The information being collected by the Korean tech titan would be the words users type, the apps that they use, and the data being collected by the phone's sensors. The service is being called "Context". As an example, someone constantly searching for sports related apps might automatically receive from a video service, taped highlights of LeBron James' last game. So far, there is a disagreement inside Samsung as to whether the service will sell more phones. This has kept Samsung from rolling out the service.
It's possible that "Context" never sees the light of day, or appears in a watered down fashion. Gathering information from phone users remains a touchy subject in light of the NSA scandal.
source: TheInformation via TheVerge, BGR