OPPO makes its global websites as elegant and sophisticated as its smartphones
Image source: Adobe Stock / whyframeshot.
By Liu Fei
Posted on 08-27-2020
For Chinese smartphone manufacturer OPPO, technology is an artform. Its elegant smartphone designs offer some of the most advanced camera features available, so people can take sharper, more vibrant photos.
Aesthetic value is one of OPPO’s key selling points, and the company strives to communicate that value in everything it does. It’s especially important on the website, which is the company’s primary way to communicate with consumers.
The challenge is that OPPO doesn’t have just one website, but dozens — in multiple languages, reaching 40 markets around the world. The company used to maintain each site separately on a platform built in-house. That meant different code bases and no visual consistency across the disparate sites. Updating content was a chore, requiring a lot of developers working late hours to launch new products and marketing campaigns.
Fortunately, that’s all changed. Late last year, OPPO adopted Adobe Experience Manager as a unified digital platform for its next-generation website experience. The experience is sleek and easy to navigate, with the company’s distinctive visual style. It’s a great way to introduce consumers to the OPPO brand and its commitment to quality.
The company has not only put the right technology in place, it has worked hard to streamline processes for updating its website. Rather than using separate platforms and coding, OPPO now uses modular application capabilities to keep the look and feel consistent across all its sites, while accommodating multiple languages and devices.
Going to market faster with streamlined workflows
The first thing OPPO did was to work with an Adobe Consulting Services team to make sure the Adobe Experience Manager implementation went smoothly. The process included creating an internal talent matrix, establishing an agile approach to development and rollout, and establishing a plan for managing the platform from the ground up. The preparation made the project a success, even when the COVID-19 pandemic hit, just as implementation was about to start.
“Despite difficulties posed by the COVID-19 pandemic, our official websites were launched on time, supporting smooth rollout of our globalization strategies,” says Liu Peng, development supervisor at OPPO. “Adobe’s professional expertise and heartfelt services guaranteed the speed of implementation for our new official websites. We look forward to tighter cooperation with Adobe in the future.”
The project team at OPPO collaborated remotely with Adobe as part of Content Management Full Service to complete the first phase in three months. Now, the company has the capability of rolling out eight websites every week — a pace previously impossible. The efficiency gains are due in large part to workflows that streamline everything from developing code and configuring the system to producing and publishing content. To help bring that work in-house, the Adobe Consulting Services team ran training sessions for OPPO’s developers, content editors, and IT operational staff.
Going forward, those streamlined workflows are key to speeding time to market for product launches and marketing campaigns. Using content fragments in Adobe Experience Manager Sites, OPPO can deploy consistent experiences to multiple websites around the globe rapidly. And the platform enables non-technical users to make updates themselves, without help from developers.
The making of a global smartphone brand
OPPO currently ranks fifth in terms of market share globally and second in China. As more people enter the smartphone market worldwide, the company is right where it needs to be.
In March, OPPO released its new flagship mobile phone series, OPPO Find X2, with a crisp visual display and advanced video, audio, and camera technologies. When the company refers to technology as an artform, this is it. With equally artful websites to promote the Find X2 and other products, the company is poised for growth.
Topics: Digital Transformation, Customer Stories, Experience Cloud, covid-19,
Products: Experience Manager,