OnePlus Li Jie Building high-end models is not just about having Snapdragon 8 Gen 3.

OnePlus' Li Jie Demonstrates Building High-End Models is Not Just About Equipping Snapdragon 8 Gen 3.

【Mobile China】In the blink of an eye, we have arrived at the end of 2023. Looking back at the first three quarters of this year, the entire mobile industry can still be summed up with the term “internal competition”. Therefore, it is expected that after Qualcomm officially releases its latest flagship chip – Snapdragon 8 Gen3, the mobile industry will experience the final wave of “battle”.

While various manufacturers are making final preparations for their new flagships, OnePlus, instead of “entering this arena gently”, has chosen to partner with BOE and officially launch the world’s best display screen—JD X1 screen. The JD X1 screen launch event, as well as the ceremony for the production of the first billion OLED screens, took place at 2 p.m. Beijing time on October 24th.

During the launch event, Liu Zijian, the CEO of OnePlus China, said, “The release of the BOE screen is a breakthrough in the history of screens in China. Chinese people have reached the Mount Everest of screens.” Furthermore, it was officially announced that the BOE screen with a 2K resolution will make its global debut on the OnePlus 12, the tenth-anniversary flagship. After the event, following the tradition, Liu Zijian, the CEO of OnePlus China, also accepted interviews from the media. Not surprisingly, many questions were related to the OnePlus 12, which will be equipped with the “BOE screen”. After all, it’s not just about “entering this arena gently” anymore, but about reaching the summit and reaching the peak of the screen world.

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During the event, Liu Zijian mentioned multiple times that the OnePlus 12 has no competitors in its class in terms of product strength. Therefore, during the interview, a media friend asked what the biggest advantage and difference of the OnePlus 12, compared to other models that also use the Qualcomm Snapdragon 8 Gen3, would be.

In response, Liu Zijian, the CEO of OnePlus China, stated that when it comes to creating high-end models, it’s not just about having the Qualcomm Snapdragon 8 Gen3. It should also include an extremely high-end experience in terms of screen, imaging, design, and various other aspects. That’s why OnePlus chose Chongqing this time and announced the OnePlus 12 for the first time at an event related to the BOE screen.

Furthermore, in response to the topic of having no competitors in its class, Liu Zijian explained that the idea behind this statement is that as the tenth-anniversary flagship, the OnePlus 12 surpasses its competitors in terms of imaging, appearance, performance, haptics, and screen experience in the same class. Therefore, the OnePlus 12 is a highly anticipated product.

From the above answers, it is not difficult to see that the upcoming OnePlus 12 is fundamentally based on the user’s actual experience, and has made improvements in various aspects that users can perceive. As the hardware that occupies one of the largest areas in a phone, the screen is not only the channel for users to receive information, but also the channel for users to communicate and interact with the phone. Therefore, OnePlus chose to announce it for the first time at the “Eastern Screen” launch event.

Currently, the screen semiconductor industry, like the mobile phone industry, is highly competitive. So why did OnePlus ultimately choose to cooperate with BOE? I got the answer from an interview with Li Jie, the president of OnePlus China.

From OnePlus’ perspective, OnePlus is well aware that after more than a decade of development, smartphones have entered a stock market, and users’ pursuit and understanding of the user experience will become higher and deeper. Therefore, the premise of OnePlus’ product development is to focus on the scenes that users care about and invest a lot of resources into them. And the screen is the component with which users interact most frequently with the phone, so OnePlus attaches great importance to the screen.

From BOE’s point of view, BOE has a high-level technology research and development system and product quality. It has accumulated 80,000 independent patent applications in global patent reserves, including 28,000 flexible OLED patent applications. It has also hosted and formulated 97 international and domestic technical standards, and participated in the formulation of 232 international and domestic technical standards. In addition, BOE has a high market share, with almost one out of every four phones using BOE’s screens. This strength is also the premise and foundation for the cooperation between the two.

With such a premise and foundation, the reason why OnePlus and BOE eventually came together is that both sides are customer-oriented. OnePlus has a deep understanding of user needs and user experience, so it attaches great importance to the screen. BOE is also the same, pursuing technological innovation in technology and customer orientation in demand. Therefore, it is easy for both parties to reach an agreement in terms of intention and ability. After 2 years of joint research and development and a total investment of hundreds of millions in research and development funds, the “Eastern Screen” was born. Just as Li Jie, the president of OnePlus China, said at the meeting, the release of the “Eastern Screen” is a breakthrough in the history of Chinese screens, and the Chinese people have reached the summit of screens like Mount Everest.

Whether it’s the bold claims made during the launch event or the candid remarks in post-event interviews, it’s clear that Li Jie has great confidence in this upcoming masterpiece to celebrate the tenth anniversary. From my perspective, this kind of confidence stems from OnePlus always starting from the user’s perspective, understanding their real needs and desires.

Therefore, during the interview, Li Jie mentioned that when you get your hands on the OnePlus 12, you can compare it to other products in the same category in various aspects, which is the most straightforward approach. And the reason for being so confident about the East Screen is that its overall performance and user experience can stand up to market scrutiny, as well as the judgment of users and the media.

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