Smartphone firms turn to R&D for 5G edge

Celebrity branding seems to be getting less popular in China's smartphone arena, as local players are stepping up research and investment push to revive a market mired in an innovation lull.

Oppo, previously known as a pioneer in writing big checks to hire celebrities as product spokesperson, is now pouring more resources into research and development, in the hope of sustaining its competence in the 5G arena, or the fifth generation mobile technology, with cutting-edge products and services.

The company said on Friday that it would invest 10 billion yuan ($1.46 billion) in R&D this year and expand its R&D staff to over 10,000 people.