Tecno has been making a name for itself in the smartphone world, especially in markets across Africa, Southeast Asia, and Latin America. Starting in 2006 as part of China’s Transsion Holdings, it focused early on in Africa, where it found great success. Today, Tecno’s global presence is stronger than ever, with the company holding around 4% of the global smartphone market, placing it among the top 10 smartphone brands worldwide. The company brought innovative technologies to the smartphone market without sacrificing the pricing point.
Introducing Tecno
One of Tecno’s key strategies has been “glocalization,” which means they adjust their products to match local needs. For example, in some South Asian markets, Tecno tuned its camera features to enhance specific beauty traits, which resonated well with local preferences. This kind of tailoring has helped Tecno stand out in competitive regions.
Tecno offers a wide range of products, from budget-friendly phones to premium models like the PHANTOM series. They recently launched a foldable phone, the PHANTOM V Fold, showcasing their ambition to be seen as a high-end brand globally. They’re also pushing hard in India. The company has been running to increase its portfolio in this market with competitive 5G smartphones.
An Interview With Tecno’s Director of Image Quality Testing
As we’ve mentioned above, Tecno has been establishing itself in the market of innovations. Besides launching a foldable smartphone, the brand also made some neat advancements in the camera segment. Today, we will talk about this and other innovations brought by the brand in an interview with Fanyi Zhou, Tecno’s Director of the Image Quality Testing and Assessment Department.
Q: Tecno recently unveiled its Universal Tone technology, which integrates advanced multi-skin tone imaging. Could you share what motivated Tecno to focus on inclusivity in smartphone photography, and how this technology addresses that vision?
A: Universal Tone was created to capture accurate and proper representations of the color and texture of every skin tone in smartphone photography. It stems from TECNO’s profound understanding of emerging market consumers, rather than merely following industry trends. We recognized a common complaint among users: the inability of existing technologies to accurately capture their diverse skin tones. This gap highlighted the need for a more inclusive approach that would cater to the wide spectrum of human skin tones, especially those often overlooked by mainstream brands.
Universal Tone technology addresses this vision by:
- Developing a comprehensive skin tone database: TECNO’s industry-first multi-skin tone color card which includes 268 skin tone patches, built on extensive research and data collection, ensures coverage of diverse skin tones, including those commonly underrepresented in existing databases.
- Incorporating AI-driven algorithms: Universal Tone utilizes advanced multi-skin tone restoration algorithms which are fine-tuned by an inclusive skin tone database, to accurately identify, classify, and restore skin tones, eliminating biases inherent in traditional technologies.
- 3)Prioritizing local insights: Tecno’s focus on emerging markets has allowed it to gather valuable local insights into lighting conditions, cultural preferences, and specific imaging challenges, enabling the technology to be fine-tuned for diverse regional needs.
Q: Given the industry’s historical biases in imaging technology, what do you believe are the greatest challenges in changing consumer perceptions of beauty, and how does Tecno’s Universal Tone technology confront these challenges?
A: Traditional imaging technologies often favored specific skin tones, perpetuating narrow beauty standards and excluding diverse representations. In today’s rapidly developing world of mobile imaging, smartphone camera technologies have been able to incorporate advanced AI and machine learning algorithms to assist with imaging hardware and debugging. However, the AI technology itself faces the problem of limited or biased databases and measurements. Even with the more advanced Fitzpatrick Scale and X-rite’s Color Checker (with 24 colors), these methods have their limitations. The Fitzpatrick scale has been criticized for favoring lighter skin tones, while darker skin tones have a less dynamic range. Similarly, 24 color cards are not sufficient to reflect the diversity of human skin tones.
I think one of the greatest challenges is how to better correct AI algorithms for bias in images. To better harness AI for accurate skin tone representation, we’ve developed scientific and systematic skin color measurement, collection, and formation of a systematic skin tone database that ensures both scientific rigor and sensitivity to cultural and local scenarios.
1)Creating the world’s first inclusive mobile imaging color card featuring 268 skin tone patches to fine-tune algorithms.
