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vivo’s new X70 series Intensified the Competition in Mobile Photography

by Yiwen Wu | Sep 10, 2021

vivo launched new X70 series in China on September 9th, 2021, eyeing more market share in premium segment. The new series includes three 5G models: X70, X70 Pro, and X70 Pro+.

The key selling point of X70 series is the mobile imaging capability.

The hardware specification is the base of the innovation.  X70 features 40MP + 12MP + 12MP triple camera module at rear. X70 Pro and X70 Pro+ come with vivo’s self-designed imaging chipset V1 and 50MP+12MP+12MP+8MP and 50MP+48MP+12MP+8MP quad-camera setups respectively. X70 Pro+ also spots the industry-first high-transmittance glass lens.

X70 Pro+ is the hero product in the new series. The “360-degree horizon leveling stabilization” feature is truly impressive, and it sets the new ceiling of video stabilization technology on mobile device. Moreover, the “real-time night vision” feature and the video capturing capability under extreme dark environment both stands out the competition.

Other than imaging capability, other specifications for X70 series are also compelling. X70 and X70 Pro come with vivo-customized MTK 1200 chipset, 6.56-inch display (120hz refresh rate and 240Hz response rate), 4400mah/4450mAh battery, 44W fast-charging capability. X70 Pro+ is upgrades to Snapdragon 888+ platform, 6.78-inch 2K display with the latest E5 luminescent materials, 4500mAh battery, 55W fast-charging capability, and IP68 water proofing.

The retail price of X70 begins from RMB 3699 (USD 574), up +6% from its predecessor, while the price of X70 Pro starts from RMB 4299 (USD 668) down -4% from its predecessor. The price of X70 Pro+ starts from RMB 5499 (USD 854), up +10% from its predecessor, and its ceiling price stands at RMB 6999 (USD 1087), a new record high for vivo’s X series. The increase of the bottom and the ceiling price of X70 series shows vivo’s ambition to uplift its brand in premium segment. The price reduction of X70 Pro, on the other hand, indicates the vendor’s intention to grab more share from Huawei’s retreat in USD400-USD499 price tier (wholesale).

X70 Pro and X70 Pro+ will hit China market on September 17th, followed by X70 on September 30th, 2021. The new series will land in India, Thailand, Indonesia, Malaysia, Taiwan, and UAE in the following months.  

Overall, we are impressed by vivo’s new X70 series, especially its cutting-edge mobile imaging capability. We believe the new products is competitive in premium segment. Now the question is on the branding side: how to expand and lift vivo’s awareness in premium segment as a tech leader.  

The partnership with Zeiss is a very good starting point, reminding us of Huawei’s successful partnership with Leica and OnePlus’s collaboration with Hasselblad. Imaging is a frequently-used and one of the most important features for smartphone, the competition in the field however is also very tough.

So, for the next step, in addition to more long-term branding investment, we encourage vivo to be more aggressive on form factor innovation, more specifically on foldables. Samsung’s Fold and Flip series has evolved to the 3rd generation, Huawei’s Mate X series has been updated and paused to the 2nd generation, and Xiaomi has launch Mi Fold series in the first half of 2021. We are eager to explore what will be vivo’s stand in foldable area. Hopefully, we can get the answer in the second half of this year.

Vivo X70 blog photo

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