The trend of AI mobile phones is coming, and OPPO is taking the lead

According to the latest data from IDC, global smartphone shipments will decline by 3.2% year-on-year in 2023, and shipments in China's smartphone market will decline by 5.0% year-on-year, hitting the lowest level in nearly 10 years. Although the mobile phone market continues to be sluggish, it is not without a turnaround, and a new revolution from AI technology has arrived.

In 2024, "generative AI" will begin to become a core technology track actively explored and laid out by mobile phone manufacturers, and everyone has made efforts to apply and implement generative AI in their own hardware products. Among them, OPPO and Samsung took the lead in firing the "AI mobile phone" starting gun to comprehensively promote the popularization of AI applications.

This AI trend was first launched by mobile phone manufacturers and eventually blown to the general public. On February 5th, CCTV released the rehearsal scene of the 2024 Spring Festival Gala, in the backstage video broadcast, Nigmaiti, Ren Luyu and other Spring Festival Gala hosts appeared to experience the AI function of OPPO mobile phones, and performed photo AI elimination, AI call summarization and Xiaobu New Year's greetings and other functions. And this morning, OPPO officially released a warm-up poster, and there seems to be a bigger surprise on Chinese New Year's Eve.

In the author's view, the arrival of the AI era represents the deep integration of mobile phone software applications and hardware, and the comprehensive experience of smartphones will be reshaped, which is expected to set off a new wave of replacement.

01

China's smartphone market has never been easy

The past year has been a difficult year for many companies, in the midst of "great changes unseen in a century".

On the one hand, the market is not optimistic, and on the other hand, there is competition between one and the other, and the pattern of the smartphone market is more obvious. According to the data, OPPO ranks among the top three in the market, and in the popular folding screen market, OPPO won the first place in the vertical folding market, and the horizontal folding product Find N3 performed well, helping OPPO to reach a new high market share of more than $800.

For Apple's ascension to the top, IDC analyzed in the report that although it has attracted more consumer demand, Apple has been significantly impacted by competing products in the domestic high-end market, driven by relatively large price reductions and promotions through third-party channels. Apple's brand influence has not diminished, but the domestic head players will focus their firepower on technological research and development and innovation to consolidate their own moats, and in the long run, the competition in the mobile phone market will be further revitalized.

According to IDC data, OPPO successfully ranked fourth in the global smartphone market in 2023 with a market share of 8.8% and shipments of 103 million. In 2023, when the market is still declining as a whole, the number of global users has exceeded 600 million with a series of excellent products, covering more than 60 countries and regions.

In the domestic market, the Reno series continued its strong performance, helping OPPO gain the first place in the mid-to-high-end market share of $400-600. In the third week of January 2024, OPPO ranked first in the 3000-3500 price segment, of which the Reno 11 Pro ranked first in the 3000-3500 price segment, and the Reno 11 ranked first in the 2500-3000 price segment. In addition, OnePlus will grow against the trend in 2023, with a year-on-year increase of nearly 200% in shipments, and OnePlus Ace2 will become the No. 1 seller of Android mobile phones above 2,500 yuan online in 2023.   

It can be seen that OPPO has shown strong market adaptability and growth potential. From the perspective of the global mobile phone market structure, on the one hand, Apple and Samsung, as old powerhouses, still have their brand influence and market share; on the other hand, domestic brands represented by OPPO are gradually narrowing the gap with leading brands by virtue of technological innovation, high-quality service and precise positioning.

Liu Zuohu, chief product officer of OPPO, once said that OPPO insists on returning all technological innovation to the origin of user experience, and the most basic thing is to make differentiated or experience-enhancing products based on the practical scenarios and pain points of target users.

More than ten years ago, we who used Nokia mobile phones to play Snake would never have thought that smart phones had "contracted" our food, clothing, housing and transportation. More than 10 years have passed, and smart phones seem to have reached the ceiling, but the "bottleneck" may mean a new beginning, and the test of manufacturers is not only that no one has me, but also that the continuous exploration of technological innovation, the firm thinking of organizational construction, and the subtle observation of the consumer market are constantly looking for new breakthrough points.

02

“All in AI”，OPPO跨越山海

Although OPPO's performance in the domestic and foreign smartphone markets is still stable, it cannot be ignored that smartphones have entered the stock market, and the lack of micro-innovation of revolutionary experience innovation can only quench the thirst of the industry.

