NEW YORK: Premium phone maker OnePlus said that the Indian market continues to be a prime focus for the company and gets “independent” attention from the headquarters in China. It also aims to cement its position as one of the top 5G handset brands in the country.
“India is still the most important market for India. With the diverse products, we have seen amazing traction within India, and that’s the focus there is never going to go away. India is still going to be a primary focus,” Jeff Norris, head of integrated marketing and communications at OnePlus told ET.
“India has a lot of attention on it from HQ level and ensuring that we’re driving the right feature set, the right products and again meeting the needs of our customers within India,” he added.
The executive said that OnePlus continues to operate independently after its integration with Oppo. “We have the ability to make the choices to ensure OnePlus is meeting the needs of our customers. We will continue to do that across the product portfolio.”
Norris said that the global smartphone industry is going through an interesting time with new players entering at a time when there have been exits. “…we’re really focused on what we are doing to benefit the brand and making sure we’re driving not just the innovation on the hardware side, but innovation on the software side.”
His comments came at a time when former OnePlus co-founder Carl Pei’s Nothing brand launched its first ever smartphone.
Norris, however, said that OnePlus never reacts to competition and is focused on following what is best for its consumers.
He added that the company will continue to drive efforts in areas like 5G and the Internet of Things (IoT) ecosystem.
OnePlus has expanded its premium handset lineup with the launch of the OnePlus 10T smartphone at a starting price of Rs 49,999 for Indian consumers for the 8 GB variant. With the latest phone, the company is targeting consumers looking at gaming and performance smartphones. It will be available starting August 6.OnePlus has also announced its OxygenOS 13 which will be rolled out to its 10 Pro smartphone first, followed by the 10T device.
OnePlus grew 45% YoY in Q2 2022 driven by the Nord CE 2 series and OnePlus 10 shipments. It remained at the third spot in the premium segment (Rs 30,000 and above). The brand also captured the third position in 5G smartphone shipments owing to its 100% 5G portfolio, as per Counterpoint Research.
Norris said that the merger with Oppo has helped OnePlus in terms of ramping up research and development (R&D) efforts. He added that the brand is able to tap into R&D resources of Oppo besides getting the supply chain benefit. “…externally, people don’t see but internally the impact is massive.”