How Vivo And Zeiss Are Transforming Smartphone Photography A Deep Dive Into Innovation

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The global smartphone market is in a constant state of transformation, driven by rapid advances in technology and evolving consumer preferences. But no matter how much the technology changes, the smartphone’s most important function remains unchanged – it fulfils our human need to connect and communicate.



vivo has always aimed to build a bridge between humans and the digital world and provide users with state-of-the art technologies that make their mobile and digital life more convenient than ever. A key element of this commitment is its long-standing strategic global imaging partnership ZEISS, a global leader in optics and optoelectronics with 178 years history. Together, vivo and ZEISS are pushing the boundaries of mobile imaging and giving users the empowering tools to capture life’s moments with ease.

At a recent mobile imaging workshop hosted at ZEISS’s headquarters in Oberkochen, Germany, the two companies showcased their latest innovations and shared insights into the future collaboration - the vivo ZEISS Great Optics Strategy. This strategy is founded on a joint vision of consumer-oriented innovation focusing on enabling more creativity for users. It contains three key pillars: the joint research and development (R&D) to drive cross-disciplinary innovation to further enhance insight, the co-engineered products to make professional-grade imaging experience accessible to millions of consumers worldwide, and the co-marketing efforts to create deeper and more localized content for users.

"Over the past four years, we’ve achieved significant milestones with ZEISS, and we are excited to continue our partnership to drive innovation and deliver the best imaging solutions to our users," said Lee Chang Wei, Product Director of vivo Southeast Asia. "In the long term, we will continue making breakthroughs in fundamental imaging technologies while also exploring exciting new initiatives such as 3D imaging and smart healthcare.

“ZEISS develops and produces highly innovative optics solutions to shape the future and constantly advance the leading edge of optical technologies. As the pioneer of science in optics, we are combining our expertise with vivo's innovative technologies to deliver solutions that empower users to capture every moment with clarity and precision”, said Sebastian Döntgen, Head of Category Management, Marketing and Sales, ZEISS Consumer Products.

Fulfilling Consumer Needs: V40 Series Brings Professional Portrait to Everyday Use
In 2020, the two companies announced their intention to work on joint research to redefine what's possible with mobile imaging even further. The fruits of the partnership have already hit the market as part of the vivo ZEISS co-engineered imaging system of the company's flagship X series, and, the V series launched in this year. For the first time in V series, both the regular and pro models of the new V40 series come with selected ZEISS jointly developed features, bringing V Series imaging experiences to new heights. This expansion is also a significant milestone in the vivo and ZEISS shared efforts to bring cutting-edge optical technology and pro-level ZEISS features to an even wider range of users.

As a company focused on understanding and catering to regional preferences, vivo has provided a diverse range of product options to meet varying consumer needs. With its X series offering exclusive features such as the powerful ZEISS APO Floating Telephoto Camera for users seeking for high-end imaging capabilities, and the V series catering to those seeking advanced, portrait photography focused imaging capabilities. By enhancing its product lineup with jointly developed technology with ZEISS, vivo is transforming mobile devices into professional imaging tools, further encouraging everyone to unleash their creative potential.



Looking to the Future
The widespread adoption of 5G, advances in camera and imaging technology, the rise of foldable and flexible displays, AI integration, and growing demand in emerging markets like Southeast Asia, are all factors that shape consumer preferences and have become critical determinants in their choice of smartphones.

vivo has consistently prioritized fulfilling consumer needs by creating a personalized user experience in its camera imaging features, enabling users to capture moments with natural authenticity. The user-centric approach has driven significant success. According to Canalys, vivo’s market share in the SEA region grew by 14% in Q2 2024, reclaiming fourth place with 3.4 million units sold. With the recent launch of the V40 series in Southeast Asia, most consumers can now enjoy professional-grade portrait photography at ease.

Looking ahead, the company is preparing for more groundbreaking product launches, further enhancing the imaging experience for professional photography enthusiasts. The highly anticipated X200 series, set to launch in China on October 14th and later in Southeast Asia, will set new benchmarks in mobile photography and videography.

“Each device is more than a smartphone - it is a companion that enhances every aspect of your digital life, making connection and creativity effortless, professional, and enjoyable." said Lee Chang Wei, Product Director of vivo Southeast Asia, during the imaging workshop.

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