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How OnePlus India Plans To Leverage ‘Never Settle’ To Build A Premium O2O Smartphone Experience For Indian Users

How OnePlus India Plans To Leverage ‘Never Settle’ To Build A Premium O2O Smartphone Experience For Indian Users

Technology is the brand new rock ‘n roll hall of fame. Nowhere changed into this extra apparent than on the latest OnePlus India release of OnePlus five – the brand new flagship cellphone – from a Chinese phone maker that began operations just 4 years back. Since 2013, OnePlus has controlled to release six top rate smartphones – OnePlus One, OnePlus Two, OnePlus X, OnePlus Three, OnePlus 3T and OnePlus five –  at non-top rate prices.

As certainly one of six co-founders Carl Pei, stated in an interview in June 2017, “In the $four hundred-plus area, we are already No. 2. Last year, we had been also profitable.”

After capturing 19 countries generally in installed markets which include US, China and Europe, the OnePlus India adventure started a yr later in December 2014. OnePlus India has had a meteoric and hard adventure, compared to its European and East Asian opposite numbers. Yet, the employer has managed to ink its call within the annals of history, becoming a member of such top rate cellphone makers such as Apple and Samsung whose telephones retail for nearly twice the amount of what you pay for a OnePlus handset.

In fact, consistent with a Trak.In file, by way of 2015 OnePlus One had end up extremely popular in East Asia, Europe, and North America with the overall shipments amounting to 39%, 32%, and 22% respectively of the whole sales.

But, permit’s retrace our steps a touch. Go back to the beginning, wherein it all began.

In 2013, the worldwide phone marketplace become first starting to see signs of an explosion – with rising economies consisting of India, Indonesia, Malaysia and Thailand aggressively adopting a cell-first method. Two human beings sitting in a vehicle in visitors – Carl Pei (ex-CEO of smartphone maker OPPO) and Pete Lau – and operating on their iPhones had been struck by way of an concept of building a premium smartphone like the iPhone however available at less expensive charges.

To this stop, the founders first launched a tech-focussed OnePlus forum, to understand what users in their community wanted from a top rate smartphone. In reality, to these days, the user community performs a big component in how OnePlus releases updates. Thus, started out the adventure of Chinese cellphone brand – OnePlus which was officially launched in December 2013 in Shenzen, China. The enterprise is situated in Guangdong and operates in approximately 35 countries globally including Europe, US, China and India.

Vikas agarwal-oneplus india-popular manager“Our price proposition has always been to make OnePlus products future-prepared. Our philosophy revolves around giving our customers extra than what they may be looking for. And to accomplish that in a price-efficient manner, which turned into why OnePlus will always be an online emblem first and principal,” starts offevolved Vikas Agarwal, General Manager at OnePlus India, centered in Bengaluru.

One of the center differentiators of OnePlus was the way they launched the primary smartphone OnePlus One lower back in 2013. An an invite-most effective launch with the cellphone available completely at the OnePlus internet site, harking back to the early days of Facebook and Gmail, for ardent customers who had observed the brand. The markets they focused had been Europe, East Asia and the United States.

The concept paid off handsomely and OnePlus have become an instantaneous viral, worldwide phenomenon. And with top class specs (3GB RAM, 32 GB and sixty four GB storage, 13 MP front-facing cameras and 5.5” Corning Glass displays in Sandstone Black and Grey), the organisation turned into able to enlarge income to 19 countries through April 2014.

The achievement of the startup stemmed from the fact that it changed into enthusiastically ordinary in Europe – a mature, tech-savvy and operator-driven market. The manner Vikas explains it, “These markets which already have set up names inclusive of Apple, Samsung dominating with the target audience are difficult to break in. But the OnePlus team consisted of nineteen exclusive nationalities who understood what those markets wished and focussed on core tech users. That helped in us reaching 19 European and US markets mixed by April 2014.”

