On August 28, Xiaomi announced that next year it will officially mass produce smartphones equipped with third-generation under-screen cameras. Xiaomi’s high-end strategy once again received the blessing of black technology.
Recently, Xiaomi released its 2020 semi-annual financial report, and Xiaomi has made outstanding achievements in its high-end strategy. In the second quarter of 2020, the ASP (average selling price) of Xiaomi smartphone products increased by 11.8% year-on-year. The comprehensive performance of flagship mobile phones such as the Xiaomi Mi 10 series and the Mi 10 Extreme Commemorative Edition led the market and stabilized the high-end market.
Xiaomi’s shipments of high-end mobile phones priced at 300 euros and above increased by 99.2% year-on-year in the second quarter. According to Canalys data, our smartphone shipments in Europe increased by 64.9% year-on-year, with a market share of 16.8%, and the ranking rose to the top three for the first time. In Western Europe, our smartphone shipments grew by 115.9% year-on-year, with a market share of 12.4%. Occupy the market head in Spain and other places.
CITIC Securities Research Report believes that from the perspective of average price, Xiaomi’s high-end smartphone breakthroughs have shown initial results; JP Morgan Chase Research Report pointed out that the growth of the European market is conducive to the further increase in the average selling price of Xiaomi mobile phones.
Xiaomi’s high-end product strategy is inseparable from the accumulation of technological achievements. As the Xiaomi Mi 10 Extreme Commemorative Edition handed over the first mass-produced 120W graphene-based lithium battery, on the morning of August 28, Xiaomi released another black technology with mass production capability-the third-generation under-screen camera technology, brand new The technical solution can well hide the front camera under the screen without affecting the display effect of the entire screen, without the visual obstacles of digging holes and water droplets, making the perfect full-screen form a reality.
From the first-generation technology at the laboratory stage last year to the second-generation technology at the displayable stage, Xiaomi has never stopped exploring under-screen camera technology. Now it has brought the third-generation under-screen camera technology. Compared with the previous two-generation solutions, the third-generation under-screen camera greatly improves the display effect of the camera area through the self-developed pixel arrangement, and at the same time, through the optimization of the camera algorithm, it brings the same self-portrait performance as the conventional front camera , Really let the under-screen camera enter the practical and mass-produced stage.
Xiaomi’s third-generation under-screen camera technology uses a brand new self-developed pixel arrangement, allowing the screen to pass light through the sub-pixel gap area, so that each unit pixel still retains a complete RGB sub-pixel display without sacrificing Pixel density. Therefore, compared with the common solutions on the market, the display area of the Xiaomi third-generation screen camera has doubled the number of horizontal and vertical pixels, achieving the same pixel density as the normal display area, and the full display of point-to-point physical pixels, and achieves the same brightness, The color gamut and color accuracy make the whole screen integrated.
On the basis of the new pixel arrangement scheme, Xiaomi’s third-generation under-screen camera also uses a special circuit design to hide more components under the RGB sub-pixels to further increase the light transmittance of the under-screen camera area. Combined with Xiaomi’s self-developed camera optimization algorithm, the camera experience of a normal screen is not transparent and comes with a filter, and the camera under the screen achieves almost the same imaging performance as the conventional front camera.
It can be said that Xiaomi’s third-generation under-screen camera is currently the most perfect under-screen camera solution. According to Xiaomi’s plan, this technology will be officially mass-produced next year.
“Technology-based” is the first of Xiaomi’s three major iron laws for the future. Xiaomi has been exploring the application possibilities of advanced technology, and its R&D investment has been greatly increased year after year, and the results have been successively implemented. The recently released Mi 10 Extreme Commemorative Edition integrates many leading technologies: self-developed dual fast charging architecture, realizing the world’s fastest dual fast charging combination of 120W wired + 50W wireless; extreme 120x zoom and dual native ISO Fusion technology blessing, excellent Image experience topped the DXOMARK rankings. The latest generation of under-screen camera technology released this time makes the ultimate full-screen form a reality. Behind the many innovations is not only Xiaomi’s pursuit of ultimate technology, but also Xiaomi’s determination to invest in research and development.
For a long time, the high-end mobile phone market has been a battlefield of cutting-edge technology, requiring strong technological innovation as a support, so participating manufacturers are very limited. At present, Xiaomi has formed unique technological advantages in fast charging, imaging, display and other fields. The concentrated explosion of this series of advantages is bound to lead Xiaomi mobile phones to the center of the high-end market.