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OPPO Announced AI assistant Breeno and Developer Supporting Plan in ODC 2018

by Yiwen Wu | Dec 29, 2018

OPPO hosted its annual OPPO Developer Conference (ODC) this week in Beijing. Our analysts from Wireless Smartphone Strategies (WSS) services are attending the conference.

OPPO announced developers supporting plan, called “Gravity Plan”, in the event, with the goal to nurture service ecosystem for existing OPPO smartphone users. According to OPPO, the vendor now has over 250 million monthly active users who on average spent 230 minutes on OPPO smartphones. This aligns with our tracking that OPPO is the world 5th smartphone vendor with a record high market share in Q3 2018. OPPO said it will share resources with developers under Gravity Plan, which is worth RMB 100 million.

OPPO also officially released its intelligent assistant, called Breeno, in the event. OPPO introduced that Breeno can “connect OPPO's hardware, software and service platforms and offers a technical framework integrating system-wide capabilities”. Instead of a device differentiator to sell more OPPO smartphone, Breeno is positioned as a new content distribution portal for OPPO as an extra monetization opportunity.

OPPO did not announce any new smartphone models in the event. Instead it shared its belief that smartphone will remain as the core of multi-intelligent terminals in the future and indicated its interest for new device in smart home and health.

Global smartphone market is likely to continue the decline mode in 2019 by shipment, according to our latest forecast. Although OPPO is likely to beat overall market and post annual growth by volume next year, the growth will be rather small. In that context, how to monetize its established user base and how to nurture a service ecosystem for user retention have become increasingly important for OPPO. We tend to believe that OPPO is in the rebound track at the moment.  

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