HONG
KONG, June 4, 2024 /PRNewswire/ -- TECNO,
an innovative technology brand, is partnering the Asian
Communication Research Centre (ACRC) at Nanyang Technological University, Singapore (NTU Singapore), to better
understand skin tone and smartphone portrait imaging preferences
among consumers in Southeast Asia
through scientific research.
TECNO is committed to inclusivity, and to ensure that every
portrait reflects the true diversity and beauty of people across
Southeast Asia.
The research collaboration with ACRC aims to enhance TECNO Universal Tone technology by
incorporating authoritative studies. Targeted surveys in
Indonesia and the Philippines will be conducted to establish
benchmarks for cultural preferences and to develop precise
definitions for the representation of skin tones in Southeast Asian
imagery.
Results from the studies will contribute towards refining the
cultural resonance of TECNO's smartphone portrait imaging
solutions, truly reflecting TECNO's brand philosophy of celebrating
diversity in skin color, ethnicity, culture, and aesthetics.
Leading the research team is Professor Jack Qiu, Shaw Foundation Professor of Media
Technology at NTU's Wee Kim Wee School of Communication and
Information (WKWSCI). Prof Qiu is also an advisor on Asian Skin
Tone and Portrait Aesthetics for TECNO. Other team members include
Professor May O. Lwin, Chair,
WKWSCI, as well as Associate Professor Elison Lim and Associate
Professor Lewis Lim from the Nanyang
Business School, NTU.
Professor Qiu said, "Southeast
Asia is home to a kaleidoscope of cultures, each with
distinct aesthetics and preferences. Our research aims to
understand the diverse aesthetic and imaging needs of Southeast
Asian consumers."
Tailoring Smartphone Portrait Imaging Technology to Southeast
Asian Aesthetics
In the realm of mobile portrait photography, due to economic and
technical imbalances, cultural biases and oversight in both
photography and digital technology have often marred the true
representation of diverse human features. Refusing to blindly
follow the mainstream global market, TECNO is committed to
genuinely addressing the needs of real consumers from
different regions, tailoring its smartphone portrait imaging
technology, backed by scientific research, to the unique aesthetic
preferences of consumers in emerging markets.
This collaboration marks TECNO's second major academic
collaboration following its successful partnership with the
University of Leeds (UK), and its results will be used to enhance
TECNO Universal
Tone technology. Last September,
TECNO launched Universal Tone with the aim of championing
inclusive multi-skin tone imaging on a global
scale. Collaborating with renowned academic institutions,
TECNO set a new benchmark for multi-skin tone imaging with the
industry's largest and most accurate skin tone database.
TECNO Universal Tone technology has now been applied in the
latest TECNO CAMON 30 Series, enabling the device's cameras to
authentically represent diverse skin tones and cultural aesthetics,
fulfilling the brand's aspiration to capture the universal colours
and beauty of consumers from different cultures.
General Manager of TECNO Jack Guo emphasized the
collaborative vision: "By integrating research findings from the
Asian Communication Research Centre at NTU into our Universal
Tone technology, we are not just advancing technology but also
adapting it to meet the aesthetic needs of different South Asian
cultures and markets. This collaboration is a huge step towards
driving diverse and inclusive standards of beauty in the global
tech industry."
TECNO persists in its quest for innovation with its "Stop At
Nothing" ethos, ensuring every individual's beauty is authentically
represented. The latest evolvement of Universal Tone technology in
Southeast Asia is a testament to
TECNO's commitment to embracing every culture's uniqueness and
driving global tech forward.
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SOURCE TECNO Mobile Limited