A Gulf Business supplement
16 years of elevating life through technological artistry
TONY CHEN, FOUNDER AND CEO, OPPO
“OPPO uses technology to empower people to capture the beauty around them and to unleash their imagination of the future; thereby helping everyone get the best out of life.”
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SCALING NEW HEIGHTS When OPPO launched its Reno2 series in the GCC in October 2019, it made sure that the world listened. As part of a massive unveiling campaign, OPPO took over the façade of the world’s tallest building in Dubai, the Burj Khalifa. Its message was clear – OPPO, which moved its regional headquarters to Dubai in 2019, is deeply invested in MENA, and plans to further expand its presence by bringing its technological innovations to people across the region.
16 YEARS 16 FACTS oppo.com
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In celebration of OPPO’s 16th anniversary, we bring you 16 interesting factoids about the company. OPPO was founded in 2004 to manufacture MP3 and DVD players. In 2005, OPPO launched the company’s first MP3 player.
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Timeline
All about innovation OPPO has been expanding its presence in the Middle East and Africa region since it entered the market five years ago
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Begins its journey in the Middle East and Africa region after setting up its regional office in Egypt
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Becomes the first Chinese smartphone brand to build a manufacturing premises in North Africa after it sets up a factory in Algeria
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Moves MEA regional operations to the UAE . Now OPPO is physically present in more than 12 markets across the region. OPPO also launches its first commerciallyready 5G smartphone in the GCC
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OPPO MEA launches three smartphone series this year, including the Reno4 Series that was unveiled across the GCC through a special virtual launch event hosted on YouTube
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Global football star Mo Salah becames OPPO’s brand ambassador exclusively for the MEA region. In November, the company also releases a special edition Mo Salah Reno4 smartphone exclusively for Egypt
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Since establishing the company in 2004, OPPO has now expanded its global footprint to over 40 countries. Employing more than 40,000 people around the world, OPPO has impacted the lives of more than 300 million people worldwide.
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CEO’s Note
Staying connected Having launched in the MEA region five years ago, OPPO, which is celebrating its 16th anniversary this year, is gaining ground in the region as its ‘glocalisation’ strategy takes shape, writes Ethan Xue, President and CEO of OPPO MEA
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020 has proved beyond a doubt that connectivity is the order of the day, and the key to this connectivity is the smartphone. No longer an accessory or a fashion statement, the smartphone is a key cog in the wheel that keeps our lives running every day. From fitness trackers and grocery apps to board meetings and PTA Zoom calls, we are constantly reaching for our mobiles every few minutes. Albeit a young company, OPPO is currently one of the top five smartphone companies in the world by shipment, and we are proud to be a key player in this new age of connectivity. Last year, OPPO pledged $7.2bn towards R&D over the next three years to integrate all our products and users into a multiple-access smart device ecosystem for the era of intelligent connectivity. This year marks OPPO’s 16th anniversary as a company and our fifth year in MENA since we launched in 2015. This short span of time has seen exceptional regional growth and we are immensely proud to have also broken into the top five ranking in the region by shipment. This was no small feat and something that we would not have achieved without the hard work and dedication of our team, and of course the unwavering support of our customers. In this special supplement of Gulf Business, we will take you through our journey in the Middle East and Africa region, and
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Ethan Xue, President and CEO, OPPO MEA discuss what makes the OPPO brand one of the most popular in the market today. From our focus on elevating lives through technological artistry, to understanding consumers and localising our efforts to meet the needs of the local market, these stories will welcome you into the world of OPPO. Increasingly, smartphones are finding a new role as a means of connecting to a wider network of devices and systems – remote healthcare monitoring, offshore oil rigs, metro transit routes – with more being added daily to create an interconnected, converged ecosystem. A key driver of this convergence is 5G – an unimaginably powerful connector that is capable
of speeds that are 100 times faster than 4G, connecting everything to everyone. As a leading global smartphone company, OPPO is committed to accelerating the roll-out of 5G across the region. The UAE was the first country in MENA to launch commercial 5G to the public in 2019, with an ambitious target of 100 per cent 5G coverage in the country by 2025. Supporting this bold move, OPPO launched the Reno 5G smartphone in the UAE last year, making 5G more accessible to users in the country. At OPPO, we are guided by the Chinese philosophy of ‘benfen’, which means one’s part or duty. We believe our duty is to share our technology to make our customers’ lives easier. Despite the challenges of the global lockdown this year, we launched two new 5G smartphones. Our flagship OPPO Find X2 Pro 5G launched in the region earlier this year and was very well received. From our design-led Reno series, the OPPO Reno4 Pro 5G that launched in September also received accolades for bringing 5G into the mid-range segment, thus making intelligent connectivity even more accessible to consumers in the region. We have seen over and over again that when customers take the time to truly understand the real value and benefits that OPPO can bring them, they are completely sold on the OPPO philosophy. We hope that this magazine will do the same for you.