Also, OnePlus had a marketing rule that it had accompanied in each of those 19 markets. To present a mid-range costing telephone ($350 and above) with the specs of a premium handset solely on their personal website. The concept, as Vikas states, turned into to have a seamless on-line to offline experience for their clients. Everything, from marketing, to sales, to after sales changed into stop-to-stop treated through OnePlus in every usa.

But, all this changed, when it got here to India.

Turning Its Gaze Towards India: The Second-most Viable Market After China

Vikas joined the agency as OnePlus’ first worker in India in December 2014. He had surpassed thru the IIT+IIM rigmarole and even labored within the PE/investment sector for a while. Entrepreneurship quickly took over and he commenced a hyperlocal startup which folded up in 2013. After a short stint with the Ibibo Group coping with their ecommerce entity, Vikas attempted for the OnePlus position that had opened while the agency first concept of getting into India. This was lower back in August 2014.

“OnePlus launched formal operations in December 2014 and I had been part of the journey on account that day one,” he shares with a fond smile.

Data performed a crucial position in how OnePlus takes steps ahead in phrases of geographical expansion, as maximum of the consumer statistics to be had on social media and the OnePlus community forum is analysed and brought under consideration. So, one of the analyses showed that a large part of the OnePlus’ internet site traffic changed into coming from India by means of April 2014. “OnePlus had no presence whatsoever in India back then. No promotions had been taking region too. Yet, India became ranking in the top seven international locations in terms of website site visitors.”


Vikas describes the Indian consumer behavior as customers using a US-primarily based deal with, ordering the smartphone via the invite and jailbreaking it for use in India. “When we analysed this form of user behaviour, we delicate our core attention to consist of India.”

Exceptions Made For India: Partnering With Amazon

Trust is a big aspect in India, mainly with regards to ecommerce which has best these days visible u . S .-extensive popularity. And it does have to be cited that fellow Chinese smartphone maker Xiaomi, which additionally entered India at more or less the equal time went with homegrown ecommerce website Flipkart as part of its release method.

In 2014, OnePlus as a brand call changed into unknown to the overall population. But the marketplace were analysed enough that it warranted looking at a differential method to logo-building. The advertising team at OnePlus remained unconvinced that the internet site-only selling version could work in a rustic as numerous as India. Enter Amazon India, which had additionally started out out a 12 months before in June 2013.

“Amazon had worldwide clout and presence, some thing the homegrown ecommerce websites lacked. Plus, they have been beginning out in India like us. We checked out the smartphone marketplace in India and all the brands were advertising and marketing across structures – Flipkart, Snapdeal and many others. The sites did now not enchantment on the exclusivity, top class smartphone-front, some thing OnePlus insists on.”

Due to this combination of a international presence, trust, and reliability issue OnePlus have become the primary cellular emblem to completely launch on Amazon India on the time.

Of route, the invite-simplest method became incorporated into the Amazon fold, the first smartphone turned into launched on December 2, 2014 and were sold out on Day 1. While Vikas declined to give actual figures, this Trak.In document managed to eke out the sales breakdown. The organization offered 850K-950K units all across the world affirming sales of $three hundred Mn in 2015.

For India, the business enterprise claimed to have shipped 7% of its general telephones for 2015. Thus, it can be concluded that about sixty five,000 OnePlus One handsets have been bought in general.

The release changed into also a success enough for Indian operations to warrant their personal office. So, the global OnePlus group installation an workplace in Bengaluru thinking about it as the most critical market for them.

Issues Plaguing OnePlus India: Then And Now

At the outset, OnePlus confronted a criminal controversy whilst it first entered India. The complainant became Micromax, which claimed that the employer changed into violating exclusivity clauses with Cyanogen Mod OS (the cell software which OnePlus One runs on). The court order locked sales in addition to locked capital, giving the corporation pause inside the preliminary months of launch.

Eventually, the problem changed into resolved while the Delhi HC ruled in favour of a non-exclusivity clause and Micromax ended up chickening out the case in July 2015.

After income provider and purchaser care turned into some other sore area of operations for OnePlus India. Their international consumer care service has been outsourced to a worldwide companion. The idea in the back of this circulate changed into that the cellphone issues do no longer vary from area to vicinity, in the mature markets. India, however, changed into any other ballgame altogether.

