Recently, a YouTube digital blogger exposed the real video of Xiaomi 11 Super Cup: Xiaomi 11 ultra (the video has been deleted).
In the exposure video, a very small screen is integrated on the right side of the camera module on the back of Xiaomi 11ultra. Then, on February 19, a group of design patents exposed by oppo showed that oppo added a sub screen to the middle area of the rear camera of the mobile phone, which can display simple information such as time and date.
The microblog digital big V @ digital chat station also disclosed that at least two flagship models with rear sub screen will be launched this year.
As the most typical product in related design, Meizu pro7 released in 2017 is the first one we know about the rear sub screen. The most direct function of the rear sub screen is probably to be used as the display screen when using the rear lens to take selfie.
In the era of intelligent computer, the front lens has become a standard configuration, so the self portrait mirror naturally has no need to continue to exist. But another new problem is that although the smartphone lens has become more and more powerful in recent years, the quality of the front lens always lags far behind that of the rear lens due to the limitation of the size of the module, which makes it difficult for those users who are keen on taking self portraits to be satisfied with the front lens for a long time. Therefore, it was only once the birth of the mobile phone that focused on the front self timer like Meitu.
On the other hand, there is also a possibility that we are preparing for the coming off screen camera.
Looking back on the publicity process of Meizu pro7, the self portrait function of the rear sub screen was once the focus of its publicity.
But the final market results show that this radical attempt is not successful.
How to seek design differentiation?
In today's highly homogeneous smart phones, the purpose of every innovative design is to pursue more differentiation. But mobile phone is almost as like as two peas, and the other is the trend of the big screen, curved screen and dug screen. Now put the flagship products of mainstream enterprises in the market face up, most users should not be able to distinguish the specific brand and model. After all, they are just a screen, except for the size.
When HTC was still powerful, as the absolute head brand of the Android camp, it was the object of numerous friends to imitate. There was a time when you put several manufacturers' models together with the back facing up. At a glance, you would think these were HTC. This kind of grand occasion has continued until 2011, before Apple's lawsuit led to HTC's ban.
Therefore, we have seen the changes of various forms on the back of smart phones in the past two years, including different numbers, different designs and different sizes of camera modules (commonly known as Yuba). The back covers with different colors, patterns and materials have become the important selling points of most models. The materials range from plastic to glass, and then to plain leather, and the colors range from monochrome to later Until now, all kinds of carefully blended special spot colors.
Although the back of the mobile phone is the smallest existence that users perceive most of the time, and even the vast majority of users will choose to buy the mobile phone shell (completely covering the back cover design of the mobile phone) at the same time, as the only space to show the characteristics and highlight the differentiation in the appearance design, the mobile phone manufacturers are still racking their brains to make the back cover of their products more characteristic, so as to grasp those features The eyeballs of potential users.
The same is true for the rear secondary screen. Although it is not known how Xiaomi and other enterprises that will launch rear secondary screen products this year will make an article on this consumer screen, the previous experiments on both the primary and secondary screens have not been successful. Want to show your personality? How to improve practicability? It seems to be a bit like the LED screen set on the outside of the body of the pure electric car lite of BAIC before, and it doesn't have much substantive significance (as a mobile advertising screen).
From now on, the outside world still can't see the real practical significance and value of these sub screens, more just to provide a decoration for mobile phone products, and not much functional practicality. But in order to increase this point of differentiation, enterprises have to pay a lot of price.
The first is the cost. This kind of rear small screen and the mold after adding a small screen need extra customization, which is not a cheap cost. When Meizu pro7 was released, its official said that it spent 2.5 million US dollars for the small rear screen. Considering that the sales volume of this top equipped flagship product is often not very high, it is difficult to share the cost by expanding the sales scale, so it is not cost-effective to customize such a screen and mold.
In addition, the addition of the rear auxiliary screen will make the interior space of the whole fuselage more crowded, and also bring higher power consumption. Top equipped models such as Xiaomi 11ultra will even change the interior layout of the fuselage. In this year's snapdragon 888 power consumption, cooling performance is not ideal premise, such a change for the body is not ideal cooling will be a very difficult challenge.
Every company will give priority to the input-output ratio when doing this kind of differentiated innovation, but only from the perspective of the imagination space brought by the small rear sub screen, the improvement is still very limited. It is obviously not a cost-effective decision to invest a lot of money, or even change the internal structure to serve such a secondary screen that will not bring much use experience improvement.
However, compared with the innovative functions of some chicken ribs, people prefer to see those substantive changes.