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In 2008, OPPO launched its first mobile feature phone called the ‘A103 Smiley face’ which had a slick gold finish.
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Influencing perceptions
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n a slick choreographed virtual presentation that debuted on September 22, OPPO launched its Reno4 Series in the UAE, led by its flagship Reno4 Pro 5G. Anchored by Fadi Awni Abu-Shamat, director for strategy and planning at OPPO MEA, as well as Omardizer, a product presenter whose YouTube channel has amassed over 2.1 million followers, the presentation introduced several key influencers within the region – all of whom in turn highlighted a feature of the phone. Photographer Jumana Jolie showcased the Pro Expert mode in the camera of the Reno4 Pro 5G, while Mr Tech, in a demo reel that showed him astride a motorbike and in a studio, spoke about the proprietary 65W SuperVOOC 2.0 flash charging technology on the phone.
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Influencer Tamara Jamal meanwhile, who has over 675,000 followers on Instagram, spoke about the attention-grabbing design of the slim (7.6mm) and lightweight (172gm) flagship device. Omar Borkan, in a video shot in Dubai’s Bluewaters Island, highlighted the 12Mp Ultra Night Wide-angle Video Lens which uses a Sony IMX708 sensor and an algorithm developed in Japan that increases video brightness in low-light conditions by nearly 75 per cent. Capping the list of influencers associated with the launch was Asallah Kamel, who showcased the all-new OPPO Enco W51 headphones which also debuted alongside the Reno4 series. Here’s what some of the influencers had to say about the device.
Jumana Jolie @pixelville
On the camera “A scene starts in the eye. When I look at the horizon, I don’t see what it is. I imagine what it can be.”
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In 2009, OPPO ventured outside China with its first product launch in Thailand, charting the start of its global expansion. It also launched the P51 and T9 (photo) phones the same year.
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OPPO Reno4 Pro 5G debuted in the UAE in September
Tamara Jamal On design
@tamara.jamal
“Attention is never superficial. It’s curiosity manifested. With the right piece on you, you can set the rules.”
Mr Tech @ihabsalem7
On the 65W SuperVOOC 2.0 “Gadgets constantly surround me. And with each device, comes the same anxieties: ‘Do I have enough power?’, ‘Will I have enough time?’, ‘Should I rush, or should I stop now?’. Technology should be fast enough, to allow us to create at our own speed.” On the OPPO ecosystem
Omar Borkan On the Ultra Night Wide-angle Video Lens
@omarborkan
“The night hides secrets in the shadows. Stories waiting to be captured. I can finally uncover its beauty and make my moments brighter, my possibilities wider.”
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“The OPPO Enco W51 wireless headphones are perfectly paired with Reno4 Pro 5G to incomparable Asallah offer clarity, quality @asallahkamel and connectivity while having a call or listening to my favourite music. Also, OPPO’s Decision Spinner app is amazing. Making choices is now faster and exciting; all with only a spin of a wheel.”
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The company developed its first smartphone Find in 2011, also known as the X903. Endorsed by Hollywood star Leonardo DiCaprio, the device featured a sideslip cover, full keyboard and the Android operating system.
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Gallery
Ahmad Al Nasheet @dvlzgame
OPPO Gaming Challenge
Activating the OPPO spirit
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or OPPO, customers are at the heart of the company, and all its efforts are centred on offering them products and services that they truly need and desire. Catering to a target audience of digitally creative, style conscious and entrepreneurial young creators in the region, OPPO has launched devices such as its flagship Find X2 smartphone as well as its design-led Reno4 series this year. It has also engaged in a series of activation campaigns to connect with its local users in
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In September, OPPO held a uniquely designed, socially distant gaming campaign at Dubai’s Mall of the Emirates, in line with the brand promise of exciting its users’ passions, and supporting youth trends in the Middle East. The initiative, which saw over 1,600 visitors engage across 10 days, culminated in a live-streamed finals match with UKbased YouTuber Manny, which had over 69,068 people tune in.
what has been a tough year, including a gaming challenge in line with its philosophy of breaking new boundaries, as well as innovative and creative campaigns on TikTok and collaborations with regional influencers. A key aspect has been ensuring that the brand maintains a local approach to interact with its audience in the Middle East – OPPO constantly listens to its customers and aims to always find opportunities to deliver unforgettable experiences that inspire people to fully express themselves.
