Samsung is reportedly building a mobile phone with a three-sided display that allows messages to be read at an angle.
The company, which launched the world's first curved phone screen, the Galaxy Round, last month, is said to be working on an upgrade to its Youm series of flexible OLED screens.
The handset could go on sale in the second half of next year, according to a report by Bloomberg.
Samsung showed off its flexible Youm displays at CES 2013 As well as displaying text and email messages, the phone's wraparound screen could potentially display share prices and notifications.
It is unclear whether the handset would form part of Samsung's popular S or Note series, or launch as a new line altogether, the report claimed.
The race to release innovative products first is fierce.
LG's G FLex is expected to launch in Europe early next year Just weeks after Samsung unveiled the Galaxy Round, LG's G Flex smartphone, which features a vertical curve in contrast to the Round's horizontal arc, went on sale in South Korea.
Neither device can be bent or folded, with manufacturers restricted by rigid components, such as the battery.
Apple, which last month unveiled a slimmed-down version version of its iPad tablet with a 9.7-inch Retina screen, is said to be working on a larger iPhone with a screen that curves down at its edges.