Seven Years of OnePlus, A Marketing Perspective
OnePlus mobile phones are manufactured by a smartphone company based in Shenzen that Pete Lau and Carl Pei founded in December 2013. BBK Electronics, a China-based company that owns other smartphones such as OPPO and VIVO, runs the brand. As of 2016, OnePlus has built itself in 38 countries.
Goals of OnePlus:
OnePlus mobile phones are aiming to have a first-class user experience that would blow rivals out of the water. The goal of the company is to create high-quality, simplistic, user-friendly products that organically add “Never Settle” to their tagline. The founders think that overpriced phones that might not deliver should not have to settle for the tech-savvy customer community.
OnePlus Comes to India
In December 2014, the brand was first brought to India and, thanks to the ever-loyal OnePlus group, has sold over a million phones around the nation. OnePlus mobile phones entered India without burning a hole in the pockets of consumers to popularize a phone with excellent design, specifications, and experience. It has become one of the nation’s most successful smartphone brands, giving a run for its money to major brands such as Apple, Samsung, Nexus, and 150 plus other brands. A survey also reports that 85% of smartphone users have switched to OnePlus from other top brands.
How the company did it?
The Lean Startup Technique (Build > Calculate > Learn) is used by OnePlus marketers. This sort of approach makes it possible for the campaign to adapt to the market. This includes rapid execution, examination, and modification. At the moment of launch, a clever decision on the part of the business was to abandon conventional ads. Combining these tactics has been highly effective in boosting this new smartphone’s buzz and demand.
- Quality: The phone is inexpensive, but without losing performance. It is a product with a relatively low price and a high specification ratio.
- Invite-only: It is invitation-only. This has been the driving factor behind the phone in developing the craze, as the producers appeal to simple human nature: we all want what we can’t have. The purchasing by invitation only method helps the producer to meet the demand steadily while holding consumers in a constant state of anticipation. This also adds to the appeal of the phone as a “VIP product” for a “select” group of people only.
- Influencer Marketing: OnePlus created an online community for technology enthusiasts who could use the site to address different questions related to the creation of Android apps, bringing influencer marketing to a whole new stage. This prepared the path for these fans to become OnePlus’s first adopters.
- Tie up with Amazon, Ola & Air Asia: When India’s very first OnePlus phone was launched, the Amazon India tie-up helped OnePlus sell over 20,000 phones in no time. They also created a unique strategy of allowing customers from Ola and Air Asia to ask for the phone just to experience it.
- Unboxing Ceremony: OnePlus mobile phones have gained a lot of coverage, but the ‘unboxing ceremony’ was not one of their better ideas, sadly. It was very similar to the campaign for iPhone unboxing, but it failed to have the same impact.
- Celebrity Endorsement: The Big B (Amitabh Bachchan) wants it. The Indian market can be very difficult, but they have tried hard not to succumb to conventional methods of advertisement. This is probably why the actors Amitabh Bachchan, chef Vikas Khanna, Late Sushant Singh Rajput, comedian Vir Das and more have decided to join together.
Thus, 7 years of OnePlus have been quite great and full of achievement. In the eyes of the general public, the company has achieved quite huge accomplishments. With the usage of such great tactics, the company has become one of the most valuable smartphone companies. It has earned the trust of many users and gathered a huge customer base which will increase in the coming years.