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OPPO followed the Find with the Finder, launched as the world’s thinnest smartphone in 2012 with a thickness of just 6.65mm.
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Find More campaign OPPO partnered with photographer Jumana Jolie (right), YouTuber EMKWAN (below) and Emirati filmmaker Nayla Al Khaja for its regional Find More video series aimed at inspiring people in the UAE to continue pushing their boundaries of creativity. Each of the explorers were selected for the unique way they explored their everyday lives.
EMKWAN @emkwan
Jumanah Jolie @pixelville “I have a constant need to chase what’s next and what’s new – something which I see in what OPPO brings to the region, so I was honoured to partner with them on this campaign.”
Nayla Al Khaja @naylaalkhaja
TikTok #FameOPPOrtunity contest OPPO’s #FameOPPOrtunity contest in October invited TikTok users to create 15-second videos to the Reno4 Series song to explore the boundaries of their creativity. Three winners were chosen from the 168,818 participants, with more than 648 million views generated during the contest.
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2012 also saw the unveiling of the Ulike2 with the revolutionary ‘face-beautification’ feature.
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The opening act Pioneering Emirati filmmaker Nayla Al Khaja explores her relationship with cinema and the role of mobile phones in filmmaking
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ayla Al Khaja, the first female Emirati director and producer, needs no introduction. Probe a little deeper and you’ll find that in addition to being a successful filmmaker and entrepreneur, this spirited visionary has had a prodigious impact on the arts within the country. Back in the early 2000s when she decided to study filmmaking, Al Khaja says that her parents were apprehensive. Not least because the film industry didn’t quite exist in the country, but nearly two decades ago that career choice was considered radical. Convincing her family was just the beginning. When they finally acquiesced, Al Khaja had to travel abroad as no universities in the country offered courses on filmmaking at the time. So, she decided to seek a scholarship. “Breaking this glass ceiling is something that I am very proud of. When I went to the Ministry of Education, they didn’t have a scholarship for film or arts – it just didn’t exist. I was able to convince them, and they created a new
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category that funded students to go abroad to study filmmaking. I was the first UAE student to go [abroad] and study filming,” says Al Khaja with pride. After completing her studies at Ryerson University in Toronto, she returned to start her own production company in the UAE. Several of her films have been presented and awarded at international film festivals. She is now the CEO of Nayla Al Khaja Films. In addition to making movies, the company works with several top-tier clients including Gucci, TAG Heuer and Mercedes-Benz on television commercials. Last year, global technology company OPPO approached Al Khaja to shoot technical demo commercials. It was the start of a relationship that has only grown deeper and stronger since then. Al Khaja’s first directorial venture with OPPO was with the Reno2 in 2019, where she highlighted the smartphone’s ultrasteady mode and ultra-dark mode. Al Khaja used the Reno2 device to shoot parts of the film, including footage on the Formula1 track in Abu Dhabi as well as a scene shot
while horse-riding on the beach in Dubai. In August 2020, Al Khaja went on-camera for OPPO as one of the partners of its FindMore campaign that highlighted the brand’s Find X2 Pro 5G flagship device. Together with the campaign’s other two partners – Jumana Jolie and EMKWAN, OPPO FindMore gained 920 million impressions on various media channels, with more than 10,000 followers interacting with the content. “I think OPPO created an incredible campaign with the footage. The films they produced are moody and atmospheric and they accurately captured my style of directing. I also love that OPPO brings like-minded people together. After the campaign, I met EMKWAN and we discussed how we could collaborate as artists.” Al Khaja highlights several features of the phone including its 6.7-inch Ultra Vision which has a contrast ratio of 5,000,000:1 and can display over a billion colours. “The colour quality is premium, the resolution of film footage is so authentic. If I’m looking [at film footage] on my laptop, it’s very close to that which is displayed on the phone.” She adds that the FindX2 Pro 5G is the perfect size to fit onto a custom-built rig and have it mounted on a track. “There’s a funny story I’d like to share. Before I discovered OPPO, I used to carry two or three power banks with me on set because sometimes we would be in the middle of a desert for 15 hours. But with OPPO I don’t have this issue.” The phone is noteworthy for its behemoth 4,260mAh battery that not only has a strong battery life, but also has a 65W SuperVOOC 2.0 charging technology for super-fast charging. As you’d expect from Al Khaja, the single most important function on a phone is the camera – and this is where OPPO comes out on top. “For me, the camera is always the number one priority when I look at a phone, and OPPO Find X2 Pro
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In 2013, the company launched its proprietary operating system, ColorOS. The highly-customised, intelligent and richly-designed Android-based mobile OS now supports multiple languages, with OPPO recently releasing ColorOS 11.
