In September 2000, Sharp invented the world's first mobile phone with built-in camera. Although it only has 110,000 pixels, it kicked off the prelude to mobile phone photography.
Over the past 20 years, the imaging capabilities of smartphones have been continuously iteratively developed, and our needs have also changed a lot, such as the pursuit of image quality and color restoration, and even constantly align with professional cameras; in terms of operation, I hope that the camera and recording functions of smartphones will be continuously simplified, and 0 basics can also make blockbusters. At the same time, although we have over the past 20 years, our attitude towards mobile phone images has remained unchanged: "Record" is still the essential value of the smartphone image function, and recording memories and leaving beauty has always been the core needs of consumers.
Based on this observation, we believe that flagship smartphones in the new era should have "humanistic feelings" in images, and only "humanistic taste" can allow smartphones to meet the complex image needs of today's users. How to understand the "humanistic sentiment" of smartphones? Xiao Lei believes that these characteristics need to be met: to meet the complex and diverse life records needs of consumers, to have imaging performance that conforms to the aesthetics of the times, and to give the image works "warm".
However, the "humanistic sentiment" of the image flagship is not directly equivalent to "excellent photo/video". The focus should be on "making the image works warm" and can arouse everyone's emotional resonance . To give specific examples, the "Nezha Daohai" , which was recently jointly created by Shanghai Art Film Studio (abbreviated as: Meixi, the same below) and vivo, seems to meet the requirements mentioned by Xiao Lei.
Now Shangmei Film and Vivo X90 series mobile phones have joined hands to reproduce it in the form of shadow puppets. At this moment, smartphones are no longer simply imaging tools that can take photos and videos, but rather "time machine" that takes us back to the good times of childhood, "Ma Liang's magic pen" that recreates our beautiful memories, and "old friends" who make us mixed feelings by interpreting stories... This also strengthens the "humanistic feelings" of vivo X90 series mobile phones.
Source: vivo
The vivo X90 series mobile phones can play such a role and exude a strong "humanistic atmosphere". There are two reasons: excellent technical strength and deep humanistic background.
vivo, humanistic sentiment and hard power,
How should a smartphone get rid of the "tool" attributes and become a warm "partner" in our lives? On the one hand, although it requires the support of "hard power", it simply means excellent hardware quality, allowing smartphones to shoot satisfactory images in any environment; on the other hand, it is the thinking of "value". It is very important to how mobile phone manufacturers define the interaction mode between smartphones and users. If they want to become a "warm product", they cannot be separated from the accumulation of humanistic heritage.
sweeps all shooting difficulties, and hard power is the basis for vivo to spread humanistic sentiment. The interpretation of the shadow puppet is based on the principle of linear light propagation, and both the performers and the audience are in darkness. But the dim environment brings great difficulty to the photographer.
When mobile phone manufacturers promote the shooting performance of camera modules, they often mention the word "light input". The reason is that the imaging principle of mobile phones is that external light shines on the mobile phone lens, and then the photosensitive element receives the light signal, and then converts it into Telecom and saves it. Only at the appropriate light intensity can high-quality videos and pictures be taken. The ambient light is too dark and the amount of light entering is insufficient. The videos and pictures taken often have a lot of noise, as if the shooting scene is covered with dust.
In an environment where a candle is used as a light source, vivo X90 Pro+ shot a clear 4K extreme night video. Even after finally blowing out the candle, even if it is partially enlarged, the shots are still clear and noiseless, making many people feel like they are back to the era of sitting around the curtain watching the wonderful performance of shadow puppet artists. The aftertaste of the past and the reliving of traditional art evokes moving memories buried deep in people's hearts.
candle is the light source
After blowing out the candle
In fact, mobile phone manufacturers have not stopped competing, from 110,000 pixels to using a 1-inch super-large bottom, from competing hardware to computing photography algorithm war, mobile phone shooting performance has been constantly improving in the competition that has never stopped.
