In order to hit the high-end, Xiaomi, OPPO, vivo are paying more and more attention to detail experience

Today's smartphones are really boring.

I have heard similar words on more than one occasion. The popularity of the well-designed "full screen" makes the front of today's Android phones look like a model. Although it looks good, it also makes the entire mobile phone market less fresh.

As for the folding screen mobile phone, not to mention its high price, ordinary consumers can’t enjoy it. Without a killer experience, it looks more like a product made to sell new technologies. If you don’t believe it, look at the various mobile phone manufacturers to promote folding. New features that stand out on the screen.

Not bad, but not irreplaceable, and there is not much experience breakthrough for ordinary smart phones.

As the market is becoming more and more saturated and the user replacement cycle is getting longer and longer, mobile phone manufacturers are starting to find another way. In fact, changes have already happened quietly, and more and more attention is paid to detailed experience.

Speaking of screens, those unintuitive details are getting more and more attention

The pursuit of "all fronts are screens" gave birth to a full-screen design. During this period, smartphone screens have undergone many morphological changes. From 3.5 inches to full screens to today's folding screens, the screen resolution is increasing. High, the refresh rate also goes up further.

As the most intuitive part of mobile phones, mobile phone manufacturers have put a lot of energy into it. After the resolution and refresh rate, some Android manufacturers have paid attention to the less intuitive details-color, and the pursuit of true colors has long been lost. Limited to hardware, a good screen.

For example, Huawei has introduced a system-level color management function on the Mate 40 series. As for what it is, a concept needs to be introduced here-color gamut. Generally speaking, media content such as pictures on the Internet is in sRGB color gamut. Displayed, this ensures that the content is displayed in the same color on different devices.

However, with the upgrade of mobile phone screens, OLED screens have become the mainstream. Most flagship screens support P3 color gamut. The pictures taken are also based on P3 color gamut, and P3 color gamut contains a wider color range than sRGB. The display content color is also richer.

▲ P3 color gamut coverage is wider, can display more colors

It is a good thing to have a good screen, but a good screen and pictures do not match by nature.

For example, an sRGB color gamut picture is displayed on a P3 wide color gamut screen. Because the P3 color gamut is wider, the color of the sRGB color gamut picture will often be overstretched, and the displayed colors will be oversaturated, making the human eye look The picture is too gorgeous, and it is easy to get tired and cry after watching it for a long time.

▲ Comparison of pictures rendered in sRGB color gamut and P3 color gamut. Picture from: BenQ

Moreover, there may be color casts when viewing the same picture on different devices. In addition, the content on the Internet is mainly based on the sRGB color gamut, which causes a good screen to fail to perform its due strength, and even becomes a shortcoming .

Color management is to solve this problem. Its role is more like a translator, so that the content of different color gamuts can be displayed correctly on the same screen.

This year, OPPO has taken a new step in this regard. It is equipped with a 10-bit full-link color management system on the Find X3 series, which not only realizes color gamut adaptation, but also automatically matches the content of different color gamuts on the screen. In the whole process to the last display, it supports a higher 10bit color depth for storing more information.

If it is directly reflected in the content, the transition between colors will be smoother, there will be no obvious color faults, and the color details of the entire picture will be richer.

▲ Color contrast between color faults and smooth transition. Picture from: DELL

In addition to color, screen brightness and color temperature are also one of the areas of focus. When the Xiaomi Mi 10 series was released last year, it specifically emphasized its own brightness adjustment function. By adding ambient light sensor and AI algorithm support, the screen brightness can be adjusted more finely and dynamically. .

Avoid the situation where the screen brightness is too high and glare, or the brightness increases too slowly under sunlight. In this regard, mainstream Android manufacturers have layouts, and Huawei and OPPO have similar functions.

Most of these are polished in the details of mobile phones. If you do not get started or even compare with ordinary consumers, you will not be able to notice the difference. And the heavy investment of Android manufacturers in these details also proves that the current mobile phone market has entered the situation of fine decoration. .

Android vendors define the industry

Of course, when it comes to detailed experience, Apple is an indispensable object of comparison. It once defined a smartphone. Compared with other mobile phone manufacturers, it has a longer time to accumulate. At the same time, ample cash flow also allows it to invest in research and development. A large amount of funds is enough to establish a sufficiently high barrier in terms of detailed experience.

I just talked about color management and screen brightness, color temperature adjustment, etc. Apple is one of the first manufacturers in the industry to launch related functions, and it is not only the iPhone series, including Mac, iPad and other Apple self-developed products, most of which have been implemented. Unified color management function.

For example, the "original color display" function, which detects the color temperature of ambient light and intelligently adjusts the color temperature of the display, has been popularized from the iPhone to iPad, iMac and other Apple devices.

