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Oppo strengthens presence in high-end market
Smartphone maker Oppo is to further strengthen its growing foothold in Indonesia’s high-end smartphone market after having focused on middle-range consumers since it began marketing products in the country
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span>Smartphone maker Oppo is to further strengthen its growing foothold in Indonesia’s high-end smartphone market after having focused on middle-range consumers since it began marketing products in the country.
On Monday, the China-based company held the worldwide launch of its latest model marketed for upper-class consumers, the Oppo Reno 10x Zoom, which is priced at Rp 13 million (US$911) in Jakarta.
The Oppo Reno is the latest model in Oppo’s high-end smartphone line priced above Rp 10 million, which includes the Oppo Find X and Oppo Find X Lamborghini Edition.
Most of Oppo’s other high-end versions, meanwhile, are priced between Rp 7 million and Rp 8 million.
“As a new brand in Indonesia, Oppo has a good range of high end products, but they have not been a priority in the past five to six years,” Oppo Indonesia CEO Ivan Lau told reporters during the Oppo Reno 10x Zoom launch.
“As of today, Oppo is ready to dedicate [itself] in developing the high-end market in Indonesia.”
Along with the Oppo Reno 10x Zoom, Oppo also introduced the Oppo Reno as the modest version of the former at a lower price of Rp 8 million.
Both smartphones, said Ivan, would be part of Oppo’s latest high-end product line named the Reno Series.
The Oppo Reno Series would replace the brand’s earlier R Series, which was among the first Oppo phones to enter Indonesia and were in the upper-middle price bracket.
Oppo entered Indonesia in early 2010, several years after it was established in China’s city of Dongguan. It quickly rose to become one of Indonesia’s top brands.
According to analytical firm the International Data Corporation (IDC), Oppo was the third biggest smartphone brand in Indonesia as of the third quarter of 2018.
With a market share of 19 percent, Oppo trails behind fellow Chinese smartphone maker Xiaomi with a 24 percent market share and Korean brand Samsung with 28 percent.
Nevertheless, such a share was a far cry from Oppo’s achievement in the same period the year before, where it was second place with a 25.5 percent market share, whereas Xiaomi ranked fifth with 6.2 percent.
With the introduction of the Reno Series, Oppo’s main rivals in the high-end market are giants Apple and Samsung, which have released numerous smartphones priced over Rp 10 million.
“With 25,000 teams and 60 million active users, Indonesia is now Oppo’s biggest market in Southeast Asia. Our initial goal in Indonesia was to make Oppo the favorite smartphone brand and this has not changed.”
Speaking on the same occasion, Oppo Indonesia public relations manager Aryo Meidianto said the company was confident of stepping into the high-end market after the launch of Oppo’s Reno Series showed promising responses from Indonesian consumers.
“In our online preorder session, 70 percent of the consumers went for the Oppo Reno 10x Zoom while the rest chose the Oppo Reno, against the usual response where most tend to go for the cheaper model,” Aryo said.
He also pointed out that Oppo, along with other Chinese smartphones, had changed the negative perception of Chinese brands in a matter of years.
“However, we understand if the contribution of high-end smartphones to our sales is not big as the majority of our products still lie in the middle range,” said Aryo. “This is more about educating consumers on what Oppo is capable of and applying some of the technology from the high-end devices to the lower ones afterward.”
