On February 5th, CCTV released a Spring Festival Gala rehearsal backstage**, Nigmaiti, Ren Luyu, Ma Fanshu and other Spring Festival Gala hosts experienced OPPO AI functions in the background, and praised AI elimination, AI call summary and Xiaobu New Year's greetings and other functions.
Although this ** duration is short, bringing AI functions to the backstage of the CCTV Spring Festival Gala is enough to shake the industry.
Just this morning, OPPO officially released a warm-up poster, suggesting that OPPO will have a "big move" on the Spring Festival Gala on Chinese New Year's Eve.
I don't know the details, but there is no doubt that this action must also be related to AI.
2024: The first year of AI mobile phones
OPPO's fluctuation is at an extremely delicate time node.
Looking back, the entire mobile phone industry has just gone through a long "ice age" of seven years.
During this period, the market size was cut in half, and more than 95% of brands were out.
The year 2023 that has just passed can be called the "most volatile year" for Chinese mobile phones since the era of smartphones.
On January 25, the latest data released by IDC showed that in 2023, China's smartphone market will ship about 27.1 billion units, down 5% year-on-yearA 10-year low
In this year, 441 new mobile phones were fiercely contested in the Chinese market, and there was even a rare situation where six mobile phone brands had more than 10% market share at the same time.
The competition between the top camps is highly stalemate, and the gap between the top four shares is extremely subtleThere is also only a difference of 08%。
Looking ahead, the mobile phone industry has also come to oneThe beginning of a new cycle.
Looking back at 2023, although the mobile phone industry is still at a low point, market sentiment has slowed down quarter by quarter.
In the new year,Both the industry and the tripartite institutions have given a positive direction for regaining growth**.
On the one hand, consumer spending is gradually recovering; On the other hand, a new round of large-scale consumer replacement cycle is approaching; In addition, the shortage of ** upstream and high inventory problems have also been alleviated.
And most importantly,Trends such as folding screens, satellite calls, and AI phones have begun to drive a new round of user experience change.
Among them, the folding screen is the only market segment in the entire mobile phone industry that will maintain an upward trend in 2023.
For example, OPPO can sit firmly in the TOP3 position in 2023, and an important support is its success in the folding screen market. In particular, the small folding product won the domestic sales championship, which strongly supported OPPO's share in the $800 high-end mobile phone market.
Moreover, as the experience continues to improve and the market size of folding screen mobile phones continues to decline, it will further grow in the future.
According to Counterpoint, the number of foldable phones worldwide is expected to reach 55 million by 2025.
Satellite calling is another important trend in the evolution of mobile phones in the post-5G and 6G era.
Although the integration of mobile phone and satellite communication capabilities has just begun, and users are rarely used in daily applications, but in some special or emergency situations, the "heaven and earth" mobile phone satellite communication will bring more convenience and better protection to our lives.
For example, the Find X7 Ultra satellite communication version that OPPO will launch in March this year will be the first in the industry to realize the innovative experience of "handset, hands-free dual-mode satellite call" of flagship mobile phones.
The most noteworthy is AI mobile phones.
If we say that from feature phones with SMS and voice as the main business scenarios to smartphones starting from Apple's iPhone, this technological revolution has created a mobile Internet revolution that has changed the entire world in the past 15 years.
Then, facing the future, artificial intelligence technology breakthroughs represented by AI large modelsIt is also widely regarded by the industry as "the real killer application from 5G to 6G", which is expected to drive the next subversive change in the mobile phone industry.
In 2023, in addition to Apple, almost all mainstream mobile phone brands, including Samsung, OPPO, Huawei, vivo, Xiaomi, and Honor, have fully embraced large models.
Among them, OPPO and Samsung are undoubtedly the "number one" players. On January 8, OPPO launched the world's first mobile phone with 7 billion parameters, the Find X7 series, and on January 18, Samsung released the latest flagship device, the Galaxy S24 series, positioning the first AI mobile phone. In terms of specific application scenarios such as processing and call translation, the two have different focuses, but they can be called their own merits.
Driven by OPPO and Samsung, 2024 is widely considered to be a milestone."The first year of AI mobile phones
Taking this as a starting point, the AI model will be fully integrated into mobile phones, so as to bring users a variety of unprecedented new mobile phone experiences in more and more fields and scenarios.
According to counterpoint**,Generative AI smartphone shipments are expected to exceed 100 million units in 2024and is growing rapidly at a compound growth rate of 83% and reaching 52.2 billion, accounting for 40% of smartphones.
Goal: "AI First" for the entire industry
Standing at the crossroads of this subversive change, OPPO has taken the lead.
Previously, the new generation of flagship Find X7 series released by OPPO on January 8 this year was equippedThe industry's first 7 billion parameter large model deployed on the device side, ANDESGPT.
Compared with the cloud model with insufficient capabilities, simple functions, and highly homogeneous applications, the 7 billion parameter device-side large model carried by Find X7 is realized by combining OPPO's device-cloud collaboration strategyAI experience is more, stronger, and more practical, with faster response times, less traffic, and a more user-friendly network environment.
For example, the Find X7 is equipped with the "AIGC Elimination" function, which can realize the recognition and intelligent elimination of multiple types of elements such as passers-by and objects, generate natural fill images, and save waste pieces without traces.
