Power Letters 2021: Ethan Xue, President, OPPO MEA

Challenging. Fruitful. Inspiring.

That’s how I would describe 2020 for OPPO. Nobody was prepared for a ‘force majeure’ like Covid-19. In addition to the distressing humanitarian impact, the commercial turmoil that it caused continues to affect the business world.

For OPPO, the pandemic forced a revitalisation of our capabilities. Unprecedented changes in the business and consumer environment called for new ways of working and upgraded skill sets. It also encouraged us to explore untapped or under-utilised potential – in local operations, global cooperation and even management competencies, in order to adapt to the new normal.

Almost overnight, we had to pivot to a digital-only reality, working with key e-commerce partners to ensure that products were readily available online to help consumers at a time when technology was all-important.

We made sure to be easily accessible through digital touchpoints so that we stayed close to our customers and staff, while prioritising their safety. High-touch events were replaced by equally engaging virtual launch events to reveal three smartphone series – Reno3, our flagship Find X2 and Reno4.

We also created online campaigns to keep our customers engaged. By facing the year’s challenges head-on with a compassionate, flexible and committed approach, our market performance remained strong.

This would not have been possible without the support of our employees and customers. Our gratitude goes out to all those who accompanied us on ‘journey 2020’. Their spirit and tenacity during the initial chaos of the pandemic inspired us and continues to inspire our success.

On the same note, 2020 has strengthened our belief that the purpose of corporate innovation is people. Towards the end of last year, we unveiled our new technology development strategy titled 3+N+X that is founded on the theme ‘Technology for Mankind, Kindness for the World’.

The ‘3’ refers to the three underlying technologies – hardware, software and services, which help OPPO to bring an integrated smart life to users worldwide. ‘N’ represents a number of OPPO’s essential capabilities, including AI, security and privacy, multimedia and interconnectivity.

Lastly, ‘X’, refers to the differentiated technologies and strategic resources that foster innovation and improve the user experience. 3+N+X will be the key priority of our R&D moving forward in 2021.

The key to sustainable corporate development is being able to offer products that elevate life; technology that people can employ; and an ecosystem that brings more value to the community. OPPO’s portfolio has expanded from simply offering smartphones to now include wireless headphones, wearables and other intelligent devices that are oriented towards the 5G era. Continuous R&D and innovation will retain its importance in 2021.

Moving forward, increasing our international presence remains an important strategy for OPPO. We will work hard to deepen our roots in markets where we are currently operating and strengthen local operations in different regions.

All the while, we remain responsible to local users, employees, and customers. In the UAE in particular, we support the nation’s drive towards a more intelligent society through the use of innovations and initiatives. OPPO is open to collaborations in the fields of healthcare and transportation as well as e-learning – where smartphones have become an integral part of a smart and connected lifestyle.

Our theme, ‘Technology for Mankind, Kindness for the World’ urges us to create a world of kindness through virtuous innovation. We will continue to collaborate with partners and offer personalised technology that is appropriate and relevant to consumers.