Xiaomi Mi 10i

Can integrated OnePlus-OPPO take on market leader Xiaomi in India? | Elocationfinder



With smartphone brands OnePlus and OPPO — both part of the China-based conglomerate BBK Group — deciding to integrate their businesses, the move has not surprised industry experts as it will only mean leveraging each other’s capabilities in a more deeper and meaningful way, in order to take on behemoth like Xiaomi that has kept top position in the domestic smartphone market for several years in a row.


For Q1 2021, OPPO grew 12 per cent (on-year) and had an 11 per cent market share in India. OnePlus grew more than 300 per cent (YoY) in the same period, driven by the OnePlus Nord and OnePlus 8T shipments, in the country, according to Counterpoint Research.





OPPO’s affordable A15 series featured in the highest shipped models nationally, along with newly launched 5G models accounting for 8 per cent of OPPO’s shipments, says the IDC.


On the other hand, Xiaomi continued to lead, despite only posting 3 per cent (YoY) growth. Three of the top 5 models nationally were the Redmi 9/9A/9 Power, accounting for 10 per cent of the overall shipments. POCO, Xiaomi’s sub-brand, continued to cement its online position, driven by affordable models, according to the latest IDC data.


Thus, it makes sense for OnePlus and OPPO to stitch their operations together and create a formidable force in India.


OnePlus Founder and CEO Pete Lau took on some additional responsibilities last year to oversee product strategy for both OnePlus, positioned as a premium brand, and OPPO, which is largely a mid-segment player.


Since then, OnePlus has integrated a number of teams together with OPPO to better streamline its operations and capitalise on additional shared resources.


According to Prabhu Ram, Head-Industry Intelligence Group, CMR, as the India smartphone market becomes increasingly hyper-competitive, OnePlus will stand to gain with its tighter integration with OPPO.


“By tapping into, and leveraging OPPO’s R&D capabilities, it will be better positioned for market success with its recent focus on horizontally-differentiated product offerings across price-segments,” Ram told IANS.


Lau feels that with a deeper integration with OPPO, they will have more resources at hand to create even better products.


Both brands will operate independently but with a joined force.


“Both OPPO and OnePlus were already sharing resources. It now makes more sense as the future of devices will be more about the integration of hardware along with software and services and differentiating design language,” said Tarun Pathak, Research Director at Counterpoint Research.


More importantly, in a smartphone plus IoT connected living era, “OnePlus will potentially be able to attain economies of scale, and grow better with OPPO’s strengths,” added Ram.


–IANS


na/

(Only the headline and picture of this report may have been reworked by the Business Standard staff; the rest of the content is auto-generated from a syndicated feed.)

Dear Reader,

Business Standard has always strived hard to provide up-to-date information and commentary on developments that are of interest to you and have wider political and economic implications for the country and the world. Your encouragement and constant feedback on how to improve our offering have only made our resolve and commitment to these ideals stronger. Even during these difficult times arising out of Covid-19, we continue to remain committed to keeping you informed and updated with credible news, authoritative views and incisive commentary on topical issues of relevance.

We, however, have a request.

As we battle the economic impact of the pandemic, we need your support even more, so that we can continue to offer you more quality content. Our subscription model has seen an encouraging response from many of you, who have subscribed to our online content. More subscription to our online content can only help us achieve the goals of offering you even better and more relevant content. We believe in free, fair and credible journalism. Your support through more subscriptions can help us practise the journalism to which we are committed.

Support quality journalism and subscribe to Business Standard.

Digital Editor

Leave a Reply

Your email address will not be published. Required fields are marked *