ZEISS and Vivo started a partnership aimed at enhancing smartphone photography. The two brands have co-engineered nearly 20 devices. With ZEISS’s optics expertise and Vivo’s AI technology, their collaboration is aiming to target high-end and flagship markets globally. But how did they overcome initial challenges, and what does this partnership mean for smartphone imaging? Here’s a closer look at the key details driving this ongoing collaboration.
The collaboration between ZEISS and Vivo began in December 2020, in the midst of the Covid-19 pandemic. Marisa Weis, Global Spokesperson and Head of Product and Category Management Imaging & Brand Partnerships, ZEISS Photonics & Optics, spoke with Shailja Tiwari about the initial challenges faced by the partnership due to limited communication options and the geographical distance between the two companies. Despite these hurdles, both organisations quickly recognised their shared goals and ambition, which helped foster a close relationship. Weis noted that daily conversations between the management teams laid the groundwork for future plans, culminating in the partnership’s first in-person meeting a year and a half later.
Since then, ZEISS and Vivo co-engineered nearly 20 joint devices and expanded their focus to include upper-middle-class and high-end flagship devices. Teams established in both Germany and China facilitated local exchanges and market understanding. Weis emphasised that this collaboration went beyond a traditional brand partnership, involving deep integration of research and development to ensure the highest quality standards. “We have a dedicated R&D team working closely with Vivo from the outset,” she explained.
The partnership operated as part of a global strategy. Weis stated that products such as the X and V series were designed for multiple markets, including Latin America, India, Southeast Asia, and Europe. She described the collaboration as centrally organised but supported by local representatives, enabling tailored approaches to different regions. In India, for instance, ZEISS supported Vivo’s launch of the X100 series by engaging with local influencers, consumers, and partners.
Weis highlighted ZEISS’s 178 years of expertise in optics as a key differentiator in the competitive smartphone market. She explained that ZEISS contributed to imaging advancements by miniaturising lens technology and optimising the interplay between hardware and software. ZEISS lenses in smartphones utilised a combination of plastic and glass elements with advanced coatings to enhance light transmission and reduce flares. “Our aim is to deliver an imaging experience that meets professional standards,” Weis said.
Addressing the competitive market landscape, Weis noted that Vivo’s strengths in artificial intelligence and integration complemented ZEISS’s expertise in optics and design. This synergy, she argued, allowed the partnership to offer a product that stood out. Weis added that Vivo’s agility in fast product cycles balanced ZEISS’s longer development cycles, creating a unique advantage.
Beyond the Vivo collaboration, ZEISS focused on its other segments in India, including medical technology, industrial metrology, and research solutions. Weis reported significant growth in these areas, underscoring ZEISS’s diversified portfolio and strategic approach. She also highlighted ZEISS’s history of selective, long-term partnerships, citing the company’s collaboration with Sony since 1996 as an example of its commitment to creating mutual value.
On the marketing front, ZEISS participated in joint campaigns with Vivo to highlight their co-engineering efforts. For the Vivo X100 series, ZEISS collaborated on communication strategies, organised joint events, and ensured appropriate brand positioning. Weis emphasised that these campaigns reflected the depth of the partnership, reinforcing ZEISS’s reputation as a leader in imaging technology.
Regarding influencer collaborations, ZEISS primarily worked with professional photographers as brand ambassadors, integrating their feedback into product development. For the Indian market, the company also engaged nature observers and social media influencers to showcase the telephoto capabilities of Vivo devices. Weis pointed out that these initiatives aimed to connect with diverse consumer groups and highlight the practical applications of ZEISS-enabled features.
Vivo’s perspective on the partnership echoed ZEISS’s focus on innovation and quality. The company described the collaboration as a cornerstone of its flagship X series and an integral part of its V series. By leveraging ZEISS’s optical expertise, Vivo aimed to redefine imaging standards. The X200 series, for instance, featured a 135mm focal length for portrait photography, 3.7x optical zoom, and ZEISS Natural Color technology. Vivo claimed these features elevated the photography experience by combining imaging effects with display calibration.
In its marketing campaigns, Vivo highlighted its co-engineering process with ZEISS to differentiate itself in a competitive market. The visible ZEISS branding on the back of co-engineered devices served as a testament to the partnership’s authenticity and rigour. According to Vivo, thousands of images were captured and analysed during development to ensure professional-grade quality.
While Vivo refrained from disclosing its pricing strategy, the company stated that its approach was designed to align features and experiences with consumer expectations. Vivo positioned its ZEISS-enabled models within its portfolio to address diverse market demands, including price-sensitive regions like India.
Looking ahead, both ZEISS and Vivo expressed a commitment to pushing the boundaries of smartphone imaging. Weis described the Vivo-ZEISS Imaging Lab as a joint R&D initiative dedicated to developing technologies. Vivo, for its part, emphasised its focus on staying ahead of evolving consumer preferences and delivering exceptional imaging capabilities. Weis concluded that the partnership’s success lay in its ability to integrate world-class expertise, innovate continuously, and set new industry standards.