There were rumors floating around that Samsung will have a new marketing approach next year, starting with releasing its next flagship much earlier than expected. Reports out of South Korea seem to support these rumors.

According to South Korean publications Korea Herald and Business Korea, (via SamMobile), South Korea-based Samsung Electronics will push for mass production of its new Exynos processors by December this year. The chipsets will reportedly be used for the upcoming Galaxy S7 flagship. Considering the timeline, the assembly for the products might make it possible for Samsung to release the S7 much earlier than previous S-series iterations. Rumors say the Galaxy S7 will be released as early as January next year.

Meanwhile, in mass producing the new Exynos processor, another rumor might be proven true. According to the reports, the chipsets that will undergo mass assembly will be the next-gen Exynos 8890 chipset, also known as the M1 or Mongoose chipset. Mass-producing the chipset means that Samsung really plans for the Galaxy S7 to be the opening salvo for another premium smartphone wars.

The Exynos 8890 chipset is the first homegrown processor by Samsung that features custom CPU cores. According to GSM Arena, this will be the first time for Samsung not to use ARM architecture. In addition, having a custom processor in a flagship model, the Galaxy S7 will battle it out with other flagships having newer processors, such as the next iPhone with the new A9X architecture, and upcoming premium smartphones with Snapdragon 820.

Although the reports out of South Korea mentioned the Exynos 8890, it was not stated if Samsung will mass produce other processors. Some speculations suggest the Galaxy S7 going out in three versions, each variant marketed for specific locations. According to the rumors, aside from the 8890 chipset model, there will be another Exynos variant, and a Galaxy S7 with Snapdragon 820 processor for North America fans.