Samsung is readying a device with a curved screen for launch before the end of 2013, according to reports originating from an event the company held in South Korea.

According to Wall Street Journal (WSJ), the new smartphone would have a screen that curves inwards, and follows the company using curved displays on some of its televisions.

The argument is that such a display provides a better viewing experience from all angles, although the report noted that “convincing phone users that a curved screen works better could be a tougher sell”.

At CES 2013 earlier this year, Samsung showcased “bendable” display technology, which it promised “will create a whole new ecosystem of devices featuring bendable, flexible and rollable screens”.

But the WSJ said that the rollout of such products has been hit by “technical difficulties”, primarily related to ensuring that panels are impermeable to moisture.