I think it’s important to underscore that PureView doesn’t mean any specific technology. It’s the latest and greatest in imaging. When you buy a Nokia phone with PureView, you are getting our highest quality imaging innovation... it’s basically about problem solving. Nokia 808 PureView solved the problem of zooming and sharpness, and for Nokia Lumia 920, it was low light.
Imaging is extremely subjective, and you can always make something better. We’re really driving innovation in key areas to deepen and enrich the imaging experience. I can’t tell you about the specific things we’re working on. Safe to say it’s very cool.
We’re looking at imaging holistically, from optics to display, and working on all of those to improve. It’s very complicated, and the trick is to make all these building blocks work well together. But it’s not just purely hardware innovation. You need to get the software to work as well. That’s the real beauty — that’s what makes a truly amazing solution.
I’m really proud, we have a damn good team. Hardware doesn’t work without very good software, and there’s no software that can fix bad hardware. Asked if there’s one major problem he would like to solve in the years ahead, Juha takes his time before answering. I’d love to make it super easy to get great photos every single time,” he tells us. “You should be able to give your phone to a 3-year old and still capture amazing photos, like with a big DSLR camera.
People are working on exciting technologies that can capture so much more. Huge innovations are happening right now. We’re looking at imaging from so many different angles.