OPPO extends partnership with Mohammed bin Rashid Al Maktoum Knowledge Foundation


As part of its “glocalization” strategy, OPPO is promoting the local Arabic language of the region through MBRF’s ‘Bil Arabi’ initiative

Fadi Abu Shamat, Director of Strategy and Planning at OPPO MEA
H.E. Jamal bin Huwaireb, CEO of the Mohammed bin Rashid Al Maktoum Knowledge Foundation
Lucy Aziz, Regional PR Manager, OPPO

Dubai, UAE: Global technology brand, OPPO, is taking its partnership with the Mohammed bin Rashid Al Maktoum Knowledge Foundation (MBRF) this month to a higher level by supporting MBRF’s ‘Bil Arabi’ initiative to mark the UNESCO World Arabic Language Day 2020. 

As MBRF’s Technology Partner sponsoring the ‘Bil Arabi’ initiative for the second year in a row, OPPO will participate in this year’s celebration of Arabic Language Day through an MBRF engaging activation held at Dubai’s City Centre Mirdif from 11th to 18th December. 

Designed to advance the global status of the Arabic language and encourage its use, the ‘Bil Arabi’ initiative has launched fun contests and activities at the MBRF stand that will test basic Arabic speaking skills and spark interest in the language, with winners having the opportunity to walk away with exciting OPPO devices as prizes. OPPO’s latest phones will also be on display to draw consumers to the booth and inspire them to try their luck. 

Fadi Abu Shamat, Director of Strategy and Planning at OPPO MEA said, “We are proud to continue our long-term partnership with the Mohammed bin Rashid Al Maktoum Knowledge Foundation by supporting the ‘Bil Arabi’ initiative and helping draw attention to the beauty of our Arabic language. Having OPPO’s regional headquarters here in Dubai – the hub of the ‘Bil Arabi’ initiative, it is extremely relevant for us to encourage our customers in the UAE and beyond to embrace the local language. This is an important part of our glocalization strategy that customizes initiatives to appeal to our customer base in the region. We apply the same strategy to our products, bringing to market the devices that are best suited to our customers in the Middle East.”

H.E. Jamal bin Huwaireb, CEO of the Mohammed bin Rashid Al Maktoum Knowledge Foundation, said, “Over the past few years, the ‘Bil Arabi’ initiative has helped promote the use of the Arabic language among every segment of the community, offering concrete evidence of the Arab public’s commitment to preserving the Arabic language and ensuring it does not fall into disuse. This is what we can see clearly in their enormous interaction with the activities and events of the initiative.”

“In light of the pressing circumstances the world is currently undergoing as a result of the COVID-19 pandemic and ensuing lockdowns and social distancing measures, growing numbers of people have resorted to reading and exploring new content online – particularly Arabic content,” H.E. bin Huwaireb added. “The Arabic language has been instrumental in spreading knowledge about various disciplines and across various platforms.”

“Now in its eighth edition, the ‘Bil Arabi’ initiative is back to support these efforts, and to underline the agility of the Arabic language and its ability to adapt to any developments anywhere and at any time. The initiative offers a host of activities designed specifically to meet safety standards, ensure people’s health, and still reach the largest possible audience,” H.E. concluded. 

As a global company with a strong presence in the Middle East, OPPO adopts a ‘glocalization’ policy in order to appeal to its local and regional customers. The company has appointed Mohamed Salah, the Arab world’s top footballer and an international phenomenon in the football world – as its brand ambassador exclusively for the Middle East and Africa region. 

OPPO launched three new smartphone series this year including the flagship Find X2 Pro and design-led Reno4 Series – led by the Reno4 Pro 5G variant. OPPO’s smart devices have achieved widespread success – not only for their ground-breaking photography and videography capabilities that ride the popularity wave of short video platforms in the region; but also, for their 5G capabilities that are in sync with the region’s quick roll out of 5G. 

To learn more about MBRF’s initiative, head to the ‘Bil Arabi’ stand at City Centre Mirdif this week to take part in the competition and for a chance to win a brand-new OPPO smartphone.

