China’s OPPO gets new Middle East and Africa head

Ethan Xue succeeds Andy Shi



Chinese smartphone company OPPO has a new president for the Middle East and Africa.

Ethan Xue replaces Andy Shi, who is heading back to China to become a senior director of global product marketing at OPPO’s headquarters in Dongguan.

Xue has been with OPPO since 2012, working first in China and later promoted to lead OPPO’s training division before being promoted again to market OPPO’s products in China. In his new role, Xue will take responsibility for leading product, marketing and sales across the Middle East and Africa.

Xue’s appointment is the latest in a number of high-profile personnel changes at telecommunications and mobile companies in the Middle East recently. Earlier in September, it was announced du CEO Osman Sultan would be replaced by Johan Dennelind. Longtime Ericsson Middle East and Africa head Rafiah Ibrahim also stepped down at the end of August.

READ: Ericsson names successor to outgoing Middle East and Africa leader Rafiah Ibrahim

OPPO has been making a number of moves in the Middle East and Africa of late. Earlier this year, the company established its regional headquarters in Dubai. OPPO also selected the Middle East as the first market outside of China to launch its Reno series of smartphones.