Samsung had somewhat of a return to form in 2015 with the launch of the Galaxy S6 and Galaxy S6 Edge, and no small part of those smartphones' success was down to the superb camera technology they use. With the quality of the camera in a smartphone among the most critical factors consumers use to buy a smartphone these days, it is no surprise to see that Samsung is looking to get even better with the Galaxy S7.

At the recent Samsung Electronics 2015 Investors Forum, the company unveiled its latest advancement in camera sensor technology. Called Britecell, the new sensor promises improved low light performance with less color artifacts. While Samsung has not directly said which smartphones it will include the Britecell technology in, it is a safe bet that the company will debut the new sensor in the Galaxy S7, which is reportedly set to launch as soon as February.

With competition at the premium end of the market -- which is dominated by the iPhone -- increasingly cutthroat, Samsung is seeking to set itself apart by offering superior camera technology. The proprietary technology will see Samsung replace the green pixels in a traditional Bayer filter pattern in RGB technology with white pixels.

The South Korean electronics giant believes with this pixel arrangement, the sensor can pick more light, even in low-light situations. Samsung says the results are brighter compared to the current generation of sensors adding that its own isocell technology allowed it to replace the green pixels with white ones for brighter images without compromising on quality.

The new sensor has smaller one micron sensors which allows Samsung to reduce the height of the camera module by 17 percent, which the company says will facilitate the production of slimmer smartphones without compromising on image quality.

Samsung is looking to pack its latest smartphone with as much homegrown components as possible and last week launched the Exynos 8 mobile chipset which is set to power all of its flagship smartphones in 2016. The new chip promises 30 percent faster speeds and 10 percent power efficiency improvements.

The Galaxy S7, possibly along with the Galaxy S7 Edge, is due to be unveiled on February 21, a day ahead of the launch of Mobile World Congress in Barcelona which ties in with its recent launch cycle for its biggest selling smartphone.