OnePlus started off with the “Never Settle” strategy and “Flagship Killer” smartphone that offered high-end specifications at an affordable price point. With time, the company kept adding premium features to its devices and kept increasing prices of its smartphones gradually, eventually becoming a premium brand.
But, the company is now going back to its roots. And not just that, the Chinese brand is now set to expand its product offerings and wants to create its own ecosystem. The company has already launched smartphones, earphones, and smart televisions.
When talking about the ecosystem, the company isn’t limiting itself to just product offerings and price segment but is also looking to develop an ecosystem with consistent design principles and customer experience.
Navnit Nakra, VP and Chief Strategy Officer of OnePlus India, in an interview with TechPP, said that the company has now decided to expand from just the premium and super-premium devices to the premium and accessible connected ecosystem in the country.
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He also revealed two parts of the strategy — one focused on the consumers who value quality and great price point and another where the customers are looking at an ecosystem experience and not just a smartphone.
In line with its new strategy, the company is now set to launch its new affordable Smart TV lineup in the Indian market on 2nd July. OnePlus has also confirmed the starting price below ₹20,000 for the upcoming TVs. The company had launched the OnePlus TV Q1 and Q1 Pro exclusively in India last year at a premium price.
Apart from the smart TV, OnePlus is also set to launch a new mid-range smartphone in the market, years after its first such device, OnePlus X. The upcoming phone from the company is speculated to be named OnePlus Nord or OnePlus Z, which was earlier leaked as OnePlus 8 Lite and is set to go official in India next month.
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