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OPPO Joined the Full-Screen Camp by Unveiling R11s and F5

by Yiwen Wu | Nov 07, 2017

Full-screen display has become the trend in smartphone industry. After Samsung, Xiaomi, Apple, and Huawei, OPPO joined the camp by its newly-launched R11s and F5 models. Till now, all the top 5 global smartphone vendors have full-screen flagship models in their portfolios .

R11s is the upgraded version of R11, one of the top-selling models during Q3. The main upgrade of R11s occurred in the display side. The new model comes with a 6-inch AMOLED display and an 86% claimed screen-to-body ratio, while R11 is equipped with 5.5 inch AMOLED display and a 73% STD ratio. Other than that, R11s and R11 have similar hardware specifications: Qualcomm Snapdragon 660 chipset, 20MP front camera, 20MP+16MP rear camera, 4GB RAM, 64GB ROM, and 3205mAh battery (3000mAh for R11).

Priced at CNY2999 at retail, R11s will be available in November 10th in China first. We expect it will go abroad in the countries like Australia and Singapore. At the same time, R11 has quietly cut its retail price by CNY200 to CN2799 in the day of the launch.

Given the vendor’s expertise on marketing and the supply chain’s full support, we are optimistic about R11s shipment in Q4, but we are caution on its cannibalization risk on R11. Also how to differentiate with other model is another question, especially with vivo X20 and Gionee M7.   

As a flagship model, we view R11s is still behind the competition in hardware, when competing head-to-head with the last models from Samsung’s S series, Huawei’s Mate series, and Xiaomi’s Mix series. Given its market and brand positioning, we believe OPPO need a hero product above R series. This would help to lift its brand image and makes it more attractive to affluent users in top tier cities in China. Over investment on marketing and channel push would harm company's profitability in the long run.

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