Why manufacturers should rethink mobile photography

Recently, there has been a slight change in the labeling of photos on iPhone billboards. The original label next to the photo was "Shoot with iPhone", but it has now become "Shot and edit with iPhone."

This change is small, but very subtle.

How do we take photos with our mobile phones

From shooting to editing, a trend is highlighted.

After conducting an arms race general camera performance competition, it seems that all mobile phone manufacturers should rethink: "How do we, that is, every ordinary user, use mobile phones to take pictures?"

To answer this question, we need to return to the user’s perspective. In fact, we will find that there is a significant difference between mobile photography and camera photography-camera photography is a separate part, with clear direction and limitations. This process is mainly input In the process, as much as possible to collect what you see in the camera, the biggest role the screen plays is to help you reduce waste. And mobile phone photography is a one-stop process from the post-photographing stage to display and sharing, a complete operation from creation to sharing.

These are two different processes, and even the starting point is different, so the user needs born from this are also completely different.

Since mobile phone photography and camera photography have this kind of essential process difference, it actually means that the requirements of the two will be very different. For example, you can take good-quality photos on the camera, and you can also adjust the composition and shooting theme by changing the lens. But the camera can do a single thing, you can not directly retouch the image through the camera, let alone send Moments through the camera.

And all the links on the mobile phone are closely connected. That is to say, all technical expressions must be expressed instantly on the screen of the mobile phone in the present moment.

For example, the HDR effect, which automatically activates long exposure and multi-frame synthesis to improve brightness and purity during night scenes, must be displayed on the screen immediately, such as the HDR effect when facing backlight, which will be displayed on the screen immediately after shooting.

When using a mobile phone, what does the user care about

The reason for the difference comes from the technical characteristics of the mobile phone itself, but the driving force for its continued development comes from the resulting user needs. We return to the user's perspective.

For users, what they care about when shooting with mobile phones is not only the image quality, but also the seamless embodiment of the imaging technology in the entire shooting process. Generally speaking, it is the user experience. If it is disassembled, it means "just in time". "Fit" function.

Therefore, in order to quickly turn on a certain function according to the user's needs in such a complete process, it is necessary for the manufacturer to have a long-term plan and layout for this track of mobile photography.

Another aspect of rethinking mobile phone photography is the long-term insight into consumer habits. It is correct to talk about parameters, but it is undoubtedly one-sided to talk about parameters.

For example, do you know when public users take the most photos? This question is related to the habits of most users, and it is difficult to get an accurate answer based on experience and common sense alone.

Vivo’s big data shows that the peak of the public’s shooting is around 8 o’clock in the evening. This time is a rare leisure time for many office workers after dinner at night. With the increase in leisure and entertainment activities, there are more mobile phone photos, and this answer is again Asked new questions.

This time is a typical low-light scene, so for the public demand, better low-light camera capabilities have become a more rigid demand. You must also be able to shoot at night and shoot clearly, so you know why many manufacturers They are all emphasizing the night scene algorithm.

Furthermore, the commonly used multi-frame composition and long-exposure night scene shooting under low light also put forward requirements for handheld stability, which in turn requires manufacturers to improve usability and ease of use in anti-shake.

So you see, the two phones, vivo X50 Pro and vivo X50 Pro+, have a logical closed loop with targeted solutions. On the one hand, the X50 Pro improves the sensitivity of the photosensitive element IMX598, and on the other hand, it is equipped with a micro-head design, which not only brings better anti-shake ability for the current surge in demand for video shooting, but also benefits handheld night scene shooting. .

The outsole GN1 solution of X50 Pro+ highlights the more professional nature. At the same time, the outsole solution is also the most popular direction for different brands to improve night scene shooting capabilities.

Questions and needs are constantly being raised, and there may be no standard answers to the solutions. Mobile photography has developed rapidly in the past few years, but each family is actually crossing the river by feeling the stones. Some people have taken pioneering steps from the outsole, such as Nokia's previous camera flagship Nokia 808, while others insist on polishing the small sole, starting from the perspective of computational photography, such as Google's Pixel series.

