Locals in South Africa often have to wait longer than other countries to see the launch of devices like smartphones.

However, things are different when it comes to the launch of the Oppo Reno 10 Pro+ — with South Africa being the first market outside of China to launch the device.

Tech Valkyrie spoke to Liam Faurie, Head of Go-To-Market and Operations at Oppo South Africa, to find out why the launch was such a priority for the company.

Why Oppo launched the Reno 10 Pro+ in South Africa so quickly

The Reno 10 Pro+ was launched in South Africa at an event on 29 June 2023. The smartphone arrives on South African shores before the standard Reno 10, which is only set to become available in August.

According to Faurie, the Pro+ brings flagship features to the Reno 10 range.

“When we saw this phone we said we need our hands on it as quickly as possible,” Faurie said.

“If you consider the success that we’ve had in the market, especially with the Reno series, it was the logical choice for us — we want to bring generations of the Reno as quickly as possible for the end user to experience it.”

Faurie noted that true modern flagship smartphones include a periscope camera. But the Pro+ features this flagship feature at a lower price.

“But as much as we love telling you about Reno, Reno is not a flagship phone. The Find series is the flagship phone for us,” Faurie said.

“But again we were so excited when we saw this Reno 10 Pro+ , especially with its periscope camera, we said right, we’ve gotta have this flagship technology and flagship design in the Reno series price point.”

Who is the target market?

So with the phone being considered a must-have for South Africa, which South Africans is the phone targeted towards?

While the portrait technology of the smartphone’s camera makes it a prime pick for the youth, Faurie says that an “Oppo phone is for everyone”.

“We see our phones, and our Reno series of phones, being used from the age of 8 all the way to the age of 80,” he notes.

Why aren’t Oppo phones cheaper in South Africa?

But at a recommended retail price of R22,999; with contract pricing starting at R899 per month for 24 months; the phone is firmly aiming for a premium price bracket.

Faurie says that this is because the value proposition of Oppo is bringing more consumer choice and variety to the market.

So while the brand says that it offers value to its customers, it doesn’t market itself based on affordability.

“If you consider Oppo’s proposition when we entered into this market, we really said we’re here for value…but by no means did we ever say the Oppo is an affordable phone. It’s not a cheap phone by any means,” Faurie said.

“Oppo’s proposition was never to come and undercut prices. Oppo’s proposition was always to come here and obviously add value.”