IFA 2018: Honor Play Launch, a Live Blog
by Ian Cutress on August 30, 2018 7:29 AM EST- Posted in
- Smartphones
- Trade Shows
- honor
- Live Blog
- Kirin 970
- NPU
- AI
- IFA 2018
- Play
07:36AM EDT - After some meetings this morning, the next event on our list is the western launch of the Honor Play: a Kirin 970 smartphone that focuses on AI. Honor is making big strides as Huawei's sub-brand, and this is the latest device.
07:37AM EDT - The event is set to start on the hour, and I'm sitting front row
07:37AM EDT - A few seats away from the execs, including George Zhao, who I assume is on stage today
07:42AM EDT - I was just moved from the front row to the second, because someone forgot to put a VIP logo on the chair. So despite being first in the hall, I've lost the best spot (!)
07:43AM EDT - I do find it amusing that the VIPs are put front and center for events like this that are clearly press events. Surely you want good photos and such with the press right up front
07:43AM EDT - But that's just me
07:43AM EDT - The hall here is relatively empty, perhaps because Sony's event was in line with this on the other side of Berlin
07:57AM EDT - OK a few minutes to go
07:58AM EDT - Suddently all the VIPs just filter in
07:59AM EDT - 5 minute bell
08:05AM EDT - OK now the venue is full
08:06AM EDT - The tag line for this event is 'crazy fast, crazy smart'
08:06AM EDT - So expect some talk about GPU Turbo and the AI enabled by the TPU
08:06AM EDT - I must admit, the AI mode on my Honor 10 is quite good
08:07AM EDT - It's a shame it doesn't work the way we do live blogs though
08:07AM EDT - OK, time to start
08:07AM EDT - opening video
08:07AM EDT - GPU turbo, parkour, gaming
08:07AM EDT - people looking into their chins playing games
08:07AM EDT - George Zhao to the stage
08:08AM EDT - Last year, honor launched Honor 9
08:08AM EDT - We came back for the new Honor series - Honor Play
08:08AM EDT - Honor is a brand for young people
08:08AM EDT - We stay together for the young
08:08AM EDT - Everyone is young at heart, everyone is a target customer
08:08AM EDT - For the digital native
08:09AM EDT - Cutting edge technology and futuristic design to the industry
08:09AM EDT - Today you can see that our flagships support dual camera, even tri-camera
08:09AM EDT - Honor will continue with this trend
08:09AM EDT - Not only a smartphone brand
08:10AM EDT - We provide the smartphone, band, smartwatch, tablet, laptop, and home device
08:10AM EDT - More devices to come in the future to the young community
08:10AM EDT - About 120m users and fans globally
08:10AM EDT - A huge user base
08:10AM EDT - Honor is not only a brand or a product - we want to create the digital lifestyle and honor culture
08:11AM EDT - Building an honor community
08:11AM EDT - For the young - it's nothing to fear. Break the rules, no compromise. It's in honor's DNA
08:11AM EDT - For the young - it's nothing to fear. Break the rules, no compromise. It's in honor's DNA
08:11AM EDT - Bring more and better product to our world
08:11AM EDT - Covering first 8 months of 2018
08:12AM EDT - Honor grown 150% in overseas market
08:12AM EDT - Beat +100% expectation
08:13AM EDT - Within 3 years, Honor is now global top 5
08:13AM EDT - Next 3 years, Honor will be top 4 brand in Europe
08:13AM EDT - Honor pop-up store in Paris
08:14AM EDT - Honor 10 - 3m units sold in 2 months
08:14AM EDT - Lots of awards
08:14AM EDT - AnandTech is mentioned here
08:14AM EDT - AnandTech is mentioned here
08:15AM EDT - Launched GPU Turbo a few months ago
08:15AM EDT - 'Global Media Praise'
08:16AM EDT - >But no real explanation as to HOW it works
08:16AM EDT - Now for Honor Play
08:16AM EDT - Premium features and product to meet young people requirements
08:16AM EDT - 6.3-inch screen
08:17AM EDT - 89% body-to-screen
08:17AM EDT - same body as a traditional 5.5-inch
08:17AM EDT - Unibody metal matte design
08:17AM EDT - Video time
08:18AM EDT - Kirin 970
08:18AM EDT - Dual camera
08:19AM EDT - 'Very easy to hold'
08:19AM EDT - Easily operate with one hand
08:19AM EDT - compact design
08:19AM EDT - Midnight Black color
08:19AM EDT - Navy Blue color
08:19AM EDT - Ultra Violet color
08:20AM EDT - Pantone color of the year 2018
08:20AM EDT - Two special editions for gamers
08:20AM EDT - Player Edition Black
08:20AM EDT - doesn't look bad
08:21AM EDT - Premium funciton and experience
08:22AM EDT - 60% increase with GPU Turbo
