It’s Samsung’s day on the stage at International CES, as executive Stephen Woo addresses the technology conference. Woo is the head of the company’s Device Solutions Business, meaning he’s expected to offer insights into the way Samsung affects the consumer electronics market as a component maker.

That may sound like a snooze, but the talk could help forecast what new designs and changes may be coming in the hardware space. A lot of the innovation in the tech industry has focused on the software side lately, so this is a good chance for Samsung to grab even more attention that it already has at the show.

For example, one of the main areas of hardware innovation this year has been in screens, which Woo is definitely expected to talk about.

The company has already made several product announcements in the lead-up to the show, including a 110-inch television and plans for a Galaxy Tab 10.1 inch tablet on Verizon. Samsung has also continued to showcase its leadership in the connected-home market, touting a range of smart appliances that speak to each other.

There will also be discussion Wednesday on brands and marketing, with top executives from American Express, Coca-Cola, Unilever and AT&T talking about their latest advertising strategies and innovations. Salesforce’s Marc Benioff will be speaking on that panel, as well, likely about how cloud computing and software will continue to help businesses run more efficiently.

On the show floor, the smartwatch maker Pebble will be showing off an “E-Paper Smartwatch” that interacts with smartphones. The company has already been publicizing the product, suggesting uses such as monitoring cycling activity with the watch, controlling music or serving as a second smartphone screen for displaying caller ID information and e-mail snippets. Oh, and it can tell time, too.