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Smartphone Companies Scrambling to Match Apple 3D Camera Performance and Cost

EETimes publishes an article "Can Huawei Match Apple TrueDepth?" by Junko Yoshida. Few quotes:

Pierre Cambou, activity leader for MEMS and imaging at Yole Développement, predicts that it may take a year or longer for competitors to offer 3D sensing technologies comparable to iPhone X.

...3D sensing will be a tougher challenge for most smartphone vendors — because a 3D camera contains myriad components that need to be aligned. It also requires competent supply chain management. Cambou called the 3D camera “a bundle of sub-devices.”

As for Samsung’s Galaxy S9, some reviewers are already calling its front-facing sensing technology “a disappointment.” ...People were able to fool Samsung's technology on last year's Galaxy S8 by using photos. Apparently, that trick still works with the S9.

Huawei’s triple cameras appear to illustrate the company’s effort to enhance depth-sensing technology. While no confirmation is available, Huawei’s suspected 3D sensing partner is Qualcomm.


SystemPlus' and Yole's cost estimation of iPhone X 3D camera

Reuters shares the same opinion:

Most Android phones will have to wait until 2019 to duplicate the 3D sensing feature behind Apple’s Face ID security, three major parts producers have told Reuters.

According to parts manufacturers Viavi Solutions Inc, Finisar Corp and Ams AG, bottlenecks on key parts will mean mass adoption of 3D sensing will not happen until next year, disappointing earlier expectations.

Tech research house Gartner predicts that by 2021, 40 percent of smartphones will be equipped with 3D cameras, which can also be used for so-called augmented reality.

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HomeEquity Bank Empowers Canadian Homeowners with New Brand Platform that Empowers Retirees



After posting record mortgage numbers in 2017, HomeEquity Bank, providers of the CHIP Reverse Mortgage, announced the launch of a new brand platform today. Created in partnership with Zulu Alpha Kilo, the new brand introduces a redesigned logo, evolved brand positioning, a new visual identity, and a fully integrated campaign that is intended to set the brand up for continued long term growth.

“The Canadian population is aging and many homeowners feel that they have no other choice than to sell the house they love to finance retirement,” says Yvonne Ziomecki Executive Vice President – Marketing and Sales. “Our research has shown that 93% of people over 65 want to retire in their home. We’re tremendously excited about this new direction for our brand because it is about empowering Canadians to live the life they’ve earned.”

The work to kick off the brand relaunch encompasses both traditional and non-traditional creative executions. All of the work tapped into insights gleaned from national research, in speaking to Canadians aged 55+ about retirement planning. In one spot, we see a young couple encouraging their parents to downsize and sell their house before the parents have some fun with that idea by suggesting they move in with the young couple. Another ad shows an overly persistent real-estate agent approaching a house to convince an older couple to sell their home, before they take matters into their own hands. A third spot shows two young parents in front of a house talking about making an unsolicited offer, simply because the homeowner is older. The parents end up getting a lesson from the older, but spry homeowner who overhears the conversation.

To compliment the TV commercials, DRTV with hard hitting messaging, was also produced. In keeping with the brand narrative, the same on-camera characters were featured to help bring consistency throughout the consumer journey. Each execution plays a unique role in educating and empowering retirees to take back control of their retirement dreams. Rounding out the launch was a web site refresh, digital ads, and series of ambient executions that were designed to look like real-estate advertising but instead of speaking to selling or open houses, they use headlines such as: “SOLD On Staying Put.” Similar messages were also applied to tear away posters and door hangers that all pulled from the various executions by encouraging people to stay in the home they love.



“This is about empowering retirees,” says Zak Mroueh, Chief Creative Officer and Founder at Zulu Alpha Kilo. “There is a huge misperception about what it means to be retired. People feel patronized when they’re pressured into something they don’t want to do – like selling their home. We knew that these situations would be relatable to our audience and that we could really strike a chord with them.”

Strategy and creative was led by Zulu Alpha Kilo with media planning and buying by OMD and PR by Jacki Nelson of Nelson Connects.

About HomeEquity Bank
HomeEquity Bank, a federally-regulated, Schedule 1 Canadian bank, is the only national provider of the CHIP Reverse Mortgage™ solution. Founded 32 years ago, HomeEquity Bank has been helping Canadian homeowners aged 55+ access the value of the equity they have in their homes, maintaining ownership of their home, until they make the decision to sell. HomeEquity Bank has ranked on the Canadian Business and PROFIT’s 28th and 29th annual PROFIT 500 list, the definitive ranking of Canada’s Fastest-Growing Companies. HomeEquity has also been recognized as an Aon Best Employer – Canada 2017.


Credits:

Client (Company): HomeEquity Bank
Clients: Yvonne Ziomecki, Vivianne Gauci, Joe Heale, Niary Toodakian, Carly Whittamore
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Patrick Scissons
Art Director: Shawn James
Writer: Irfan Kahn
Agency Producer: Jac Benoit, Teresa Bayley
Account Team: David Tremblay
Strategic Planner: Tim Hopkins
Media Agency: OMD
Media Agency Planner: Dwayne Mataseje, Mitchell Cornelisse
PR Agency: Nelson Connects
PR team: Jacki Nelson
Production House: Partners Film
Director: Michael Downing
Production House Producer: Gigi Realini, Jill Godbold, Shannon Barnes
Director of Photography: Barry Parrell
Casting Director: Steven Mann
Video Post Facility / Editing Company: Zulubot
Editor: Jay Baker
Compositor / Online: Eric Perrella, Sebastian Boros /Alter Ego
Special Effects: Eric Perrella, Sebastian Boros/Alter Ego
Animation: Ian Flaig /Alter Ego
Colourist/Transfer: Clinton Homuth, assisted by James Graham / Alter Ego
Colour / VFX / Animation Producer: Julie Neff / Alter Ego
Audio Post Facility/Music House: Eggplant Music & Sound
Audio Director: Rocco Gagliese
Producer: Nicola Treadgold
Engineer: Nathan Handy
Photographer: Shereen Mroueh


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