On Tuesday, Chinese smartphone brand OPPO announced a new strategic cooperation agreement with Hasselblad, a global professional camera manufacturer. Following the release of the MariSilicon X, an NPU chip developed by OPPO for imaging, the firm is committed to creating a better smartphone imaging experience through its collaboration with Hasselblad.
The strategic cooperation will cover the OPPO Find series flagship models, as the “OPPO-Hasselblad smartphone imaging system” will first be installed in the new generation Find X flagship model.
According to an official introduction, both parties will take innovative color performance as the starting point and devote themselves to establishing color standards for smartphones, breaking through current industry problems related to the lack of unified standards. They will use computational color technology to achieve consistent natural color performance for OPPO smartphones, anytime, anywhere and any focal length. With Hasselblad’s technologies deployed on smartphones, OPPO is expected to achieve further breakthroughs in portrait imaging.
OPPO also unveiled that after the merger of OnePlus and OPPO in June 2021, through the opening and sharing of R&D and platforms, the company aims to maximize the efficiency of resources and enable more users to enjoy Hasselblad imaging technologies on Find series flagship models and OnePlus flagship products.
Smartphone companies co-branding with camera makers is now a popular industry trend. The degree of cooperation varies. It is reported that OPPO and Hasselblad have planned to cooperate for three years, and OPPO has employed hundreds of people in R&D, covering topics ranging from optics to color.