Samsung has announced it will be releasing a branded smartphone created specially for the London 2012 Olympic Games, as one of the official wireless telecommunications partners of the showpiece event.
With one of the world’s biggest sporting occasions coming ever closer, Big Sam isn’t wasting any opportunity to drum up the hype and outline its plans to enable millions of visitors descending upon the capital next year to experience the festivities using its technology.
Speaking at the company’s press conference, David Song, managing director of Samsung UK and Ireland, said: "We are very privileged to present our technology to the UK market.
“Visitors will be able to enjoy and participate with the Games through our wireless mobile communications technology.”
However, Samsung has something special planned just for the UK. The electronics giant will be launching a special Olympic edition smartphone to allow hard-done-by Brits who haven’t been able to get their mitts on a ticket to the Games the chance to enjoy it right on the smartphone.
"We are going to launch a smartphone that all the UK citizens can enjoy," said Song.
"Even if they are not in the stadiums, they will be able to see [the events on] their devices."
Now before we start drooling at the prospect of a smartie that will stream high-definition content on the go, Sammy has pre-empted any potential disappointment by saying such a device could only work when the right infrastructure is in place.
Gyehyun Kwon, vice president and head of Worldwide Sports Marketing: "We are talking with local and overseas [networks]. This is not one of the easiest things.
"We need a lot of collaborations because we are hardware providers. We need to get the carriers and the software companies all together."
It’s a major initiative for everyone involved and time is certainly of the essence. But Kwon has assured us that the company won’t be resting on its laurel until the job is done.
"We are working to make this Olympic Games as 'smart' as possible. We will be trying to push all of the information as speedily as possible."
"After this Olympic Games, we want to be recognised by British people as one of the most loved brands."