In recent years, a large display has been a core selling point for smartphones, as it offers better aesthetics and more features.
However, bigger is not necessarily better, some other important elements (such as ease of handling and portability) were often compromised.
Therefore, after pursuing large display size to the detriment of user experience, a new concept was born – screen-to-body ratio. The phone’s screen area was increased as much as possible, whilst maintaining an overall smaller, more comfortable to hold size.
As a result, many brands immediately dove into the ultimate display battle, aiming to get the bezels as narrow as possible and achieve an all screen display.
The large home button was the first to be removed, with a rear fingerprint scanner or facial recognition being used for phone unlocking instead.
Soon afterward, the attention was turned to the top bezel – traditionally a place reserved for the front camera, various sensors, and the receiver.
However, at the time (due to time and technology limitations), the front bezel could not be eliminated and replaced. Therefore, the “notch” design became the current market mainstream.
Questions and expectations soon followed, both consumers and the industry wondered: What would the next screen-to-body ratio breakthrough be?
How could the “notch” be removed without affecting the phone’s appearance and usability?
At this moment, those who could develop a truly full-screen display without the “notch” would be the winners in this ultimate display battle – defining what a full-screen display smartphone should look like.
To meet the user demand for a truly full-screen display without visual obstruction, Vivo, successfully launched an experimental concept phone – APEX.
Worldwide attention and acclaim proved that Vivo‘s direction was correct and that the endeavor had industry-leading significance.
Soon afterward, Vivo surprised the world again with an even bolder concept – the Ultra FullView™ Display, a smartphone screen which is completely uninterrupted and unobstructed.
Leveraging their technological strength and R&D capabilities, Vivo once again took the lead in design an innovation.
Meet the Vivo NEX
Vivo’s latest flagship product, NEX, has a 6.59-inch Ultra FullView™ Display, a screen-to-body ratio of 91.24%, and a front design with no visible holes.
It is the perfect solution to an industry bottleneck and makes the industrial design, history. The 19.3:9 aspect ratio is more visually comfortable than before.
However, even with a 6.59-inch Super AMOLED display, the NEX still feels like a 5.68-inch phone in your hand – its entire body size is even smaller than the average 5.7-inch smartphone.
Thanks to its ultra-narrow bezels (1.71mm on both sides, 2.16mm at the top and 5.08mm at the bottom), the NEX delivers unprecedentedly immersive visuals and allows consumers to enjoy videos and gaming like never before.
The Ultra FullView™ Display means no visible holes on the front of the phone, and no obstructions or aesthetic barriers in sight.
It is a disruptive, innovative technology that dramatically simplifies phone design.
Vivo replaced the traditional fingerprint pad with In-Display Fingerprint Scanning, the front camera with an elevating one (which still delivers a superior selfie experience) and the traditional earpiece with Screen SoundCasting technology.
With various hidden sensors under the screen, Vivo would not stop until a front design that featured nothing but an entire display had been achieved. This purist philosophy helped to create total design simplicity and an unforgettable visual experience.
NEX’s Ultra FullView™ Display pushes innovation to the limit. The boundaries between industrial design, technology and art are getting closer, with the results surpassing users’ wildest imagination.
NEX is leading the evolution of smartphones and marked a new era of the ultimate viewing experience.