From the offices of OPPO In Madrid, at the top of a building very close to Plaza de Castilla, you can see an old water tank from the Canal de Isabel II. It is a huge concrete structure inaugurated in the middle of the last century that today, no longer in use, functions as one of the visual “landmarks” of the square. It is very big, about 40 meters high, but it is very far away. I take one of the OPPO Find X9 Ultra that’s on the table, I open the camera, zoom in 10x and take a photo.
The result is impressive.
The camera returns an image full of details: the contours of the concrete, already worn, the advertising signage that floods its dome, the brutalist curves that the tower draws. All this from inside an office and interrupted by a large window. I look towards the back of the room, where there are some boxes of snacks and pastries ready for breakfast. There are tiny inscriptions on the side, so I repeat the process: I open the camera, zoom in 10x and take another photo.
The sharpness is extraordinary. There is no pixelation or noticeable distortion or digital zoom artifacts in the drawing of the letters, nor a great chromatic distortion with respect to what my eyes see. “What we want to do with the Ultra is not just another incremental improvement, we want it to be an alternative to your professional camera,” he explains to me. Kevin ChoCEO of OPPO in Spain since last summer. “It would be like buying a camera with a built-in phone and not the other way around, right?” I ask him. “That is, camera firstmore than a phone with an interesting camera.”
Looking at the wide range of tools on the table, it’s hard not to agree. The launch of the Find X9 Ultra in Spain marks a milestone for OPPO: for the first time, the company launches its top-of-the-range phone in Europe, something reserved until now for Chinese consumers. OPPO has not spared any details: the Ultra incorporates an ambitious 300 mm teleconverter equivalent in 35 mm and 13x format that is attached to the phone’s gigantic lenses to multiply the camera’s possibilities.
Why has OPPO made such a determined bet for photographyWithout a doubt the most notable aspect of a Find X9 Ultra full of attractive features and specifications? “There is a very marked polarization in the market,” explains Cho. “Around 30% or 40% of buyers continue to opt for devices under 200 euros, or even second-hand, but what we are also seeing is an expansion of the premium segments. It is the same trend month after month: premium sales are growing.”
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Cho introduces a key word: “premiumization.” The market polarization of the mobile phone is neither new nor surprising for anyone who has paid attention to the dynamics of recent years. Many consumers tend to hold on to their devices for longer, as a result of the large investments they must make, which is why they demand more performance and quality from their products. This gap, also present in markets such as the car, has forced almost all brands to recalibrate their strategies.
OPPO’s ambitious plan
“We don’t want transactional volumes,” Cho continues, “you know, competing on price. We want to make sure we bring products that can create value for the consumer.” According to Cho, OPPO is facing its second wave of expansion in the European market: after a consolidation of the brand and sales in recent years, it is time to grow not so much through raw numbers as through loyalty in the segments. more exclusive of the market. And for that you need a product up to the task, hence the arrival of the Find X9 Ultra.
A landing that, however, has required adaptations. Since his arrival in Spain, Cho has promoted a change in OPPO’s methodology, especially regarding the consumer: “We are doing studies to understand consumer preferences and to define our strategies.” Refers to focus group and surveys with more than 4,000 respondents, a very large sample that exceeds those that the brand was doing until then. Cho is clear that the only way to compete in the premium segment is by going to the user, or, in his words, “winning the heart and brain of the consumer.”
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The approach is ambitious, as are its objectives. When I ask him where he would like to see OPPO in five years in Spain, he answers without much hesitation: “As the number one brand.”
The Find X9 Ultra is the first stone of a long road ahead, a way to “test the roof” of OPPO in Europe. His first steps have consisted of relearning and readapting the lessons of the chinese marketwhere OPPO is a brand with a lot of penetration and experience in the premium segments, for Spain and Europe. Before the launch on the old continent, OPPO has had to make some adjustments in terms of operating system and memory to adapt them to local needs and preferences.
Given the constraints of such a competitive segment Like the premium one, OPPO has two other arguments to win over the consumer: its operating system, ColorOS, and the battery. Cho boasts leadership in the second area and widespread user satisfaction in the first: “In China, our operating system has consistently been our main selling point for the past three years.” In Spain, the Ultra works on Android, like the rest of the market, but Cho highlights the interoperability and customization of OPPO: “We have been working on inter-device and inter-ecosystem interoperability for some time, so that you can use the phone with a Windows computer or a Mac.”
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Camera, battery, operating system… The elephant in the room that needs to be addressed is AI.
Is there the definitive angle for a mobile phone brand to be more attractive than its competition? Cho’s answer is not direct but clear: OPPO’s strength is based on absolute security of the device and in Mind Space, a kind of “second brain” that allows the user to store information and interact with it. For Cho, the non-filtering of personal data through its AI is a crucial aspect. “Instead of involuntarily collecting personal data, the user has to physically activate that collection,” he explains. It is an active gesture, not automated.
It’s an interesting angle, as is OPPO’s entire strategy, from the camera to the phone’s features. Both Cho and our direct test of the Find X9 Ultra they leave a good taste in our mouths: OPPO undoubtedly has a very powerful device, with differential and brilliant tools in their own right, and it also accompanies it with a good story, with a clear vision and direction about its future in Spain. Now they have the hardest part: convincing buyers that their Find X9 Ultra is as worth it as they say.
Image | OPPO, Xataka
In Xataka | OPPO Find X9 Ultra, analysis: this camera is not a blow on the table, it is a punch
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