OnePlus is planning to make a comeback to the affordable market segment by launching new budget smartphones, CEO Pete Lau revealed in an interview. The company plans to make an announcement of its new strategy in India soon, followed by bringing its “lower-priced” devices to markets including Europe and North America in the later part of this year. The new move by the Shenzhen-based company could make things tougher for Xiaomi that has gained huge success for selling low-margin mobile devices.
“We can look at it as having a more affordable product offering,” Lau said in the interview with Fast Company, “but all products that still remain up to the OnePlus standard… and through this enabling more people to have access to OnePlus products.”
OnePlus started its journey in the smartphone market by unveiling the OnePlus One in April 2014. The first model was projected as a “flagship killer” by the company, thanks to its affordability. It was launched in India at Rs. 21,999, which was significantly cheaper than the Samsung Galaxy S5, Samsung’s flagship of that time, that debuted at Rs. 51,500 and the iPhone 6 that arrived as the latest iPhone model in 2014 with a starting price of Rs. 53,500.
However, in recent times, OnePlus has changed its position from being a producer of affordable smartphones to a leader in the premium market. The company led the premium smartphone market in India last year by