'Not replicating Hasselblad cameras': Oppo explains partnership with Hasselblad for new flip series

SINGAPORE — Oppo has reiterated the benefits of its partnership with the Swedish brand Hasselblad at the launch of its Find N series in Singapore last week. 

Head of Find Product Line Peter Lee and Head of Product Management Arne Herkelmann shared about the partnership in terms of quality control and color science. 

"We worked with Hasselblad on color science. When we started the cooperation, both companies decided that we would like to work on that area to improve the overall look of pictures. 

"So, we currently don't have how the coloration will be focused on getting the look, getting the feel and the color science right, whether that is in the low tones, mid tones or high tones. How to treat shadows? What is a shadow, for example? What is a highlight? How should these be treated? How do you get pictures that are more tactile, feel them and not just flat like previous smartphones? So these are the areas we cooperated with Hasselblad," explained Herkelmann. 

Hasselblad and Oppo announced their three-year partnership last year through its flagship Find X series. 

Oppo's X series and the newly launched N3 series features the Hasselblad Portrait mode. 

"One of the big highlights, I think, for this generation if you use the Find N3, you will see that in the Portrait Mode, the foreground is blurred, just like if you would have a fast aperture lens in your digital camera or DSLR. Same experience. Other phones usually don't do that. So you would have a blurred background and sharp foreground," he added.

Lee expounded on the difference between the two brands and how they managed to combine both in the new phones. 

"Hasselblad has their own style. Oppo has its own style. Simply, if you take a photo using the Auto mode, maybe it's closer to Oppo style. But if you use the Pro mode, maybe you can enjoy more the Hasselblad. 

"Based from the feedback from media and professional photographers, many normal users enjoy the Oppo style portrait. Very vivid, bright, realistic, life-like. But some professional photographers really enjoy the Pro mode. Very analog-style, very classic style photography. So, we cater to two different needs," Lee said. 

Herkelmann said that both companies are working on figuring out what would work in future devices. 

"So, we're not replicating Hasselblad cameras, we're not replacing Hasselblad cameras. But we're trying to find something unique to Oppo smartphones that looks as the users are expecting," Herkelmann ended. 

Hasselblad became known when it was used during the United States Apollo program in the the late 1960s. 

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