After entering the 5G era, short videos were popular and users had a higher demand for video shooting. Vivo not only took the opportunity to launch a micro-globe with super anti-shake effect, but also allowed us to see vivo's core competitiveness - self-developed ISP chip.
mobile phone camera performance mainly depends on three aspects. The first is the manufacturer's shooting algorithm, the second is the ISP chip, and the third is CMOS. There is no need to say much about the algorithm. In the 4G era, the vivo shooting algorithm has become well-known in the field of mobile phone photography. As for the chip, as early as 2021, the vivo X70 series was released with the V1 self-developed chip V1, achieving better night scene imaging effects. Subsequently, the new generation of professional imaging chip V1+ equipped with the X80 is more refined, and the extreme night video function is realized in an environment with a video noise reduction algorithm that is less than 1lux.
Source: vivo
Now, the vivo X90 series has arrived, and vivo's new generation of self-developed chip V2 is also here. Compared with the previous generation, the self-developed chip V2 has introduced an AI real-time processing architecture while ensuring low latency and high energy efficiency, and has a memory unit, an AI computing unit, and an image processing unit. Based on the video shooting ability of computing photography, it brings functions such as 4K super-sensory "night vision device" and Zhencai night view video, which can be regarded as the accumulation and concentrated display of vivo's many years of camera technology.
mobile phone processors usually come with ISP chips, and the ISP performance of flagship SoC processors is generally good, but in vivo's view, there is still a lot of room for improvement - in order to achieve more ideal and more style of image performance, vivo insists on starting from the self-developed processors and adapting to its own image style to meet the personalized photography creation needs of different creators.
Finally, talking about CMOS, X90 Pro/Pro+ is equipped with vivo based on the IMX989 sensor and jointly created with Zeiss for 50-megapixel 1-inch T* main camera. There has always been a saying in the camera industry that "the larger the bottom is, the more you will be, and the more refined the picture will be. However, large-sized CMOS also means higher costs.
Of course, a 1-inch large bottom will most likely become the focus of competition for the entire mobile phone industry in 2023. To predict the development direction of the mobile phone market, vivo has brought many industry first launches and technological innovation achievements through years of technological research and development, which is an inevitable choice for pursuing the ultimate.
for many years has made vivo recognized by consumers, ranking among the top three domestic smartphone sales and the top five in the world for a long time. In the second and third quarters of this year, vivo won the double championship in domestic market shipments and market share in the face of the continued sluggish macro market. Faced with success, vivo is not proud and complacent. On the one hand, it insists on meeting users' needs through innovation, and on the other hand, it is also conveying its brand philosophy and humanistic feelings to every user. The humanistic temperament of
vivo comes from technological innovation is closely linked to traditional culture.
vivo's humanistic temperament begins with deep accumulation of technology and culture. While "hard power" is outstanding, "soft power" is not inferior.
After walking through cultural relics that witnessed the rise and fall of history and seeing the magnificent poems of the prosperous Tang Dynasty, vivo's efforts and attempts to improve the brand's humanistic temperament with the appeal of traditional culture have received a good response. In the current main theme atmosphere of promoting national culture and enhancing national confidence, vivo conveys the Chinese people's expectations for a better life and the spirit of struggle to not be afraid of hardships and carry forward the past through images.
At the launch conference of the vivo X90 series on November 22, vivo also announced that it would launch the 2023 "vivo image plus" mobile photography competition to collect works from vivo mobile users around the world - encourage global users to use vivo mobile phones to create images, and specially set up the "vivo Millennium Image" unit, hoping that creators will combine mobile images with traditional Chinese literary poetry, so that modern technology and ancient poetry and essays can create new sparks.
Source: vivo
The establishment of this link raises vivo mobile phone from a tool for recording life to a historical creation tool with historical heritage and ideas. We are not only recording the traces of history, spreading the cultural ideas passed down for five thousand years, but also creating the history of the new era. We will use vivo's mobile phone to record all the pursuit, innovation and publicity of human beings in the 21st century for Chinese culture.