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Al Khaja used a Reno3 Pro to shoot a series of short films in which she captured many scenes including a skydiving shot as well as one where she zoomed onto a falcon in the desert
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5G takes the trophy in that regard.” The phone features a 48mp primary camera, a 48mp ultra-wide-angle camera and a 13mp telephoto lens, with the Pro Expert mode allowing users to manually adjust features like the ISO, shutter speed, white balance and the autofocus. The telephoto camera also offers a 10X hybrid zoom and 60X digital zoom. Taking the partnership with OPPO to the next level, Al Khaja shot a series of short films for the launch of the OPPO Reno3 Series. She used the phone to shoot many scenes including a skydiving shot as well as one where she zoomed in on a falcon being filmed in the desert. Speaking about her experience, Al Khaja said, “Although people think ‘Oh it’s a phone, it’s going to be a cheap production,’ – that’s not at all true because hiring the crew and having the shots especially rigged for the mobile is neither cheap nor easy. But I believe OPPO’s phones have what it takes to actually deliver professional quality that people will appreciate without ever realising that the footage came from a mobile phone and not from a professional camera. To me, OPPO Reno3 Pro is a filmmaker’s phone.” Al Khaja says that her goal with OPPO is to shoot a full-length TV commercial for the brand – on similar lines as the one shot with Indian Bollywood actress Deepika Padukone. “It would be a dream for me to direct a big OPPO ad for the Middle East. The ad with Deepika Padukone was so beautifully shot and the phone was beautifully featured. I want to do something similar, but with an Arab celebrity.” For now, the director has been expanding her portfolio of work and is currently working on a full-length feature film The Shadow which is due to be released in 2021. The film will become the first horror movie directed by a female Emirati filmmaker. Pathbreak er back then, still a pathbreaker.
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OPPO went one step further in 2014 with the launch of the N3, the world’s first phone to feature an electric rotating camera. Nicknamed the ‘camera master’, it also featured a 16MP lens and a cutting-edge graphics engine.
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What lies beyond 5G: The OPPO perspective 10
en years ago, the world was awed by 4G because it delivered faster downloads, smooth video viewing, mobile gaming, VoIP and more. The fifth-generation technology standard, commonly known as 5G, is capable of speeds that are 100 times faster than 4G with almost zero latency, providing unimaginable connectivity. With its official commercialisation now well underway, global 5G connectivity is developing at the fastest rate in history. The number of global 5G connections is expected to exceed 1 billion in 2023, according to IDC, which is two years faster than the speed at which 4G achieved the same number of connections. Global technology company OPPO has been leading the charge for commercialisation of 5G. In early 2015, OPPO became the only device manufacturer participating in the global push for unification of a 5G standard and has now become one of the most influential smartphone manufacturers contributing to the development of 5G standards. As early as 2018, OPPO successfully conducted a demo of the world’s first 5G video call using 3D structured light technology. Today, OPPO’s portfolio of 5G products includes three smartphones – Reno 5G, Find X2 Pro 5G and Reno4 Pro 5G. In addition, the OPPO 5G CPE, OPPO Watch and OPPO Enco wireless headphones as well as other intelligent devices are also oriented towards the 5G era, creating an integrated personal technology experience for users.
What next? While consumers understand that 5G provides the connectivity for autonomous driving, smart home devices, virtual classrooms, next-level gaming and more, experts say that 5G development is currently at its most elementary stage. At full capacity, 5G can support innovative experiences that integrate virtual and physical
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Another revolutionary release from OPPO came in 2014 with the VOOC, which transformed fast charging technologies. Open to external partners, the VOOC is used in more than 145 million smartphones worldwide.
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worlds – achieving remote VR and AR, supporting 3D virtual communication, and other new applications. As 5G commercialisation develops and it becomes more widespread, it will change the world in ways beyond imagination and provide countless technological possibilities, spawning new industries and a new way of living.
