In a statement, the company said the new technology, called Full-Path Colour Management System, would deliver "an outstanding viewing experience with its authentic and accurate colour reproduction". The technology will be used in OPPO smartphones next year.

OPPO Australia managing director Michael Tran claimed the technology would set new standards for the industry.

“With the new Full-Path Colour Management System that supports 10bit image capture and HEIF formats, OPPO can continue to provide users with a quality visual experience, providing rich, realistic colours," he said.

“Colour is such an integral part of the smartphone user experience. Whether shooting snaps on holiday, streaming movies or playing games, a high quality visual experience will continue to be important.

"At OPPO we’re all about the user and more so, inspiring our users to be creative, and this latest development is another example of our commitment to that.”

OPPO said the new technology was an end-to-end solution covering everything from image acquisition, to computation, encoding, storage, decoding, and final display.

It also supported HEIF imagery with 10bit high colour depth and the P3 wide colour gamut.

"OPPO’s screen calibration procedure enables a professional, digital film-grade colour accuracy at around 0.4 JNCD, thereby delivering a consistently accurate display on the screen," the company said.

"On the other hand, OPPO’s proprietary algorithm guarantees colour gamut compatibility by adjusting the DCI-P3 with the D65 white point at the center of the colour space."

The new HEIF format would mean that images would be about half the size of a JPEG image. Multimedia such as static images, Exif, depth information, and dynamic videos were all supported.