Although his company draws unprecedented attention because of the world first holographic phone, Liu Meihong, chairman of Estar, is unwilling to be considered as a new mobile phone producer. Liu said, “What we do is to apply the most advanced holographic technology to phones. We define our company as a new display technology industrial corporation. Takee holographic phone is only the first dish. In the future, we will launch more revolutionary products based on holographic display technology. ” Liu, who won popularity over night because of the holographic phone, is better to be described as a 3D geek.

Before July this year, although Estar has already been famous within the 3D display industry, it remained unknown to ordinary consumers and especially in the capital market.

The launch of world’s first holographic phone made things different. On 17th July, the phone which was regarded by Liu as a revolutionary innovation was launched, shocking the market and sparking off the debate about whether it is real holography or not, which is yet unsettled.

The reporter from Securities Times interviewed this company which aroused attention as well as debate. In a building in Nanshan Science and Technology Park, Shenzhen, the report met Liu Meihong. He wore casual clothes and spoke fast. When he talked about his holographic technology, there was a sparkle of excitement in his eyes.

Liu said, in terms of display industry, we witnessed the development of monochromatic display, multicolor display, HD display and current 4K or 8K display. Innovation refers to higher resolution and better color saturation. However, no innovation has broken through the 2D era.

What Liu wants to do is to reproduce things through display as vividly as possible. He was inspired by the 3D movie Avatar in 2009. “Although the 3D effect was realized by watching through special glasses, the experience of 3D figures walking out of the screen is wonderful.”

2D era is the early stage of display technology, and 3D is the improved one. However, 3D display has many shortcomings. For example, the glasses are burdensome and may cause dizziness. The source of 3D movie is limited. Liu thought that the future trend in visual display is developing holographic technology.

Before launching digital holographic phone, Liu once developed glasses-free 3D phone in cooperation with other institution, but the result was unsatisfactory. He thought the reason was that the opportunity had not yet arrived. He believed that the success of a new technology relies on mature technology, various application and market capacity.

With the development of display technology, the growth of the market and the improvement of the industrial chain, Liu thought it is possible for the glasses-free 3D display technology to develop further. That was why the holographic phone came into being. “Smart phones no longer compete with each other only in terms of hardware such as CPU, chip, screen and casing. The competition becomes homogeneous and white-hot. The market of mobile terminals needs innovative technology.” According to Estar, they may produce PAD and computers based on holographic technology in the future. “Holographic phone is only a beginning. In the future, all products related to display can be connected to holographic technology. It is not hard to imagine the large market. ” Liu said.

As world’s first holographic phone, Takee is inevitably compared with iPhone. Once it was said that Apple will adopt holographic display technology in their latest phone, but iPhone 6 did not testify it.

Some people, who are always doubtful about innovative technology in China, still hold such attitude towards Estar holographic phone.

However, Liu did not think it right to compare holographic phone with iPhone. He regarded Apple as an excellent mobile phone producer, but Estar as a whole industrial chain corporation based on display technology, rather than a phone producer.

“Takee holographic phone is a mobile terminal based on holographic display technology. Apple and Estar focus on different aspects. We are confident about the display technology of Takee phone.” Said Liu.

Liu thought that all technologies should serve the needs of application. In order to apply holographic display technology in as many aspects as possible, Estar is now building a “Cloud Cube” platform, introducing 3D videos, games, shopping, entertainment, education and training. In the structure built by Estar, Cloud Cube is at the core. Currently, Cloud Cube has many partners, including GDC, iQIYI, WASU and Letv. Liu hope to establish a holographic display ecosystem of which the core is Cloud Cube. Thus, companies at different positions of the industrial chain will develop together and the holographic display technology will witness development in leaps and bounds. The ambition of Estar is more than that. “If possible, we may offer holographic display technology to other phone, TV and computer producers. The development of market is a process, and market is the best test.”