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TECH SUPPLIER Oct 2017 - Market Perspective - Doc # AP42738717

Demystifying OPPO — The Rising Smartphone Giant

By: Kiranjeet KaurSenior Research Manager, Client Devices, IDC Asia/Pacific, Nutchanon Th. Boonsorn, Jerome Dominguez, Risky FebrianMarket Analyst, Di Jin, Jaipal SinghAssociate Research Manager, Client Devices, Xiaohan Tay

Table of Contents

Executive Snapshot

Figure: Executive Snapshot: OPPO's Rise in the Asia/Pacific Smartphone Market


OPPO — One of the Many Offshoots of the BBK Group

Another Smartphone Brand from China Taking the World by Storm

Figure: Top 5 Smartphone Companies Market Share, 2011–1H17

Figure: OPPO Find Me Launch with Leonardo DiCaprio

A Top Global Smartphone Vendor But Not Really Global Yet

Figure: OPPO's Share in Smartphone Market by Region, 2015–1H17

Figure: OPPO's Share in Its Top 5 Markets (Excluding China), 2012–1H17

Figure: OPPO's ASP Trend, 2011–1H17

BBK Electronics — Its Offspring and Sibling Rivalry

Figure: BBK Corporate Structure

Figure: OnePlus 5 manufactured by OPPO Mobile in India

Roots Lie in Legacy Marketing and Sales Channels

Figure: CEOs of OPPO in Various Countries

Distribution and Channel Partnerships — A Core Strength

Quietly Disrupting the Distribution Channels

Lean Distribution and Stronger Channel Relationships

Figure: Traditional Distribution Structure Common in Smartphone Market

Figure: OPPO's Distribution Structure

Cash and Carry and More Autonomy to the Retailer

Promoters, Promotions, and Incentives Galore

Strict Price Control

A Common Culture But Independent Country Operations

Offline Focus and Persistence Paved Way to Top

After-Sales Service to Build Confidence

Figure: OPPO's Warranty and Repair Policy in Singapore

Figure: OPPO Service Centers and Retail Points

Marketing and Sales Promotion Activities

Not Just Another Chinese Brand

Figure: OPPO's Flagship Smartphone Ads

One of the Most Visible Brands with Cash-Rich Marketing

Figure: OPPO's Sports Sponsorships

Figure: OPPO's TV Program Sponsorships

Direct Involvement to Drive Point-of-Sales Support and Promotions

Customer Engagement Through Fan Clubs and Events

Camera and Aesthetics at the Core of Product Design and Features

Figure: OPPO Camera Phone

Figure: OPPO's Focus on Design and Features

Figure: OPPO's R9 Plus and Likeness to the iPhone 6S

IDC's Point of View

OPPO's Success Is Built on Strong Foundations That Can't Be Passed as a Fad

Climbing the Next Mountain Won't Come Easy


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