Well, its a really good question. If the FF occurs in 2015, as i suspect it will, how does Pentax differentiate themselves from Canon and Nikon??? At the point that FF is issued, There won't be too much difference between them, except number of lenses, 645Z, Q, Nikon 1, Canon EOS M, and other details.
Samsung and Sony, are thinking much further outside the box, maybe thats good or bad depending on one's outlook. All camera makers have to think about whether standalone cameras need to exist anymore, with 4K videocams able to discharge a single pretty good resolution frame. Maybe its not the smart phones that are the enemy, its the nasty videocams.