Samsung has had to make some awkward decisions about the launch and release of its flagship Galaxy S8 handset. In a perfect world the South Korean company would be able to delay Mobile World Congress by a few weeks - instead the annual smartphone conference will have to make do with a challenging cameo from the eagerly anticipated Android handset.
Samsung's executive team has already confirmed that the Galaxy S8 will not launch at Mobile World Congress, but that doesn't mean that the team on the stage in Barcelona later this month cannot drop a few hints. Like a smartphone-powered Samuel L Jackson turning up to spoil Robert Downy Jr's first superhero film, the South Korean company is setting up a 'post-credits tease' of the 2017 flagship.
First reported by The Korean Herald, Samsung's presentation will be watered down from the triumphant reveal of the new flagship. The Galaxy Tab 3 will likely take center-stage, replacing the Tab 2 with a new and powerful tablet that could be making a play for the 'Pro' space that the iPad Pro and Surface Pro 4 machines are currently fighting over. The new Galaxy A mid-range handsets may now get more focus as affordable mid-range handsets with high-end specifications, taking the fight towards handsets like the OnePlus 3T.
And at the very end, a sixty-second video which will hint at the design, power and feature set of the 'still under wraps' Galaxy S8 to keep it in the minds of the media as they report from Barcelona.
Especially if Samsung closes the video with an on-screen date for the full launch.
Holding on to mind-share is key for Samsung. In better circumstances (such as the Note 7 not having to be recalled and cancelled because of incendiary batteries) the Galaxy S8 would have debuted at the start of the event, it would have been the yardstick other handsets would have been measured against and would have reached retail shelves during March to take advantage of the interest around the handset.
Instead the competition will sense blood in the water. The S8 story is going to be diluted and these leaves an opportunity for others to step up and be the lead story from Barcelona. That could be the LG G6 with its bezel-less screen and dual-lens camera. Sony will be hoping to replicate the PR success of IFA 2015 with a range of Xperia branded devices. Motorola's Moto G5 will be standing in the wings and BlackBerry's DTEK70 will try to bunt and drive in a run.
I expect the big winner to be the return of Nokia to the European smartphone world. Finland's HMD Global is bringing the name back, and a number of devices are expected to be announced. The return of the Fins is an intoxicating story that generates emotion. If the hardware is up to scratch it's hard to see how Nokia can fail to take all of the oxygen normally reserved for Samsung at MWC.
Especially if Samsung closes the video with an on-screen date for the full launch.
Holding on to mind-share is key for Samsung. In better circumstances (such as the Note 7 not having to be recalled and cancelled because of incendiary batteries) the Galaxy S8 would have debuted at the start of the event, it would have been the yardstick other handsets would have been measured against and would have reached retail shelves during March to take advantage of the interest around the handset.
Instead the competition will sense blood in the water. The S8 story is going to be diluted and these leaves an opportunity for others to step up and be the lead story from Barcelona. That could be the LG G6 with its bezel-less screen and dual-lens camera. Sony will be hoping to replicate the PR success of IFA 2015 with a range of Xperia branded devices. Motorola's Moto G5 will be standing in the wings and BlackBerry's DTEK70 will try to bunt and drive in a run.
I expect the big winner to be the return of Nokia to the European smartphone world. Finland's HMD Global is bringing the name back, and a number of devices are expected to be announced. The return of the Fins is an intoxicating story that generates emotion. If the hardware is up to scratch it's hard to see how Nokia can fail to take all of the oxygen normally reserved for Samsung at MWC.