Getting to know OnePlus and its products – first part


Getting to know OnePlus and its products – first part

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.

Carl Pei on the right and Pete Lau on the left

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.

The price of OnePlus smartphones, especially in the first few years, was so low compared to similar products of competitors that it surprised everyone. For many users and experts, the question was raised as to how such a thing is possible and with these low prices for high quality devices, how does OnePlus make a profit? Especially, unlike many competitors, this company did not provide its own software services to users by default with its smartphones in order to make a profit through their subscription. Mr. Pei answered this question in Forune Magazine Says: “How do we make money? It is clear that since we have used the package of Google services and have not produced our own set of applications and services, we do not have any income from the software. We have to make all our revenue from hardware. The difference between our work (compared to competitors) is that we don’t spend a lot of money on marketing. We save a lot of money that way. Plus, we sell (our products) directly to the consumer.”

Another business approach of this company is its focus on online sales. Following the experience of selling Google’s Nexus and some products of their old company, OnePlus, initially instead of distributing products in physical stores in cities, they offered their products in online stores. This policy helped them to drastically reduce the costs of distribution and sales management, thereby reducing the cost of their products. For example, OnePlus products were sold in China through the company’s official website, and in India, the exclusive sale of them was given to Amazon. In other countries, OnePlus products are sold through reputable online stores and in recent years by some phone operators. are supplied with Of course, it should be noted that OnePlus has gradually opened stores in some countries, including India, in addition to online sales. However, most of the company’s products are still sold online in most countries.

It is interesting to know that the sale of the first OnePlus product, OnePlus One, in India – which is one of the main target markets of this company – started through invitation. The sales invitation system of OnePlus was such that the company sent a number of invitations to the members of the official forums of the company and also to the winners of a special competition called Smash The Past. Each person who received this invitation was able to send an invitation to another person. Therefore, to buy this product at the beginning of its release in India, you must have won the Smash The Past competition, be a previous member of the OnePlus forum, or know someone who has received an invitation. The recipient of the invitation could order a OnePlus One device by visiting Amazon’s online store and join the exclusive club of owners of this phone. OnePlus says that the intention of this sales strategy was to manage and reduce the initial volume of demand so that they can deliver orders to users on time due to their limited resources. But in practice, this strategy played a more prominent role and by turning this product into a special symbol, it created a strong thirst to buy it among users.

Growth and development of the company

OnePlus started selling its products for the first time in 2014 with OnePlus One in India. When launching the first OnePlus smartphone in India, the company announced that it plans to be seriously present in the country and open 25 official service centers in different parts of the country. OnePlus quickly fulfilled its promise and while taking a significant share of the Indian smartphone market, it opened about 35 stores and service centers throughout the country by 2019. This company also hired Mr. Han in April 2014 to help market its products in China. Following the very successful presence of OnePlus in India and its entry into the Chinese market, they immediately began their efforts to enter international markets. Carl Pei at An interview with Forbes magazine says: “In the beginning, OnePlus was not supposed to be an international company. Our main focus It was on the China market. When we started the company, we had a management team with a lot of experience in the China market. But in the OnePlus global markets team, we’re just a bunch of young guys with little experience. It was like an experiment. We said, “Hey, go for it.” To the world market and see what happens. Do whatever you want.”

OnePlus to sell two products Its predecessor, the OnePlus One and OnePlus Two, used an invitation-only sales strategy. Although this strategy was very successful and exciting at that time, with the expansion and development of this company, their ability to respond to the high volume of user orders increased and the supply of OnePlus 3 was released in 2016 freely and without invitation. After that this strategy was never used again by OnePlus. At first, the sales of this company’s products were limited to India and China. But very soon, the scope of OnePlus activities expanded and the official sale of its products began in different countries of Europe and America. As far as the seventh and eighth generation of this company’s smartphones are available in at least more than 21 countries, including India, China, Canada, England, the United States of America, Sweden, Denmark, Austria, Belgium, the Czech Republic, France, Germany, Hong Kong, Italy, Ireland, Holland and Spain, it was officially released.
OnePlus is undoubtedly one of the fastest growing companies in the smartphone industry. The sales of this company’s products experienced an amazing increase of 45% between 2017 and 2018. This level of sales growth in just one fiscal year is not something any company can handle. According to Information Released by the market research company Counterpoint Research, in 2018 OnePlus took 33% of the premium smartphone market share in India, overtaking Samsung with It passed 26% and won the first place in this market. According to IDC, in the first quarter of 2019, OnePlus has the third position in the smartphone market with a price above $500 in India after Apple and Samsung. In China, after Vivo, this company has the highest sales in the phone market between 300 and 500 dollars.

OxygenOS: OnePlus’ well-known operating system

When Mr. Lau was working as vice president of Oppo, in a rare move, he made a deal with Cyanogen Group to use their customized Android ROM as the default operating system for the Oppo N1 smartphone. Cyanogen consists of a group of developers who have been working for years in the field of releasing custom ROMs for the best-selling smartphones in the market. Their custom ROMs were among the most popular and efficient options available for users who were interested in tinkering with their smartphone and replacing its official operating system with custom Android ROMs. Following his experience of working with Cyanogen in the Oppo N1 project, after the establishment of OnePlus, Mr. Lau entered into a contract with this company for the exclusive use of their customized Android versions on OnePlus smartphones.

Following the signing of this agreement, OnePlus promised in 2014 that for its smartphones, an operating system close to the basic and official version of Google, with high customization capabilities and without many additional default applications (bloatware-free) ) to take advantage of. They also set up a competition titled “Name the ROM” and asked users to announce their suggested names for this operating system to win the competition and receive the corresponding prizes. Finally, in January 2015, OnePlus officially chose and announced the names OxygenOS and HydrogenOS for the international market and the Chinese market, respectively. The Belgian winner of this competition was also invited to the OnePlus headquarters in Shenzhen, China, to receive the award and meet with the OnePlus team and CEO Pete Lau. Thus, although OnePlus One was first provided with a version of CyanogenMod customized ROM, in September 2015, it received the first version of the special operating system Cyanogen for OnePlus products with the international name of OxygenOS (Oxygen OS) during a special update. A little later, during an interview in September 2016 by XDA Developers released, it was announced that OnePlus is merging two platforms, OxygenOS and HydrogenOS, into a coherent and single operating system.

The word OS – which stands for Operating System – at the end of the name of this operating system indicates that we are not dealing with a customized or manipulated ROM. Rather, we are facing an Android-based operating system with an independent identity that has been designed and developed from the ground up with this goal in order to follow the company’s work philosophy by optimally using OnePlus phones’ hardware and provide a very good user experience for the users of this company’s products. figure out At the OxygenOS launch event, it was stated that the reason for using the name Oxygen is that they want this operating system to be something that simply works in the background and makes sure that all the vital things of the device are done well. They also announced that they have optimized this operating system for the hardware of their smartphones and have considered a set of features to add to it to make the user’s life easier. This approach has made OxygenOS known as one of the smoothest, most efficient, and most popular operating systems based on Android and has played a key role in the amazing success of OnePlus. Until today, this operating system has become the main reason for many users to buy smartphones of this company.
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