Samsung wants millennials* to use this new TV as a mobile phone by making the device functional horizontally* and, for the first time, vertically*.

The Sero — Samsung’s latest installment to its TV lineup — is capable of rotating vertically to mimic content orientation on mobile phones. Samsung hopes the feature will encourage viewers to cast social media onto the device.

The company says the design, which can switch between horizontal and vertical modes by just pressing a button, aims to capitalize on the growing number of users engaging in viewing their mobile devices.

The 43-inch TV, which sits atop a navy blue stand, is also voice-command ready, with a built-in* microphone that is controlled by Samsung’s personal voice-assistant, Bixby.

According to a press release, the company will release the TV in South Korea for a starting price of around US$1,600.

Once in its vertical orientation, Samsung also says the TV can double as a standalone music kiosk with a built-in visualizer.

Among the other options will be two other concept-focused sets, called “The Serif” and “The Frame.”

The Serif is designed to blend seamlessly into viewers’ living rooms with the help of some aesthetically-minded features like a cloth that conceals ports in the back of TV and even a shelf that runs along the top.

Similarly, The Frame is meant to blend into homes by mimicking a piece of artwork. The TV is ultra-thin and comes with various attachable framing options in wood grain and solid colors.

With the company’s Art Mode, the TV can also be used to display high-definition* artwork when it’s not in use. To access Samsung’s catalog of 800 pictures, customers will have to pay an additional US$4.99 per month.(SD-Agencies)