Business Bureau, Gulf Today

OPPO—a leading global smartphone brand—has officially launched its newest smartphone series, Reno, in the Middle East. The company selected Dubai as the location for the premium series’ first international launch, emphasising the strategic importance of the region to OPPO’s global brand strategy.

The Reno series includes two new smartphones: OPPO Reno 10x Zoom Edition and the Reno Edition. Both are stunningly designed, with notch-free full view OLED displays, a breakthrough side-swing, pop-up selfie camera, and powerful hardware capabilities. Reno version will be available for pre-order in the UAE starting April 17 and Saudi on April, 18th. Sales beginning from April 22nd in UAE and April, 25th in Saudi. The OPPO Reno Edition will be available in 6GB RAM + 256GB storage option at Dhs1,899 in UAE and SAR1,899 in Saudi Arabia and the price and available date of OPPO Reno 10x Zoom in an 8GB RAM + 256GB storage version will be revealed later. Customer can also opt to purchase the new OPPO devices from Etisalat with its smart pay plans up to 24 months.

During the unveil, OPPO also announced a new “OPPO MEA 5G Landing Project” with leading regional carrier Etisalat and Zain. The project will further enhance 5G development in the region after the first 5G smartphone commercial co-test from both parties earlier this month. The company’s global 5G Landing Project is a proposed initiative by OPPO and leading global carriers aimed at bringing 5G products and services to users as soon as possible. To bring true 5G experiences to users, OPPO is committed to working with industry partners including carriers to jointly accelerate the development of 5G.

Speaking at the launch, Andy Shi, President of OPPO Middle East & Africa, said: “Reno represents the evolution of OPPO; it features a brand-new design concept, philosophy, and communication model. This is a smartphone for the people who want to make waves, for the dream-chasers and the trendsetters who value style, innovation, and premium functionality”, he also added “The UAE is also home to a blossoming 5G ecosystem, with collaboration with leading carriers like Etisalat and Zain users could experience 5G at the earliest.” Khaled Elkhouly, Chief Consumer Officer, Etisalat, said: “Etisalat’s pioneering efforts in 5G will pave the way for the ‘Future of Connectivity’ with innovation and digital transformation taking centre stage. Bringing the value of 5G connectivity to consumers will also require close coordination with handset manufacturers. We are excited to be working closely with OPPO on their 5G Landing Project to accelerate the roll out of 5G services and deliver a seamless 5G experience to our customers.”

Enhanced Photography with 10x Hybrid Zoom With Reno, OPPO has expressed its belief that an exceptional camera should be able to help users express themselves through photography, enabling them to clearly record every precious moment in life. The OPPO Reno 10x Zoom Edition goes above and beyond with a tri-lens full-focal length capability, including a 48MP HD primary lens, a 13MP telephoto lens, and an 8MP wide angle lens.

These cameras work together to achieve a full-focal-length coverage of 16mm-160mm, thus offering 10x hybrid zoom. The primary lens of the Reno 10x Zoom Edition employs optical image stabilization (OIS) and a closed-loop focusing motor, as well as three different focus modes so you don’t miss any special moments. The ultra-wide-angle camera of the Reno 10x Zoom Edition offers users a 120° wide angle camera, which makes it easier to capture a wider range and multi-person portrait.

The new Reno models make taking night shots incredibly easy with professional-grade quality. The Ultra Night Mode 2.0 function allows users to capture sharp pictures and vivid colors at any time. With Ultra Night Mode 2.0, Reno processes faces and backgrounds separately to offer optimized skin-tone effects to present a more realistic picture. The Reno 10x Zoom Edition also supports 4K UHD video recording at 60fps, equipped with optical image stabilization and the latest electronic image stabilization.

The Reno Edition features the same pop-up 16MP front-facing camera as well as a 48MP main camera, with the super wide camera and periscopic camera replaced by a 5MP depth camera to enable bokeh effects.