So starting in 2023, the entire hardware industry is thinking about the same thing: how to better bring AI capabilities to devices, and how much of an opportunity will this be? Major mobile phone manufacturers are actively preparing for the start of AI hardware: Samsung is warming up for the S24 and shouting the slogan AI for All, domestic manufacturers such as Xiaomi, Honor and vivo have also announced the introduction of large models into mobile phones, and Apple is also expected to introduce Siri at the Worldwide Developers Conference in June this year and other products to introduce a range of AI experiences based on large models.

Among these manufacturers, OPPO is also currently the furthest. At the beginning of January this year, OPPO released the large model mobile phone Find X7, which is the industry's first mobile phone to apply a large AI model with 7 billion parameters on the device side, which has changed the way AI is used on the mobile phone.   

As we all know, only terminal vendors with their own device-side cloud can truly ensure user data security and application experience. OPPO relies on "device-cloud collaboration" intelligent scheduling and "dedicated model" of local models to provide a more accurate application experience, which also enables OPPO to achieve the first real landing of the device-side large model on a mobile phone.

In the author's opinion, AIGC has a huge imagination space, and in the future, it will bring another "killer" application (5G to 6G) after WeChat for SMS (3G to 4G) and short video for long video (4G to 5G). The impact of AI models on the industry is an absolute industry change, and it is bound to bring new opportunities to the industry.

It is understood that OPPO officially established the "AI Center" this year, which is independently managed and coordinated by the group's technical leader, and OPPO will also concentrate all its resources on AI research and development in the future. Liu Zuohu said: "In the past, various institutions within OPPO were doing AI, but they were scattered and unsystematic. For the sake of long-term development, we decided to pool all our resources and set up an AI center to make AI the core competitiveness of OPPO. ”

Liu Zuohu pointed out: "In the future, the mobile phone will be a super assistant. Today AIGC showed me that this definition should be achievable soon. Because its knowledge goes beyond the knowledge of the individual, it can understand your language like a person, observe you every day, learn you, understand your habits, give you the best help, complete your tasks, I hope that in the future each of us will have such a good assistant. ”    

03

The deepest roots and the highest leaves continue to empower the industry

The technical force takes root downward, and the development force grows upward.

Over the years, in the direction of innovation, OPPO has chosen to do good, using technology as a means to think about products based on user needs. In the Find X7 series products, for example, in addition to carrying a 7 billion parameter AI model, it also integrates innovative technology applications such as in-ear satellite communication, super light and shadow image engine, and a package of services such as "International Getaway", which is an explosion of OPPO's technology accumulation in the past few years, and the tip of the iceberg of user-centered innovation.

OPPO has not only enhanced its own competitiveness, but also made a positive contribution to the technological progress and user experience improvement of the entire industry. According to the "Global 5G Patent Activity Report (2022)" released by the China Academy of Information and Communications Technology, OPPO ranks ninth in the world in patents, accounting for 4.5%.   

As of December 31, 2023, OPPO has applied for more than 98,000 patents worldwide and granted more than 54,000 patents worldwide. Among them, the number of invention patent applications exceeded 89,000, and invention patent applications accounted for 91% of all patent applications. According to the World Intellectual Property Organization (WIPO) released the ranking of the number of international patent treaty (PCT) applications in 2022, OPPO ranked 6th in the world.

In addition, OPPO's emphasis on intellectual property rights has also set an example for technological innovation and intellectual property protection for the entire industry. A few days ago, OPPO and Nokia officially announced the signing of a 5G patent cross-licensing agreement, which covers the standard essential patents of both parties in 5G and other cellular communication technologies.

Feng Ying, Chief Intellectual Property Officer of OPPO, said: "We are pleased to enter into a global patent cross-licensing agreement with Nokia that includes 5G SEPs. The agreement reflects the recognition and respect of each other's intellectual property rights and lays the foundation for future cooperation between the two parties. OPPO always respects intellectual property rights, advocates reasonable fees, advocates the establishment of a long-term and healthy intellectual property ecosystem, resolves intellectual property disputes between licensors and licensees through friendly negotiation, and respects the value of patents with each other. ”    

"How many miles does a man have to travel to be called a real man? How many seas does a white dove have to fly over to sleep in the dunes? Looking back, how to find more suitable AI native applications in the era of AI large models, how to calm the new pressure on the supply chain, who can win in the competitive landscape, the answer is still floating in the wind, you might as well take a long-term view.

