Global smart device brand OPPO has emerged as the leading smartphone brand in the Philippines for the fourth quarter of 2020, cutting a total of 17.9% in the country’s smartphone vendors market share.
According to a report from market-research firm International Data Corporation, OPPO shipped out the most smartphone units in Q4 2020, beating out its top local market competitors. OPPO’s performance in Q4 2020 represents an improvement from its performance in Q3, where it ranked third in unit sales.
“As the market evolves, OPPO continues to work hard to make our phones more accessible and innovative to cater to the needs of the evolving Filipino consumers. We’re delighted by this achievement and are committed to continue bringing only the best products to the Filipinos, all the more at this time when people are more digitally connected,” said OPPO Philippines Marketing Director Raymond Xia.
OPPO’s improved performance in Q4 2020 can be attributed to a few different reasons. First, despite the economic consequences stemming from the COVID-19 pandemic, the Philippines’ smartphone market grew by 19% quarter on quarter and 6% year on year (YoY). OPPO’s sales have buoyed it to a market share of 17.9%.
Previously in Q3 2020, OPPO managed a market share of just 13%. This, however, steadily increased as it gained momentum following the launch of its Reno4 series, which saw an uptick in demand for OPPO’s latest mid-range smartphone then.
Second, the bulk of OPPO’s sales were driven by a focus on the entry level segment (USD100<USD200), which accounted for more than 80% of its total. For example, OPPO’s A12 model also drove shipments through exclusive pricing and bundling promos with telecommunications giant Smart Communications.
Consumer demands and needs also evolved alongside technological developments, as demonstrated by the increasing demand for 5G-ready smartphones. For instance, although a bulk of OPPO’s sales were attributed to lower-end devices, the launch of the brand’s Reno4 Z 5G (priced at just under USD400) was also instrumental in building momentum for 5G shipments. The Reno4 Z 5G was made available via OPPO’s official local network operator partners Globe and Smart.
The performance of the smartphone market highlights the pivotal role the devices play in the constantly-evolving digital landscape, especially as more people rely on digital operations and transactions amidst the pandemic. More than just a simple communication device, smartphones are themselves signs of the accelerating digital economy, with both Filipino consumers and merchants embracing online shopping and digital payments. Even students across the country rely on smartphones to keep up with their remote learning.