With continued investments in Saudi operations and the efforts to commercialize 5G technology, OPPO holds an optimistic outlook for the future While the Middle East's smartphone market may have witnessed an overall downturn last year, smartphone pioneers OPPO have bucked the trend and anticipate continued growth in 2019, with Saudi Arabia a major expansion market for the global brand. The company only launched operations in Saudi Arabia at the start of this year but has quickly rolled out several of its most popular models within the Kingdom—including its OPPO Reno Series and previous R17 series, which is exclusive to KSA within the region. Saudi Arabia now joins countries such as the UAE, Egypt and Oman as part of OPPO's Middle East business unit, one of five overseas business regions for OPPO globally covering more than 40 countries and regions. "Saudi Arabia is one of the most exciting technology and innovation hubs in the Middle East today," said Andy Shi, President of OPPO Middle East & Africa. "The country's young and tech-savvy population are trendsetters when it comes to the adoption of new products, services and applications. Despite last year being a challenging period for many smartphone manufactures globally, we believe Saudi Arabic is still very much a country where consumers appreciate new ideas, bold designs, and a fusion of technology and artistry." OPPO is one of the most popular smartphone brands among young people in particular. In the last quarter of 2018, OPPO saw a nearly 7% increase in global market share compared to the same period in 2017. As one of the world's top five largest smartphone brands, the company also achieved an overall increase in 2018 shipment volumes, whereas companies such as Apple and Samsung saw annual global shipment volumes decline in 2018, according to IDC . OPPO has confirmed that its regional business unit was indeed a profit-making entity for OPPO globally in 2018. OPPO is now using that revenue to reinvest in strategic markets like Saudi Arabia. "We are investing substantially in the Gulf region as seen with the launch of local operations in Saudi Arabia. These investments are primarily being made in people—from product, marketing, and sales teams to HR and logistical staff. We are also investing in retail partnerships and brand-building activities together with strategic partners. These investments will continue to swell as we assess new collaborations related to product design, technology R&D, and youth empowerment," added Shi. Penetration for mobile phones and the use of the internet has neared 100% among families in Saudi Arabia, according to recent data from the General Authority for Statistics (GASTAT). Around 75% of individuals of varying ages said they used a mobile phone, while 92% of people aged 12 to 65 said they used mobiles in 2018. Moving forward, OPPO anticipates a period of growth for Saudi's overall smartphone industry as 5G technologies prepare to enter into the mainstream. This realization has been a core driver of OPPO's own product strategy for the last several years. It is also why in 2019, OPPO will continue to pursue in-depth collaborations with telecom service providers to speed up the commercial process of 5G-enabled smartphones. "The forthcoming wave of 5G broadband will be one that impacts every part of our digital economy, as well as stirring the next great wave of smartphone innovation," concluded Shi. "As we capitalize on such technologies, OPPO is set on becoming a premium brand recognized by the whole region, and we believe Saudi Arabia is a highland we must take in order to achieve this goal." — SG
