(Yicai Global) March 12 -- Oppo Electronics plans to launch Reno, its new brand of smartphone, on April 10.
The innovative handset is different from all of the company's other products, Oppo Vice President Shen Yiren said on Toutiao's microblogging platform today. "Reno has a brand-new design and communication approach," Shen said. "Everything is new from the inside out."
Reno is being seen as Oppo's high-end flagship phone or possibly a co-flagship with Find, based on previous news reports, to compete with Huawei Technologies' Mate and P-series phones.
Reno sticks to "real photographing clarity" without any beauty retouch feature and will use Oppo's latest operating system ColorOS 6, which is quicker and simpler and allows fast and steady optimization and an enjoyable gaming experience, according to Shen.
Oppo is expected to use its newly developed 10x hybrid optical zoom technology in Reno, known as news show, saying Reno will have a 48-million high definition camera, non-bumping lens, dual Optical Image Stabilization technology and Snapdragon 855.
In a post on the Twitter-like Weibo yesterday, Shen said, "'Cost-effective' is unachievable. I believe in [the principle] that the higher the price, the better the quality." The post, which also carried the new phone's logo, was deleted soon afterwards.
Rolling out sub-brands has become a trend among mobile phone manufacturers. Xiaomi has created Redmi as an independent brand and Vivo has released a new brand iQoo to meet diverse and increasing demand.