USHERING in the beginning of a new decade for the vivo X series, the recently launched X90 series in China gunning to be the pinnacle of imaging performance, which is touted to propel the brand into the premium sphere as vivo increases its efforts to satiate high-end smartphones users as significant shift from their budget smartphone offerings.
The vivo X90 series includes the X90 and X90 Pro which will be gracing local shores soon.
Staying true to its slogan Pro Photography in Pocket, users will be privy to cutting-edge technology especially when it comes to imaging, including lens modules, photosensitive elements, chip optimisation and self-developed algorithms.
Not sure if you should take the leap from its predecessor the X80 Pro? Here’s a sneak peak at what’s in store when you go X90 Pro:
The ZEISS option: Bright not glaring
The X90 Pro camera system is jointly developed by vivo and ZEISS to achieve a drastic improvement when it comes to imaging performance.
X90 Pro’s main camera is equipped with eight pieces of high-transmittance glass – 1G + seven pieces T* layer coating process lens structure – whereby seven pieces feature ALC coating which reduces the reflection of light between lenses to better eliminate ghosting in photography and produce purer images.
The X80 Pro has two pieces featuring ALD coating.
Outstanding tech for photography performance
The X90 Pro is touted to use the largest one-inch 50MP IMX989 sensor that is the same size as the Sony “black card” compact camera sensor with a large aperture of f/1.75 and 3.2μm large pixel 9 increase the light intake per pixel for brighter and purer night images.
The X80 Pro has a new-generation GNV sensor photosensitive area. The X90 Pro diameter is also increased by 16% to fit the larger sensor.
Besides that, the AI noise reduction algorithm running on vivo’s self-developed V2 chip eliminates the majority of noises to ensure the purity of high ISO images.
4k ultra-sensing night video
What makes the X90 Pro really stand out is the OIS algorithm developed in-house that allows for more intelligent and precise stabilisation correction, mitigating imaging difficulties that could be caused by an unsteady phone.
Besides that, the X90 Pro stabilisation capability is twice as high as standard OIS and supports active centering OIS that adds additional stabilisation for angles and reduces smears between frames and motion blur – perfect for night photography.
The super night video 3.0 algorithm and 4K video amps up the video quality as opposed to previous generations. Its new technology and AI upgrades produce better results when shooting during the darkest of nights.
vivo moving into the premium space
The brand has continuously upgraded its hardware and software over the years to give users the best in smartphone and phone photography only to achieve a more premium product – with the X90 series paving the way forward.
That said, vivo is turning their gaze to the high-end and high-trust market. But foresee two challenges that lie ahead of them – what is high-end to vivo and how to further innovate.
For vivo venturing into the high-end sphere is not about pricing their products high but instead creating their products for users who are used to high-end and priced products. Therefore, vivo notes that they would need to shift their culture and mindset to achieve this new phase, which includes reshaping the foundation of the brand
Next, vivo aims to address their determination to continue to innovate as venturing into the high-end market is more than launching high-priced advanced products, but instead continuous innovation for more than a decade.
What’s more, as an award-winning brand, vivo won Putra Brand Awards 2022 bronze in the Communication Devices category, and it aims to continue building on its own flagship hardware and collaborate with others for more premium offerings.
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