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#000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px){body:not(.pages_skin_pc) .wx-root[data-weui-theme=dark],body:not(.pages_skin_pc) body[data-weui-theme=dark]{--appmsgExtra-BG: #121212}}@media screen and (min-width:1024px){body:not(.pages_skin_pc)body:not(.pages_skin_pc){background:var(--weui-BG-2)}}@media screen and (min-width:1024px) and (prefers-color-scheme: dark){body:not(.pages_skin_pc) .wx-root[data-weui-mode=care]:not([data-weui-theme=light]),,body:not(.pages_skin_pc) body[data-weui-mode=care]:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .85);--weui-FG-HALF: rgba(255, 255, 255, .65);--weui-FG-1: rgba(255, 255, 255, .55);--weui-FG-2: rgba(255, 255, 255, .35);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .. 15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-FIRE: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;-- weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .6);-weui-tag-background-red: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, ..) 1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root:not([data-weui-theme=light]),body:not(.pages_skin_pc) body:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .. 1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .) 6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root:not([data-weui-theme=light]),body:not(.pages_skin_pc) body:not([data-weui-theme=light]){-appmsgExtra-BG: #121212}}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]).my_comment_empty_data{background-color:#111}}body,.wx-root{--weui-BG-6: rgba(0, 0, 0, .05);--weui-ACTIVE-MASK: rgba(0, 0, 0, .05)}body,.., wx-root{--weui-REDORANGE: #ff6146;--weui-BG-0: #ededed;--weui-BG-1: #f7f7f7;--weui-BG-2: #fff;--weui-BG-3: #f7f7f7;--weui-BG-4: #4c4c4c;--weui-BG-5: #fff;--weui-FG-0: rgba(0, 0, 0, .9);--weui-FG-HALF: rgba(0, 0, 0, .9);--weui-FG-1: rgba(0, 0, 0, .55);--weui-FG-2: rgba(0, 0, 0, .3);--weui-FG-3: rgba(0, 0, .1);--weui-FG-4: rgba(0, 0, 0, 0, 0, .15);--weui-FG-5: rgba(0, 0, 0, .05);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #fa9d3b;--weui-YELLOW: #ffc300;--weui-GREEN: #91d300;--weui-LIGHTGREEN: #95ec69;--weui-FIRE: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1485ee;--weui-PURPLE: #6467f0;--weui-WHITE: #fff;--weui-LINK: #576b95;--weui-TEXTGREEN: #06ae56;--weui-FG: #000;--weui-BG: #fff;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, .1);-- weui-TAG-TEXT-ORANGE: #fa9d3b;--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: #06ae56;--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: #10aeff;--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(0, 0, 0, .5);--weui-TAG-BACKGROUND-BLACK: rgba(0, 0, 0, .05)}body,.wx-root{--weui-BG-0: #ededed;--weui-BG-1: #f7f7f7;--weui-BG-2: #fff;--weui-BG-3: #f7f7f7;--weui-BG-4: #4c4c4c;--weui-BG-5: #fff;--weui-FG-0: rgba(0, 0, 0, .. 9);--weui-FG-HALF: rgba(0, 0, 0, .9);--weui-FG-1: rgba(0, 0, 0, .55);--weui-FG-2: rgba(0, 0, 0, .3);--weui-FG-3: rgba(0, 0, 0, .1);--weui-FG-4: rgba(0, 0, 0, .15);--weui-FG-5: rgba(0, 0, 0, .05);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #fa9d3b;--weui-YELLOW: #ffc300;--weui-GREEN: #91d300;--weui-LIGHTGREEN: #95ec69;--weui-FIRE: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1485ee;--weui-PURPLE: #6467f0;--weui-WHITE: #fff;;--weui-LINK: #576b95;--weui-TEXTGREEN: #06ae56;--weui-FG: #000;--weui-BG: #fff;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: #fa9d3b;--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: #06ae56;--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: #10aeff;--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(0, 0, 0, .. 5);--weui-TAG-BACKGROUND-BLACK: rgba(0, 0, 0, .05)}.wx-root,body{--weui-BTN-ACTIVE-MASK: rgba(0, 0, 0, .1)}.wx-root,body{--weui-BTN-DEFAULT-ACTIVE-BG: 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#373737}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-BG-6: rgba(255, 255, 255, .1);--weui-ACTIVE-MASK: rgba(255, 255, 255, .1)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-REDORANGE: #ff6146;--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-FIRE: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6); --weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .) 6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media(prefers-color-scheme: dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--discussInput-BG: rgba(255, 255, 255, .03)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--nickName-FG: #959595}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: 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174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--appmsgExtra-BG: #121212}}

div.autoTypeSetting24psection > p,div.autoTypeSetting24psection > section{margin-bottom: 24px;}