Nokia ups camera game with ZEISS technology

This exclusive collaboration is expected to set new standards in imaging.

Nokia smartphones will soon use ZEISS camera technology. Reuters

Nokia smartphones will soon be sporting a camera with a lens made by optics leader ZEISS. This exclusive collaboration is expected to set new standards in imaging for the HMD Global.

The partnership is not only bounded by the crafting of a premium camera lens as it extends across other components like software, screen display, and optics design. The Finnish phone maker considers the "best and most respected in the industry to drive perfection throughout every aspect of the phone design and build," it said in a press statement on 6 July.

HMD Global chief executive Arto Nummela underscored the importance of this partnership with ZEISS, saying: "Our fans want more than a great smartphone camera, they want a complete imaging experience that doesn't just set the standard but redefines it. Our fans expect it and, together with ZEISS, we're delivering it."

ZEISS echoes HMD's vision with executive board member Mattias Metz, saying: "Our partnership is built on a solid foundation. Together, we look forward to an exciting journey into the future of sophisticated smartphone imaging."

Almost every original equipment manufacturer in the smartphone landscape is usually bringing something on the table to win both existing consumers and prospective users. This makes this niche even more competitive. And with Nokia attempting to surprise its rivals, it badly needs a partner to deliver a killer device that will surely be noticed amid the swarming smartphone models in the market.

In its track record, Nokia has delivered some of the most impressive classic devices packed with leading camera technologies at the time, to include the N95 in 2007, 808 PureView in 2012, and Lumia 1020 in 2013. However, the device in question at the moment remains uncertain if it would come out as great as advertised as this kind of partnerships do not exactly guarantee an exceptional device. A similar instance happened to Huawei and Leica as they worked together to produce P9's game-changing camera which was not entirely favoured by both critics and users.

This article was first published on July 8, 2017