HTC teases ‘ultrapixels’, mocks Nokia PureView 808 in the process

HTC is scheduled to launch the M7 later this month, which is expected to be the first Android smartphone with pixel oversampling technology. As is the custom these days, HTC too has started blowing its bugle and brow beating competition. In a blog post illustrating the evolution of digital photography, HTC is teasing a “new sound and camera experience” for 2013.

In the post, HTC points out the Nokia PureView 808 with its 41-megapixel sensor, noting how it caused one reviewer to say “it won’t help you at all.” According to reports, HTC is planning to introduce “ultrapixels,” which is essentially a marketing term but will have three layers of 4.3-megapixel layers for pixel over sampling.

HTC is organizing a press event on February 19 in New York and London where it is expected to unveil the device. The smartphone vendor is hoping that the M7 will help it differentiate its Android smartphones from those from rivals, especially Samsung. In a leaked video of the company’s internal year-end event, CEO Peter Chou is seen chanting “M7” to his employees.

Despite having good products like the One X+ and the Butterfly, HTC has struggled to maintain its market share and has seen its fortunes dwindling since the last quarter of 2011.


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  • Adam kAE

    No matter whether what OS dominates the smartphone market.. But in terms of camera, PureView surely outstands… Eager to compare it with HTC’s new kid….

  • Eduardo

    This is not oversampling. The thing is that Bayer-array sensors are actually undersampling. Anyway, the only technology doing oversampling now in mobile phone cameras is the pureview. They are actually using more pixels to produce less pixels. A ultrapixel may have more area and will get less noise, but will also get less information per area. At least pureview lets you choose. You want better low light performance?, then get 5 MP images out of the 41 MP sensor by averaging… you prefer a lot of info?, then get the full 41 MP… do you want to zoom without loosing detail? then get a cropped image at 5 MP… software image processing done by Nokia is stil way far ahead to the rest, I’m sorry to say. Pureview will detect the areas of low information content and average them to reduce noise, while will keep the areas with lots of information intact. So it’s like having bigger pixels where there is not a lot of content, and smaller pixels where there is. That’s smart.