To compete with ASUS and Flipkart, Amazon to partner with OPPO for the launch of a new smartphone brand tomorrow


Earlier this month, Taiwanese PC hardware and smartphone brand ASUS made a big splash in the Indian market by announcing its partnership with Flipkart to launch the ZenFone Max Pro M1 in the country. To take on the ASUS-Flipkart collaboration, Chinese smartphone maker OPPO is now gearing up to announce the “collaboration of the year” with Amazon India. OPPO will be announcing a “powerful new brand” as well as a “Stylish new smartphone” at an event tomorrow. A dedicated teaser page for the same is now up on with the tagline “A partnership for the real me”.

OPPO-Amazon Partnership: New Brand to Debut Tomorrow

OPPO, which managed to grab the third spot in the Indian smartphone market in the first quarter of 2018, plans to increase its market share in the country by launching a new brand to take on Xiaomi. While the name of the new brand remains a mystery for now, it will primarily focus on the Rs.10,000 to Rs.15,000 segment. Since a large majority of buyers in this segment purchase their smartphone online, the new OPPO brand will be limited to the online segment. Unlike Xiaomi, OPPO has mainly concentrated on the offline segment of the Indian smartphone market by spending big on promotions and marketing. The online segment in India is dominated by Xiaomi, which captures almost 47% share currently. Xiaomi is also the overall leader in the Indian smartphone market with a share of 31%.

The company recently started assembling printed circuit boards (PCBs) at its second plant in India. Part of the second plant’s 50 million phone production capacity will be utilized for the new sub-brand. OPPO has also announced a separate management team for the new sub-brand.

OPPO-Amazon Partnership: Stylish New Smartphone to Launch Tomorrow

The first smartphone under OPPO’s new brand will also be revealed tomorrow. To gain insight into the preferences of young consumers online, the new brand conducted research in the past six months. It found that young consumers online prefer smartphones with better appearance, differentiated design with an affordable price, solid build quality and unsacrificed performance. With rivals like the Xiaomi Redmi Note 5 Pro and the new ASUS ZenFone Max Pro M1 stealing all the limelight in the Rs.10,000 – Rs.15,000 segment currently, we expect the new OPPO smartphone to offer comparable specs along with a stylish bezel-less design. While the company’s mid-range smartphones may not be best-in-class in terms of hardware specifications, they are usually quite impressive in terms of design and build quality.

Sadly, we know nothing about the hardware specifications or any key feature of the upcoming OPPO smartphone. It is likely that the company will announce an all-new device designed specifically for the Indian market. Alternatively, it is possible that the company could launch a phone based on the OPPO A3, which was made official in China recently. The OPPO A3 sports a similar 6.2-inch LTPS IPS display with 1080 x 2280 Full HD+ resolution and 19:9 aspect ratio as the F7. It runs on a MediaTek Helio P60 octa-core processor, coupled with 4GB of RAM and 128GB of internal storage. Rest of the key features of the OPPO A3 include a 16MP primary camera with PDAF and f/1.8 aperture, 8MP selfie camera, and a 3400mAh capacity non-removable battery.

OPPO-Amazon Partnership: The Competition

As we mentioned above, Xiaomi is the clear leader in the Rs.10,000 – Rs.15,000 segment in the Indian market currently with excellent offerings such as the Redmi Note 5, Redmi Note 5 Pro, Mi Max 2, and the Mi A1. The recently announced ASUS ZenFone Max Pro M1 is also expected to see great success in the coming weeks. For the new OPPO sub-brand to be successful, its devices will need to be highly competitive and offer much higher value for money than other OPPO smartphones, which mainly rely on the selfie camera as their key selling point.