On the evening of January 10, 2022, Honor released the opening work of the year, a new generation of 5G high-end folding screen flagship Honor Magic V. This is Honor's first folding screen phone, and it is also another masterpiece of honor magic series to force the high-end market after honor magic 3.
Honor Magic V is equipped with Qualcomm Snapdragon 8 chip, BOE's top domestic screen, with new luminescent materials and new pixel arrangement. The machine adopts a 21:9 6.45-inch 2560×1080 120Hz OLED single-curved outer screen, and the inner screen is a 7.9-inch 2272× 1984 resolution 90Hz refresh rate flexible OLED screen. At the same time, it is also the thinnest folding screen mobile phone, and the durability is also very strong. In short, all aspects are flagship-level configurations.
The launch of the Honor Magic V is far more significant not only because it is a high-end flagship product, but more importantly, it is a product that can lead the folding screen mobile phone products to a new era.
The folding screen has reached the threshold of a new stage
In 2021, a common ideal and mission of the domestic mobile phone market is to impact the real high-end flagship market. However, just like the protagonists in martial arts novels must go through twists and turns before practicing the peerless divine skills, the journey of high-end domestic mobile phone brands will inevitably not be smooth, and they need to accumulate their own strength in failure, attempt and exploration, of course, they also need to accurately grasp the opportunities and directions.
So in 2022, where is the opportunity for the high-end of domestic mobile phones to break the game? Folding screen is certainly the most noteworthy direction.
Since the advent of the first folding screen mobile phone in 2018, this form of mobile phone can be said to be slowly developing in exploration and accumulation, although whenever a new folding screen mobile phone is released, it will always attract the attention of many netizens, but in terms of actual market performance, it has not been satisfactory.
However, this situation began to turn around in the second half of 2021.
According to the 2021Q3 global folding screen mobile phone shipment data released by the research institute DSCC (Display Supply Chain Consultants), the global folding screen mobile phone shipments in the quarter were 2.6 million units, a record, an increase of 480% year-on-year and 215% month-on-month.
Looking at the historical data from Q1 2020 to Q3 2021, it can also be found that folding screen mobile phone shipments have seen a rapid growth in the third quarter of last year.
This obviously means that after the continuous iterative exploration of flexible screen technology, overall product quality, folding screen interactive experience and other elements, it has finally begun to enter a relatively mature stage, and the overall consumer recognition of the product is also moving to a new level.
Of course, at the same time, we must realize that despite the obvious turnaround, the overall development level of the folding screen mobile phone market is still unable to compare with the traditional straight mobile phone. According to a research report by counterpoint Research, a market research institute, by the end of 2022, the global market share of folding screen mobile phones may still be only 1.2%.
Therefore, the current folding screen mobile phone industry is in a relatively delicate market state, new opportunities have emerged, but the overall level of market development is not high. Often at this time, it is most necessary to complete the detonation of the market with excellent products.
Glory Magic V, how to be such a leader
Before discussing the Honor Magic V, let's first discuss why many folding screen phones have not really exploded in the past few years.
IT House believes that there are three main aspects of the problem:
Hardware: The folding screen has creases, is easily damaged, and the fuselage is too thick and heavy under folding.
Software: The interaction experience between the internal and external screens is not good, and the software's adaptation to the large screen is not perfect, and it lacks attractive functions.
Price: The price is mostly too expensive.
These problems can be said to be an important factor that has hindered consumers from buying folding screen mobile phones in the past two years. Solving these problems can initially detonate the folding screen mobile phone market.
On honor magic V, these problems have been well solved.
First, let's talk about hardware. Honor Magic V's outer screen adopts the classic 21:9 screen ratio, 6.45 inches is also the mainstream size of the straight phone, in addition, in terms of brightness, resolution, color gamut, refresh rate and other aspects, are also flagship level.
After unfolding, the inner screen of honor Magic V is 7.9 inches in size, 9:10 golden ratio, 90Hz refresh rate, and the screen quality is even better than Apple's iPad mini 6.
At the same time, the thickness of the body of the Honor Magic V when closing the screen is only 14.3mm, and the unfolding thickness is only 6.7mm, which is the thinnest folding screen mobile phone at present.
In terms of durability, the Honor Magic V uses triple aerospace-grade materials that can withstand 200,000 opening and closing times. If you use it 50 times a day, you can use it for more than 10 years. And at the press conference, Honor CEO Zhao Ming more on-site demonstration of the Honor Magic V fell to the ground, the phone unscathed, fully proved the durability of this folding screen phone.
"Don't fold for the sake of folding", this is what Zhao Ming repeatedly emphasized at the press conference and in interviews after the conference. The Honor Magic V's hardware thinking perfectly reflects this.
For example, the choice of the front dimensions of the mobile phone, Glory has undergone repeated verification and research, and finally firmly believes that it is necessary to give consumers an experience of "the best Android flagship straight phone after closing, and the best Android tablet after opening". In this way, consumers will have a familiar feeling when they get the Magic V, and they will have the motivation to use it as a workhorse.
Similarly, Honor Magic V will fold the screen mobile phone thin, made strong and durable, and the crease is also very slight, these are not folded for folding, but to think clearly about the pain points of consumers, and then focus on solving.
At the software interaction level, Honor Magic V also did enough articles, he will fold the intelligent interaction between the inner and outer screens subdivided into office, life, leisure and many other scenarios, combined with the built-in Magic UI 6.0 system super intelligent Magic Live AI engine, thus bringing a new breakthrough to the interaction of folding screen mobile phones.
