Oppo's strategy to focus on middle-class buyers by consistently including features in its handsets that are usually found in premium models is starting to pay off. (ID Photo)

Oppo Overtakes Samsung in Indonesian Smartphone Sales for First Time


AUGUST 13, 2019

Jakarta. Chinese smartphone maker Oppo dominated the Indonesian market in terms of sales for the first time ever in the second quarter of this year, at the expense of South Korean rival and long-time market leader Samsung, global consumer research firm Canalys said on Tuesday. 

Oppo's market share grew 54 percent year-on-year to 26 percent, compared with Samsung's 24 percent. Xiaomi, another Chinese brand, was in third place with 19 percent. 

Vivo, Oppo's sister brand aimed at a lower market segment, accounted for 15 percent, while Realmi, Xiaomi's sister brand, came in at 7 percent.

The latest data shows the result of aggressive marketing by Chinese smartphone manufacturers in Indonesia over the past four years. 

"It is an honor for us to have reached the top position in smartphone sales in Indonesia in the second quarter. Huge support from consumers and our fans made it possible for us to achieve this position," Aryo Meidianto, public relations manager at Oppo Indonesia, said in a statement on Tuesday. 

Aryo said Oppo's strategy to focus on middle-class buyers has paid off. He added that the manufacturer consistently includes features in its handsets that are usually found in premium models – a tactic that appeals to buyers of mid-range devices.

Between 45 million and 50 million mobile phones are sold in Indonesia annually, a fifth of which are imported illegally, according to the Indonesian Mobile Phone Association. 

Indonesia requires manufacturers of 4G-capable smartphones to include a certain percentage of local content – either components or software – in their devices before their products may be sold in the country. 

To meet this requirement, Oppo started assembling its smartphones at a facility in Tangerang, Banten, in 2015, which was expanded two years later.