There are reports that Samsung will brand its flexible OLEDs as YOUM displays. Samsung plans to release these OLEDs in 2012, so it makes sense that they will prepare a marketing campaign soon.
The first products to use the new flexible OLEDs will probably be mobile phones, followed by tablets and other mobile devices. It may be that the Samsung S3 will be the first phone to sport such a display.
Samsung's flexible AMOLEDs will be fabricated on a plastic (Polyimide) substrate and will be able to withstand high temperature (up to 350-400 degrees). The displays can be bendable - but we assume that the first products will use them inside rigid glass cases - so it'll actually be "curved" displays and not flexible ones. A plastic based AMOLED will be shatterproof, and will also be lighter and thinner compared to glass based OLEDs.
Samsung actually filed for several new trademarks in March 2012: WAMOLED, FAMOLED, PAMOLED, TAMOLED and YOUM. It may be that FAMOLED will also be used for flexible AMOLEDs.
