Ten years, for the mobile phone industry, it is by no means a dream in Yangzhou, but the vicissitudes of life. Many of the most powerful brands in those days are now becoming memories. Ten years ago, OPPO released the first-generation Find mobile phone and planted the seeds of a high-end flagship. Until the Find X3 generation, has it been ten years of trees?
Another key question is, will it be a bit slow to build a high-end flagship in ten years?
In the domestic mobile phone industry, it is difficult to find people who are not in a hurry. The eternal tone of this circle is fast-paced and strong competition. Anxiety is the normal state of practitioners.
▲ Li Yingming, general manager of OPPO Find product line
Li Yingming, the general manager of OPPO Find product line, may be one of the few people who are not in a hurry. First of all, he is not in a hurry. He does not see that he is the person in charge of OPPO's high-end product line with more than ten years of work experience. In addition, in media interviews after the Find X3 series conference, he repeatedly repeated one word: slow. It seems that outside competition, technical armaments and Find products have little relationship.
However, OPPO and Li Yingming are not in a hurry. Li Yingming said:
We are now slowly working on the fundamentals of high-end breakthroughs. It may seem a bit slow, but this is already the fastest way.
"Between the trade-offs, the way to balance"
The mainland is the world's largest smartphone market, and it also has the fiercest competitive situation. At the same time, it also has the most demanding consumers. "I can use it, but you can't have it", "Sell it for XXXX yuan, and still want to use a rotor motor to deceive people?", "Without wireless charging, this flagship machine is not a flagship" such high requirements are the norm for domestic digital enthusiasts. As for the Find X3 series, this judgment standard has not been lowered, and even strict:
For example, the IMX766 image sensor on the Find X3 main camera has a smaller photosensitive area than the IMX689 of the previous generation Find X2 main camera.
For another example, Find X3 still continues OPPO's 65W SuperVOOC charging technology, but OPPO's own 125W charging technology has not yet been officially commercialized.
▲ Find X2 Pro rear camera
For another example, the ultra-long lossless zoom camera that appeared on the Reno 10x zoom version and the Find X2 series is also absent on the Find X3, replaced by a 2x telephoto camera, and a new microscope camera.
All in all, for the parametric party, the Find X3 series is not a top-notch, invincible flagship machine.
But from beginning to end, the mobile phone industry has not had a hexagonal warrior with strong performance, light weight, thin thickness, large supply, low price, and long battery life.
Li Yingming said that making mobile phones is an art of balancing between trade-offs.
What can I get with the IMX 766 dual main camera? Li Yingming said:
We think that the parameters can certainly reflect this (experience) well, but the parameters are often one-sided. Why do you say that? Because there are many other things that also determine the quality and experience that cannot be parameterized, it cannot be a data.
If you just look at the parameters, this generation does have such a problem compared to the previous generation. It feels that the (sensor size) is from 1/1.4 to 1/1.5, but from the actual shooting effect, the two are actually basically the same.
Why do we make IMX766 for both the main camera and the wide-angle, because we hope that this generation will have better colors. Color is a basic thing. The more basic things we make, the more basic things we will ignore, and we will do some novel things.
When we return to experience, we must decide not to do too many novel things. Find X3, whether it is the main camera or wide-angle shooting, its color, style, and consistency are very good.
The choice of telephoto is also similar, because in actual use, the probability of users using telephoto is very low, and it takes less than once to open the camera a hundred times, and the periscope optical zoom takes up a lot of space on the body, which has a great influence on the thickness. For Find X3, which has the pursuit of thinness and lightness, the use of a periscope zoom module will outweigh the gains. From the mobile phone industry as a whole, the ultra-telephoto has also reached a dormant stage.
In another dimension, OPPO added a 60x microscope lens to the Find X3 series. This lens can photograph the fibers of clothes, the pixels of the screen, and the scales of butterfly wings at a microscopic level. Li Yingming said that the Find series has a natural sense of exploration, and the microscopic world is unfamiliar to most users, which led to the addition of the microscope lens.
Although Li Yingming said that making products is the art of compromise and pays attention to the balance of trade-offs, it is also a relative concept. Whether it is the IMX766 sensor or the 65W charging power, it is actually considered to be the very top of the current smart phones. If there is a formula for the flagship machine, this formula is as simple as superimposing all the firsts on the market, then OPPO will not irrigate the tree of the Find product line for 10 years. Here, compromise means actually using the best components as possible.
For example, compared to the previous generation, Find X3 has reduced thickness and weight, but the battery has increased, and 30W wireless charging has also been added. At the same time, the IMX766 sensor combined with a free-form lens makes the Find X3 series the best wide-angle camera phone on the market. 65W flash charging technology is currently the best balance between battery capacity, charger size and charging speed.