The mobile phone industry has developed to this day, and manufacturers need new competitive breakthrough points. The era of simply competing with hardware parameters has passed. How to bring users a better user experience and humanistic value has become a new competitive point.
vivo X90 series is based on hardware strength and focuses on showing humanistic sentiment through mobile images, so that electronic products are no longer cold machines, but creative tools to help users record the times and record the beautiful life, empower humanities with technology, and support brands to continue to move towards a high-end market.
From cold to warm, has vivo's high-end road succeeded?
The market is down, and competition is becoming increasingly fierce, but vivo takes humanistic sentiment as the secret.
Market research and consulting agency Strategy Analytics released a report saying that global mobile phone sales in the third quarter of this year were 297 million units, and fell by 9% year-on-year compared with . The decline in mobile phones has been going on for many years. The bonus brought by 5G communication has not lasted for too long. Instead, the upgrade of various software and hardware of mobile phones has led to the user's replacement time being continuously extended. Another report from
Strategy Analytics pointed out that the average replacement cycle of Chinese users has increased from about 24 months to about 28 months. Market tightening has led to more fierce competition among manufacturers. To fully gain the recognition of consumers, advanced technology and emotional narratives are indispensable. Even the famous mobile phone manufacturer Apple holds an IPPA (iPhone Photography Awards) photography competition every year, and also shoots a short film for the Chinese market every year.
IDCh data shows that in the third quarter of this year, vivo ranked first in domestic mobile phone sales with 14.2 million units. Looking around the world, vivo has also been in the top five for a long time and is a well-deserved first-tier mobile phone manufacturer. The achievements made by vivo show that the ultimate pursuit of technological innovation and the comprehensive improvement of brand humanistic value have gained real recognition from consumers.
Source: IDC
Product homogeneity is severely homogeneous, vivo breaks the deadlock with its unique humanistic style. Another important factor in the reason why
emphasizes brand value and humanistic sentiment is that the homogeneity of mobile phones is becoming more and more serious. 2K screens, ultra-large bottom main cameras, flagship chips, super fast charging, etc. have almost become the standard configuration of flagship phones.Even at the software level, the functions launched by one manufacturer will soon be learned and imitated by other manufacturers, which will lead to the increasingly homogenization of flagship phones.
Therefore, manufacturers need some symbols that highlight the brand and product, emphasizing the uniqueness of flagship phones. Emotion is the most basic spiritual need of human beings. Humanistic sentiments not only show the spirit of the enterprise, but also touch the hearts of users and arouse the inner resonance of users.
Starting from the X70 series, vivo has gradually explored more social value of technology and humanities in the field of Chinese culture and art. Whether it is the grandeur of "The Prosperous Times Hu Xuanwu" or the delicate shadow play of "Nezha's Sea" can touch the hearts of Chinese people, and arouse a sense of pride or reminiscence of the past, thus creating a sense of closeness to vivo.
It can be foreseen that with the continuous improvement of domestic mobile phone brands in terms of product technology, the cultural value and humanistic propositions attached to the brand will become essential elements for the brand to complete the high-end leap: whoever can take the lead in seizing the minds of users and leave a unique brand humanistic mark in the hearts of consumers will be able to occupy a higher dimension of favorable terrain in future market competition.
Consumers need mobile phones full of humanistic temperament.
For consumers, mobile phones have long surpassed the "tool" attribute and are becoming more and more like our partners and friends. Mobile phone products are the integration of science and technology and humanities as a major trend. Mobile phone photography has developed from recording every detail of life to creating and processing, which can help us retain beautiful memories in life.
From IBM inventing the first smartphone in 1993, mobile phone manufacturers have been constantly exploring the future of the industry. Until today, the configuration and functions of smartphones have become mature, and competition between enterprises is no longer just about products. In the future, the competition for flagship mobile phones is a competition of corporate culture, a competition between technology and humanities.
vivo has been deeply engaged in the combination of technology and humanities for a long time and has already taken the lead. Especially the spread of traditional Chinese culture, which is mainly focused on, which is easier to touch the hearts of domestic consumers. With years of layout, vivo has already had a very obvious leading advantage in the competition in the humanities field.
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