Koh didn’t give away any details on how the phone could work, noting that the development process has been “complicated.” However, he did say that the company has put a great deal of thought into ensuring the device would offer functionality beyond its novel value. “Every device, every feature, every innovation should have a meaningful message to our end customer. So when the end customer uses it, [they think] ‘wow, this is the reason Samsung made it’,” Koh said. Koh also said that the company is planning on changing its approach to the mid-tier smartphone market in a bid to attract a millennial audience that wants high-spec tech for reasonable prices. “We are very much focusing on millennials who cannot afford the flagship. But how can I deliver meaningful innovation to our millennials? That’s the reason I’m trying to differentiate the mid-section,” he said, noting that Samsung might even start releasing mid-price handsets more often than just once a year.