Nubia

努比亚

Nubia is an emerging smartphone brand positioned in the high-end market, based in China with a global focus, embracing the brand philosophy of “Be Yourself.” Its products boast numerous DSLR-level photography features, earning the moniker “the phone that can photograph stars.” Characterized by its bezel-less design, FiT interaction, universal network compatibility, and professional photography features. Nubia pioneered the “universal network access” in the industry and gained recognition with the world’s first “bezel-less phone” equipped with FiT interactive technology, the nubia Z9. Its smartphone lineup includes the Z20, Z18 mini, Z17S, Z18, X, Red Magic 5S gaming phone, Red Magic 5G gaming phone, Red Magic Mars, Red Magic 3, Red Magic 3S, among others. Soccer superstar Cristiano Ronaldo serves as the brand ambassador for nubia.

The name nubia originates from one of the cradles of ancient civilizations. In Latin and some other languages, ‘nubia’ means ‘clouds’, symbolizing beauty. The company chose this name to infuse nubia with a new meaning and vitality, signifying a leap from ancient civilization to modern human technology.

The nubia logo, with its unique font and plump, rounded embellishments, conveys a strong sense of affinity and a youthful, lively vibe. Its design concept draws from the origins of human civilization, with geometric dots representing the human starting point. The logo’s red circle and dot are distinctive, highlighting the brand’s photographic features.

The red circle and dot form a lens and shutter, symbolizing exploration and discovery of the world through the lens and capturing life with the shutter, embodying a strong sense of symbolism. Meanwhile, the original red circle Home button is one of Nubia’s outstanding design highlights and a signature feature of Nubia products, for which related patents have been obtained.

On April 13, 2020, Nubia unveiled a new brand logo for the first time in eight years. The new logo adopts a more youthful design, simpler and more stylish overall. The redesign from graphic to font design improves recognizability, adding a more modern and sharp edge. The small red circle continues as an auxiliary image.

Nubia has extensively and deeply patented in various technical fields, including mobile photography, bezel-less design, interaction modes, audio quality, power management, mobile security, and multi-screen interaction, maintaining a global lead and accumulating numerous patents to enhance user experience and integrate humanized design, driving innovative thinking in technological advancement.

Nubia holds over 3,500 global patent applications, with more than 3,000 core technology patents related to mobile terminals, leading the industry. Over 90% of these are highly stable and high-quality invention patents, including many basic patents covering key mobile terminal technologies and core patents in the communications industry. Its PCT applications cover major developed countries and regions like the USA, Europe, Japan, South Korea, and emerging developing countries like India.

Nubia’s innovations in photography fundamentally changed the landscape, previously dominated by DSLR cameras, earning its smartphones the industry nickname “DSLR of smartphones.” Notably, Nubia holds multiple core patents in independent visual white balance adjustment, WYSIWYG visual effect adjustable shooting, digital aperture, star trail mode shooting, light painting mode shooting, and multiple exposures.

Nubia innovatively launched the world’s first bezel-less smartphone, revolutionizing traditional smartphone visuals. Technologies developed like aRC (arc Refractive Conduction), FiT (Frame interactive Technology), and TiO (Three in One) have been patented, placing Nubia at the forefront of the industry. The iconic small red circle design has also been patented.

Nubia offers a range of unique services, committing to providing excellent products and experiences. Beyond standard after-sales services, Nubia introduced nine special services, including 1+1 quick repair, home service, outlet appointment, mail-in service, 7-day no-reason return, cross-store returns for online and offline purchases, warranty with Root, accidental damage protection, and non-warranty exclusions, enhancing the after-sales service quality of the Nubia brand.

The Nubia Public Welfare Foundation was established in April 2014. Since its inception, it contributes one yuan to the foundation for every nubia smartphone sold. Nubia believes that all products ultimately return to society and the individual. The foundation has participated in or organized various charitable activities, including the Ludian earthquake relief, donations to Qiaodian Middle School in Dali, photography master lectures at universities, supporting young photographers, jointly establishing the “Nubia Public Welfare Scholarship” with the Chinese Academy of Sciences National Astronomical Observatories, and sponsoring visually impaired children from poor families in the Aba area undergoing treatment in Beijing.

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