2024 Huawei Imaging Brand Night opens, CTO Bruce Lee reveals the "Top Ten Imaging Trends"

On the evening of May 22, the 2024 Huawei Imaging Brand Night opened in Shanghai. In Xiao Lei’s view, the main content of this event is a review of Huawei Imaging’s past achievements and a concentrated elaboration of the XMAGE Imaging brand concept. At the same time, Huawei also released the "Top Ten Imaging Trends" regarding the future development of XMAGE.

Attending the event were He Gang, CEO of Huawei Terminal BG, and Bruce Lee, CTO of Huawei Terminal BG. Guests from the professional imaging industry, such as well-known directors and photographers, were also invited. Zhao Xiaoding. Their sharing revealed Huawei's advantages in the field of mobile imaging and the value it brings to users.

## (Photo source: Huawei)

Technological innovation is building The key to Huawei’s mobile imaging advantage

For mobile phone manufacturers, building imaging capabilities for smart phones is a systematic project, which requires various aspects such as hardware configuration and camera algorithms. Make great efforts. And if we want to build the differentiated advantages of brands and products in the field of mobile imaging, and achieve what others don’t have, and what others have, we have the best, the key lies in innovation in the underlying technology.

For a long time, Huawei mobile phones, especially flagship products, have regarded imaging as their core competitive advantage. "Huawei mobile phones are good at taking pictures" has gradually become a deep impression of Huawei in the minds of ordinary users. impression.

#At the 2024 Huawei Imaging Brand Night, He Gang, CEO of Huawei Terminal BG, mentioned in his opening speech that Huawei must persist in innovating and leading in the field of mobile imaging. Bruce Lee, CTO of Huawei Terminal BG, once again shared Huawei’s innovation in the field of mobile imaging.

As early as 2016, Huawei P9 was the industry’s first dual-camera black and white camera, allowing users to obtain more natural color reproduction; in 2019, Huawei P30 Pro became the world’s first mass-produced The periscope telephoto lens mobile phone produced by Huawei can bring 5x optical zoom, turning the mobile phone into a "telescope"; in 2021, Huawei will launch the industry's first primary color engine, raising color accuracy to a new level.

(Photo source: Photographed by Lei Technology)

It’s not difficult to find , every time we see novel and powerful imaging functions on Huawei mobile phones, many of them appeared for the first time at that time, and they can bring users a differentiated experience. Moreover, many of these technologies or functions have played a leading role in the entire mobile phone industry and mobile imaging field. For example, on current flagship mobile phones, periscope telephoto has almost become a standard feature; many mobile phone products that use imaging as a selling point will promote the accuracy of color during imaging.

#Huawei continues to deepen its efforts in the imaging field and builds core advantages through continuous technological innovation. The imaging capabilities of Huawei mobile phones can dwarf the rest of the industry. The most critical thing lies in its ability to continue technological innovation.

To clarify the future development direction, XMAGE's "Top Ten Imaging Trends" were announced

In the field of consumer electronics, mobile phones are Very volume category. In the crazy involution of the mobile phone industry, imaging is the focus of fierce competition. When it comes to imaging, most mobile phone brands have developed their own strategies, such as piling on camera specifications, spending heavily on imaging algorithms, or following the trend and letting AI technology boost imaging.

This type of play can be said to be effective, and it is often valuable to users. However, if you use too much force and fail to grasp the balance, it may have negative effects. For example, if the outsole is crammed with CMOS, the thickness of the lens module may not be able to hold, and the visual beauty will be destroyed; the algorithm is excessive, the imaging artifacts are too heavy, and the sense of reality is lost.

#At the 2024 Huawei Imaging Brand Night, Bruce Lee shared the "Top Ten Imaging Trends" of Huawei XMAGE. In Xiaolei’s view, it can be regarded as Huawei’s answer to the above questions, demonstrating Huawei’s future thinking and direction in mobile imaging.

