OPPO to invest in Indian mobile internet start-ups, to take on Samsung’s position in the market: Report

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OPPO is reportedly aiming to replace Samsung from its no 1 position among the top smartphone players in the Indian market.

Exploring opportunities in India, Chinese smartphone manufacturer OPPO is reportedly planning to invest in mobile internet start-ups in the country. OPPO is apparently looking to integrate third-party services with its operating platform and app store, with an aim to take over Samsung’s position in the Indian smartphone market, reports ET Telecom.

“We have an investor department in China, and they look for mobile internet start-ups and companies to invest in. It is managed at the group level. We are looking for similar companies or start-ups in India…we can make investments,” Will Yang – brand director, Oppo India, told the publication.

OPPO’s new investment plans are very similar to that of the companies like Micromax and Xiaomi in the past. In order to stand out in the crowd of products in the market, it was a master move by these companies to invest in ?one or more ?mobile internet companies. This allowed them to integrate the services by the mobile internet companies into their devices to offer services which can differentiate their products from the million others.

Though, OPPO has already climbed up to the fourth position among smartphone players by shipments with 10 percent market share at the end of January-March 2017 quarter, according to Counterpoint Research, this move may help the Chinese company to climb farther up. Samsung, against whom OPPO has set the target, leads the market with 26 percent share.

“We aim to achieve either no 1 or No 2 position in India. Samsung is the number one player, and our aim is to compete with Samsung and no other brands,” Yang said. “We have found right direction in India when it comes to brand awareness, which connects to local users. Brand awareness is not a problem for us. Based on our research, our major focus is on camera feature…we are also focusing on battery and design,” he added.

??OPPO promises to continue its focus on camera-focused or selfie-centric smartphones, which have also helped the company carve a niche for itself in India. ?Yang said the company will have one smartphone in each price category, except the sub-Rs 10,000 price bracket. “As a strategy, we would probably stop entry level. As positioning of the brand even in China, we focus on mid and premium segments. Entry-level is not our focus area as it provides less user experience,” he explained.

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