About OPPO:

OPPO is a leading global technology brand since 2004, dedicated to providing products that seamlessly combines art and innovative technology. 

OPPO is on a mission to building a multiple-access smart device ecosystem for the era of intelligent connectivity. The smartphone devices have simply been a gateway for OPPO to deliver a diverse portfolio of smart and frontier technologies in hardware, software and system. In 2019, OPPO launched a $7 Billion US Dollar three-year investment plan in R&D to develop core technologies furthering design through technology.

OPPO is firmly pursuing the creation of the best technology products and technological artistry for global users. Based on the brand elements of leading, young and beautiful, OPPO dedicates to the mission of letting the extraordinary users enjoy the beauty of technology. 

For the last 10 years, OPPO has focused on manufacturing smartphones with camera capabilities that are second to none. OPPO launched the first mobile phone, the Smile Phone, in 2008, which marked the launch of the brand’s epic journey in exploring and pioneering extraordinary technology. Over the years, OPPO has built a tradition of being number one, which became a reality through inventing the world’s first rotating camera smartphone way back in 2013, launching the world’s then thinnest smartphone in 2014, being the first to introduce 5X Zoom ‘Periscope’ camera technology and developing the first 5G commercial smartphone in Europe. 

Today, OPPO was ranked as the number four smartphone brand globally. OPPO brings the aesthetics of technology of global consumers through the ColorOS system Experience, and Internet service like OPPO Cloud and OPPO+. 

OPPO’s business covers 40 countries with over six research institutes and four R&D centers across the world, from San Francisco to Shenzhen. OPPO also opened an International Design Centre headquartered in London, driving cutting edge technology that will shape the future not only for smartphones but for intelligent connectivity.


OPPO started its journey in the Middle East and Africa (MEA) region in 2015 after setting up its regional office in Egypt. Following the immense success of the brand’s sales center in Cairo in the first year, OPPO accelerated its expansion plan across the MEA region and inaugurated its country operations in the UAE in 2019. Now OPPO is physically present in more than 12 markets across the region, including Egypt, Algeria, Tunisia, Morocco, Unites Arab Emirates, Saudi Arabia, Oman, Kuwait, Bahrain, Qatar, Kenya, Nigeria, and the Levant.

To empower its presence in the region in line with its product localisation strategy, OPPO further invested in MENA and set up its very own factory in Algeria in 2017, thus, becoming the first Chinese brand to build a manufacturing premises in North Africa. Based on insights of local consumers in each country, OPPO has evolved the progress of product localisation, taking into consideration several perspectives towards each market, including product localisation, to further meet the core needs of users; marketing localisation, to better communicate with local young customers; and talent localisation, to understand local consumers further and provide an optimum customer service.

Within the last year, OPPO has started to adjust its product line in the Middle East region specifically. This has included the launch of its flagship OPPO Find X Series and the introduction of the OPPO Reno Series. OPPO will continue to evolve its local product line to offer more premium series to consumers in the region. 

A forward-thinking international technology company, OPPO strives to be a sustainable company that contributes to a better world and have enacted positive change in every way possible through activating local community initiatives and humanitarian, charity campaigns.

About the Mohammed bin Rashid Al Maktoum Knowledge Foundation (MBRF):

The Mohammed bin Rashid Al Maktoum Knowledge Foundation (MBRF) was launched in May 2007 by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE, Ruler of Dubai. Since its inception, the Foundation has introduced a number of distinguished and innovative initiatives and projects to firmly place Dubai and the UAE on the Arab and international knowledge map, in addition to facilitating the production and dissemination of knowledge and, ultimately, establishing knowledge-centred societies.

Specialising in education, research and entrepreneurship, MBRF launched a host of initiatives, including the Knowledge Summit, the Global Knowledge Index, the Mohammed Bin Rashid Al Maktoum Knowledge Award, the Nobel Exhibition, and the Literacy in the Arab World Challenge, among many others.

The Foundation’s initiatives seek to hone individual skills across many sectors and help people in the Arab world and beyond. MBRF’s projects also look to support sustainable development, prop up educational and knowledge programs, and boost entrepreneurship.