According to the latest International Data Corporation (IDC) report, OPPO, the ever-evolving global smartphone brand, now ranks no 2 in the South East Asian market.
The brand has locked the coveted spot for the first time in the SEA market. As per the IDC, total smartphone shipments in the SEA region is nearly 28 million units in the second quarter of 2016 and OPPO has been able to drive up its volume due to its continued marketing investments to build a solid brand equity for its F1 family.
Sky Li, OPPO Global VP, MD of International Mobile Business and President of OPPO India, said, “The SEA region is a priority market for us and we aim to experience similar acceptance and success as we have in other markets. With a strong focus on providing the consumer with top quality products, OPPO is investing in photography technology, design and offering a user experience basis consumer feedback. That’s what’s brought us this far and will continue to drive us going forward.”
The report states that competitive price points and heavy marketing activities in a now crowded market are the key driving factors for the budget conscious SEA market. In terms of market share, the overall smartphone market remains dominated by Samsung, followed by OPPO. 28 million smartphone shipment reflects an 18.1% increase quarter-on quarter (QoQ) and continued positive growth year-on-year (YoY) of 6.5%.
OPPO’s success can be attributed to the aggressive expansion of offline channel and after service centers strategy along with their focus on product differentiation. In the Indian market, OPPO has been expanding its offline presence by targeting 35,000 Point of Sales and 180 after sales service centers for giving its consumers a better experience.
A strategic positioning and messaging on photography technology especially selfie has also helped the brand attain consumer acceptance in a crowded smartphone market.
Successful marketing campaigns like key associations and sponsorships across popular platforms like Bollywood, Cricket and Entertainment have also driven the brand to gain higher recognition in the Indian market.
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