Like the S3, the S4 is expected to run on Google's Android operating system - but analysts are predicting some heavy customisation from Samsung in order to give the device a more distinctive feel and, crucially, set it apart from its competitors' Android-based handsets.
This is important, says Gartner analyst Roberta Cozza, if Samsung is to gain a higher level of loyalty to its device range.
Unlike with Apple, where a large number of iPhone owners gravitate towards the iPad when they decide to purchase a tablet, the same cannot be said of other brands, where customers more likely to mix and match.
The Samsung Galaxy range consists of tablets and mid-sized "phablets" as well as smartphones
"We will see more of a step towards more 'stickiness' towards the brand," Ms Cozza says.
"Already the Galaxy S3 can be seen as an alternative to the iPhone, [but] the integration that Apple offers with iPad is still not matched. Samsung is not there."
Ovum's principal device analyst, Tony Cripps, says Samsung needs to take these steps if it is to fend off the threat from other hardware manufacturers such as Chinese firm Huawei.
"While Samsung continues to grow its shipments impressively, the company undermines its own position in the broader ecosystem by providing Google a huge mobile platform from which to influence consumers, application developers and advertisers," he says.
"It is very difficult for Samsung to achieve that level of influence itself while it depends on Google to supply device software and key applications and services through Android.
"Lacking a powerful ecosystem of its own clearly positions the company lower down in the value chain than either Google or Apple."
Unless you flash something like PA or CM but then you will loose all the good stuff of touchwiz i.e. media playback capabilities, camera and then being less stable than a touchwiz based rom etc.
Plus the amount of time I would waste flashing different things etc. 
