Oppo appoints Ethan Xue as new president in Middle East and Africa

AFRICA – Chinese smartphone company OPPO has announced the appointment of Ethan Xue as its new president in the Middle East and Africa (MEA)

He succeeds Andy Shi, the outgoing President of Oppo MEA, as Shi assumes his new role as Senior Director of Global Product Marketing at Oppo Headquarters in China, where he will oversee Oppo’s product lines, including smartphones and IoT, on a global level.

Xue has been with OPPO since 2012, where he worked with the team to oversee Chinese market. He was subsequently promoted to lead Oppo’s training division, before he became responsible for marketing Oppo products in China.

This helped Oppo to maintain its position as one of the top two brands in China. In his new role, Xue will take responsibility for leading product, marketing and sales across the region, guiding strategies and adding impetus to the further development of Oppo in MEA.

In his new role, Xue will take responsibility for leading product, marketing and sales in MEA, guiding strategies and adding impetus to the development of Oppo in the region.

Xue’s appointment is the latest in a number of high-profile personnel changes at telecommunications and mobile companies in the Middle East recently. Earlier in September, it was announced du CEO Osman Sultan would be replaced by Johan Dennelind. Long-time Ericsson Middle East and Africa head Rafiah Ibrahim also stepped down at the end of August.

OPPO has been making a number of moves in the Middle East and Africa of late. Earlier this year, the company established its regional headquarters in Dubai. OPPO also selected the Middle East as the first market outside of China to launch its Reno series of smartphones.

Andy Shi, outgoing President of Oppo MEA, said, “Ethan’s proven track record and customer-centric leadership make him ideal for this role. We believe his expertise and broad experience will play a fundamental role in driving Oppo’s growth strategy and cementing its footprint further in the region.

OPPO launched the first mobile phone, the Smile Phone, in 2008. Today, it brings the aesthetics of technology to global consumers through smart devices, ColorOS, and Internet services like OPPO Cloud and OPPO+.

It has presence in over 40 countries and regions, and have set up 6 research institutes and 4 R&D centres with over 40,000 employees.