK said: "We're delighted and extremely excited about the launch of Samsung Wave - the first handset to run on the Samsung Bada platform and the first to feature a stunning Super AMOLED screen... the new Social Hub offers a life changing user experience"

The handset arrives in the UK in April. No official price has been announced.