OnePlus had the perfect strategy to enter a segmented smartphone market. When the company started, it created a novelty item with an invitation only purchase and low prices beating the flagship segment. Slowly, it started including more people in the fray and by its seventh iteration of its flagship, the company was well set to upend the big players. It had created a niche for itself, with the like of Marques Brownlee swearing by the brand. Over time, chinks have started to appear in its approach. The mid-segment categories haven’t worked as well and the higher ones are nowhere near the competition. There seems to be a gradual weaning off.
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First Published: Thu, May 19 2022. 13:07 IST
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