“When we entered India, our authentic preference changed into to open a purchaser care centre in each town in India. But two things stopped us – the first-rate of those centres could not fit international requirements. Being a small organisation, spare parts stock have become a hassle,” Vikas is candid sufficient to confess. The core problem for negative after income can be traced again to a few elements.

The phone become priced cheaply however the customers expected the form of exclusive carrier that could accept for a premium cellphone – like say at an Apple store outlet. The body of workers turned into untrained and the centres have been placed in remote locations as a part of multi-emblem outlets in strip department shops. During the OnePlus 5 launch, Vice President Kyle Kiang said CEO Peter Lau’s experience looking for a OnePlus customer care centre in Delhi and not able to achieve this. “He had to drive around for hours and ended up in a faraway nook of Delhi, someplace. This changed into awful for enterprise.”

This forced the organisation to another time provide you with an India-specific solution for patron care. Which blanketed putting corporation-managed exclusive centres in top class locations in Bengaluru, Delhi, and Mumbai. The other element they did become tying up with a German and UK-based totally servicing corporation that has satellite reach throughout India. “We have also internally set a TAT (Turnaround Time) of less than one hour. 90% of consumer complaints get resolved inside the TAT.”

Switching From Cyanogen to Oxygen OS

Cyanogen become an open supply platform that might be customised by Android-facing OEMs. It presented greater than stock Android options in terms of design interface and the overall UI/UX revel in. According to Vikas, OnePlus become the primary OEM to sign a partnership with CyanogenMod founder Steve Kondik. But, after the company confronted copyright infringement and breach of agreement troubles in India, they began building their personal OS viz. Oxygen Mod – which was rolled out in community beta in February 2015.

Incidentally, Cyanogen formally shut down operations in December 2016, after co-founder Steve Kondik released a blogpost chronicling the problems dealing with the open supply platform.

With the release of OnePlus 2 in 2015, Oxygen OS too become rolled out on all phones. As Vikas says, “We attention on solving one center purchaser hassle with all our phones. If OnePlus One was focussed on supplying a premium hardware experience, Two became all approximately the software. Oxygen became strong, strong and characteristic-prepared.”

Competing With A Plethora Of Smartphone Brands, Taking OnePlus India Offline

Let’s face it. The phone marketplace in India and internationally is saturated. In fact, it'd now not be hyperbolic to say that the average telephone consumer is spoilt for choice whilst it comes to buying the suitable handset, both because of the presence of an countless range of smartphones appealing to unique charge wallet, however additionally due to the fact that on-line web sites provide a dearth of alternatives. There are non-premium brands inclusive of Micromax, Intex, Lava, Spice being synthetic in the u . S . Itself, worldwide opposition for OnePlus degrees from brands consisting of Apple, Samsung, Xiaomi, OPPO, Lenovo, Motorola, Gionee to call only some.

Globally in Q1 2017, Apple and Samsung blended held about 32% of total market proportion observed by Chinese phone brands – Huawei, OPPO, Vivo which claimed nine%, 8.7%, and six.8% of the market, respectively.

With the first-rate exception of Apple, which has caught to its give up-to-stop top rate cellphone revel in at top rate prices, the relaxation of the brands provide a mixture of fashions and functions for discerning customers. In such an overflowing market, price factors is a key differentiator, since, OnePlus offers top rate functions for a mid-variety rate. For instance, the OnePlus 3T (INR 27,999), a bestseller on Amazon India got here geared up with a unique Dash Charging characteristic that permits for the quickest, full battery charging inside the shortest span of time.

The other specs (6GB RAM, 850 Snapdragon Processor, 16 MP front-dealing with camera) that OnePlus 3T comes with are being supplied by using such top rate models because the iPhone 6 and iPhone 6s and Samsung Galaxy S7 – each of which retail at upwards of INR 52,000 at the minimal.

