NEWS DECIPHERING THE ONEPLUS 6 SUCCESS STORY How does One Plus Continue to Woo Indian Consumers Prabhu Ram, Head - Industry Intelligence Group, CMR ince the time of its global launch on May speed, and performance, topped with a gorgeous 16, and the India launch on May 17, the design and build. When it comes to the design, the OnePlus 6 has emerged as a runaway success. OnePlus 6 is visually stunning and is, in fact, the best SThe OnePlus 6 secured approximately 3 that OnePlus has come up with ever. The OnePlus million pre-launch ‘Notify Me’ registrations, beat the 6 comes with top of the line specs, including 6.2in entire launch day sales record previously held by its display, the latest Snapdragon 845 CPU with up to predecessor OnePlus 5T within just 10 minutes of 8GB of RAM on board, and storage options that start launch, and grossed the highest ever revenue on any at 64GB and top out at 256GB, alongwith upgraded single day on Amazon. dual 16MP and 20MP cameras. Coupled with that, it The OnePlus 6 is undoubtedly the nest Android has the fastest and best charging on any device with smartphone out there today, with its incredible its Dash Charger. pcquest.com twitter.com/pcquest facebook.com/pcquest linkd.in/pcquest [email protected] JULY 2018 PCQUEST 37 NEWS What explains the OnePlus phenomenon and its deft transition from a contender to a serious competi- tor in premium smartphone segment, all in less than four years? Also, what works for the OnePlus brand enabling it to beat the smartphone fatigue? No easy answers yet. The OnePlus has established a reputation of delighting its customers with agship smartphones packed with the latest specs at a ridiculously unbelievable pricing. Millennial Centricity From its inception, the OnePlus has built-up, and relied on the feedback of its large fan base in developing products for them. For today’s millennials that are dominant technology users, the OnePlus has a very native appeal with its clean build, and swift performance. Recent research at CMR has underlined that Millennials at an ‘always on’ workplace, look for speed and performance from their smartphones and hate slow and glitchy devices. The smartphones are centric to everything that Millennials do, and they look for sophistication and value for money in their PRABHU RAM, devices. Head - Industry Intelligence Group, The OnePlus success, perhaps then, boils down CMR to its customer centricity, and the innate value that OnePlus invests in seeking user feedback and relying Avengers edition, a one-up from the Stars War edition on the word of mouth to drive their brand recogni- of 2017. tion and in turn, their sales. Given that the smartphone market is commod- itized with near universal similarlity in specs and Relentless Pursuit for Perfection components, the OnePlus is able to continuously The OnePlus DNA revolves around a relentless break the clutter with its multiple launches, and for pursuit for excellence and perfection. Each and example, its focus on tangibles such as colors. every OnePlus, since the OnePlus 3, has focused on By doing so, the OnePlus is able to retain its loyal delivering exceptional specs at unbelievable pricing. customer base, and is able to attract the attention of Given its consistency in delivering timely updates, the new users who are tired of other smartphone options OnePlus has continued to gain the trust of its users. in the market. It is able to maintain a high demand With the OnePlus 6, the company has proved that it and manage stock levels, by focusing on churning means business. out new handsets through limited production runs throughout the year. Solid Specs, Multiple Launches a Year While smartphone cycles have become predictable, The Last Word the OnePlus has carved a niche for itself amongst With the OnePlus 6, OnePlus has delivered yet heavy agships. another smartphone that delivers the features that With its two agship phones a year formula across users are looking for, steering clear of clutter and every six months, the OnePlus keeps building on unneccessary gimmicks. The OnePlus brand succeeds the success of its previous edition. Sandwiched in with its commitment and sincere attention to the between the two agships, OnePlus also releases lim- ner details of the OnePlus 6, whether it be in the ited edition smartphones. For instance, if it was the meticulous design, unmatched responsiveness ‘OnePlus Red’ in 2017, the focus in 2018 is on ‘OnePlus and performance, and one of the fastest charging Silky White’. Alongside, there is the limited OnePlus batteries around. 38 PCQUEST JULY 2018 pcquest.com twitter.com/pcquest facebook.com/pcquest linkd.in/pcquest [email protected].