Samsung Electronics, the world's best-selling smartphone maker, is planning to launch handsets with curved displays.
The company said at a Galaxy Note 3 launch event in Seoul that the new devices will have plastic light-emitting diode (OLED) panels.
"We plan to introduce a smartphone with a curved display in South Korea in October," said DJ Lee, Samsung's head of strategic marketing for mobile.
In January, Samsung exhibited prototype products with bendy and extendable screens, but doubts remain as to how such technology can be mass-produced cheaply and reliably.
"A curved screen isn't going to radically change the user's experience of a smartphone, but it does help Samsung differentiate itself in a crowded market where most phones are homogenous, flat-screen rectangles," Ben Wood, analyst at research company CCS Insight, told the BBC.
Samsung has also been moving into wearable technology, such as its Galaxy Gear wristwatch phone.