OPPO cemented its position as Australia’s number three smartphone brand, with a market share of 5.1% and 12.1% increase in total year-on-year shipments in 2022, according to data from IDC for the full year of 2022.
In the IDC Q1 2023 data, OPPO market share grew to 5.4%, an increase on last year’s average, but a slight decline (0.3%) compared to the same period last year (Q1 2022).
OPPO Australia managing director, Michael Tran believes the data reflects warming market conditions, as well as a shift in strategy for OPPO – with a greater focus on the premium smartphone category.
“It’s no secret that the industry has struggled over the past few years, but we’ve started to turn the corner despite the rising cost of living here in Australia. Consumers are demanding more for their money and rightly so. This challenges us and the wider market to innovate, which is only ever a good thing for consumers,” Tran said.
“Our approach has and always will be to offer pound-for-pound the best smartphone experience for any budget, whether that’s through our flagship Find X Series, our mid-range Reno or the more pocket friendly A-series. It’s about offering premium options without the premium price tag.
“Our Q1 2023 performance was strong, particularly in the premium space where we’ve introduced new form factors such as the N2 Flip, which has generated a lot of interest. With the smartphone pipeline and broader ecosystem we plan to bring to market in H2, we’re confident our products will be received well by consumers.”
The OPPO N2 Flip has surpassed the company’s expectations with further growth anticipated in new form-factor categories in the years ahead.
“Quite frankly, if you’re buying a $1,500+ flip phone, the last thing you want is a great big crease in the screen, which historically has been a challenge with previous flip devices,” Tran said.
“As a business, we decided we would only ever bring a foldable phone to market if the screen technology met our extremely high standards. The OPPO N2 Flip didn’t just meet those standards, it smashed them, raising the bar for the rest of the industry to follow.
“But it’s not just the hardware innovation that’s important, it’s the software too. We’ve been working hard, providing new widgets and updates that enable users to maximise the potential of this new form factor. The feedback from customers has been incredible.”