Specifically, these ten trends are "Extremely compact and ultimate image performance", "Not only can you take pictures, but you can also take clear pictures", "Dark photography and telephoto "Continuously breaking through the limits of image quality", "What you see is what you get, the most immersive moment", "Motion images have never been so immersive", "The image style is exclusive to you", "Hongmeng Ecosystem makes image creation richer", "Intelligent image creation Leading by leaps and bounds", "Multi-photography and multi-modality are beyond what the human eye has ever seen", "The combination of devices and clouds empowers images to break through the boundaries of imagination".

Due to space limitations, Xiaolei cannot analyze these ten imaging trends one by one here, but we can expand on a few of them.

First of all, Xiao Lei’s understanding of “extreme compactness and ultimate image performance” is that the volume and weight of mobile phone camera modules cannot increase uncontrollably and infinitely. From a user perspective, we want both strong imaging capabilities and a relatively thin and light body.

And "extreme compactness and ultimate image performance" can actually be seen on the latest Huawei Pura 70 series. For example, the Pura 70 Ultra uses a super-condensing telescopic lens that extends when taking pictures and automatically retracts when not taking pictures, taking into account the thinness of the body and the image quality.

(Photo source: Photographed by Lei Technology)

Secondly, " "Multi-camera and multi-modality go beyond what the human eye has ever seen." In Xiao Lei's view, it breaks the thinking pattern of mobile phone images. What cannot be seen with the naked eye can also be captured by Huawei mobile phones. Let’s take Huawei’s Pura 70 series as an example. Both the Pura 70 Pro series and Pura Ultra are equipped with telephoto macro lenses, which can capture microscopic scenes in dark light, greatly increasing playability.

(Photo source: Photographed by Lei Technology)

In addition, " "The combination of terminal and cloud to empower images to break through the boundaries of imagination" also aroused Xiaolei's interest. It seems that in the future, in the field of mobile imaging, Huawei will make more full use of cloud and local AI capabilities to give mobile imaging more new capabilities through large models and generative AI. Of course, in this process, protecting privacy security is crucial.

(Photo source: Photographed by Lei Technology)

Xiao Lei thinks , the combination of emerging AI technology and imaging will become a trend in the future. Functions such as AI elimination, which are becoming increasingly popular now, may be able to be implemented directly during shooting in the future.

Returning to user value, Huawei Imaging will burst out with more energy

As a two-year-old self-owned Brand, Huawei XMAGE is constantly increasing its influence. In Xiao Lei’s view, XMAGE not only represents Huawei’s cutting-edge imaging technology achievements and carries its own unique imaging style, but also continues to deepen its user value.

#From the user's perspective, no matter what technology or algorithm, they must ultimately return to the ultimate goal of image experience. Huawei XMAGE and the products it carries have always demonstrated their value to users.

In recent years, Huawei XMAGE has continued to hold or participate in image competitions, film festivals, film festivals, etc. This is a reflection of its deepening relationship with users. On the one hand, it shows that Huawei's imaging has a very high upper limit and can reach the level of industrial film and television, which is recognized by professionals; on the other hand, it shows that ordinary people can also use mobile phones to shoot excellent works and completely record them through moving images. , expression and other needs.

In general, after years of imaging technology innovation and product experience accumulation, Huawei mobile phones and other imaging products have improved in hardware specifications, imaging algorithms, imaging quality, and shooting experience. Comprehensive advantages have been formed in this aspect.

The concept of Huawei’s imaging brand no longer focuses on parameters as the focus of promotion, but focuses more on the daily shooting experience of ordinary users. Using Huawei's products, users can see what they see and get satisfactory shots in any complex scene, allowing moving images to return to the simple but most original goal of recording life.

At the 2024 Huawei Image Brand Night, Xiao Lei saw image works with themes such as "The Power of the Moment" and "Me and You". They gave people a more It's mostly about humanistic care, rather than purely showing off skills.

(Photo source: Photographed by Lei Technology)

As an ordinary user , the core value of the imaging function of devices such as mobile phones is to be able to record every moment in daily life anytime and anywhere. Accurate color, clear imaging, strong capture capabilities, etc., all serve this value.

Xiao Lei hopes that in the future, the entire mobile phone industry will eventually return to user value after the fierce imaging arms race and turn mobile imaging into a professional And happy function.

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