08:23AM EDT - Comparison to Galaxy S9+ on PUBG Mobile, Asphault 9
08:24AM EDT - Claiming 12.7 FPS over Galaxy S9+, and 7x stability
08:24AM EDT - FPS Jitter rate... lol
08:24AM EDT - 'Improve the experience'
08:25AM EDT - Power consumption SoC decrease 30%
08:25AM EDT - Still no explanation HOW
08:25AM EDT - 'Longer battery life'
08:26AM EDT - GPU Turbo going to existing customers
08:26AM EDT - All the way back to Honor 7x
08:26AM EDT - 9 lite in Aug, View 10 / Honor 9 in Sep, Honor 8 Pro in Nob, Honor 7x in Dec
08:27AM EDT - Strategic partner with PUBG Mobile with Tencent
08:28AM EDT - System Shock for '4D'
08:28AM EDT - phone vibrates with 10 types based on 30 scenarios
08:28AM EDT - 7.1 surround sound
08:28AM EDT - Game suite mode - lock nav keys
08:29AM EDT - Bundled screen protector - nanocomposite surface
08:29AM EDT - Reduced coefficient of friction for gaming
08:29AM EDT - Last week at Gamescom, demonstrated Honor Play with PUBG Mobile
08:30AM EDT - Phone for the gamers
08:30AM EDT - 'With the GPU Turbo, Honor Play has the better experience'
08:30AM EDT - >Still haven't explained HOW it works
08:31AM EDT - A gaming related video now
08:31AM EDT - 3750mAh battery
08:31AM EDT - Collaboration with Audi Sport R8 LMS Cup
08:32AM EDT - Head of Audi Sport Customer Racing to the stage
08:33AM EDT - Beyond ultimate road cars
08:33AM EDT - LMS Cup in Asia
08:33AM EDT - Started in 2012
08:33AM EDT - Core market in Asia
08:33AM EDT - Increasing speed, tech, design
08:33AM EDT - Shared values with honor
08:34AM EDT - Honor banner on each of the race cars
08:34AM EDT - >So it's an honor sponsorship ?
08:34AM EDT - >Sounds like it
08:35AM EDT - Special edition Honor Play with Audi model inside the box
08:35AM EDT - 16 MP Camera, Honor AIS (AI Stabilization)
08:36AM EDT - Strongest AI processor in the industry
08:36AM EDT - EMUI 8.2
08:36AM EDT - Is 16MP = 8+8 ?
08:36AM EDT - Identify 500 scenarios for AI
08:37AM EDT - Rear camera portrait mode
08:37AM EDT - Bokeh
08:37AM EDT - >Similar to P20, Honor 10
08:38AM EDT - AIS is more advanced than EIS and OIS
08:38AM EDT - Even with single lens camera
08:38AM EDT - Tripod free photography
08:39AM EDT - Handheld long exposure photos
08:39AM EDT - 16MP front camera selfie
08:40AM EDT - 3D facial recognition
08:40AM EDT - 3D portrait lighting
08:40AM EDT - Video time again
08:41AM EDT - 'Crazy AI, Crazy CPU, Crazy big screen'
08:41AM EDT - 'Hear from all directions with 3D sound'
08:41AM EDT - 'For the win, AI camera'
08:42AM EDT - *AIS is supported through HOTA update
08:42AM EDT - Pricing
08:43AM EDT - 329 euro for 4GB/64GB
08:43AM EDT - 349 Euro for player edition
08:43AM EDT - Honor up for sale at 3pm
08:44AM EDT - Honor Play is a new brand for gamers
08:45AM EDT - Alongside Honor View and Honor number
08:45AM EDT - Special surprise
08:45AM EDT - Two years ago, launched Honor Magic - first AI smartphone
08:45AM EDT - 40W Magic charge
08:45AM EDT - Design from another planet
08:46AM EDT - Honor innovation spirit
08:46AM EDT - Another video
08:47AM EDT - >Now they're comparing innovation to landing on the moon
08:48AM EDT - Magic 2 with Yoyo AI assistant
08:48AM EDT - Popup camera
08:48AM EDT - Coming soon
08:48AM EDT - Magic name means no compromise
08:49AM EDT - Coming later
08:49AM EDT - Real fullview display, no notch
08:50AM EDT - Camera slides up
08:50AM EDT - So it's not an auto motor, manual slide
08:52AM EDT - Safer 40W magic charge
08:52AM EDT - With Kirin 980
08:52AM EDT - >Cat out of the bag?
08:52AM EDT - Tomorrow at a keynote, Kirin 980 will be launched
08:52AM EDT - Everything is ready for Magic 2
08:53AM EDT - It looks like that's a wrap. Well, interesting for sure. But HOW exactly does GPU Turbo work?
3 Comments
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deep09 - Friday, September 7, 2018 - link
The best for gamers. My friend, an ardent gamer, gave the device a 'tough guy' look with a Grunge texture skin on the device's back, got from GadgetShieldz online store. I loved it, Honor play is the best among Huawei devices.mikedans - Monday, July 5, 2021 - link
Interestingmikedans - Monday, July 5, 2021 - link
Two years have passed from this presentation and this device remains the best for players. I often use online sources as https://gamblerzz.com/thrivefantasy-dfs-platform to find out if the platform supports mobile version and with this gadget, I access all sites in the short time and with no efforts.