On March 27, 2015, MediaTek held a high-end smartphone chip brand launch conference at the 798 Ullens Art Center in Beijing to strengthen its presence in the high-end smartphone market.
The newly released high-end smartphone brand is named "Helio", which is taken from Helios, the name of the ancient Greek sun god. Helio includes two series: the top-performance HelioX series and the technological and fashionable HelioP series. The HelioX series offers powerful and extreme computing power and uncompromising multimedia capabilities; the HelioP series offers optimized PCBA size and ultra-low power consumption, making it ideal for high-end functions in ultra-thin smartphone designs.
MediaTek, as the world's leading mobile phone chip supplier, has repeatedly staged a good show of catching up from behind. However, MediaTek has always been considered to be in the role of a catcher when it comes to mobile phone chips, or it can only be a leader in a mature market, but it does not yet have the leadership ability to develop the industry. However, since the launch of true eight-core mobile phones last year, MediaTek has been making up for its shortcomings in mobile phone chips. Especially after the 4G baseband design matures, MediaTek has become more and more leader-like.
MediaTek has won a reputation for low power consumption as early as the release of the 6589 quad-core era. Moreover, MediaTek's turnkey solution is quite stable and mature, and it has also greatly lowered the threshold of mobile phone design. Mobile phone manufacturers only need to pay more attention to their own Just differentiate the design. On the occasion of the release of 6592, the world's first true eight-core device, Hotknot multi-device touch interaction technology was simultaneously launched. When launching the eight-core 6595 of CortexA17 (a high-end 32-bit architecture with optimal energy consumption ratio), Corepilot technology was launched to achieve the best trade-off in performance and power consumption and provide mobile phones with sustained optimal computing performance. At the beginning of this year, it launched the full Netcom chip MT6753 and the multi-device interconnection technology CrossMount. Judging from MediaTek's chip strategy, MediaTek is paying more and more attention to the actual transmission performance of the chip, and at the same time, it also pays attention to enhancing the connection function of mobile phone chips, and comprehensively promotes the development of mobile phone chips from the three aspects of power consumption, performance, and connection.
From the perspective of the vertical development of mobile phone chips (mainly in terms of performance), mobile phone chips follow ARM's chip architecture and make successive iterations; from the perspective of the horizontal development of mobile phone chips, mobile phone chips begin to integrate more and more functions, such as Baseband communications, and connectivity performance of the solution. Mobile phones are now used as a tool for people to connect to the world 24 hours a day, and their functional attributes are becoming more and more powerful. In the process of building people's digital lives, mobile phones are not only information presentation devices, but also information collection and production devices. As connections become ubiquitous, the dimensions of data are also growing, from text to pictures to videos, and the collection and presentation requirements of mobile phones are becoming increasingly demanding. MediaTek's Helio platform strives to meet these needs to achieve faster and better information collection and better information display.
In terms of information presentation, MediaTek has combined its advantages in TV chips and introduced MiraVision display technology (improving display effects in real time through efficient sharpness, contrast and saturation) and SmartScreen (through light brightness detection) on mobile phone chips. and scene perception engine to provide the final display effect of each pixel and provide users with the best brightness of each part of the picture) 120Hz display technology (the current refresh rate of mobile phones is 60Hz, when browsing and dragging pictures or text, there will be residual images and other blurry phenomena, and 120Hz display technology can provide users with a smoother image viewing experience). These three technologies will provide users with a better multimedia display experience and look and feel.
In terms of information collection and creation solutions, MediaTek also has its own unique technology. InstantFocus, through better information processing interaction and division of labor between the sensor and the mobile phone SOC, gives full play to the more powerful computing function of the SOC, and uses the phase to judge the required focus position faster. The focus is much faster than the traditional contrast method. Focus.Judging from the demonstration comparison effect (picture below), when the image needs to switch between the near card and the distant background image, the Samsung S5 on the left has an obvious focusing process (it takes about 1.5s to re-focus between the distant view and the close shot). Switching the focus between times), and the MediaTek HelioX10 chip phone with InsantFocus phase focusing technology on the right switches far and near focus basically in real time. It is so fast (about 0.5s) that sometimes it is even thought that it has not refocused. This technique is quite useful when taking photos of fleeting scenes. SuperSlow-Motion is quite experienced in sports shooting or shooting of active children. It can achieve a frame update rate of 480 frames per second and can play back at an ultra-slow speed of 1/16. This combination of fast and slow technology not only allows users to capture the perfect moment, but also allows users to slowly recollect the joy of every moment.
In order to more actively promote the active interaction of users in the entire product, at the final stage of the press conference, a Chinese naming campaign for the Helio brand was also launched. The event will be from April 15th to April 30th. This event will produce the ultimate prize. One person will receive a bonus of up to RMB 1 million.
During the question and answer session at the press conference, a reporter once asked how MediaTek would view mobile phone manufacturers competing at ultra-low prices and even selling mobile phones on the MediaTek platform at a loss. Zhu Shangzu, senior deputy general manager of MediaTek, replied that brand maintenance can only be blamed on himself and not on customers. MediaTek only regards meeting customer needs as its primary goal and does not worry about the strategies and actions of other competitors. This mentality of "go your own way and let others have their say" does indeed reflect MediaTek's increasingly calm mentality and leadership style in the face of market competition.
