OnePlus 3 arriving this quarter to become a winner
The Chinese tech startup, OnePlus focuses on premium Android devices, will launch its new flagship, the OnePlus 3, this quarter.
Vikas Agarwal, General manager of OnePlus for India, said:
It will be a winner and will live up to the expectations of our users and and set new standards like our previous OnePlus flagships.”
There is a clear differentiation when it comes to OnePlus. We are focused on the premium segment and will be online only. Others have all fallen into the volume trap and have either gone offline too or are contemplating the same.”
He also said that, it is able to offer the price points it does because it is online only and going offline will impact the value proposition.
Despite Xiaomi’s foray this week into the price segment of the OnePlus 2 with the Mi 5, Agarwal says OnePlus is a strong player in the segment where only Apple and Samsung are relevant at the moment.
Even now, there at least 20 other flagship devices from brands in this price band, but OnePlus is clearly a leading brand in this segment ahead of most other new entrants.”
What differentiates us is our focus. We are a smartphone company and focused on the premium segment. We do accessories, but only to supplement our smartphone business. Instead some of the “opportunistic brands” are now looking at different products like televisions.”
Fortunately, the company did stray from its focus on the premium segment when it launched its the more affordable OnePlus X last year.
It is too early to comment on the success of the phone. OnePlus X was launched with a specific objective of penetrating into a new target user base of fashion and lifestyle users.Although the phone has done well given those objectives.”
He agrees that the smartphone market is now quite cluttered and it will become more so with at least 10 new companies waiting to enter the market. However, he is no really bothered by this increased competition.
Many of these companies have advantages like access to deeper marketing budgets, stronger distribution networks and integrated manufacturing and may enjoy some volume initially. However, in the long run there will be some consolidation and only product focused bands will survive as it happened in China. That is where I think we will emerge as one of the leaders in the premium segment.”
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