It’s been a long time since we heard the word “PureView”. To those unaware, PureView is the name Nokia (later Microsoft) used to brand the camera technology on their higher-end phones. It could either be “Phase 1”, or “Phase 2“. The first phase is about the pixel-oversampling and phase two is a low-light shooting focused. Both the two phases were revolutionary and standard-setting technologies.
The first phase, which the Nokia 808 PureView (and later on Lumia 1020) has, concerns about lossless digital zoom. Phones with PureView Phase 1 always comes with a large size sensor with a high megapixel count. A little too high actually, as high as 41-megapixel. The PureView Phase 2 is all about low-light shooting. It debuted on the Lumia 920, with future high-end Lumias adapting both the phase 1 and 2. The Lumia 920, unlike the Nokia 808 PureView, only has an 8-megapixel sensor. Nothing special. Except that, for the first time, it is the first smartphone to feature a wider aperture (f/2.0), and optical image stabilization. Yes, Nokia is the first to use an optical image stabilization on smartphones. One of the most common features almost any smartphone makers now use on their flagship phones.
Microsoft’s acquisition of Nokia’s mobile division in 2013 has led them to acquire the rights for these type of technologies via a licensing agreement. The Redmond giant continues to develop the technologies with all the Nokia engineers on board. Microsoft renamed the “Nokia Lumia” to “Microsoft Lumia”, and failed to take a hit. The poor sales of the Windows Phone (and later Windows 10 Mobile) has gone to such extent that it became so unworthy to spend a single penny to continue all the efforts. Nokia and its mobile innovations were left unheard of until HMD Global licensed to use the Nokia brand.
HMD’s first days were disappointing to many fans. That is not to say it’s unsuccessful. The company has easily gone to top some markets globally, releasing new smartphones once in a while. But the Nokia, as an old company, has a certain charm HMD currently can’t replicate. It doesn’t have the standards similar to the one we saw from Symbian and later, Lumia. The truth is, behind the eyes of the public, the company is doing its job to do just like that.
HMD now owns the PureView brand, with more trademark currently on a status of filing. As we can recall, HMD now also owns the trademark for old Nokia brands like “Asha,” and “Xpress-On”. We also found them filing a trademark for “Tarmo“, which is an old name for a Finnish icebreaker vessel. With all these brands, it is only the Xpress-on HMD currently uses. Bottomline line is, HMD’s re-acquisition of the brand doesn’t guarantee its utilization. But at least this is giving fans hope. Considering how badly perceived the current cameras on the high-end Nokia smartphones. Also adding to the list were “PureDisplay” (which we hope is similar to “PureMotion”), Face Unlock, and Dual-Sight.
We are excited for what is in store for HMD. Hopefully, we get to see this redemption during the IFA 2018 in Berlin.