OnePlus to stick to one flagship killer smartphone: Pete Lau

Last Modified: Sat, Jul 09 2016. 01 31 AM IST

Bengaluru: OnePlus, the Chinese smartphone-maker whose OnePlus One device was the surprise hit of 2014, and which spawned its growth since, is going to phase out its OnePlus X device as the company wants to concentrate on creating one 'flagship killer' product.

The two-year-old firm has released four devices since its launch—the OnePlus One, Two and Three—all premium devices intended to compete with flagship devices from companies like Samsung and Apple, and the OnePlus X, which was a smaller, mid-range version.

"The original thinking behind the OnePlus X was that we wanted a smaller form factor, and we wanted a really beautiful device. But in January we were doing research about current products for the OnePlus 3, when we had a fan gathering to talk about products," said Pete Lau, chief executive officer, OnePlus. "When it came to OnePlus X, the feedback was that 'it's a very beautiful device, and I like the form factor but I wouldn't buy it. I want to buy a flagship device.'"

Although with the OnePlus X, the company catered to a newer set of users, it said it now wants to stay focused on making one product, and making sure it was among the best flagship devices available.

"Most companies are thinking that because the majority of the device sales are coming at the lower price bands, they'll hit the lower price bands now and grow to the higher price brackets. We think that this jump is not possible," said Lau.

The company recently launched OnePlus 3 in June, and says it is very happy with the reception it has got so far.

"In all our markets the stock is low. It's a good problem to have," said Lau.

This was the first time the company made its phones available for purchase from the date of release. It earlier used an invite-only model as it could control its inventory better.

"We're an over two-year-old company and we thought that we are at a stage where we're mature enough to not rely on invoice system anymore for inventory," said Lau.

India is the fastest growing smartphone market in the world and is set to become the second largest by 2017 by overtaking the US but behind China, according to research firm International Data Corporation.

OnePlus is not just battling companies like Samsung and Apple but Micromax and an influx of Chinese smartphones in the country.

LeEco, another Chinese company, has been aggressively marketing its products in India, and making products that compete with the OnePlus. Xiaomi, Meizu, OnePlus, Gionee, Oppo, Zopo, QiKU and Coolpad and Lenovo Group Ltd are some of the other Chinese brands in India.

However, OnePlus believes its differentiator is in the product itself, and the attention to detail put in. Just when the OnePlus 3 was almost finalised, Lau wanted a line on the phone to be reduced by 0.1 mm.

"That caused a 10-day delay in everything, and caused everything internally to be rearranged. Is it worth it? Don't know. But it makes us feel good that were trying to make the perfect product," he said.

First Published: Fri, Jul 08 2016. 07 15 PM IST

Source: OnePlus to stick to one flagship killer smartphone: Pete Lau