"It will struggle to rival the volume of devices with Android or Symbian," said Geoff Blaber, analyst at CCS Insight.

"The concern I have is if Samsung has the know-how to handle a developer community," said Carolina Milanesi, research director at Gartner.

There is also the question why Samsung has decided to launch another platform into an already crowded space. Keeping Bada in-house gives Samsung total control over what goes into the platform, and is also a way for Samsung to try to differentiate its products from the competition, according to Milanesi.

The Wave will start shipping in April in Europe, and then in most other parts of the world in May. However, availability in the U.S. is still "under discussion," according to Samsung.