The Chinese brand aims to enhance smartphone photography with AI features to compete in the global market, particularly Europe. — SCMP
Oppo aimed to distinguish itself as an artificial intelligence (AI) smartphone maker by enhancing photo capabilities, a company executive said in an interview, as the Chinese company navigates a competitive global race to integrate generative AI into mobile devices.
One of the main challenges smartphone users encounter is the need to switch between apps when capturing and editing photos, which was why Oppo “chose the imaging route”, Darren Chen, Oppo’s director of AI technology strategic planning, said on Monday at the annual MWC Barcelona mobile trade show.
In addition to enabling users to erase unwanted objects from photos, Oppo was also developing AI features that could enhance live images and correct common issues, such as closed eyes in group portraits, Chen said.
Oppo, which sponsored the Post’s trip to MWC Barcelona this year, is among several Chinese Android smartphone manufacturers vying to compete with leading global brands like Apple and Samsung Electronics in the AI smartphone market.
Chinese brands at MWC highlighted their collaborations with Google to use its Gemini model, showcasing features such as AI photo erasers and smart agents. However, analysts have cautioned that this could lead to a lack of differentiation among competitors.
“Imaging has always been our forte,” said Billy Zhang, Oppo’s president of overseas marketing, sales and services. Oppo’s AI eraser feature takes about seven seconds to complete its job, compared with 10 seconds for similar functions offered by competitors, according to Zhang.
Oppo was also focusing on the development of AI productivity tools, allowing consumers to leverage AI for creative purposes, Chen added.
Last year, Oppo shared the fourth spot in China’s smartphone market with Honor, each capturing nearly 15 per cent of the market by shipments, according to data from research firm IDC. Globally, Oppo also ranked fourth last year, alongside Chinese manufacturer Transsion.
Oppo is intensifying its push into Europe, where the company’s growth had slowed after losing a patent infringement lawsuit to Nokia in Germany in 2022. “Europe is our focus this year,” Zhang said, adding that Oppo would prioritise the medium to high-end market.
The company has been strategising a European comeback since MWC 2024. Oppo became the fifth-largest smartphone brand in Europe last year with a 3% market share, growing its shipments by 13%. It still trailed Samsung, Apple, Xiaomi and Lenovo Group-owned Motorola, according to IDC.
Oppo aimed to reach nearly 100 million users worldwide this year, the company said. – South China Morning Post
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