Since AndesGPT can identify and segment more than 120 types of subjects, and achieve hair-level segmentation and up to 6 multi-subject separations, it isEven in complex scenes with multiple characters and multiple objects overlapping and occlusion, it can achieve accurate non-subject removal and natural background generation.
For example, OPPO's first "AI large model voice summary" function, through intelligent recognition of call content, can generate a summary of key information with one click, and quickly record key information such as *** address and to-do list.
It is more intelligible than other models, able to understand conversations more accurately and produce focused and detailed summaries, even in many dialects.
In addition, through the empowerment of large models, Find X7 Xiaobu Assistant also supports more than 100 intelligent capabilities such as Wensheng diagrams, Tusheng texts, and AI article summaries.
The realization of these capabilities is due to OPPO's forward-looking vision and advance layout in the direction of AI mobile phones.
For example, the normal model size of the 7 billion large model is as high as 28GB, and OPPO uses high-precision 4 bits to compress and lightweight the model, compressing the model size from 28GB to the limit of 3Only then can it be deployed on the device side.
At the same time, in order to minimize the pressure of large models on mobile phone performance, memory and power consumption, OPPO has launched underlying cooperation with chip manufacturers such as Qualcomm and MediaTek very earlyBased on their own understanding and insight into users, the chip is customized according to large models and algorithms.
The Find X7 series is equipped with the self-developed chip software and hardware integration technology collection "Tidal Architecture", which realizes resource optimization for different application scenarios through heterogeneous computing power scheduling that goes deep into the bottom layer of the chip.
And just at the beginning of January of this year, OPPO has gone furtherElevate AI to the "top strategic direction" of the entire enterpriseIt has also gathered all the personnel and resources related to the company's AI business to establish an independent AI center, which will be the focus of OPPO's core competitiveness in the future.
Our goal is to create an 'AI first' for the entire industry. Liu Zuohu said.
User-Driven Innovation: Embracing the Next Twenty Years
Looking ahead to 2024,It's the worst of times, but it's also the best of times.
Although the recovery of the industry is near, the competition among the survivors is still escalating, whether it is technology, technology, service, chain, channel, brand or any link, there is no room for the slightest shortcoming.
Especially for new trends such as AI, folding screens, and satellite communicationsIn this most intense period of change, companies that are left behind are likely to decline or even be eliminated in a very short period of time.
But at the same time, brands that seize the opportunity to take the lead in bringing users an experience revolution are also expected to ride the east wind and soar in the new cycle.
This is an opportunity for OPPO, and it is also a challenge for OPPO.
A very interesting coincidence is,2024 also marks the 20th anniversary of OPPO.
Prior to this, OPPO, which has a history of 16 years of mobile phone research and development, has experienced many ups and downs in the industry, but to this day, the "evergreen" of China's mobile phone industry, OPPO's performance is still stable.
Domestic, OPPO with 16With a market share of 7%, it ranks third in terms of shipments in the smartphone market in 2023.
Overseas, OPPO is the sameTake 88% market share and 1With a shipment volume of 0.3 billion, it successfully ranked fourth in the smartphone market shipments in 2023.
Among them, in 20 countries and regions, OPPO's market share has entered the TOP3. In emerging markets with iconic significance such as Southeast Asia, OPPO evenIt once surpassed Samsung and topped the local mobile phone market.
Even in 2023, when the entire industry is bleak, OPPO has not only fought a bloody way out of the bloody stormThe scale of the market has achieved the victory of "volume".；It's also getting stronger in the grinding,In the high-end market, it has achieved a "qualitative" upgrade.
Domestically, in the high-end mobile phone market of more than $600, OPPO will rank among the top three in terms of market share in the first half of 2023, second only to Apple and Huawei.
Overseas, the high-end mobile phone market above 600 US dollars, OPPO alsoIt entered the top three in 21 countries and regions around the world.
Behind these figures, the key to OPPO's success lies in always adhering to the value of "duty", focusing on users, creating great products in a down-to-earth manner, and using technological innovation as a "means to create a better world", which has finally been truly recognized by users.
According to IDC's latest "2023 Smart Terminal Consumer Market Brand NPS Ranking".OPPO ranks first in the National Promoter Score (Net Promoter Score) of domestic mobile phone brands.
And this original intention, OPPO will also continue to adhere to the era of AI mobile phones.
Liu Zuohu said that the futureOPPO's AI strategy is to be close to the needs of users, and drive products and technological innovation based on user insights. No matter what product you want to make, determine how to train the large model and what kind of computing power you should use, and you must let users perceive and perceive it well, rather than making a marketing concept with a false head.
In this process, OPPO also hopes to give AI capabilities to users as an auxiliary tool, aiming to assist and enhance users' willingness to express, rather than directly replace.
"Whoever understands the user best and who really understands the product will be able to maintain differentiation in the competition and always have core competitiveness. ”Liu Zuohu said.
Over the past 20 years, OPPO's business has covered Europe, Asia-Pacific, Latin America, and Australia, with more than 260,000 global sales points, in-depth cooperation with more than 80 operators, and the user scale has exceeded 600 million, covering more than 60 countries and regions, ranking sixth in the world in terms of the number of patents, and the number of global patents has exceeded 54,000, including more than 12,000 imaging patent applications and more than 3,100 patent applications in the AI field.
Looking forward to the next 20 years, I believe that OPPO, which adheres to its original intention, will continue to meet the wave of the new era, continue to innovate, and create more great products for users. (Written by Wang Yunhui).