Oppo, the fast-growing premium smartphone brand, is making waves in the mobile industry with its innovative camera hardware. While competitors like Samsung and Motorola are investing in foldables, Oppo is focusing on enhancing its camera capabilities, offering a unique snap-on camera attach kit for its Find X series. This strategy has proven successful, with the Find X9 series driving a 69% surge in global premium segment sales in H1 2026, outpacing Vivo's 20% growth. The key to Oppo's success lies in its partnership with Hasselblad, a legendary camera brand, and its development of the Hasselblad Professional Teleconverter Kit and Hasselblad Explorer Kit. These kits provide users with advanced camera capabilities, including optical zoom and high-quality video recording, without the need for a full SLR body and lens kit. This approach has tapped into the growing demand for dedicated imaging, as evidenced by the 11.2% increase in global camera shipments in 2025. Oppo's commitment to imaging innovation is not new, as it has been a pioneer in various camera technologies for a decade, including the first periscope telephoto module and 10x hybrid optical zoom. The company's vertical integration advantage, manufacturing its own products, has allowed it to move quickly on hardware innovation, such as the camera attach kits. This has contributed to Oppo's rise as a global top-four smartphone brand, with a focus on premium offerings. In Australia, Oppo is positioned in the affordable premium and value segments, but customers seeking the top-end Find X experience and camera attach kits are turning to the company's online store. The question remains whether Australia will receive the Ultra model, adding an element of intrigue to Oppo's Australian strategy. Overall, Oppo's emphasis on camera hardware and premium offerings has solidified its position as a formidable player in the global mobile industry, challenging the dominance of Apple and Samsung in the premium segment.
