Samsung kicked off its Samsung Forum event in Malaga, Spain, this morning.
This year's event is themed One Beat, which the South Korean company says forms part of its desire to present a more collective and connected business and consumer product portfolio.
The brand is expected to unveil its new product line-up for 2014 at the event.
"We want to position ourselves as a market leader across the African continent," said George Ferreira, COO of Samsung Electronic Africa, in Malaga, this morning. "We want to be in sync with the needs of the Africa consumer."
Last year's Samsung Africa Forum event in Cape Town saw the consumer electronics firm debut its offerings for the home and office, as well as showcase various solar-powered solutions, aimed at providing much-needed connectivity to underserved, rural communities.
This year's event comes amid news that a "rather convincing source" leaked details about the specs of the upcoming Samsung Galaxy S5. The same source revealed the device should be released either in the first or second quarter of the year, with the possibly that the brand's new flagship phone could be unveiled as soon as later this month.
The Samsung Forum is taking place until 8 February.
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