The Oppo Find N2 Flip is a foldable smartphone that also has a screen on the outside. Oppo wants to increase its position in the premium smartphone market with a £849 ($1024) device.
Oppo
Oppo is launching a foldable flip phone for the international market, as the Chinese smartphone maker looks to expand its business outside of China.
The Discover N2 Flip marks Oppo’s push to make a dent in the premium segment of the smartphone market and in the foldable phone category.
Meet the N2 Flip, which launched on Wednesday, folds in the middle like a traditional flip phone and has two screens. The 6.8-inch main screen is constantly visible when the device is open and can connect to the next generation 5G mobile network. There’s a second display on the outside of the phone when the device is folded, which Oppo says is “the largest cover screen of its kind.”
The company says the phone can withstand more than 400,000 folds and opens at standard room temperature, which is the equivalent of opening and closing the device about 100 times a day for more than a decade.
The foldable phone category, pioneered by Samsung, is still in its infancy. Shipments accounted for just 1.1% of total smartphone shipments in 2022, according to IDC, and are expected to grow to just 2.8% in 2026.
“I think there is something very difficult with folding: everything is very good, everyone is very happy, but do we know how the market is?” Ben Wood, chief research officer at CCS Insight, told CNBC by phone.
Oppo is targeting premium brands
Oppo is the third largest smartphone player in the world by market share, and the Chinese company has been successful in the past few years by selling high-spec and innovative devices at competitive prices.
More recently, Oppo has sought to boost its presence outside of China and take a slice of the high-end smartphone market Apple and Samsung dominated.
Oppo’s challenge is about building the brand outside of China, where it remains behind the likes of Samsung, according to Wood. The foldable phone is part of Oppo’s efforts to build a premium brand.
“This is a huge bet for them. Oppo has clearly recognized that there is a strong potential in the segment of premium smartphones, and they are not a secret of the fact that they believe that foldables are one aspect of taking the brand to the premium level,” Wood said.
“The reason the premium persists is partly because people want to buy phones that will last a long time. Mobile phones are such an integral part of people’s lives that they are prepared to pay more for a product that they believe will last a long time.”
Outside of China, there are still a few foldable phones available for purchase. In terms of flip phones, Samsung has the Galaxy Z Flip4, while Motorola offers the Razr 5G.
Oppo has priced the device at £849 ($1024) in the UK, cheaper than Samsung’s £899 Galaxy Z Flip4.
“In terms of price, it should be competitive,” Wood said, adding that Oppo needs to increase brand recognition.
Oppo also said on Wednesday that the Find N2 Flip is the official smartphone of the UEFA Champions League, Europe’s football competition, as it looks to market the device and brand to a wider audience.
Due to Oppo’s huge investment in marketing and advanced devices, Wood called 2023 a “make-or-break year” for the smartphone maker.
“They are making a big bet to build an international business, and that requires significant investment. And you can’t do it indefinitely, if you can’t produce,” said Wood.