In the PC market, if you want to take it with you on business trips, then choose a thin and light business notebook; if you want to play 3A masterpieces, you have to buy a heavy game notebook, everything is demanding. However, in the mobile phone market, all kinds of needs are all in one, so you will inevitably have to work hard and play a big game. "Lost the car and protect the handsome" is a temporary compromise, and it is also the wisdom of the overall level.
Not blindly pursuing "very scary" parameters is not the rhetoric of Li Yingming or OPPO, but the experience gained from Find's ten-year journey. If you want a tree to rise above the clouds, it must be properly repaired.
"Next, there will be countless manufacturers paying attention to color issues."
If there is no compromise on Find X3 and future-oriented, the first one must be the full-link 10bit color system, and the second one is the "impossible" integrated surface brought about by the glass hot forging process.
But these two options are actually risky attempts. The full-link 10bit color system is currently limited to the Find X3 series, and other devices may not be able to see the true face of 10bit color. The "impossible" integrated curved surface is difficult to be conveyed by flat pictures because of its advanced form and aesthetics, and it requires users to touch the real machine to experience the sense of the future.
If OPPO's offline stores all over the country can allow consumers to easily feel the silky touch brought by advanced technology, then the first step in the Android camp in color management will not be immediate for OPPO Benefits, after all, the pros and cons of colors are difficult to perceive without comparison.
OPPO began to pay attention to screen color from Find X2, and opened up a full-link 10-bit color system for shooting, encoding, storage, decoding, and display on Find X3. The screens of these two devices have received DisPlayMate's A+ rating, but it is obvious , Find X3 series work on color is much larger, even Find X3 series is just the beginning stage of the huge work load.
Li Yingming said:
We are not trying to make a marketing concept to tell everyone that our generation has done color. On the contrary, at the bottom of the system, we require perfection from his shooting, editing, storage, interpretation, display, and even third-party links in the future.
At this stage, the Find X3 generation cannot be solved at once, but we are also promoting the bottom layer of Android, for example, including many manufacturers' applications, including the PC side to adapt to 10bit color display. We will also have third-party compatible SDKs and open more applications. This is a direction we know that it is difficult, but we want to do it.
The Find X3 series is positioned as the flagship of color imaging, but it is foreseeable that every subsequent generation of Find models will make achievements in color imaging. After all, Li Yingming also said that OPPO's 5-year technical plan and 3-year product plan are clear in terms of color images.
To some extent, OPPO’s current R&D investment in color images is a bit similar to the investment in fast charging technology that year. They are all ahead of the industry. Now the fast charging technology track is full of crowds, and they are following up. Li Yingming also believes that in one or two years, countless manufacturers will pay attention to the color image of mobile phones. He said:
We must first ensure that the full link is achieved in the OPPO mobile phone experience. This time our Find X3 is full link. In the future, OPPO phones will be able to do this with other devices or interact with other devices. We are moving in this direction. I also believe that many manufacturers pay attention to color and do this together.
The long-term plan and willingness to promote color may mean that Find X3, as OPPO’s first-generation color imaging flagship, will also be compatible with its color technology for subsequent OPPO models and industry followers, regardless of OPPO’s VOOC flash charging technology. No matter how the power increases, it will be compatible with the past VOOC flash charging technology.
The long-term accumulation of this technology, Li Yingming called the fundamentals, is the basis for supporting high-end:
Although they are all talking about making flagships and making high-end products, in essence, it is quite difficult to do this well. It is not simply stacking up a parameter to make a product to sell, so that it will never be high-end.
The road to high-end development should be to return to the fundamentals, how do we do well in the fundamentals of innovation and technology.
Why do we see that OPPO has so many research directions and invested so many R&D resources, because only investment can solve those core problems. We have done a lot of layouts on patents, including some upgrades and changes to the brand, and some strategies for channels. These are very systematic.
The competition in the Android camp has long been not limited to the hardware level, and the system competition has become more and more nuanced. For example, Find X3 asked the Hollywood soundtrack master Hans Zimmer to customize the system ringtones. This has shown that the competition stage has shifted from building to fine decoration. At this stage, differentiation becomes the key to success.
However, the VOOC flash charging technology has gone from its first launch on Find 7 to the popular "5 minutes of charging and 2 hours of talk", and now it has become a technical business card of OPPO. It has been developed over the years, and almost the entire industry has begun to use it. In this arms race, the charging experience of the entire Android camp has been fully upgraded. Color imaging is an important track for OPPO differentiation. Starting from the Find X3 series, they plan to keep running. Li Yingming said:
We tend to overestimate a person's short-term changes, but underestimate a person's long-term changes.
Don’t overestimate the sense of gap or progress that each generation of OPPO products or each (technology) will give you when it comes out, but we can continue to do it generation after generation. We believe that when we look back at Find in the next ten years, it will be Full of stories can really give users a lot of experience in a systematic and differentiated way. This is why we do color internally.
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