OPPO’s 5G philosophy OPPO is committed to working with its industry partners to promote 5G so that a broader range of global consumers can experience its benefits. From 2018, OPPO has been collaborating with Ericsson, Qualcomm and Intel on 5G technology patents, maximising both parties’ technical advantages. Since then, OPPO has established a solid patent foundation for expanding its global business and deploying a multi-device ecosystem. To date, OPPO has deployed its 5G standard patents in over 20 countries and regions. According to Japanese research institute NGB Corporation, OPPO is among the top 10 companies with the most significant number of declared 5G patent families. OPPO envisions a 5G future within a new ecosystem of the ‘Internet of Experience’ that creates closer, more integrated relationships between people; between people and things; between people and nature; and between people and the world around them, enabling them to live better lives through technology. Last year, OPPO also announced a three-year R&D investment plan of $7bn to develop core technologies including 5G/6G, AI, AR and big data. While actively exploring new 5G applications like VR/AR equipment and IoT consumer devices, OPPO still believes that mobile phones are the core entry point for 5G integration, and continue to research new ways of integrating various 5G applications.
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OPPO’S SMART 5G OPPO’s 5G smartphones incorporate a complete set of performance optimisation solutions under a ‘Smart 5G’ umbrella that are designed to offer a better 5G experience with lower power consumption. The set includes four major features: Dynamic Spectrum Sharing (DSS): Operators can provide 5G services based on existing 4G spectrum resources and 5G network infrastructure such as base stations. This means that OPPO 5G phones also enjoy 5G signals in areas that have 4G network coverage, bringing users a more consistent 5G experience. OPPO Smart 5G’s Power Optimisation: This feature intelligently identifies temperature, power, and average network speed variabilities and smoothly switches between 4G and 5G networks for different scenarios, thereby reducing power consumption. Smart Dual Mode (NSA+SA): Using software optimisation to improve response speeds of switching between non-standalone and standalone 5G, this feature extends support from modem to antenna, thus eliminating the possibility of a choppy connection. Dual 5G (5GHz WiFi+5G): This supports simultaneous use of the 5G network and 5GHz wifi, which allows downloading and playing games at the same time. Turning on this function increases the total network download speed by about 28 per cent.
Preparing for a 5G world As a pioneer in 5G technology, OPPO has managed to stay ahead of the game and keep its products in tune with consumer
needs. With the increasing use of 5G in high power consuming applications like games and videos, there are new demands for mobile phone battery life and charging. OPPO is responding to the challenges of 5G device power needs with long-term and diverse solutions. In 2019, OPPO released 65W SuperVOOC 2.0, a high-power fast charging and wireless charging solution to meet the energy needs of 5G devices. Back in 2018, OPPO foresaw that the emerging trend of full-screen phones would pose challenges for network transmission. Hence OPPO pioneered an industry-leading 360-degree wraparound antenna solution that significantly boosts 5G signal performance without taking up internal space on the phone. This enables OPPO to deliver a superior connectivity experience for frequent video watching and lower latency for games. With 5G, video application demands also continue to grow. OPPO’s insight into user needs and 5G application exploration spurred the development of video super anti-shake technology, wide-angle lens, video zoom, video portrait blur, AI realtime beautification and other 5G mobile phone technology and features to help users achieve movie-grade shooting.
What’s after 5G? By 2025, the number of 5G connections worldwide is expected to be close to three billion. According to GSMA, 45 million of those 5G connections will be in the MENA region. With the increasing commercialisation of global 5G networks, a window for 6G research and innovation has quietly arrived. OPPO is one of the first companies in the world to invest in the early research of 6G standards. OPPO’s strategic research investment in 6G standards will play a significant role in further enhancing its product offering, in line with the company’s goal of elevating life through technology.
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In early 2015, OPPO became the only device manufacturer to participate in the global push for unification of a 5G standard and is now one of the most influential smartphone manufacturers contributing to the development of 5G standards.
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Above: OPPO CybeReal AR application. Right: OPPO AR Glass 2021
Innovating for success
Here’s how OPPO is leveraging its expertise to boost innovation through products such as the AR Glass 2021 and the OPPO CybeReal
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PPO rose to become the fifth largest smartphone vendor in the world Q2 2020, according to IDC. While that would be the pinnacle of success for most, OPPO is just getting started. At OPPO INNO DAY 2020 in Shenzhen, the technology company laid out a bold R&D strategy, under the theme “Leap into the future”. OPPO Founder and CEO Tony Chen said: “As technology becomes an indispensable part of people’s daily lives, this has further ignited our passion for using technology as a means to bring the best to people.” Against the backdrop of the internet of experience, OPPO set forth a brand-new technology development ethos: “Technology for Mankind, Kindness for the World” while unveiling for the first time its “3+N+X technology development strategy”. The “3” refers to the three underlying technologies, namely hardware, software and services technologies. “N”, represents a number of OPPO’s essential capabilities, including AI, security and privacy, multimedia, and interconnectivity. Lastly, “X”, refers to the leading-edge and differentiated technologies and strategic resources that foster innovation and improve user experience. While innovation is nothing new to OPPO, the company has for the first time coalesced its R&D efforts into a comprehensive whole. “Going forward, OPPO’s R&D will continue following the 3+N+X technology development strategy to improve the connectivity between people and people, people and devices, and men and the environments, allowing more people to enjoy the wonderful life delivered by technology,” said Levin Liu, OPPO Vice President and Head of OPPO Research Institute.
