OPPO: The Time is Right for Saudi Expansion

Leading global smartphone player sets its sights on growth in the Kingdom, bolstered by new breakthrough technologies and focus on Saudi youth

Competition is heating up within Saudi Arabia’s smartphone industry, although new entrant OPPO believes that all the conditions are right for it to enter—and thrive—within the Kingdom. 

The company recently launched commercial operations in Saudi Arabia while unveiling its landmark R17 smartphone, part of a bid to reinvigorate the industry and position itself in the premium end of the smartphone market. At the same time, the company has shifted its Middle East hub from Cairo to Dubai, while hiring a team dedicated to serving the Saudi market during its 2019 expansion.

“While sales of smartphones are slowing down for most mobile phone manufacturers, we are seeing positive quarter-on-quarter rises in our sales across the region,” says Andy Shi, President of OPPO Middle East and Africa. The company already has a solid following in Egypt—the first country it entered within the Middle East—and in the UAE. According to the latest data from IDC, OPPO is now one of the top five smartphone companies globally, having sold nearly 30 million units globally in the third quarter of 2018 alone.  

“OPPO has seen incredible growth in our market share globally over the past decade, and now is the time to focus our efforts on creating experiences and strengthening our brand in new and very promising markets like Saudi Arabia,” Shi adds. 

Rapid growth in new markets is something that OPPO has become quite familiar with. Since its launch in 2001 and after becoming the biggest smartphone maker in China in 2016, over 200 million consumers around the world use OPPO smartphones. 

“Saudi Arabia is a unique market for us because we share so many of the same priorities and values; a focus on the needs of young people, a commitment to innovation, and letting individuals enjoy the beauty of technology,” says Shi. “We therefore intend to not only bring advanced smartphones to Saudi Arabia, but also contribute to local employment and expansion of the tech economy in line with Vision 2030.”

Since its early days, OPPO has positioned itself as a brand for younger consumers, taking a more fun and daring approach to its product design. The company anticipated early on the “selfie” movement amongst youth, being the first brand to launch smartphones with 5MP and 16MP front cameras. OPPO was also the first brand to introduce the motorized rotating camera, an Ultra HD feature, and the 5x Dual Camera Zoom technology.

Moreover, the company has been at the forefront of 5G technology—expected to come online in Saudi Arabia by 2020. OPPO recently announced plans to increase its research and development (R&D) spending by 150% year-on-year to around $1.43 billion in 2019 as it gears up for deployment of devices for 5G networks. 

“The roll-out of 5G mobile networks is a high priority on the Saudi ICT agenda as they can handle big data at faster speeds, delivering a more seamless smartphone experience to all users,” believes Shi. OPPO has already unveiled a 5G prototype of its flagship Find X smartphone, and has completed the world's first multi-party 5G video call.

"With OPPO’s commitment to becoming a leader in an era where 5G, AI, and Internet of Things are broadly applied, we will continue to expand our product range and work closely with organizations across Saudi Arabia to innovate mobile photography and technology breakthroughs,” concludes Shi. “This will enable us to meet the aspirations of today’s youth so that they can enjoy the beauty of technology well into the future.”