As phones become ever more complex and technologically advanced, it's no surprise that manufacturers are coming out with some pretty bizarre ideas in order to get their products noticed.
Case in point: the Samsung Beam, or Samsung I8520 if you want to use its official designation.
Freshly unveiled at this year’s Mobile World Congress, the unique selling point of this Android-based handset is that it features a built-in projector which can throw images of 720p standard (roughly DVD quality to you and me) onto your wall.
Obviously this feature is going to be fantastic for watching movies but there’s also a rather more mundane application, too - business types can run PowerPoint presentations using the Beam and can even utilise the touchscreen display to point out vital sections of the document.
It would appear that Samsung has fired the first shots in an entirely unexpected war - can we expect HD-standard projector phones in the near future?