OPPO, Vivo, Samsung. The logos of these popular brands are plastered in huge letters across the entrances of several tiny smartphone retail outlets dotting a short stretch of a road in Denpasar, the capital of the Indonesian province of Bali.
It’s a similar scene in other urbanised and semi-urbanised areas in Indonesia. OPPO, Vivo, and Samsung-branded shops are everywhere, and for good reason: having a massive retail footprint is considered the key to Indonesia’s smartphone market, which shipped 36.8 million devices in 2020. It’s no wonder these brands have typically inhabited the top three ranks of smartphone vendors in the country.