Samsung Shifts into Software Focus with Introduction of New Bada-Based Smartphones

On Tuesday, Samsung momentarily took a small step back from Android and took a gigantic leap forward in advancing its proprietary Bada mobile operating system.

Samsung is rolling out three new smartphone models that run on its own operating system. According to a report from Reuters, the move comes as yet another clear indication of Samsung’s desire to expand its market share “in the low-end segment” of smartphones while diversifying its lineups heavily focused on Google’s Android software.

The new devices are poised to drop right about the time Apple’s iPhone 5 is expected to be unveiled and released.

The new lineup from Samsung includes the Wave 3, which delivers a 4-inch AMOLED screen and 5 MP camera. Additionally, the company is releasing a lower-end, more cost-effective Wave M and Wave Y. “The Wave M,” Reuters reports, “will have Samsung’s first instant messaging tool chatON installed and entry-level Wave Y with 3.2-inch display.”

The Wave series models backed by Samsung’s proprietary system “bada” reflects the South Korean firm’s shift in strategy from being a pure hardware manufacturer to become more software-focused.

Samsung is the world’s No.2 smartphone maker as of the second quarter of 2011.