Bada OS is a proprietary operating system for smartphones, developed by Samsung and presented in 2009. The first Bada phone the Samsung Wave was launched later on, in 2010. Samsung uses Bada OS alongside Android OS and Windows Phone, but in 2012 the development of new smartphones using Bada has been quietly halted in favor of the more popular Android OS. Samsung markets all Bada devices under the Wave brand name; similar to how all of their Android-powered devices are branded under the Galaxy name.