For example, in the business travel scene, before you leave, Honor Magic V will remind you of the departure time in a timely manner according to your travel habits, when waiting for the flight, if you receive a video conference, you feel that you can not see the PPT of the video conference presentation with the external screen, you can expand the inner screen at any time, and the content of the video conference will also be seamlessly switched to the inner screen, and the PPT content will be displayed more clearly; and when the boarding time is approaching, honor Magic V will also remind you through the small window or AI capsule that it is time to board. At this time, you close the phone, and the outer screen will automatically jump out of the boarding code.
Everything is so smart, the inner screen, the outer screen seamlessly switch, to help you complete the matter.
In particular, in the unfolded state, how to make good use of the 7.9-inch large screen, Honor Magic V has also put a lot of effort into it. For example, in the state of the large screen, many people need to use the split screen function, Honor Magic V has introduced a unified split screen interactive entrance, convenient for users to go directly one step at a time, if you use the split screen of one or two applications for a long time, the AI split screen recommendation capsule can also actively recommend this combination when you use the split screen next time.
In the large-screen state, Honor Magic V also introduced the parallel horizon function, that is, an application is split into two windows, so that you can chat with friends while reading WeChat public account articles.
In addition, Honor Magic V cooperates with many third-party apps to optimize the experience of using the inner screen, such as watching the game in the Migu video screen can support multi-channel video and multiple viewing angles on the same screen.
In addition, Honor Magic V has broken through the barriers between cross-device OS through Honor Interconnection Technology, realizing multi-device intelligent collaboration between smart devices such as Honor brand mobile phones, tablets and laptops, such as when it and Honor MagicBook computer enter the collaboration mode, it can become another screen of the PC, and the video conference is displayed with a folded inner screen to display the video window, and the notebook processes files instantly.
Honor Magic V for the folding screen intelligent interaction experience optimization, far more than the above we introduced these, it can be said that this is the IT home currently seen folding screen products in the experience of the most detailed and intelligent products. It really makes the folding screen love software interaction reach a practical, easy to use, and people want to use level.
Finally, the price, honor Magic V folding screen mobile phone 12+ 256GB version of the price is only 9999 yuan, 12 + 512GB version is 10999 yuan. Compared with the previous folding screen mobile phone, honor Magic V has achieved enough closeness in price.
Let the folding screen mobile phone enter the era of the main machine, this is the goal and mission of honor Magic V, and it does not stay at the slogan level, but from the three core issues of hardware, software, and price to break through the pain points one by one. As we said earlier, the current folding screen mobile phone market is at a critical moment of leaping towards a new stage, only waiting for an opportunity to detonate. And Glory Magic V, obviously has the conditions to become such a leader.
Experience, experience, experience
"I think we were the first to shout out the era of folding screens entering the main machine on Honor Magic V, so 2022 will be a year of massive rapid enlargement of the entire market of folding screens."
In an interview with the media after the press conference, Honor CEO Zhao Ming expected to say affirmatively.
At the beginning of the new year, a new track for folding screens has been opened. As we analyzed earlier, this new track provides an opportunity for domestic mobile phones to lead to the high-end flagship market.
But Glory believes that the folding screen is indeed the leading position for Apple in form, but in the final analysis, it is still necessary to return to the level of basic capabilities and return to the level of user experience, which is the reason why Apple can always dominate the high-end market, and it is also the direction that folding screen mobile phones need to continue to work hard.
Zhao Ming specifically mentioned that it is comparable to Apple's iOS at the software experience level, which is the main consideration of Honor when doing the Magic live wisdom engine. He said, "Without a software system and system that can uniquely bring consumers a good experience, I think it is unrealistic to go to the high end."
In fact, the glory magic V is really the most brilliant place, IT home believes that it is also through the Magic UI 6.0, especially the Magic live wisdom engine to create a smart and interconnected folding screen interactive experience, which is also the honor Magic V and other folding screen mobile phone experience differences.
In a word, it is to truly deeply understand the real needs of consumers using folding screen mobile phones.
Starting from the experience needs of consumers, this is also the fundamental reason why Glory has been able to quickly counterattack in the past year.
For Honor, another key to impacting the high-end road through folding screen mobile phones is extensive cooperation. And this is actually closely related to the experience of doing a good job of folding the screen itself. As Glory said at the press conference, "The big screen experience is actually to make the circle of friends bigger."
Just like Honor Magic V can realize the multi-channel live broadcast of Migu video, can realize the parallel horizon in the weChat large-screen state, can achieve synergy with the Windows system, and can achieve real-time reminders of detailed and low-power flight times, all of which are inseparable from Honor's extensive and comprehensive cooperation. This is the only way to solve the problem of experience.
On the one hand, Honor insists on doing its own thing, on the other hand, Honor opens up its capabilities to partners to help them better improve their business and services on the folding screen. As the middle layer, Honor not only connects the upper layer of application partners, but also connects the downstream consumers, and balances the two, and can gradually form Glory's own ecology around the folding screen.
And the achievements of Glory in uniting partners in the past year have been enough to prove that Glory has the confidence to do these things well.
epilogue
Honor Magic V As Honor's first folding screen phone, you may feel that it is still deficient in some aspects, after all, there is no perfect product. However, this is indeed a product of Glory' collection, whether it is product configuration, hardware capabilities, or software experience, Honor has focused on the core of "folding screen" and poured all the efforts that can be poured into it at this stage.
As Honor CEO Zhao Ming revealed, Magic V has already started preparations before Honor has resumed its supply chain.
In the face of such a product, people will look forward to what kind of market potential will burst out of folding screen mobile phones in the next year.
Folding screens, new fields, and glorious technological idealism are slowly shining into reality.