Several research companies shared their Q3 2026 smartphone market share reports recently, and all of them laid out the same order for the top 5 companies. Samsung is first, closely followed by Apple. Xiaomi is third, closely followed by OPPO and Vivo.
OPPO wants to expand its global presence, as Europe is its primary goal
With that being said, the fourth-largest smartphone OEM in the world, OPPO, is now looking to expand its global presence. OPPO s currently holding 9% of the smartphone market, 1% more than Vivo, and 3% less than Xiaomi.
While until recently, smartphone OEMs put a lot of hope in developing markets to grow market share, things have changed due to increasing memory prices. The premium market is where it’s at now.
OPPO is looking to expand its global presence by boosting its market share in Europe, first and foremost. Why? Well, based on a report from Omdia, 1 in 3 phones sold in H1 2026 were premium devices. In other words, devices that cost $600+.
Europe has the second-highest share of premium phones in the world, hence the appeal
Europe has the second-highest share of premium phones in the world, at 40% in that sector. That’s an annual growth of 9%. North America is first, but it’s very difficult to get into, and the whole situation with Huawei is only scaring companies off.
That makes Europe the ideal market to delve into. OPPO is planning to reduce the time it takes between launching phones in China and Europe. That way, new models will arrive faster and have similar appeal.
That gap has narrowed this year, and OPPO plans to shrink it even more moving forward. The company is also making new partnerships with European carriers and financial institutions to push its devices to consumers.
OPPO is already quite present in Europe, but its presence varies considerably from one market to the next. In some markets, the company is completely unknown.
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