Chinese smartphone maker Oppo today unveiled its latest line of smartphones, the OPPO Reno 12 series. With its new offering, the company has asserted its commitment to accelerating the adoption of AI phones worldwide.
Peter Lee, the Head of Product Strategy at OPPO, who was in India for the launch said that the company is investing heavily in AI. “Our goal is to make AI easy to use for everyone, including on entry-level smartphones, minimizing system resource usage,” he said at the event.
The latest Reno 12 series is the first major launch in India under OPPO’s vision of widespread AI phone adoption. Following the launch, Lee addressed a media roundtable, where he shared OPPO’s AI strategy which focuses on offering advanced and user-friendly AI services. Lee highlighted OPPO’s significant investment in AI, including a dedicated team and over 5000 AI-related patents globally. According to him, this focus on AI is shaping how OPPO approaches design, particularly in areas like camera functionality and user interface.
As part of the launch of the new line of AI phones, OPPO showcased features such as removing people in the background from photos with a single click, live transcription, and AI image editing possibilities. “Despite using complex AI, the user experience remains simple. We focus on making everyday applications like phone calls, galleries, and calendars better with AI, ensuring practicality and ease of use,” Lee explained.
With OPPO AI features are not limited to image recognition or voice noise reduction, according to Lee the company focuses on delivering value through enhancing simple applications, all the while ensuring user privacy and data protection. “Our AI does not collect personal IDs, only usage patterns,” Lee asserted.
What’s new on OPPO Reno 12 series?
With the Reno 12 series, OPPO has introduced a suite of AI features aimed at improving everyday tasks, and productivity, and virtually eliminating the need for photo editing tools. These features include AI Eraser 2.0, AI Studio, AI Perfect Shot (Best Face and Clear Face), AI Smart Image Matting 2.0, and AI Portrait Retouching.
When it comes to productivity, it offers AI Recording Summary, AI Summary, AI Writer, and AI Speak. And to boost the efficiency of the devices, they have included features like AI Clear Voice, AI LinkBoost, BeaconLink, and Smart Charging.
Talking about India, Lee said that OPPO has maintained a steady double-digit growth on a year-on-year basis in Reno sales since 2021. “With the new series, we are expecting a similar growth trend in Reno sales this year as well.”
To one of the questions on how OPPO tackles challenges specific to markets like India, Lee said, “We address India-specific issues like battery life and charging speed. We also consider local conditions, such as designing monsoon-ready devices.”
Future trends and collaborations
Lee further elaborated on the trends he expects in the global smartphone market. He said that the three key trends he foresees are AI, durability, and security with a focus on protecting both software and hardware while offering advanced AI services.
When asked about trends in smartphone design, Lee said that the design preferences differ by region, with some consumers seeking simpler designs while others opting for large devices with powerful cameras. “OPPO aims to cater to these diverse needs by offering appropriate solutions tailored to different market preferences,” he said.
OPPO also plans to introduce Generative AI features across its entire lineup by the end of 2024, targeting nearly 50 million users globally. The company stated that it will roll out over 100 Generative AI capabilities later this year to enhance experiences ranging from entertainment to everyday tasks. The brand is collaborating with Microsoft, Google, and MediaTek in this direction.