Oppo, the world's fastest-growing premium smartphone brand, is making waves in the mobile industry with its innovative camera hardware. In a market dominated by Apple and Samsung, Oppo is taking a unique approach by focusing on camera technology rather than AI marketing. This strategy has proven to be a powerful wedge into the premium smartphone segment, driving a 69% year-on-year growth in the first half of 2026, according to Counterpoint Research.
Oppo's secret weapon is the Hasselblad Professional Teleconverter Kit, a snap-on camera attach kit that extends the Find X9 Pro's telephoto lens by a factor of 3.28x, reaching an impressive 230mm. This kit, priced at $699, is sold exclusively through Oppo Australia's online store, catering to travelers and businesses seeking professional-grade photography without the need for a full SLR setup.
The company has also unveiled the Hasselblad Explorer Kit, which includes a case with a two-stage shutter, focus button, and zoom dial, providing a traditional camera feel. This kit offers a 300mm-equivalent focal length and 13x optical zoom, with Oppo boasting optical-quality zoom up to 1380mm and 4K 60fps Dolby Vision ultra-telephoto video. The timing of these releases is strategic, as global camera shipments hit a 20-year high in 2025, indicating a growing consumer demand for dedicated imaging.
Oppo's commitment to imaging innovation is not new. The company has been a pioneer in the field for a decade, introducing the first periscope telephoto module at MWC 2017 and shipping it in the 2019 Reno 10x Zoom. They were also the first to introduce a rotating camera with the N1 in 2013 and a motorized shark fin pop-up on the Reno. Oppo's partnership with Hasselblad has been instrumental in positioning imaging as their core differentiator.
Oppo's rapid rise to success began in Guangdong in 2004 as a maker of MP3 players and Blu-ray players. They launched their first phone, the Smiley Face, in 2008 and quickly expanded into the smartphone market. The company's growth was fueled by the booming Chinese smartphone market and a robust retail distribution network across Asia. Within a decade, Oppo cracked the global top five and has maintained a top-four position for years, with a significant global presence and a workforce of approximately 40,000.
Oppo's vertical integration advantage, manufacturing its own products, has enabled them to innovate rapidly. This is evident in their latest camera attach kits, which showcase their ability to move quickly on hardware advancements. The scale of Oppo's operations is impressive, with a new office building in Shenzhen accommodating thousands of employees and a staff accommodation complex for over 10,000 workers.
Despite a shrinking overall market, Oppo's premium business is thriving, growing at 69% in the first quarter of 2026. This growth is attributed to their focus on premium products and their ability to navigate memory cost pressures faced by rival brands. Oppo's diverse product portfolio, including foldables, tablets, earbuds, and wearables, further solidifies their position in the market.
In Australia, Oppo has positioned itself 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 availability of the Ultra model in Australia remains a question, adding an element of intrigue to Oppo's local strategy.
