An event dedicated to showcasing a single brand doesn't sound all that exciting, but the Samsung Africa Forum proved otherwise, with everything from cameras and notebooks to 3D LED TVs and robot vacuum cleaners on display (yep!). But the category that took up most of my time were the cellphones.

Samsung has traditionally boasted a wide variety of mobiles for every demographic. But it was undoubtedly the Galaxy S that wowed attendees. The device has enjoyed tremendous success so far, with sales exceeding 300000 in South Korea and the top five US operators rolling them out ? and for good reason.

With the Android operating system (2.1, with version 2.2 set to roll out locally in the near future), sleek user-interface, Super AMOLED screen and a 1GHz Hummingbird processor, the phone screams high-tech.

The Galaxy S also features 720p video capture, support for Flash Video, MKV, DivX HD and WMV formats, making it a powerful media device. It also has a responsive and intuitive touch-screen, with the ability to customise up to seven home-screens and add widgets. Unfortunately, we couldn't check out the web connectivity such as the app market, but if it performs like the user interface, I'd be one content user.

Samsung's new Bada operating system was also showcased in the form of the Wave. Boasting Samsung's A8 CPU too (as used in the iPad and iPhone 4), the Wave is nippy on paper. There's no use having that kind of horsepower if there's no application for it, but thankfully, the device has quite a list of features.

Much like the Galaxy S, it also boasts a Super AMOLED screen and the ability to use Samsung Apps. The app demonstration on the floor was promising, with users able to download apps from their computer using software and have it silently install to their phones in the background.

Unfortunately, the Wave doesn't support Android apps, so Samsung has an uphill battle on the software front. But it's not for a lack of trying, with the company aiming to have 1000 apps by the end of the year.

But the Wave is certainly fast, with menu transitions and the touch interface being suitably smooth.

Another much-vaunted phone was the Pampas, boasting dual SIM technology. According to Samsung's Robert Ngeru, the motivation for dual SIMs is for users to be able to take advantage of different connectivity prices.

Samsung's latest range shows a lot more promise than earlier generations, with the company finally committing itself to the smartphone market. But the onus will be on Samsung to differentiate itself from the competition rather than merely close the gap to Apple, Nokia and HTC.