Oppo eyes to invest in Indian mobile internet start-ups

Oppo is looking to invest in Indian mobile internet start-ups to integrate third-party services with its operating platform and app store as the Chinese handset maker looks to deepen its presence in the country with an eye on dethroning Samsung from the top spot.

Will Yang, Brand Director, Oppo India, said, "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."

This would help Oppo offer more localised products and services in a market where it has already made a splash, rapidly climbing to the No. 4 position among smartphone players by shipments with 10% market share at the end of January-March 2017 quarter, according to Counterpoint Research. Samsung continued to lead the market with 26% share.

Yang said, "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 added, "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."

The handset maker, which recently won the rights to sponsor India's cricket team, is also looking at properties beyond entertainment and cricket in India to further enhance brand awareness.

The chief executive said, "Our market budget is flexible and is related to properties. If we have new properties in the next quarter, we can add some money to it."

Yang said the company will have one smartphone in each price category, except the sub-Rs 10,000 price bracket.

He said., "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."