Augmented Reality At the inaugural INNO DAY in 2019, OPPO announced that it would invest $7.6bn over
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OPPO celebrated 2016 with a landmark achievement: it made an entry into the top four smartphone brands globally with a market share increase of 132.9 per cent, according to IDC.
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the next three years, continuing to focus on developing cutting-edge core technologies such as AR and underlying hardware technologies, as well as software engineering and system capabilities. AR has now become an integral part of OPPO’s leading and differentiating technological strength. OPPO has been investing in AR R&D since 2014 and launched its first AR glasses at the INNO DAY last year, marking OPPO’s first foray into the “digital twin” ecosphere. Compared to its predecessor, the OPPO AR Glass 2021 marks significant improvements in wearing experience, optical functions, interaction, and content ecosystem. OPPO AR Glass 2021 features a brandnew split design which results in a compact, ultra-light, and wearer-friendly device. The device is nearly 75 per cent lighter than its predecessor, making it comfortable to wear for an extended period. When connected to Find X2 Pro by cable, the AR Glass enjoys a significant boost in computing performance powered by Snapdragon 865 chipset, with the performance of CPU and GPU up by 40 per cent respectively. OPPO AR Glass 2021 is built with the Birdbath optical technology, which increases the contrast by 53 per cent, brightness uniformity by 98 per cent and pixels per degree by 40 per cent compared with its predecessor, delivering sharper and more refined images. The light emitted from its 0.71-inch OLED is refracted by the spectroscope to the human eye, which, together with a customised large-amplitude speaker and semi-open rear cavity acoustic design, creates a home theatre-like experience that is equivalent to watching a 90-inch screen from three metres away. OPPO AR Glass 2021 enables multiple ways to interact when paired with a smartphone. You can just touch and swipe your smartphone screen to control the Glass – similar to controlling a smart TV with remote control.
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OPPO X 2021 phone
OPPO AR Glass 2021 features a set of binocular fisheye cameras that track hand movements in milliseconds. While constructing a virtual model of a user’s hand, OPPO provides 21 recognised markers on a single hand, with four on each finger. This means that even a subtle movement of the finger joint can be captured by the AR Glass. Through the pre-defined interactive gestures, users can make very accurate selections, such as tapping on the menu and zooming in and out on objects. The binocular fisheye cameras capture the real-time environment, conduct local mapping, and complete the three-dimensional spatial localisation calculations within milliseconds. OPPO’s AR Developer Programme will be officially launched in 2021, including developer recruitment, developer salon and developer support plan.
OPPO CybeReal: An AR app powered by real-time, spatial calculation technology Based on a digital model of the physical world built on OPPO Cloud, OPPO CybeReal enables real-time high-precision localisation and scene recognition based on GPS, Wi-Fi, Bluetooth and network information as well as the SLAM and AI scene-recognition algorithms. To build the digital world, OPPO had to reconstruct the physical world in digital representations. It leveraged multiple data sources to faithfully represent every single detail. OPPO not only collects data manually but also incorporates data from trusted third parties, which allows
CybeReal to process the digital world. Second, CybeReal has to perform highprecision localisation in real-time. This means that, within milliseconds, it has to correctly identify the user’s exact location to the centimetre. In other words, the virtual world instantly responds to every action the user takes. Equipped with the real-time high-precision localisation technology and AI scene-recognition, OPPO CybeReal may also be deployed in virtual playgrounds, product displays and visual marketing in physical stores.
