Navigating through the competitive global Android smart phone market, case study on OnePlus

Abstract

As the global smartphone market matures, most former major players have found their selves either obsolete or on the verge of becoming obsolete. This has allowed smaller and more nimble players such as OnePlus to emerge to the scene. Producing products with the same specifications than Samsung or HTC, OnePlus has managed to bring price down to half of the competitors offering.

OnePlus, a Chinese company, founded in December 2013 has managed to achieve global sales of over 1.5 million units with the help of scarcity, controversial marketing campaigns and superior value. This despite any traditional advertising such as TV or billboard advertisements and without having single shops outside China. OnePlus employs rather unique purchase process that requires an invite to have a right to purchase their products.

While initially successful due to their superior value in terms of price and specification, OnePlus is in a situation where it cannot continue forever producing products with superior value. To combat this they have to take a look on what their customer’s value and why they are buying their current products. This dissertation looks to see exactly what has made OnePlus successful and what should be done for the future success of the brand.