In an anagram forming the words 'The Next Galaxy', Samsung has launched a countdown at www.tgeltaayehxnx.com, which will reach zero at 12:00 BST, today.
This has come as quite the surprise, with press expecting the unveiling of Samsung's next GALAXY smartphone at an event in London on May 3rd. We wonder exactly what and how much Samsung will reveal at lunchtime today and, if this early announcement had been planned from the start or as a last minute measure, to combat rumours, pictures and videos claiming to be previews of the new device, which Samsung claims to be 'way off'.
There have been suggestions that the firm will also be unveiling a new GALAXY tablet and perhaps this will also be announced either today, or at the May 3rd event. Regardless of what's being revealed, we can't help but be impressed by Samsung's ability to build-up press and consumer attention as the GALAXY's release comes ever closer.
Either way, stay tuned, we'll be sure to report on Samsung's announcement later on today.
EDIT: Rumours suggest we may have an anagram guessing game to work our way through in order to extract the juicy details.