SHENZHEN, China, Nov. 17, 2016 /PRNewswire/ -- Leading smartphone brand Vivo has officially announced the new tagline Camera & Music, changing the direction of the brand to perfecting photography and audio functions and designs in its future products. Being the world's first smartphone brand to introduce professional level Hi-Fi technologies to smartphones, Vivo has become top 5 among all smartphone vendors globally with 102.5 percent year-over-year increase in terms of shipment volume, according to International Data Corporation (IDC) Quarterly 3 2016 Worldwide Mobile Phone Tracker. "Vivo is dedicated to explore the real needs of our users as a consumer-oriented company, we hear our consumers' demand for high quality mobile cameras, so we now have a new focus on making our cameras better and better," said Alex Feng, vice president of Vivo. "The most important goal we seek to achieve when developing new smartphones is to provide our users with ways to experience life and express oneself freely like never before." The new brand strategy is to bring special focus to smartphone photography experience, a way many people choose to share the fun moments of life and express themselves. Vivo has dedicated years of research to ceaselessly achieve breakthroughs in collaboration with camera giants and other strategic partners in the design of lens, components, fill-in light as well as intelligent algorithms to make image perfect every time. Equipped with state-of-the-art hardware and revolutionary software, Vivo's smartphone products not only promise the most artistic photos, but also unparalleled photography experience that is sure to make every moment of life very special. With a solid foundation of the company's leading Hi-Fi technologies, Vivo will be directing its focus to exploring the deeper connection between music and real life while reaching for innovations and new collaborations in interaction and content.