OPPO X 2021 rollable concept handset OPPO launched its first mobile phone – “Smiley Face”– in 2008, which laid the foundation for innovations to come. In 2013, OPPO released the OPPO N1, a phone with the first rotating camera. Then, in 2014, OPPO released the OPPO N3 which featured a 16MP motorised rotating camera. The Find X was launched in 2018 with an innovative dual-track periscope structure that hides the camera and 11 other components inside the phone, enabling the world’s highest screen-tobody ratio phone at the time. The OPPO X 2021 concept is the latest achievement from OPPO’s exploration into mobile phone form factors. It is built with a continuously variable OLED display that measures as small as 6.7 inches and as large as 7.4 inches. Powered by OPPO’s proprietary Roll Motor powertrain; a new bearing with a slider on the display side of the phone; 2-in-1 plate (which supports the screen with no segment gaps); and Warp Track high-strength screen laminate, the device features a scroll-like freely rollable display, with no “hard folding” involved. In the development of the OPPO X 2021 rollable display prototype, OPPO has applied for 122 patents, 12 of which relate to the rollable mechanism.
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2018 saw the global launch of OPPO’s flagship Find X device featuring a revolutionary full-screen design. In November that year, OPPO also made the first WeChat group video call using a 5G network.
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Meet the Team
Faces of OPPO A company is no bigger than its people and at OPPO, we have an incredible regional team. We speak to some of them about their experience of 2020 and their journey in OPPO so far
Aggie A. Senior Training Executive I’ve been part of the OPPO family for five years, and my journey has been incredible. Despite being a tough year, 2020 has helped me self-reflect on many things, thanks to the continuous support from OPPO. I have learnt a lot from my colleagues and have had the opportunity to work and associate with the most caring and loving people. OPPO is such a wonderful multicultural place to work; I’ve always cherished the team building activities we organise, as colleagues get to bond together more like friends.
Erin Guo
Vikas Pachnanda
Branding Manager - GCC
Vice President
I joined OPPO in 2016 and have been provided with all the support to grow – from a trainee all the way to currently leading the company’s branding team in the GCC. 2020 was like no other year. Despite the challenges, the Covid-19 situation inspired us to create new ways of communicating remotely with our customers and working more closely with our partners to identify the latest market and consumer trends. This helped us to innovate and develop OPPO’s business together. Today, I look at OPPO to be the ‘trend’; I see it as a young, caring and loving brand.
I joined OPPO in 2016 when the company’s operations were relatively new in the UAE. It has been a tremendous journey with the company since then as it has secured a place today among the top five best smartphone brands by shipment in the UAE. Leading the local operations of OPPO, I pride myself on safeguarding the OPPO beliefs of encouraging and investing more in the ‘manpower’ – especially during tough times. For me, OPPO is a short form of OPPOrtunity, for employees to grow along with the company and for end-users to receive technology with value for money.
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In 2019, OPPO unveiled its first commercial 5G phone in Europe with the Reno 5G, which was also launched in the GCC.
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Meet the Team
Peter Song Financial Manager - GCC This year has been tough for most people, both personally and professionally. I seldom go to a restaurant, I cut my hair myself and try my best to avoid any outside exposure. But I’m not worried professionally because I have a very strong employer supporting me. At OPPO, employees have always been the top priority for the company. We have a stable and safe working environment. OPPO for me is Optimism, Power, Prosperities, and infinite Opportunities.
Rehana O. Sales Promoter
Lucy Aziz
2020 has been a tough year, and there was always a fear of getting infected by Covid-19. But our management has been very supportive and implemented all the safety measures, which have provided us with confidence to work. I joined the OPPO sales team in January 2019, and it has been a unique experience so far. Among my memorable experiences at OPPO is when my name was included in the list of top performers. It was an exciting moment.
PR and Communication Manager - GCC
Joana Marie
Siddiq Shareef
Receptionist/Administrative Assistant
Assistant HR Manager
My journey with OPPO started in 2020, and for the past few months, it has been exciting and great. I enjoy having a positive work environment, while clear communication within the team has helped me grow as an individual. The company has shown support to every employee during this pandemic, including offering a work from home option, and regular sterilisation of the office to ensure the safety of employees. I believe in the wonderful OPPOrtunities that OPPO gives us, especially the power to connect people across the globe.
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At OPPO, I genuinely feel at home and enjoy every achievement with full ownership. I see OPPO as an ambitious dragon that fires innovation flames across the world – from Shenzhen to San Francisco. One remarkable moment that stands out among many was when our GCC PR team was announced to be the best OPPO team across the region during the latest regional Reno4 launch. In 2020, we had to be the best version of ourselves to pivot to the road to success despite all the challenges, hence we are thankful for 2020 and thrilled for 2021.
