The next flagship smartphone from Samsung; the Galaxy S6 is set to be unveiled this weekend alongside a new curved version of the phone, and the firm's UK president has hinted at huge innovation from the Korean company.
Ahead of Mobile World Congress (MWC) in Barcelona, Andy Griffiths spoke of his excitement at what was coming in the world of mobile devices.
"MWC is a huge moment for the industry, and because mobility devices are a big part of the tech agenda there's a huge amount of attention being paid to it," said Mr Griffiths.
MWC is traditionally the venue where Samsung unveils their latest flagship phone, with the Galaxy S6 expected this year.
"I think the thing I'm most looking forward to about MWC is that you'll see a tremendous amount of innovation. This will bring excitement to the market and great experiences to consumers so I think 2015 will be a big MWC. I'm looking forward to it."
The nod towards innovation could be seen as a teaser for a new version of the Galaxy S range, the S6 edge; a version of the smartphone that will come with a curved screen on both sides of the device.
This has been teased online - with some operators showing some of the new screen.
Fellow smartphone makers HTC are also due to launch their new flagship smartphone at a pre-show press conference on Sunday.