Carl Pei defended the OnePlus selling philosophy with, “I suppose we are so small, that we aren't going to be disruptive. It’s simplest our own mistakes so as to result in our downfall. It’s now not what different human beings are going to do.”

Peter Lau too pointed out how the company plans on focussing on precisely one product. And each function of this one product – digicam, smoothness and system and battery needs to be the nice presented at non-premium fees.

“Other manufacturers make 10 distinct fashions a year. But in case you create 10 exclusive models, how can you be focussed on creating the high-quality possible product every year? When I go to sleep, I handiest think of my one subsequent product. It’s difficult for others to compete with that.”

Making The Jump To An Omnichannel Retailing Experience

But, like every different on line emblem OnePlus has now entered the offline vertical too – trying to provide an omnichannel enjoy and capture a larger chew of the 500 Mn telephone person marketplace that India has become. OnePlus’ retail method is like each different on-line ecommerce logo. Gain essential mass via increasing consumer stickiness, brand loyalty and then parlay that into constructing a considerably exceptional offline retail enjoy.

The web page of its first offline or ‘in-shop enjoy’ is Bengaluru – where the organisation launched a store in centrally-placed Brigade Road. “It took us greater than a 12 months to fasten the gap, the idea of the flagship shop down. Bengaluru was our selected ground because it is our biggest marketplace. It’s the undisputed tech capital marketplace and has our largest network in phrases of income.”

The flagship shop opened in August 2016 and claims to be more than a store that displays the OnePlus phones and accessories. It objectives to offer an experience to the consumer, carry additional value add to the tech network. For example, the entire first floor has a 50-60 seating capacity and is a potential venue for TedX Talks.

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As all retail shops are all about the sales, what numbers does the OnePlus save claim? While Vikas is reluctant to show any actual numbers, he does expose that, from a Bengaluru attitude they ‘had been capable of get better charges on a monthly basis. And that the sales quantity is without difficulty 5x-10x as compared to a mean smaller cell store.’

Which brings us to the stiffer opposition that OnePlus faces. Yes, the logo has a sizeable presence on Amazon India but inside the offline world, OnePlus jostles for consumer interest and floor space with multi-manufacturers, extra established chains consisting of Mobile World, The Mobile Store as well as any quantity of smaller, non-branded phone shops. How does it plan on staying ahead of the curve and trap the Indian patron here? To which Vikas says categorically,

“The OnePlus save changed into not conceptualised from a sales angle. We are seeking to growth our coverage and brand awareness. Complement the web-first strategy, which consolidates all regions below the Amazon India umbrella.”

Perhaps, it is for this reason that they have got also opened a mini ‘enjoy zone’ at DLF Mall in Saket, Delhi. “We need to answer questions such as what questions are our visitors are asking. How many human beings are travelling and what cause do they must achieve this?”

2017, The OnePlus five Launch, And Making India The Core Focus

OnePlus five turned into recently launched on June 22, 2017 in Mumbai with a lot fanfare.  The agency has even picked Amitabh Bachchan to be the logo ambassador on the way to emphasise the believe/authenticity and storytelling elements.

While the new telephone retails at INR 32,000 for the 64GB handset and once more boasts of features that may seemingly nice the Apple iPhone 7, the version has come under giant flak from recounted tech geeks, namely for the 0 innovation in phrases of digicam, the overinflated use of RAM space 6 and eight GB RAM for the 64GB and 128GB handsets respectively.

I became curious enough to invite approximately why the employer launched the OnePlus five rather than the OnePlus 4, the apparent numbering desire and Vikas chuckles. “We, as a business enterprise, are a superstitious lot. So no, four. We had the 3T and went onto five.”

In a recent interaction with Business Today, Peter Lau the new CEO of Business Today said that after he spoke internally to the OnePlus international team, they said that five is the wide variety they preferred and they will use that, similar to with OnePlus 3T. “Also, loads of Chinese coustomers don’t like ‘four’ as it has the identical pronunciation in Chinese as demise.”