Looking at it now, whether it is outsole or computational photography, there is no conflict with each other. The two start from the two points of hardware and software, and achieve the same goal on different tracks.

Now it is more typical to grasp with both hands, cooperate with each other, and work together.

What is to restore where the eye is, and then go beyond the eye

Mobile photography is a long track. There are no shortcuts on this track. It can only rely on continuous technology accumulation. Vivo is a typical one.

At the video + press conference on September 7th, including the previous video activities, vivo has always emphasized the sentence: "To restore the eye, and to go beyond the eye." According to vivo's official statement, this is the explanation:

The recording and restoring of the objective world represents our rational side, showing our relationship with the world around us; the expression of the subjective world is the reflection of our inner emotions, expressing our understanding and expectations of ourselves and the world, which is perceptual On the one hand, it transcends the real world. Objective and subjective, reduction and transcendence, summed up are from "recovering what the eye sees" to "transcending what the eye sees."

The explanation of this sentence, if the key words are extracted, is actually "reduction" and "transcendence."

And to go further, what is restored, the objective world is restored, first of all it means excellent hardware foundation, excellent lens and photosensitive element, and purity, white balance and other parts that affect the basic image quality and look and feel. To meet what the eye sees.

What transcends is that the subjective world transcends the objective world. For example, the polar night mode captures the dark places invisible to the human eye, the starry sky mode compresses time and space into a photo, and the meteorological algorithm moves clouds, airplanes, meteors and other objects. State retention and so on.

Until the user's later stage, such as cropping and re-composition, the use of color correction and filters, and the final sharing on the platform, it is not only what you see, but also what you get.

The question is, what to do? In this regard, vivo has summed up two points:

1. Have enough powerful hardware performance, such as excellent lens and photosensitive element
2. It is necessary to absorb and transform the complete pre-post process and technology from the professional imaging field to satisfy consumers

In one sentence, all efforts are to make vivo mobile phones a creative tool for consumers. Let consumers get rid of the limitations of function, scene, and time, and get a pleasant video experience.

Mobile phone images are self-expression and a record of individual existence in the great age

Why mobile phone photography has become the most important part of mobile phone functions, so that different brands start to battle? Because it has been connected to some of the most essential needs of modern people.

In terms of self-needs, sharing photos has become one of the most fundamental ways for modern people to express themselves and social behaviors. Why can’t WeChat Moments default to share plain text? Why do two aunts and three uncles share photos of children in the family group every day? And never get tired of it.

Mobile photography is not only a tool to satisfy our self-expression and creative desires, but also a social tool to connect with each other. The complex functions of this tool are as complicated as our human nature, so it is a tool that modern people cannot leave their hands.

In the current fast-paced life and the division of time and space, mobile phones have lowered the threshold for our self-expression and increased the possibility of meeting social needs. Sending a circle of friends late at night is just to find a little spiritual comfort.

Jia Zhangke's films love to focus on the marginal little people in the big era, and then reflect the changes of the big era through the fate of the little ones.

In fact, countless personal expressions formally constitute our era. The famous portrait photographer Xiao Quan has a set of very famous works called "Our Generation", which records the most authentic individuals in this era.

But whether it is Xiao Quan or Vivo’s long-term cooperation with National Geographic, they have always been industry leaders for a long time. They are photographers or institutions with high achievements in the professional field. You can see them on TV, professional magazines, and Zhihu. Their figures have been discussed, but for ordinary consumers, they are a bit "high and widowed".

The cooperation with vivo has become an opportunity for professional sinking, so that photographers in the professional field can also connect with the most ordinary consumers. For example, the built-in "Xiao Quan Filter" function in vivo mobile phone is a combination of professionalism and the public. , Try to land to a functional embodiment.

In fact, this is very interesting. Vivo has been studying and understanding the most ordinary mass consumers, but it is not limited to mass users. Whether it is FIRST Film Festival, National Geographic, Xiao Quan, Liu Wen, vivo all Try to bring the profession and the public closer in different fields.

In this way, a top-down pipeline is formed, and the knowledge and experience at the top of the pyramid can also be passed on to the most ordinary user. This is obviously a good thing.

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