We utilized international standard skin color collection methods to collect 2,838 skin color spectral data points. Conducted rigorous analysis of skin color clustering, boundary colors, and intermediate color division in CIELAB space, we established 268 kinds of skin tone patches based on this large skin spectral database. This comprehensive approach ensures coverage of characteristic skin tones found in emerging markets, representing a wide range of diverse skin tones.
2)We Established a Comprehensive Skin Tone Evaluation System, incorporating both subjective and objective criteria.
The subjective system refers to research on consumer perceptions, including color preferences, memorable colors, and the design boundaries of color perception among users from different regions. The objective system is supported by laboratory-based test cases involving quantitative data calculation and research using our multi-skin tone color card. Combining these two aspects, we ensure an accurate evaluation of the accuracy of skin tone representation.
Building on our previous foundation, we have refined and optimized skin tone restoration and calibration algorithms, with a robust color restoration capability that is integral to the UT technology’s accurate skin tone reproduction.
Q: The new multi-skin tone color card developed for Universal Tone was highlighted at MWC Barcelona 2024. What makes this color card unique in the industry, and how does it impact the accuracy and inclusivity of the skin tone representation in mobile photography?
The multi-skin tone color card developed for Universal Tone is unique in the industry due to its comprehensive coverage and scientific approach:
Comprehensive coverage: The card features 268 skin tone patches, capturing the diversity of human skin tones, particularly those often underrepresented in existing databases.
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The evaluation criteria of multi-skin tone charts are not purely based on quantity. There are two main evaluation dimensions: Diversity and typicality. As I said above, we collect skin tone data from 5 fixed points on the face, perform cluster analysis, capture very high-frequency typical skin tone for settings, and use this data to produce a skin color card, which currently contains 268 skin tone patches covering most skin tones in emerging markets including Africa, South Aisa, Southeast Asia, the Middle East, and Latin America. This comprehensive method ensures comprehensive coverage of skin tone patches in multiple markets and regions around the world.
Scientific methodology: The color card is based on extensive data collection, cluster analysis, and rigorous testing, ensuring accurate and reliable skin tone representation.
Finally, building on the previous foundation, we have refined and optimized skin tone restoration and calibration algorithms, with a robust color restoration capability that is integral to the Universal Tone technology’s accurate skin tone reproduction.
TECNO has forged its unique path in the mainstream methods of skin tone measurement. Drawing on years of deep consumer insights in emerging markets, extensive technological accumulation, and a robust inclusive database, Universal Tone has evolved into a systematic algorithmic skin color restoration solution that encompasses skin tone detection, classification, grading, and a standardized calibration system. Whether it’s dark or light skin tones, individual portraits, or group photos with various skin tones, TECNO’s technology can truly improve the multi-skin photography experience of users in emerging markets.
Q: Tecno has partnered with academic institutions like the University of Leeds and NTU Singapore for the development and refinement of Universal Tone. How has collaborating with these experts influenced the evolution of Tecno’s portrait imaging technology?
A: Through our collaboration with the University of Leeds, we are partnering with thought leaders in the color science industry to achieve a seamless integration of color science and multi-skin tone imaging technology, and its application in imaging. The University of Leeds’ strong research capabilities in color science support our efforts to develop a more inclusive database and more accurate skin tone correction algorithms.
In our partnership with Nanyang Technological University, we focus on the skin tone characteristics and portrait aesthetic trends in the Southeast Asian region. We understand that, besides the intricacies of the technological aspects, other factors influence the perception of skin tone, including cultural and aesthetic trends. Skin color restoration must consider consumers’ subjective aesthetics and preferences, which requires incorporating various factors such as local culture, customs, and aesthetics. Only through extensive research and learning can we meet the needs of local consumers. This collaboration helps us better understand Southeast Asian consumers’ preferences for portraits, particularly in terms of skin tone and enhances our ability to restore accurate skin tones.
Q: One key component of Universal Tone is the Multi-Skin Tone Restoration Engine. Could you explain how this engine utilizes Tecno’s spectral database to overcome biases in traditional imaging technology?
