OPPO and Hasselblad: Partnership extended for next-gen mobile imaging development

OPPO and Hasselblad have announced an extension of their strategic partnership, which commenced in 2022. The renewed collaboration is set to focus on the co-development of a next-generation imaging system for OPPO’s upcoming flagship smartphones.

Olivella Liu, Oppo Overseas CMO and Bronius Rudnickas, Hasselblad Global Marketing Manager

The initial three-year agreement, established in February 2022, centered on integrating Hasselblad’s imaging expertise into OPPO’s Find series. This collaboration resulted in several notable camera features and technologies. Key outcomes from their previous work include the Hasselblad Natural Color Solution (HNCS), which aimed to deliver accurate and natural color reproduction in mobile photography. They also introduced a Hasselblad Portrait Mode, designed to replicate the bokeh effects of classic Hasselblad lenses, and an XPan Mode, which recreated the distinctive 65:24 wide aspect ratio. Furthermore, the partnership contributed to the development of the HyperTone Camera System, found in recent Find series flagships like the Find X8 Ultra, focusing on advancements in computational photography, including the HyperTone Image Engine and ProXDR Display technology.

According to Pete Lau, Chief Product Officer at OPPO, the extended partnership is driven by a shared emphasis on innovation and the goal of enhancing the mobile imaging experience. The collaboration aims to further integrate Hasselblad’s aesthetic principles with OPPO’s mobile imaging technology.

While specific technical details regarding the “next-generation imaging system” have not been disclosed, both companies indicate that this development aims to establish a new benchmark for mobile imaging quality. This initiative is positioned to build upon the existing professional camera experience that has been implemented in OPPO’s global product line over the past four years.

This extended partnership between OPPO and Hasselblad continues a trend in the smartphone industry, where manufacturers collaborate with established camera brands. Other examples include vivo’s partnership with Zeiss and Xiaomi’s collaboration with Leica, all working to differentiate smartphone camera capabilities through specialized imaging expertise.