Samsung is hoping to throw a curve ball its competitor’s way with the launch of its Galaxy Round, the world’s first curved smartphone.

A variation of its popular Note 3 but lighter, Samsung says it affords a more comfortable grip. It also brings an era of flexible, wearable displays a little closer in a technology war that is hotting up.

Next month LG Electronics launches its own curved design as the South Korean smartphone giants seek to recapture high-end growth that has been poached by low-end rivals.