The Galaxy brand has been wildly successful in the past - the Samsung Galaxy S2 has sold 20 million units since its April 2011 launch - and Samsung surpassed Nokia as the world's best-selling mobile phone maker. With the iPhone 5 expected to be revealed around WWDC in June, Android and iOS are set to be fighting for consumer appeal once again.

While the focus is on the Galaxy S3's specs, some analysts believe Samsung will take note from Apple's advertising and show how the device can be used.

"To the normal consumer the chip is not important per se, but the experience it offers is. So less battery use, better touch response and the ability to better handle multitasking to let more operations be carried out simultaneously will all be noted," Carolina Milanesi, research vice president at the technology analysis firm Gartner Inc, said to the BBC.

Apple's TV ads focus on how the device can be used, often showing devices in real-world situations.

Other analysts think not recognising the appeal of high-end devices could be a mistake.

"There are only two big companies in the smartphone market making sizeable volumes of profit at the moment - Samsung and Apple. Samsung is now a long way ahead of its Android-based rival HTC after the Taiwanese firm has misses with some its launches.

"Samsung on the other hand has finally learned the lesson that software and making its devices desired in themselves counts, rather than just having the best technology and specifications," Gavin Byrne, principal analyst at CCS Insight, a telecoms expert, added.

Samsung delayed the device at Mobile World Congress in Barcelona during February 2012, though many fans are anticipating a major upgrade along with the Galaxy S3 name. An iteration on the Galaxy S2 could draw criticism, as Apple did when releasing the iPhone 4S (its predecessor, the iPhone 4, was a major jump from the iPhone 3GS).

"Events such as this are incredibly important as it gives the company a world stage to launch their product. I'm a great believer that trade shows are good for trade but not launches, as a company only has an hour until a rival's product comes along competing for attention," Stuart Miles, founder of Pocket-lint, said.

With the Galaxy S3 launch event set to kick off at 07:00PM GMT, or 2PM ET, all will be confirmed very soon.

(reported by Jonathan Charles, edited by Dave Clark)