Moreover, as the controller of the ecology, Apple can often influence the entire ecology through new products or new functions, and promote developers and even content creators to follow up. For example, the Dolby Vision function supported by iPhone 12 can drive people to spend more on mobile phones. The detailed Dolby Vision video content even drove ordinary consumers to shoot corresponding Dolby Vision content.

During this period, Apple emerged as an industry leader. In the past, this situation rarely occurred among Android mobile phone manufacturers. The Android system is still in the hands of Google. Mobile phone manufacturers in a period of rapid development still hope to seize users and shops. All channels.

Now that the market is saturated, mobile phone manufacturers have begun to pay attention to details in order to find product differences. They do not follow the rhythm of Google. The 10bit full-link color management system launched by OPPO is a case. Android 11 originally did not support storing 10bit colors. Deep information pictures.

Mobile phone manufacturers have begun to take the lead in Google, not only to highlight the differences of their products, but also to promote the response of the entire Android ecosystem. After all products and functions come out, there is room for developers and even content creators to display them.

The most direct thing is the popularity of P3 wide color gamut content. When more and more mobile phone manufacturers support color management and use wide color gamut screens, it makes sense to adapt to basic developers and users can view it on various platforms. As far as the difference between P3 wide-color gamut content and ordinary sRGB content is concerned, higher-quality images prompt consumers to make choices, and ultimately promote creators to choose to create richer wide-color gamut content.

Of course, each manufacturer's exploration direction for detailed experience may be slightly different. Vivo, which has accumulated much in music, introduces HI-FI into smart phones and configures corresponding dedicated chips for the phones. OPPO has explored more audio and video aspects, and it has also introduced a "video ultra-definition enhancement" function that increases image quality, aimed at increasing video clarity.

▲ OPPO's video ultra-definition enhancement function

IQiyi has also launched a similar ZoomAI video enhancement technology. Its main principle is to repair or repair low-quality videos through AI calculations, so that low-quality videos can be rendered with higher definition, while reducing noise and low frame rates. .

However, led by mobile phone manufacturers, this function is not limited to iQiyi, but multiple video apps.

The attention to details and basic experience not only creates product differentiation, but also compares with industry leaders like Apple, and also fills in the subtle gaps in all aspects of the mobile phone experience. After all, domestic mobile phone manufacturers are hitting the high-end and must compete with Apple. These are essential for competing on the same stage.

Relying on suppliers and stockpiling materials, it cannot be high-end

After Huawei’s restrictions, the high-end mobile phone market has left a blank. Xiaomi OV and others have taken the opportunity to hit the high-end. It can be seen from the latest flagship prices that most of them are not low, but the high-end is not so easy to build, not only Marketing, more importantly, is the product.

"Technology joint cooperation" seems to be a visible shortcut. The previous cooperation between Huawei and Leica is one of the typical cases. Leica's blessing has improved the tonality of many products. With the further development of self-developed chips, the high-end products are at a premium. Gradually recognized by users.

Other Android manufacturers have also started the road of joint cooperation due to the consideration of brand voice, but the large number can not help but make people feel tired. How much improvement can the cooperation with traditional image manufacturers bring to the image performance of their products? Has become a question in the minds of many users.

Moreover, this method of joint technical cooperation is relatively easy to be copied. There are still many top image manufacturers and audio companies on the market. Once the number is large, the audience will obviously be fatigued.

As a precision product of technology integration, mobile phones have been developed for so many years, and the differences that non-self-developed technologies and even supplier components can bring have become smaller and smaller, all of which are Snapdragon 888 and Samsung's top OLED screens.

At this time, basic details have become a new choice for mobile phone manufacturers as one of the new breakthrough directions. On the one hand, there is indeed a corresponding accumulation of technology. As mentioned above, Xiaomi has a customized system, OPPO in audio and video, and vivo in music. .

These allow them to launch corresponding technologies and even landingable functions faster and better, catch up with Apple in terms of detailed experience and even create their own unique advantages.

On the other hand, it can be seen that many basic experience innovations come from the software level. Compared with the high cost of chip hardware R&D, software level innovation and R&D will have more advantages in cost and implementation speed, which is also in line with manual labor. The trend of smartness becoming more and more common in mobile phone applications.

In the final analysis, the mobile phone market is still dominated by technology. This is not only reflected in product functions and basic experience, but also in terms of appearance. It is foreseeable to compete for high-end. In the future, such details will be more and more supplemented. Mobile phone manufacturers We will invest more and more in technology.

For consumers, it is not a good thing for consumers to feel tired of the stereotyped full-screen design of digging holes, and to feel more different in details.

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