Getting to know OnePlus and its products – first part
EMGblog.com: Do you think that a newly established company in 2013 Can earn more than 1 billion dollars just 2 years after starting his business? In your opinion, when the smartphone market is full of powerful and well-known companies such as Apple, Samsung, LG, Microsoft, Sony, Huawei and Xiaomi, can a small and emerging company step into the field and disrupt the game equations? , get rid of more powerful actors and achieve a significant position in this complex industry? The answer to these questions is positive and all these rare (and maybe unprecedented) successes in recent years by the company OnePlus has been acquired.
The birthday of OnePlus
It all started when Pete Lau, the previous vice president of Oppo in cooperation with a computer programmer named Carl Pei,
Mr. Pei regarding the reason for establishing OnePlus
during an interview with Wall Street Journal said in 2015: “One of the reasons we started OnePlus was because we looked at every Android phone on the market and there wasn’t one that was good enough for our own use.” there was not.” In this regard, Mr. Lau explains that “it all started in August 2013 from a conversation around the coffee table among some friends – who later formed the first employees of OnePlus -. We put our phones on the table and realized that we were all using iPhones. It was really surprising, because some of us used to work for Android smartphone manufacturers. So we asked ourselves, why are we all using iPhones?” It seems that the answer to this question can be found in the words of Carl Pei. According to them, at that time, there was no Android phone in the market that provided a good user experience at the iPhone level for users. This incident became the basis for the beginning of the story of OnePlus, so that by establishing this new company, they will take a step towards the production of an Android-based smartphone that will provide users with high quality and good user experience at a reasonable price. The result of their efforts has been the design and production of products that, according to many users and experts, have been more or less successful in this field. To the extent that nowadays smoothness and excellent user experience are known as the characteristics of the OnePlus smartphone market.
In 2013 when Carl Pei and Pete Lau founded the OnePlus company with a small capital, this company only It had 6 employees. Less than 6 years later, the number of employees of this company reached more than 2,700 people and their annual revenue exceeded 1.4 billion dollars. Considering that at the beginning of their work, one of their main priorities was to reduce the company’s costs and the finished price of their products, inspired by the marketing model of Oppo and Google’s Nexus product line, they decided to sell the company’s first product only online. Also, since OnePlus did not have a factory to produce smartphones, Mr. Lau used the production line of his previous company Oppo was used to make their product. Finally, the first OnePlus product named Oneplus One was introduced in April 2014. and its online sales started in June of the same year. The good design, high-level specifications, optimal performance and amazing price of this product brought OnePlus to the attention of the media and users and caused OnePlus to shine when it entered the smartphone industry.
According to public Chinese government filings, OnePlus’ sole legal shareholder is Oppo. However, both companies have stated that OnePlus is completely independent and not a subsidiary of Oppo. In any case, legally, both of these companies, along with other brands such as Vivo , Realme and IQOO under the ownership and sub-category of BBK Electronics and they have a brother and sister relationship with each other so to speak. Among these names, Oppo and Vivo is older and by benefiting from several independent factories, it is superior in the production of smartphones. And they focus on selling them in traditional style in the (non-online) market. If OnePlus continues to use the production lines of other manufacturers, especially Oppo, to produce its smartphones, it focuses on selling its products through online stores.
The purpose and work philosophy of OnePlus
The ideology and the main slogan of OnePlus company is the phrase “Never Settle” meaning “never settle for (less)” which always attracts attention both in advertisements and on the packaging of their products. From the beginning until now, the main goal of this company has been to design a smartphone that provides users with high quality and features at a much lower price than similar devices. According to them, users should not be forced to settle for weak and low-level phones due to lack of high budget to buy good and quality devices. They are also partly inspired by Apple’s approach of focusing on quality and user experience, and they try to pay special attention to the real needs of users in the design of their products and offer a product that provides a pleasant user experience for the user. Mr. Lau says in this regard: “We will create a more beautiful and high-quality product.” He also adds, “We’re never going to be different just for the sake of being different. Everything that’s done has to improve the actual user experience of using the device every day. We both just want the best product, no matter what.” to create.” These slogans are not enough words and a look at OnePlus products over time shows their emphasis and attention on providing high quality products with simple and user-friendly design. Efforts to improve the user experience can be seen in different parts of this company’s products, from software and user interface to body design, screen and internal features. Undoubtedly, this commitment to improving the user experience, along with the often reasonable prices of the products, has been the main factor in the success of this new company.