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How OnePlus won smartphone market


BENGALURU: When OnePlus launched its first cell phone nearly 5 years ago, its main target audience used to be the US and Europe. India used to be nowhere in its radar. The Chinese corporate sought after to be a web based brand and operate in the premium smartphone marketplace. But in India on the time, e-commerce used to be in a nascent degree, and the premium phone pie used to be small.

What happened soon after stunned corporate executives. “Within 5 months we spotted that a large number of users from India had been buying the telephone on Amazon’s global website online the use of an US cope with, after which auto forwarding it to India via Aramex, a Dubai-based logistics corporate. They had been undeterred by way of the customs duty, which might build up the cost by way of Rs 5,000,” recalls Vikas Agarwal, common manager for OnePlus in India.



A closer monitoring of website online site visitors tendencies confirmed that India used to be some of the best seven countries in sales, even though the company used to be no longer promoting in India. “That’s after we made up our minds to launch here,” says Agarwal, who used to be the first employee for OnePlus in India when he joined in October 2014. The first set of telephones had been presented in December that 12 months.

Four years hence, India is OnePlus’s unmarried biggest marketplace, accounting for 33%, or $466 million, of the company’s overall revenue of $1.four billion in 2017. China is the second one largest marketplace, while Europe and America make up the remaining. In the previous few quarters, OnePlus has additionally transform the biggest premium smartphone (the ones above Rs 30,000) participant in India, overtaking Samsung and Apple.

And all of this has come from only one new product that it launches yearly.

“What has clicked is the positioning, the point of interest at the premium section. They had been on the right place on the right time. When they entered, the premium marketplace used to be just 1-2%, which has now grown to 5-6%. With their technique of one device according to 12 months, and engaging pricing, they located the emblem actually smartly,” Tarun Pathak, affiliate director at Counterpoint Research, said.

What has worked most for the company is the pricing. In this extremely price-sensitive marketplace, OnePlus is observed as nice price for money. Its 6T type sells for about Rs 38,000 on Amazon, significantly not up to Samsung’s Galaxy S9 at Rs 61,000 and Apple’s iPhone X at about Rs 85,000.

Pathak says the features in premium section smartphones corresponding to full-screen shows, biometric security, dual-cameras, faster processors and toughen for artificial intelligence, have acted as catalysts for customers looking to upgrade from mid-segment smartphones. Another technique that has worked smartly for the Shenzen-based corporate is the phrase of mouth it will get, and its social media technique to target a brand new consumer base.

Not only are unswerving OnePlus customers upgrading, but the corporate could also be attracting customers who up to now used an Apple or a Samsung phone. “Out of the brand new purchases, we have now observed about 20% people from Samsung and just about 17% from Apple. This motion has started to scale now,” says Agarwal.

Pete Lau, founder and leader executive of OnePlus, says the secret sauce to the company’s success in India is “our overall focal point on merchandise.” He believes the global means of just one phone according to 12 months is the way forward as “only with that means can we make the most productive product possible.”


“In Chinese, they say that in case you are fighting a large, the most productive means is to put your whole strengths in one unmarried point of attack. Only then will one have the best likelihood of constructing success,” Lau instructed TOI, including that the culture of listening intently to the voices of its user neighborhood to know their expectancies has additionally helped.


Lau had got to work in China’s Oppo Electronics as a hardware engineer. He rose to be vp in the cellular corporate. In 2013, he started OnePlus.


Lau is obsessive about design, a big consider OnePlus’s attractiveness. “I will discuss design all evening, it’s in my heart, as a product manager. I can spend months operating on 0.01mm variations in the back curve or in the bottom slope of the device,” he said.


Counterpoint’s Pathak concurs, but additionally has a phrase of caution for the company: Don’t get over excited or head butt into a brand new price section; that would dilute the emblem. Lau does no longer think it's going to occur anytime soon. “We are concerned with making a design that does not transform uninteresting within weeks or months.”


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