With launch of Find X3 smartphones, Oppo hopes to challenge Apple and Samsung dominance
- With US sanctions weakening Huawei, Oppo is looking to grow its brand reputation internationally with launch of the Find X3 Pro, Find X3 Neo and Find X3 Lite
- The top-of-the-range Pro includes a quad-camera system and a screen that allows the phone to capture and display up to one billion colours in a single image
Chinese smartphone brand Oppo has unveiled its latest flagship range of handsets – the Oppo Find X3 series – as it looks to establish itself as a major global player.
In the wake of US sanctions against Huawei that cut off the company’s phones from Google services, Oppo is looking to insert itself into the market as the next big challenger to Apple and Samsung.
Oppo ranked first for smartphone sales in China in January with 21 per cent of the market, according to Counterpoint Research, which also noted Huawei’s haemorrhaging sales and shrinking retail footprint. Oppo and Vivo have done the best job capturing new customers offline, while Xiaomi has seen the biggest increase online, Counterpoint said.
The company is hoping to get ahead of the race with the Find X3 Pro, Find X3 Neo and Find X3 Lite.
The top-of-the-range Pro includes a quad-camera system and a screen that Oppo says is industry-leading because it allows the phone to capture and display up to one billion colours in a single image – 10 times more than the human eye can detect – and create more detailed photos as a result.
Seeking to entice keen mobile photographers, the Find X3 Pro has matching Sony sensors for its wide- and ultrawide-angle cameras that eliminate the inconsistencies that result when users change zoom levels. With a 6.7-inch, high-resolution display and curved screen edges, the 5G-capable handset doesn’t stray far from the pack of Chinese Android rivals to Apple’s iPhone and Samsung’s Galaxy line.
The Pro is designed to take on the likes of Apple’s iPhone 12 and Samsung’s Galaxy S21 range at a steep €1,150 (US$1,370), while the Neo and Lite will be aimed at the competitive mid-tier market, starting at €799 and €449 respectively.
Oppo’s president of western Europe, Maggie Xue, said: “The Find X series continues to enjoy huge success globally. The new Find X3 series pushes innovation synonymous with Oppo even further.” It is launching the 5G-ready Oppo Find X3 series in the UK in April.
Industry analyst Ru Bhikha, mobiles expert at Uswitch.com, said the Find X range is a “big step in the right direction” for the company as it seeks to disrupt the established order in the smartphone market.
“The [Find X3] Pro, Neo and Lite are united by excellent quad-cameras and super-bright Amoled screens,” Bhikha said.
“The Pro’s 6.7-inch display outshines the iPhone 12 Pro Max by offering a 120Hz refresh rate, and its 32MP selfie snapper smashes the Apple handset’s 12-MP front-facing camera.
“Oppo faces stiff competition from other Asian tech giants like Xiaomi, OnePlus and Sony in its bid to become a household name in the UK, but handsets like the Find X3 Pro are a big step in the right direction.”
Additional reporting by Bloomberg