2020 was a unique year for everyone, and as the pandemic hit, OPPO was very stringent in implementing precautionary safety measures, providing support and personal protective equipment to all employees. For the last two years at OPPO, I can say that Covid-19 was the most difficult time for me – personally and professionally, but I’m very privileged to be part of OPPO. I can’t forget the moment when I received the ‘Employee of the Year’ award from the OPPO management for my performance in 2019. Today, I consider OPPO as my second home.
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In December 2019, OPPO revealed plans to spend $7bn on R&D over the next three years. The company currently operates six research institutes and four R&D centres worldwide, as well as an International Design Center in London.
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Interview
Five minutes with… Our design hub, the OPPO London Design Centre, is dedicated to ensuring that our powerful technology is packaged into beautiful designs. The patented Reno Glow diamond-cutting technique applied on the latest OPPO Reno4 Pro 5G phone is a great example. We also ensure that our customers have state-of-the-art technology under the hood, by launching more 5G smartphones in our portfolio and introducing unique imaging technology.
For OPPO, how was the ‘tough’ 2020 year in the region and what strategy did you adopt to deal with the volatile situation?
At OPPO, we believe it is our duty to share our technology in order to make our customers’ lives easier. Almost overnight, we had to pivot to a digital-only reality, working with key e-commerce partners to ensure that products were readily available for customers, while prioritizing their safety. Despite social distancing measures, our product pipeline continued uninterrupted. We were able to create an equally engaging online journey with virtual launch events for the design-led Reno3 Series in March, followed by our flagship Find X2 series in July and the Reno4 Series in September. Staying close to our customers and partners, we’ve extended the warranty services for all OPPO smartphones and accessories whose warranty has expired during the lockdown period. All the while, we continued to engage with customers through exciting activations. We conceptualised and executed the ‘Find More’ campaign, partnering with award-winning regional content creators to create a video series aimed at inspiring people to achieve more. As an international company with a footprint in 40 countries, how does OPPO ensure it offers a truly regional and local experience for its users?
We are proud of our rapid growth across the world in a short span of 16 years. For OPPO, being an international company is about integrating global resources, tapping into each market, and being responsible to local colleagues and customers. We adopt a ‘Glocal’ strategy of brand globalisation with operational localisation. In the Middle East, we have been able to be among the top
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Fadi Abu Shamat, Director of Strategy and Development, OPPO MEA five smartphone companies by shipment because of our ‘glocalisation’ strategy. We bring to market devices and solutions that are best suited to provide our local customer base with better experiences. For the GCC, we offer a wide range of smart devices spearheaded by the flagship Find X Series and Reno Series. As the Middle East accelerates its move to 5G connectivity, we’ve also ensured to fast-track the commercial roll-out of 5G by introducing no less than three 5G phones since last year. We also customize our international initiatives to appeal to our local customer base. For example, we have partnered with global football star, Mohamed Salah, who is a household name in this region, as our brand ambassador for the MEA region. Regionally, the smartphone space is crowded with several brands. How do you stand out?
We strive to create products that enable users to enjoy the ‘beauty of technology’.
Looking ahead, will OPPO be expanding in the region?
In 2019, we have risen to be one of the top 5 smartphone companies in the region by shipment. We have been seeing strong sales especially with the latest Reno4 series launch. In Egypt where we have been operating since 2015, OPPO ranked second in the smartphone market with a market share of 22.3%. OPPO is committed to leveraging global resources; all the while, we are also supported by a strong network of distribution, retail and e-commerce partners. We will continue to build these relationships while adapting the customer journey to the new trends in the market. Lastly, what do you see as the future of the smartphone and the wider tech industry?
The 2020s will see a shift in consumer demand from a single product to an integrated product ecosystem, bringing new opportunities for market growth. Immersive technologies are likely to play a key role in intelligent connectivity. OPPO has already invested in developing core technologies in hardware, software and system including 5G/6G, AI, AR, big data and other frontier technologies, and has just revealed at OPPO INNO DAY 2020 the new AR Glass 2021 and the OPPO CybeReal.
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Recognising the Middle East’s move into 5G at a higher pace than other regions, OPPO marked 2020 with not just one, but two new 5G smartphones in the region including the Reno4 Pro 5G.
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BENFEN /běn fēn/ We live by our guiding principle of the Chinese term ‘benfen’, which means one’s part or duty. We believe it is our duty to create products that focus on our customers’ core needs. As we constantly refine our products in the pursuit of perfection, we also focus on our goals as a means of creating intrinsic value to our company. Throughout all of this, we seek the core truth, dare to challenge, take responsibility first, honour our partners and bring our best selves.