BY VICTOR ADAR
As demand for flashy devices continue to rise, Smartphone manufacturers are turning innovative with more and more brands launching mobile phones with impressive features like powerful cameras, stylish finishes, mobile data, large touch screens, and mainly targeting the middle and high-end customers.
OPPO is one mobile manufacturer among an array of brands that have become a familiar name in Kenya and beyond, managing to cut through tough competition. In China 2016 was the brand’s milestone year. In terms of shipment, the Chinese firm was the number one Smartphone brand in China with 16.8% market share, and number four globally.
So far, it has expanded to a total of 28 markets. In Southeast Asia, the brand managed to rise to number two in the region in a short period. In India, it also has been growing fast, and even spread the good handsets to East Africa. It is now the talk of the town after entering the Kenyan market two years ago. In terms of sales units, the firm grew from 1.2% in December 2015 to 10.9% in December 2016, an indication that things are clicking for a manufacturer that has been around for only 10 years.
According to Jesse Wu, brand director for OPPO Kenya, their secret and strategic move to turn around the handset market involves not only capturing users’ real insights – which is the core competency and strength of the company – but also always placing users’ needs and product quality as the first priority.
“We are looking forward to satisfying everyone by introducing products that will continue to excite them,” says WU. “The Kenyan market has received our devices openly and in good faith which has proved to be one of our strongpoint. Kenya also has a young population that finds the selfie feature impressive, which is a success for OPPO.”
In terms of local market, Mr Wu adds that: “OPPO is the talk of town and due to the excitement we are not able to give the numbers but as you see, it is overwhelming. In short, the products are made for our users and we shall meet their demanding needs.”
Step by step, OPPO has grown 29.8% globally comparing Q1 of 2016 and 2017, making it the fastest growing international Smartphone brand. Even amidst the ever changing Smartphone tactics, people who have used the gadgets say that the brand is on the top spot mainly on the account of experience and core needs including exquisite design, excellent battery life, outstanding photography, and better selfie experience that more and more users are looking for. In fact, the 5x optical zooming demonstrated at MWC 2017, and the smart sensor are also a great asset.
The Chinese handset manufacturer is tapping foreign markets like Kenya simply because selfie user demands are increasingly global highlighting its selfie capabilities, enabled by the pioneering 16MP camera and software in a big way.
As of the end of 2016, OPPO had more than 15,000 employees globally. The firm has set up dedicated international and local teams that focus on marketing, research and development (popular as R&D), customer service, brand management, and Internet operations, which has massively contributed to the growth of the country.
“We are still willing to do more,” says Wu. “We have branded ourselves as OPPO Camera Phone which means that when it comes to camera technology mostly the dual camera, it is becoming one of OPPO’s directions. Actually OPPO gives equally impressive and outstanding rear camera and front camera which is our strong field.”
Having been providing pioneering products to the people; leading the selfie trend since 2011 with the F series proving a success in the global market in 2016, the Chinese firm will continue with the trend. And only time will tell whether it will survive the fierce Smartphone market and remain a favorite global camera phone brand among young people.
On the future of the handset industry, the challenges, and opportunities, Wu is assured that handset market is the next big thing for investors thanks to the fact that the vision of every investor is to succeed in every market. Citing better sensor chips and large aperture, Mr Wu says that mobile photography is wide, and will upgrade as technology continue to advance. He takes into account that the OPPO brand will be the trendsetter.
“As you already know, we have a new product that is OPPO F3 with a dual selfie camera technology and more plans in processing. Brilliant products are OPPO’s pursuit and principle; we are looking forward to satisfy the audience by introducing products that will inspire and excite,” says WU.
Spelling doom
It is quite surprising that the firm commenced launching premium devices in the country at a time that is perceived as a risky (try to picture the power of General Election), and you wonder what their risk philosophy is all about. But amid the gloom and doom, Mr Wu believes that they have a unique proposition for the Kenyan market and will be able to get it right and gain a significant market here.
He observed that domestic and international markets are, sort of, driven by politics while putting into context the position that the firm is on right now is to release new products with new advanced technologies depending on market needs and response. After all, he says, leadership transitions can always lead to better policies, reduce inflation and put into place ways to whet investor appetite.
“We understand that this is a political season in Kenya but we believe that Kenya is a peaceful country and we look forward to a peaceful election process. Our position is already significant here in Kenya for we have provided products that impress,” says Wu.