While the phone has its share of detractors, it does experience extraordinary popularity. As validated by means of Arun Shrinivasan, Head Of Category Management at Amazon India at the time of launch. He stated that the website had logged 1 Mn Notify Me emails as of 2 pm, on the day of the release, in anticipation of when the smartphone would cross on sale. For the uninitiated, Notify Me emails on Amazon are approaches for people to keep abreast of unavailable or coming quickly merchandise. The OnePlus 5 presently holds the  #1 rank in Amazon India’s Electronics category and #2 in Electronics, Mobiles and Tablets, Smartphones sub-categories.

That OnePlus is serious about India is assumed by the reality that the cutting-edge flagship version has been released in India together with the opposite international markets – particularly China and Europe. “2017 is India-focussed,” Vikas emphasises. “Finally, the discomfort of buying on-line has been changed with consumer-readiness. People are trusting in us, so we’re doubling down on our efforts right here.”

A key stat that Vikas stocks is that during terms of adoption, ninety% of European markets can have the funds for the device (retailing at round $492 for the 64GB OnePlus 5). In India, this range is nineteen%. And but, the income suit with every other – given that Apple does now not enjoy as a lot recognition in India and Samsung has been dethroned by Xiaomi, OnePlus and similar brands.

So, how do they plan on taking OnePlus to the discerning Indian smartphone consumer?

“We are an urban emblem, promoting on-line. So we're first going to attention at the huge towns till saturation is accomplished.” He mentions Delhi, (biggest city in India and the capital), Bengaluru, Mumbai because the markets that the enterprise plans on capturing in 2017 through online pushes in addition to imparting an after carrier enjoy that suits sales performance. For offline, the mini experience zones is the strategy the employer ambitions to hire.

The OnePlus Core Vision: Breaking Down ‘Never Settle’

The business enterprise boasts of a complete of 1500 personnel primarily based out of China and India. But, in evaluation to other mobile production behemoths which include Apple, Samsung, Xiaomi, OPPO, Google’s Motorola the agency is small. Both in phrases of personnel as well as the practices the OnePlus crew has followed. The lean and agile startup attitude nevertheless prevails inside the organization majorly in terms of essential selections.

“In the hardware commercial enterprise, inventory is the maximum primary task for us. It takes up a chunk of the capex (capital expenditure). It’s always balancing among an excessive amount of and too little – demand and deliver. We adopted a brand new vendor approach, that of exclusivity, to rationalise call for.”

Vikas decodes this cryptic assertion: for one, the invite-best programme became e mail-based totally.

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Plus, there has been a -day expiration date on the email invite so that they couldn't be hoarded for months together. And ultimately, the employer relied extensively at the OnePlus community and phrase-of-mouth to generate cognizance. They still observe the exercise of publishing a weekly replace on Saturday in the OnePlus community discussion board if you want to keep proximity with the users, even as preserving a pulse on what the users desired.

All the above elements, that of getting restricted invites which would expire in a constrained time even as being proactive with involved users, basically led to analysing consumer behaviour (number of invites identical to handsets produced). Manufacturing deliver ought to begin to keep up with call for, due to the constrained-time factor. Demand commenced getting subsidised even as deliver could catch up with call for.

In fact, as Peter Lau claims, they still take about four weeks to ship to Europe even in 2017.

A fundamental lean startup method continues to be employed at this startup. And, even as Vikas claims that the invite-simplest method became greater from a production viewpoint, there has been no denying the chilliness bar became raised a notch higher while the programme was first launched. Of course, as logo awareness reached height tiers in 2015 and the release of OnePlus 3, this invite-best programme has been completely discontinued.

But, considering that OnePlus plans on taking up Apple and Samsung on the top class phone game, each of whom nonetheless maintain robust in 2017 garnering 13.7% and 20.7% globally, it does seem like they've their paintings reduce out for them – in terms of growing adoption in India thru providing higher after-sales carrier, widening the ‘OnePlus India Never Settle’ revel in to consist of offline retail and continuing to recognize what their network wishes. For  pals who sat down and decided to make a inexpensive iPhone, the sector sincerely appears to be theirs for the taking – one phone at a time.

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