The next major challenge in the market for smartphones will be the under-display camera technology. Because of the enormous visual enhancement that the technology offers on smartphones, manufacturers are trying very hard to improve under-screen cameras. Smartphone displays would have no glitches upfront without a notch or punch hole at the end, providing a real, full-screen viewing experience.
The idea of an under-screen camera, indeed, attracted the interest of mobile phone users who are excited to see the device come into the market.
Smartphone manufacturers like Xiaomi and Oppo have introduced the technology to action in June last year. Oppo demonstrated a working prototype at MWC Shanghai that month. The tech was not standardized at the time, though, and the camera field on the screen looked more pixelated than the rest of the screen.
Xiaomi has announced the official beginning of the mass production of smartphones equipped with the 3rd generation Under-Display Camera, in 2021. This marks the last strategic step that Xiaomi will take on the high-end smartphone segment, supported by its constant technological innovation. The recent half-year earnings report by Xiaomi has shown the company’s excellent performance on the premium market for smartphones. The average selling price (“ASP”) of the Group’s smartphone rose by 11.8 percent in the second quarter of 2020. New flagships such as Xiaomi’s Mi10 series and the newly launched Mi10 Ultra have been leading the brand and have consolidated its position in the high-end market.
The shipment prices of Xiaomi’s luxury smartphones in the overseas markets rose by 99.2% in 2020 to €300 or more. According to Canalys, smartphone shipments of Xiaomi in Europe increased by 64.9 percent, with the firm taking over 16.8% of the global market share and first ranked top 3 on the market. Besides, smartphone sales have risen by 115.9% in Europe and Xiaomi has been given a 12.4% market share in Western Europe.
Xiaomi’s high-end luxury approach is focused on its technical advances. On August 28, Xiaomi introduced another ground-breaking mass-production technology, the 3rd generation Under-Display Camera Technology, shortly after the release of the first mass-produced 120W Mi10 Ultra graphene battery. The brand new technology is capable, without disrupting the edge-to-edge display effect, of completely cover the front camera under the phone’s screen. This system is a great full-screen shape driver by minimizing punch holes and declines on dots.
Xiaomi claims that the first version of this technology has never made it out of its laboratories. The second version did and was unveiled to the world in the middle of 2019, resulting in a slightly dim patch on the monitor where the camera is located, an issue that Xiaomi appears to have fixed with its third-gen technology.
The self-developed pixel structure used in Xiaomi’s 3rd Generation Under-Display Camera technology enables the screen to transfer light across the sub-pixel gap region, enabling every single pixel to maintain a full RGB sub-pixel layout without losing pixel density.
Xiaomi has increased the number of horizontal and vertical pixels compared to other traditional solutions on the market, maintaining the same pixel density above the sensor as in the rest of the display area. The field above the integrated camera thus displays the same light, color spectrum, and color resolution as the rest of the screen.
Xiaomi’s blog post does not specify whether the panel above the camera is an LCD or an OLED panel. Although the company says that the camera is completely disguised while not in operation, there still seems to be a slight square shadow noticeable below the screen. The Verge also showed that in a video.
Depending on the brand-new pixel arrangement strategy, Xiaomi’s 3rd Generation Under-Display Camera also implements a special circuit architecture to conceal further elements under the RGB sub-pixels to further improve the light propagation of the under-screen camera region. Combined with Xiaomi’s self-developed optimization algorithm, the latest under-screen camera provides a completely up-to-date photography experience that matches the image output of traditional front cameras.
Xiaomi plans to bring this technology to the consumer market next year.
“Never quit researching and innovating” is the first of Xiaomi’s three basic principles. Xiaomi has continually investigated the implementation possibilities of various emerging technologies. The company’s R&D investments have expanded steadily year after year, and the results of Xiaomi’s endeavors have been successfully released into the market.
The recently launched Mi 10 Ultra features several leading technologies: self-developed rapid charging infrastructure featuring the world’s most innovative double-quick charging a combination of 120W wired + 50W wireless charging; 120x AI super zoom and Dual Native ISO Fusion technology offering an outstanding photo experience and putting the phone at the top of the DXOMARK rank. The newest version of under-display camera technologies launched today is making the ultimate full-screen form factor come true. Not only is Xiaomi’s goal of absolute technical perfection behind all these advances, but also the company’s contribution to research and development.
The high-end cell phone market has already been a battleground for cutting-edge developments that demand strong creative capability as a supporting pillar, thus reducing the number of potential contenders. Up to now, Xiaomi has developed unique technical advantages in quick charging, graphics, displays, and other areas, and the ongoing discovery and extension of these advantages are bound to put Xiaomi cell phones at the core of the high-end industry.
Xiaomi promotes it as an ideal solution, providing both the consistency needed for your selfies and consistent display efficiency. Of course, we may not know if it’s accurate until we see this in a consumer smartphone, and we’d assume that the Xiaomi Mi 11 will be the best phone for that, due in early 2020.
Although Xiaomi has made a lot of advancements in tech since then, it does not end up being the first company to sell a phone with an under-display fingerprint sensor commercially. Because smartphone manufacturer company ZTE has already launched the first smartphone of that technology on September 1, 2020. That is the ZTE Axon 20 5G. Stay connected with us through comment section if you find this article helpful and need any more information.