BlueImage will be the umbrella of photo/video technologies of the Chinese brand Vivo

Like Huawei, which just a few years ago announced the XMAGE brand to cover the photo and video capture technologies on its phones, Vivo is now announcing a similar brand of its own. The Chinese smartphone maker has announced BlueImage, the name that will be responsible for the entire capture area, from hardware to software.

Despite the new BlueImage brand, the partnership with ZEISS remains valid

According to vivo, the new BlueImage brand will be responsible for the development of the V-series image processing chips, but also the software technologies that use these chips and photo sensors to enable various functions. Recently, Vivo launched the X100 Pro with sunset photography capabilities, better backlight processing, advanced processing to improve low-light performance and many other such capabilities.

However, BlueImage will not replace the partnership with ZEISS. It seems that the two companies will continue to collaborate for the development of the optical characteristics of smartphone cameras, but also for the creation of software filters to change the appearance of the images taken.

This announcement comes ahead of a new flagship smartphone model that could put Vivo’s models at the top of the mobile camera rankings. The Vivo X100 Ultra is expected in the near future, equipped with a 50-megapixel Lytia LYT-900 photo sensor from Sony, with a size of almost 1” on the main camera and a 4.3x periscopic zoom with a resolution of 200 megapixels.

The Blue branding seems to be adopted by Vivo in all aspects of its smartphones. Vivo is also rumored to be working on BlueOS (or Blue River OS), a new mobile operating system based on its own kernel, not Android’s. And Huawei developed the new Harmony OS Next in a similar manner, so we expect to see such moves from more Chinese manufacturers. However, the problem of market fragmentation remains. If each mobile operating system has its own kernel and does not use common technologies, there could be problems with app compatibility between smartphone models.