The Korean firm used its CES keynote in Las Vegas to introduce the Youm OLED display technology which will be used in smartphones. Products which use the technology will be bendable, foldable and rollable - as shown by Stephen Woo, president of Samsung and Brian Berkeley, senior vice president of Samsung Display, according to CNET.
Samsung said the super thin form factor is made from plastic rather than glass and is designed to provide better contrast and colours. The screen's flexible nature will make it durable and virtually unbreakable.
Microsoft's CTO, Eric Rudder, made an appearance to show off a prototype bendy Windows Phone with the Youm technology. It's a glimpse of what to expect from future smartphones beyond the Full HD one's we've seen so far like the Sony Xperia Z, Huawei Ascend D2 and ZTE Grand S.
There are no actual models to see at CES besides the prototypes but it's possible a flexible screen smartphone will arrive at some point this year.