Last year's Samsung Galaxy S2 phone was the biggest selling phone of the year, and took a big dent out of the iPhone's allure.
This evening, the Korean electronics giant will pull the wrappers off the Samsung Galaxy S3 - and Android fans are hoping to see another leap in hardware.
Samsung are now the biggest phone manufacturer in the world, and for this launch they have taken a leap out of Apple's marketing guide and kept everything hush-hush.
Even Samsung's invite to journalists and enthusiasts for tonight's launch in Oxford Street, London, played it quiet - simply inviting people to 'come and meet the next Galaxy'.
Still, it hasn't stopped tech journalists, bloggers and enthusiasts speculating wildly on the hardware.
Even the invite led to speculation - is Samsung releasing a blue version of their phone? Are they releasing three devices? Do the liquid drops imply the phone will be waterproof?
What is expected is an even larger screen - a step-up from the S2's 4.3 inch screen. Rumours and leaks point to a 4.65 inch screen - giving crucial extra space for movies, games and web-browsing.
However Samsung will not want to compromise on the size of the phone, so expect a thinner bezel - the edge around the side of the phone. It would also be surprising if the phone is any heavier or thicker than the S2.
This is a fan mock-up and NOT the actual Samsung S3: However it is likely to bear similarities to the actual device, with a thinner bezel and larger screen
Processor speed will see a huge boost. The S3 is expected to demonstrate a quad-core processor - or four separate processors working in unison - which improves response times, multi-tasking, and also helps conserve battery life.
The HTC One series of phones, released last month, were the first to demonstrate quad-cores in the UK, and reviewers have praised how quickly it makes Android, which is traditionally less 'smooth' in operation than the iPhone, run.
The device will run Android's latest operating system out of the box - Ice Cream Sandwich - which by itself offers smoother performance and better battery life.
Competition: The iPhone 4S and HTC One series are also premium models with high brand loyalty
What will be interesting will be the amount of customisation Samsung layers on top of the operating system. Manufacturers initially bolted on extras to Google's OSes to make up for gaps in the software, and then to differentiate from each other.
HTC uses an overlay called Sense, Motorola uses MotoBlur, and Samsung uses TouchWiz.
Since ICS was released, there has been a trend towards 'slimming down' these overlays, partly due to ICS being cosmetically a cleaner experience, and partly due to customer wishes.
If you are about cosmetics, a leaked report from Carphone Warehouse shows the phone provider expects blue and white versions of the phone.
Although the phone is expected to follow similar lines to the S2, no models have been spotted out in the 'wild'.
Most manufacturers ask a select number of employees to discreetly test the phone in public, and usually a few images of the device leak on to the Internet.
However, Samsung have placed fake covers over the hardware, and the ruse has been successful, with no true image of the phone emerging, although fans have created mock-up concepts.
The stylus-equipped Galaxy Note was a hit for Samsung, proving there is a market for devices with five-inch screens
Wilder rumours suggest that Samsung have managed to pull off much better battery life.
Ten years ago, our grey-screened Nokias could last a week before charges, but as screen sizes have increased, so have phone power demands, and few phones on the market can make it through more than 24 hours of average use without needing a charge.
Speculation a month ago implied Samsung had cracked a method to improve battery life, as well as building conductive - or wireless - charging into the phone. However this is unconfirmed.
Another rumour is waterproofing: New manufacturing processes allow a phone to be coated both inside and out with a thin layer which stops water and dust entering the machine. Phones can be plunged into a cup of coffee without taking any damage.
Company ZAGG demonstrated the 'HzO' technique last year, and it is expected to take off in 2013. At the time a company representative told tech-site Pocket Lint that 'Samsung is really excited by the tech', but whether it will make it to the S3 is unknown.
