Five series, each identified by a single alphabetical letter.
Samsung is following certain other companies with this move, most obviously Nokia and Sony Ericsson, in a bid to help consumers navigate their way round an often bewildering array of handset options.
However, the new families are not exactly crystal-clear.
See what you think. Here's how they shape up:
* S for super smartphones such as Samsung Galaxy S.
* R for royal/refined premium category models
* W for wonder - 'high quality, strategic' models
* M for magical - 'high-performance models at an economic price-point.
* Y for young - 'entry models for emerging markets or a younger audience'
The firm has also launched four new Galaxy models using the new conventions:
Samsung Galaxy W (1.4GHz Processor, HSDPA 14.4 Mbps connectivity and a 3.7" touchscreen), Samsung Galaxy M Pro (QWERTY keyboard, as well as an optical track pad and touch screen), Samsung Galaxy Y (832MHz processor, Samsung's Social Hub and TouchWiz User Interface), Samsung Galaxy Y Pro (QWERTY keyboard as well as enhanced social and professional features).