As the March 14 launch date gets closer for Samsung’s Galaxy S4 more details are emerging and the latest rumored one is the device’s eye-tracking software or “eye scrolling.”

Samsung Galaxy S4

According to a New York Times story, a person had tried the new phone and came away very excited with this built-in eye feature. It can track a user’s eyes to decide where to scroll. One example that had been cited included that “when users read articles and their eyes reach the bottom of the page, the software will automatically scroll down to reveal the next paragraphs of text.”

An unidentified Samsung employee reported the finding but spoke anonymously as he was unauthorized to speak on the record. He neither identified the technology utilized for the tracking of eye movements nor said whether or not the feature would be shown at press conference for the Galaxy S4 on March 14.

News of the feature comes as Samsung filed for a trademark in Europe back in January for the name “Eye Scroll” (No. 011510674), according to The New York Times. Then, in February came the United States filing for the trademark, “Samsung Eye Scroll.” It had been described as “Computer application software having a feature of sensing eye movements and scrolling displays of mobile devices, namely, mobile phones, smartphones and tablet computers according to eye movements; digital cameras; mobile telephones; smartphones; tablet computers.”

And just to add even more to the fire, there’s also the trademark filing called “Eye Pause,” that did not include any details for the feature.

Eye tracking systems aren’t anything new as it’s been in development for some time. For Samsung, its Galaxy S III already includes a  feature that “watches you” reported The New York Times. Called Smart Stay, it utilizes a front-facing camera that is aware it should continue with a lit screen as a person looks at it as opposed to automatically dimming it.

In other news from Monday as the excitement for the Galaxy S4 grows, Samsung Electronics Co., Ltd. (LON:BC94) (KRX:005930) released the following YouTube video that hasn’t been well received.

According to Digital, the video has young teen Jeremy Maxwell arriving in a Rolls Royce Phantom and wearing a sport jacket as Samsung’s “secret messenger.” Ready for the meeting, he first signs some papers and then takes a peek in the “Unpacked” Samsung box, anticipating a view of the Galaxy S4. He opens the lid and a gold light shines around Jeremy, supposedly from the new device.

He responds excitedly with “Wow, is that it?” and then takes the box home for safekeeping.

As for Maxwell’s driver, he’s pretty excited about the Galaxy S4, saying he hasn’t seen anything like it since the color TV had been introduced.

With 10 more days left until its launch, more marketing hype and rumors are expected from the company for the Galaxy S4.