Smartphone brand grows despite retailers demise

In what appears to be a counterintuitive move, Australian smartphone maker, OPPO will begin selling its latest mass-market smartphone, the F1 in Australia next week through Dick Smith and Move stores.

But when asked today by Appliance Reatiler why the company was continuing to support the failed retailer, OPPO Australia marketing director Michael Tran (picturd below) was upbeat, “We’ve enjoyed a strong working relationship with Dick Smith who have helped us bring the OPPO smartphone range to market in Australia.  By enabling customers to get hands on with our products we’ve seen a wave of excitement among customers, which has resulted in month-on-month sales increases as the OPPO brand rises in popularity.”


OPPO was launched into Dick Smith in mid-2015 with its full range of handsets and accessories.

Despite the subsequent fate of Dick Smith, Tran said the brand has enjoyed a rapid rise in popularity in Australia, particularly among the mid-market smartphone category. The latest GfK sales data for December ranks OPPO fourth in mid-market sales ($250-$500) behind Apple, Samsung and Huawei.

However he did add a caveat.

“Like any ambitious brand we are constantly looking at new and different channels to reach our customers and expect to announce additional partnerships in the coming months.”

According to the company, the F1 is the first device to be introduced from the F-series, a newly created line of affordable smartphones featuring high-end camera technology and a premium build.

Tran stated that the introduction of the F1 will help strengthen OPPO’s grip on the Australian market.

“Globally, OPPO sold 50 million Smartphones last year and locally we’ve made impressive inroads too. We’re looking to expand our presence even further this year and with the right mix of products and innovations, there’s no reason why we can’t be a dominant player in the Australian market,” he added.

The F1 carries a quality 13MP rear camera backed with OPPO’s comprehensive Flash Shot technology to capture crisp, vivid shots, and is also a great selfie shooter. The device is equipped with an impressive 8MP front facing camera with a wide f/2.0 lens and a 1/4 inch sensor. These innovations allow for 44% more light to enter the front facing camera than a f/2.4 lens, and result in shots that are 30% clearer than ones taken with a standard 5MP front facing camera.

“The F1 is a great example of how premium doesn’t have to be pricey.  I think a lot of Aussies are starting to realise that they don’t need to pay over the odds to have a quality device, so we’re expecting the device to be well received locally,” Tran added.

The F1 will retail for $299 and is available through OPPO online, Dick Smith and Move stores nationwide.