Why does vivo want to build a new mobile phone system?

Why does vivo want to build a new mobile phone system?

When smartphones are just emerging, when it comes to the use of new technologies, what you hear are the names of international manufacturers. They are synonymous with exquisite craftsmanship, excellent configuration, and excellent user experience, and they also build an impressive barrier.


But in recent years, things have changed. Screen fingerprint, 100-watt charging, high magnification zoom photography Domestic smartphone manufacturers have been racing all the way in terms of products and technology, showing the trend of overtaking on the curve.


Vivo is one of the most typical. For example, the off-screen fingerprint and lift camera technology displayed by Vivo on an apex mobile phone in 2018 proved the deep accumulation of Vivo in the technical field. At that time, the “muscle show” behavior also became an important node of Vivo brand transformation.


Change is still happening quietly. In this year’s X50 series mobile phones, we have seen Vivo’s attempt to design a two-color cloud-scale lens set and a micro pan-tilt structure. Recently, Samsung released the 5nm flagship chip Exynos 1080, which will be launched by Vivo.


Many deeds have proved that today’s vivo, for design and the exploration of emerging technologies, has indeed become much more radical than before. However, in the process of looking for uniqueness, how to choose the right direction and how to grasp the selling points that most people care about in the market are also the examination questions placed in front of many mobile phone manufacturers.


Shi Yujian, senior vice president of Vivo, told aifan’er that vivo has planned four long tracks, including image, design, system and performance. Compared with single function points such as screen fingerprint, the long track often represents stronger competitiveness, and also corresponds to a higher technical threshold and more R & D investment.


Of course, they are also harder to replicate by others.


Now, vivo, which has finished “muscle” in product and technology, has begun its layout on the “third long track”.


On November 18, vivo officially announced a new mobile phone OS, origin OS, which took a year to polish. This is also the most software oriented area of vivo’s four long tracks at this stage.


It is not common to change the name of the system in 2020, let alone vivo, which has already reached the top 5 in the market, is undoubtedly a choice of risks and opportunities.


Why does vivo do this?


Rethinking mobile phone system


Vivo has a long history of mobile OS. As early as 2013, vivo’s xplay3s mobile phone was equipped with funtouch OS, which is also vivo’s first customized system based on Android underlying development.


However, seven years later, when evaluating the advantages of vivo mobile phones, most people tend to talk about hardware such as appearance and photo taking, and there is not much ink on funtouch OS.


In addition, the function of touch is improved to make it more responsive to the content of the system.


That’s why users always think that vivo’s mobile phone system is comprehensive, but it’s hard to say that there’s a bright feature at the moment.


Vivo needs to figure out why.


Shi Yujian told us that an excellent system experience should meet three basic characteristics at the same time: design, fluency and convenience. This is also the direction of origin OS adjustment.


He gave an example of fluency. In the past, vivo used to express fluency in terms of performance, response speed, running score, etc., but later they found that the fluency recognized by users should be a natural and comfortable feeling, which actually contains a lot of emotional factors.


For example, when I open the door, I reach out and push the door, but suddenly I don’t want to go in and intend to close it. The general interaction design may wait until the door opens to the end before it can be closed again. This kind of feeling is actually not smooth. What the actual users want is to open and close the door, and the shape changes according to their wishes.


Another driving force of origin OS is design. In order to remove the bloated and miscellaneous style of funtouch OS before and improve the visual perception of origin OS, vivo introduced a group of new talents and established origin studio team, hoping to deepen the understanding and cognition of users’ demands.


There are also rumors in the industry that the main designer of vivo’s new OS team is from apple.


The addition of new blood really brings a new perspective to the vivo team. We can see that vivo no longer focuses on the popular “good-looking and beautiful” design any more. Instead, vivo knows how to consider the design from the perspective of human nature and intuition, paying attention to the details of dynamic effect, and not floating on the surface.


Origin OS also has a set of main vision different from funtouch OS, including wallpaper, icon and interface elements. The style has become more unified and concise. At the same time, it also takes into account the sense of pleasure at the emotional level, and even contains a lot of metaphor design.


These are all vivo’s breakthroughs in design thinking. Finally, the user experience brought by origin OS has become completely different.


The new facade of vivo


The appearance of origin OS is not sudden. In fact, vivo began to transform the system since funtouch OS 10 last year. The shadow of origin OS can be seen from the exploration of nature and the return to the original concept at that time.


In order to do a good job in the system, vivo also invested a lot of resources this time. Shi Yujian said that at present, R & D personnel in vivo employees