Honor Magic4 series conference group interview: Honor focuses on breaking and ultimate consumer pain points

On March 17, the Honor Magic4 series new product launch conference was officially held in China. Honor brought us a new generation of smart flagship Honor Magic4, Honor Magic4 Pro and Honor Magic4 Ultimate Edition at the meeting. Honor Magic4 series in the screen, imaging, performance, security and other fields have a lot of improvements, in addition to Honor also brought us a new Honor Emeralds 3 Pro flagship headphones, styling and sound quality experience are one step closer.

After the press conference, Fengchao Technology also had the honor to conduct a group visit to Zhao Ming, CEO of Glory, for the first time. For more information about Honor's new products, let's take a look. (Interview content has been simplified)

Reporter: The high-end mobile phone market has once again ushered in an important window breaking period this year, what preparations has Honor made for this? How does the Honor Magic4 series attract high-end business people?

Zhao Ming: Glory has always adhered to the ultimate productism of consumer demand and scientific and technological innovation, and the breakthrough of high-end mobile phones must have leading technological innovation, and must be able to continuously solve the pain points of consumers' daily use of smart phones.

It is based on such a concept that we have brought the Honor Magic4 series today, whether from the standard version, Pro or the best version, all media teachers can see the implementation of the development concept of honor.

For high-end and business people, the Magic4 series we brought this time is more comprehensive to meet the needs of consumers for smartphones. For example, our privacy function, it is a full range of privacy protection, from a professional, special privacy memory chip, for our personal information, root for a full range of protection, even if you swipe the machine, or root alone to take out, can not be identified.

Objectively speaking, every point mentioned at the press conference is enough to attract business people and high-end consumers to choose Magic4.

Reporter: Honor Magic4 it debuted with an LTPO plus 1920HZ PWM high-frequency dimming technology, this technology industry seems that no other manufacturers can do it. So how does glory do it?

Zhao Ming: Very early when the suppliers of various screens found us, they said that LTPO is very good, but its dimming can only do 480HZ, which is an average of the industry, we know that in fact, many mobile phones released by Honor last year, we have supported 1920HZ PWM dimming, so we said that LTPO was used but lost the high-frequency dimming of 1920HZ, for us this is better or worse, we may pay more attention to eye protection. So when we support LTPO, we must do it on high-frequency dimming, last year's screen we chose a lot of high-frequency dimming, we think eye protection is more important.

So from such an angle, our technical team engineers and partners in the industry, we go together (cooperative solution), first of all, the needs are clear, and then the ability of our algorithm with the screen suppliers (do multiplication), this time BOE and other suppliers of these screens, this time we work together to bring such a breakthrough technology in the industry, to the industry, breaking the original impossible.

Reporter: There are many domestic mobile phone manufacturers, including supply chain companies, that have car-making related actions, so does Glory have the intention of building cars?

Zhao Ming: Glory will not build cars, we will not enter the automotive field for a long time or in the next few years, we must focus on breaking the consumer pain points of smartphones one by one, one by one to end.

Reporter: What is Glory's expectation of overseas markets this year? What kind of advantages do you feel you have in the overseas market and what are the ways to play?

Zhao Ming: The glory overseas market should be said to be a restart this year, at the end of last year we released honor 50 and other products in the overseas market, it should be said that we began to return to the global market of competitive manufacturers. This year should be said to be the glory of full preparation, will fully open up our global market.

Whether it is Europe, the Middle East and Africa, Asia Pacific, Latin America and other regions, our team is also ready to go. Starting in March, there will be multiple products released worldwide, and we may release one product almost every month for 3-4 months. Honor's globalization process and strategy of becoming a global icon technology brand will be unwavering.

Reporter: Honor's latest headset has a temperature monitoring function, what is the original intention of this design?

Zhao Ming: Temperature monitoring is a multifaceted consideration. First of all, I am also a sports enthusiast myself, exercising regularly and always insisting on exercising every day. In fact, the last time we saw some social events, outdoor running, etc., including during the epidemic, our team realized that in fact, we can carry out temperature monitoring, which in many cases can help us solve and avoid many problems.

