Oppo opens APAC hub in Malaysia to show its commitment in 5G and R&D

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Mobile and smart device brand Oppo opened its new APAC hub in Malaysia yesterday with a string of announcements around commitments to 5G and R&D in the region.

Oppo announced that it will commit US$7m over the next three years to R&D projects, focusing on new technologies such as 5G, 6G, AI, AR and big data.

The move to expand beyond its core mobile phone technology and open up an APAC hub in Malaysia is part of its strategy to become a leading smart device retailer and its “Think Globally, Act Locally” mantra.

Jimmy Yi, president of Oppo Asia Pacific, said: “Oppo’s aspiration is more than ‘the leader in market share ‘, but to become the all-round leading brand in the APAC markets. Therefore, we are already evolving beyond a smartphone company and targeting the next business expansion in the IoT space for personal and home application scenarios, digital content creation and offering mobile internet services for more diversified users.

“Through the establishment of the APAC Hub Center, we are set to connect all markets and develop strategies more localized for the region. We will also connect with our partners to uncover more opportunities and create more value. Last but not least, we will also connect our users to more smart devices to deliver the experience of ‘Intelligent Connectivity’,” he added.

Specifically for 5G, Oppo said it had realised the opportunity for increased smartphone sales by investing in the APAC region. Citing market research firm GfK, Oppo said the APAC region accounted for 50% of global smartphone sales in 2019. It added that, with 5G expected to boost smartphone sales by a potential of 170m units, commercial 5G rollouts in APAC presented significant development opportunities.

Henry Tang, chief 5G Scientist at Oppo, said: “With the maturity of 5G technology and improvements of big data, cloud computing and AI capabilities, we will usher in a broader space for ongoing development, which will lead to many unprecedented products and services. In the prelude to 5G’s arrival in 2020, Oppo will strengthen the next step innovation on 5G technology to bringing a better experience for global users.

Earlier this year Oppo overhauled its marketing teams, adding fresh leadership into senior marketing and sales roles, including naming Brian Shen as vice president of global marketing.

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