Oppo is targeting the high-end smartphone segment as the Chinese handset maker strives to become a market leader in the saturated Thai market.
"The Thai smartphone market in 2018 will continue to contract by up to 5% in terms of units," said Chanon Jirayukul, executive vice-president of Thai Oppo Co. "However, it will grow in value by a single-digit rate as users migrate to higher-priced devices."
Last year, the Thai smartphone market shrank 7% in terms of units while value rose 4%, a reflection of the saturated state and the movement towards pricier and better-performing devices geared to video streaming and photos.
As of the first quarter this year, Oppo ranked second locally in terms of market share. The handsets continue to gain ground in the midrange segment on the strength of their cameras.
"We see opportunity in the high-end smartphone market that is currently dominated by a few players," Mr Chanon said. "Oppo has strong brand recognition after operating for 10 years in the Thai market."
The company is introducing its flagship Oppo Find X and the Oppo Find X Lamborghini edition for the high-end market.
The new smartphone has an AI-enabled front camera with 25 megapixels and SuperVOOC features. The device can be charged within 30 minutes and unlocked using face recognition.
Mr Chanon said the company has sold three times the number of Oppo F7 models, launched in April this year, than F5 handsets.
Oppo will celebrate its 10-year anniversary by offering discounts on its flagship model and launching promotions with mobile operators, such as a "zero baht" A63 bundled with True Move H packages.