The second daily exercise (record) body temperature data, in the future, we will also go through relevant medical institutions or related research, can better assess the people's basal metabolism and calorie consumption in exercise, but also monitor a lot of data.

Reporter: Honor Magic4 actually won the DXO image championship, will Honor always take the strongest image as the long-term goal of our Magic series in the future? Compared with huawei's system, what is the judgment of honor's current independent innovation of this kind of image?

Zhao Ming: There is no doubt that under the strategy of Honor's new dual flagship, we say that Magic's digital series is to carry our imaging technology, breaking the ceiling his responsibility is to fall on the Honor Magic digital series, Magic4, Magic5, Magic6, we will adhere to this positioning.

The logic of the design in terms of imaging is to use excellent hardware with honor's Honor-lmage-Engine honor image engine, and to build it to the best experience. Our video experience surpasses Apple or our strategy of peer-to-shoulder with Apple is by no means a simple competition of hardware, but the synergy of software and hardware.

From the day we came out of Huawei independence, the technical connection between us and Huawei has completely disappeared, and what all media teachers and consumers have seen today, what we presented at the press conference, the image capabilities and experiences of the Honor Magic4 series are all developed by the glory R & D team in the past year or so.

In the past year, the ability of this image has undergone earth-shaking changes and improvements, I say it is a leapfrog improvement, so that the glory Magic4 image presents the industry's top camera ability, we say break the ceiling of photography and image, leading the development of images, I think from Magic4 everyone can see the ability of glory.

Reporter: Is there any plan for self-developed chips after Glory? If so, what level would it be, SOC or image chip?

Zhao Ming: Honor has always believed that making a chip itself is not a particularly difficult thing, just developing a chip, this time we jointly developed the ISP chip we did not use as a very heavy selling point to promote. The most challenging of the real chips is soC.

SOC is a collection of GPUs, CPUs, NPU, etc., and it is the epitome of today's technology chip design. What is more difficult is actually the need for a lot of underlying communication algorithms and capabilities, most of which are actually not satisfactory at present.

So from the glory itself, our communications, we are just a lot of members of the team we develop experts in the field of communication has a deep accumulation, we can see our other Turbo in terms of algorithms, even in the Qualcomm Snapdragon platform and other platforms we can do, that is, we for the communication of the underlying protocol and algorithm whether it is Wifi or mobile communication network 4G, 5G We can be a good driver, from the bottom to integrate. This is a capability that Honor has, but that doesn't mean we're going to get into SOC development today, and for a long time, Honor will also be working with Qualcomm and MTK.

Reporter: At present, Geely clearly does mobile phones, and there are signs of doing mobile phones in the future, how do you see that car companies have entered the situation of wanting to do mobile phones, will they form "inner volumes" in the future?

Zhao Ming: We welcome, if people from different industries enter the mobile phone industry to bring some new ideas to mobile phones, this is very good, I don't think this is "inner volume", if he can bring some new breakthroughs, different ideas to do mobile phones, I think this is a very good help to the industry.

Reporter: From last year to January this year, Apple has been the champion of stand-alone sales in the domestic market for 4 consecutive quarters, coupled with the release of the affordable version of Apple SE, the outside world believes that it may bring more shipment pressure to domestic Android mobile phone manufacturers this year, I don't know how you look at the whole year, the pattern of the domestic market in 2020 will still be this kind of Apple's dominant situation?

Zhao Ming: I think Apple's advantages can not be changed in a day, I think that huawei in the realization of high-end machine two strong, but Apple in the Chinese market, high market share and its performance actually inspired the glory of the team, we want to make better products, to strive for consumer support for us, in fact, we must use products to speak, with our works to speak.

I said that today we see Apple in Apple 13, Apple Pro in the sales of a single are in a very leading position, this is actually a spur and incentive for our team, the release of this glory Magic4 series, is once again we use our products to win the support of Chinese consumers, I hope that Chinese consumers to use the most critical eyes to evaluate and compare our experience with Apple, we hope that we can use our products to win more high-end users and more consumer recognition.