A: During the skin tone assessment phase, AI requires ample data to facilitate training and support. The AI, in itself, lacks awareness of what constitutes authentic skin colors. However, TECNO’s inclusive skin tone database can assist and guide the calibration of our Universal Tone algorithms, enabling them to evaluate and judge more effectively. Based on that, the spectral database help fine-tune algorithms to eliminate bias for precise and inclusive skin tone representation, ensuring every unique shade is beautifully and accurately depicted.
Q: Tecno’s Local-Tuning Engine within Universal Tone customizes portrait enhancement according to regional lighting, cultural preferences, and geomorphology. How does this localization work in practice, and can you share any regional insights gained during development?
A: Local tuning for actual scenarios in emerging markets. We fine-tuned Universal Tone technology to meet local consumer needs through region-specific testing scenarios. This localization is crucial because environmental factors significantly impact skin tone representation. For instance, In Eastern Europe, people with lighter skin tones often find images of themselves overexposed in bright light. Likewise, in South and Southeast Asia, rich and varied lighting environments can also lead to color misrepresentation in skin tones on smartphone cameras. Complex lighting conditions, mixed light sources, and extreme high-saturation light sources can all affect the accuracy of skin tone representation.
To address this, TECNO has dedicated overseas local teams for local scenario testing. These teams conduct extensive local calibrations and scenario coverage. It includes tests for skin tone representation under various color temperatures, lighting conditions, spectral environments, etc. We typically cover 200+ different scenario groups for each country, fine-tuning our technology based on these regional tests.
Q: In what ways has the research collaboration with NTU Singapore, specifically focused on Southeast Asian aesthetics, helped shape Tecno’s approach to mobile imaging in this region?
Same as above.
Q: Tecno’s approach seems to combine technological advancement with psychological insights into beauty and representation. Could you elaborate on how Tecno’s Universal Tone aims to provide a more personally resonant and culturally sensitive portrait experience for users?
A: We need to consider how perceptions of skin color are influenced by regional differences as well as cultural preferences and aesthetics, which complicate the determination of whether a user’s skin color has been faithfully reproduced. Hence, it was vital that we included both subjective and objective criteria in our local market research and incorporated the learnings in the development of our skin tone imaging technology.
As mentioned above, we Established a comprehensive skin tone evaluation system, incorporating both subjective and objective criteria. The subjective system refers to research on consumer perceptions, including color preferences, memorable colors, and the design boundaries of color perception among users from different regions. By understanding the subjective perception of skin color and cultural preferences, Universal Tone delivers portrait experiences that not only represent the true color but also resonate with users’ individual identities and cultural backgrounds.
Q: Looking ahead, how do you envision Universal Tone influencing the broader smartphone industry, especially as brands strive to create more inclusive and representative imaging technologies?
Universal Tone has the potential to significantly influence the broader smartphone industry by:
Setting a new standard for inclusivity: The success of Universal Tone demonstrates the demand for inclusive imaging technologies. It encourages other brands to prioritize diversity and accuracy in their products.
Driving innovation: The technology showcases the potential of AI. It also shows advanced algorithms in delivering superior imaging experiences. It inspires further innovation in the industry.
Promoting positive social change: By challenging traditional beauty standards and promoting the beauty of diverse skin tones, Universal Tone contributes to a more inclusive and equitable digital world and society.
Conclusion
In conclusion, Tecno has proven itself as a key player in the smartphone market, combining innovation with affordability. The company’s “glocalization” approach has allowed it to cater to the diverse needs of emerging markets. It makes their products resonate with local consumers. Its commitment to technological advancements is evident in features like the PHANTOM series. Also, the newly launched foldable phone, the PHANTOM V Fold. Furthermore, Tecno’s dedication to inclusivity is highlighted by the Universal Tone technology. It sets a new benchmark for skin tone representation in mobile photography. This move challenges traditional imaging biases and offers a more accurate, culturally sensitive portrayal of skin tones. It makes Tecno a brand that understands and addresses the unique needs of global consumers.
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