LG Electronics unveiled its G Flex smartphone, describing the unit as “the best representation yet of how a smartphone should be curved”.

This follows the introduction of Samsung’s curved-screen device, Galaxy Round, which takes a different approach from the LG unit.

While the G Flex is curved in an arc from top to bottom, Galaxy Round is curved from left to right.

LG said that the design is “optimised for the average face, to deliver improved voice and sound quality”, and that it “offers a more reassuring grip and fits more comfortably in one’s back pocket”.

The company also said that in landscape mode, it offers “an IMAX-like experience, with the result being the most comfortable view angle for watching videos or playing games”.

The South Korean company said that the construction of the device was “only possible through the successful collaboration with sister companies LG Display and LG Chem”.

The 6-inch display is said to feature “the world’s largest plastic OLED display developed and mass produced specifically for smartphones”, while it also includes “the world’s first curved battery technology”.

Aside from its curved form, the device features the rear navigation key first introduced with the G2. It also has a “self healing” coating on the rear cover, which has “the ability to recover from the daily wear-and-tear scratches and nicks that un-cased smartphones are likely to receive”.

In its Korean-market form, it is powered by a 2.26GHz quadcore processor, has a 13MP main camera, and includes LTE Advanced connectivity.

LG Flex will be available in South Korea from next month through the three major operators. Availability in other markets will be announced “thereafter”.