What is the background of the birth of "Leitz Phone 1"?Leica and SoftBank's thoughts

　Leica's first smartphone "LEITZ PHONE 1" will appear from Softbank after July.How was Leitz Phone 1 born?At a presentation held on June 17, Leica Camera Japan's president Kazutoshi Fukushu and Softbank Managing Executive Officer Keigo Kanno said.

　The starting point of Leitz Phone 1 development dates back to July 2019.SoftBank side started negotiating with Leica Camera Company's owner Andreas Kaufman in July 2019."Leica has been told that he wants to take on the challenge as Leica's (smartphone) camera has evolved."

　Later, it was decided that Sharp would be added as a development partner, and three companies, Softbank, Leica, and Sharp, have been developing.Therefore, the Leitz Phone 1 is exclusively sold by SoftBank.At the same time, the development of AQUOS R6 has been developed, and as a result, AQUOS R6 will be released almost at the same time as June 2021 and Leitz Phone 1 will be released after July.

　Leica, on the other hand, said, "I've been watching a mobile phone camera since around 2016" (Kaufman)."Because people could use it immediately and feel the future of the connected camera," he continues.Speaking of 2016, HUAWEI's smartphone "Huawei P9" equipped with a camera jointly developed with Leica was released.From here, the “Leica Camera” will be spotlighted in the mobile industry.It is hard to imagine that the success of the Huawei smartphone has supported a partnership with Softbank."I developed Leica's first smartphone by combining Leica's tradition, know -how and technology," he said.

　Mr. Fukushu said, "Leica, who has 100 years of history, the history of photography itself, Leitz Phone 1 will be a new chapter."I believe that the joy and excitement will increase further. "

　Leitz Phone 1 has a DNA of Leica not only in the camera but also in the design.Mark Shepard, the head of the design, said Mark Shepherd, the head of the design, that the aim of Leitz Phone 1 was "simplicity, real, and good quality commitment to quality."He said, "The highest quality material, precise engineering, and low -processing on the side achieved an orthodox lacaluk and a touch -sensitive feel," he said.Leitz Phone 1 is confident that Leica's functional and sensitive design philosophy is perfectly reproduced.Mr. Fukuya also says, "The characteristics are simple, a little modest, but you can understand Leica."Excessive graphics were suppressed in software, and UX pursued easy -to -understand and easy -to -use.

　The type 1 sensor mounted on the camera, along with AQUOS R6, is the largest size for smartphones.For example, 1/1 with other smartphones.Compared to the 28 -inch sensor, it is 55 % larger, saying, "Even if you shoot the same moment, you can capture 55 % of light," says Product Manager Hendrick Kruge.He appealed to be able to record detailed details and check the fluff of dandelions and dogs from the expanded photos.

　While Aquos R6 equipped with a Leica camera is also handled, where is the significance of Softz Phone 1?SoftBank also sells exclusively on Xiaomi's "Redmi Note 9t" and "Motorola Razr 5g" by Motorola.In addition, in 2021, Balmuda's smartphone has also announced that SoftBank will sell it exclusively.AQUOS R6 also handles docomo, so it is difficult to get the personality of the carrier, but it increases the number of SoftBank exclusive models, and collaborates with different brands such as Leica and Balmuda, so that the same quality is pointed out with other carriers that are pointed out.Can be differentiated.

　For Leica, SoftBank has a great merit in handling Leitz Phone 1.The price of Leitz Phone 1 is 187,920 yen (tax included), but if you apply "Toku Support+", you will be exempted from paying up to half the price of 93,960 yen.It seems that Leitz Phone 1 can be sold separately at the Leicastore, but it is thought that Leica did not have the option of selling itself because it would be easier to buy a carrier terminal purchase program.

　Leitz Phone 1, which has a high degree of attention as a Leica smartphone, but from the perspective of a career strategy, what kind of smartphone will SoftBank collaborate with with the next partner?I can't help but expect it.And from the product name "1", you can also feel the aim of becoming a series of Leitz Phone and expanding it in the long term.In fact, Sharp has stated that he had a long -term partnership with Leica in developing AQUOS R6.In the future, smartphones equipped with Leica cameras are likely to increase.

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