OnePlus, the ambitious smartphone brand which started off with “flagship killer” phones, has now merged business with OPPO and will work as its sub-brand. The company is gearing up to launch OnePlus Nord 2 5G smartphone on 22nd July and ahead of that, Pete Lau, co-founder and CEO of the company has revealed some interesting projections.
In an interview with Forbes, Pete Lau stated that OnePlus expects to sell 25 million smartphones of the Nord series before the end of 2023. The goal is quite ambitious and the brand has already sold one million units. This means that the company will be selling 24 million units of Nord series smartphones in 29 months.
For context, Counterpoint Research reports that in the first quarter of this year, Samsung sold 76.6 million smartphones while Apple sold 59.5 million iPhones, followed by 38 million units by OPPO — the company that now owns OnePlus.
While the merger of OnePlus with OPPO was announced a few weeks ago, the signs for the development were already there since last year. Talking about the change, Pete Lau says that the team will continue making products as they have been doing but will have even more resources to deliver a better experience to users.
He added that “regional markets continue to operate as usual, while in markets where both brands operate, we will continue to compete in the same way as before.” The company has also integrated OxygenOS and ColorOS codebase to stabilize the software and improve the software maintenance schedule.
When OnePlus entered the market, it had a single phone that would challenge the establishment and continued doing so for a couple of years. With time, the brand became a part of the establishment itself. After premium devices, the company now has a lineup of mid-range smartphones under the Nord series and is focusing on it to reach a wider set of users, helping the company increase its footprints.
The mid-range smartphone market has cut-throat competition and is incredibly price-sensitive, with users looking at the specifications of a high-end device. It will be interesting to see how OnePlus manages to ship 25 million units of the Nord series by 2023.
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