OnePlus CEO explains why the company wants to continue to pursue its dual device strategy

In an interaction with Time of India, OnePlus CEO Pete Lau said, “I think moving forward we are going to — at least for now — stick with current strategy by introducing two products; wherein one will be affordable and the other one be priced higher.”

OnePlus is currently dominating the premium smartphone market in countries like India, where it holds a huge 42 percent market share, beating giants like Apple and Samsung, according to Counterpoint Research. The incredible success story of OnePlus in India and other parts of the world speaks volumes about the company’s sound strategy in how it wants to market its premium smartphones or what they call “flagship killer.”

OnePlus, for the first time, released two smartphones at a single event this year — OnePlus 7 and 7 Pro in Q2 and OnePlus 7T and 7T Pro in the Q4. Prior to the year 2019, the company pursued a strategy of releasing a single smartphone in the first half and a ‘T’ variant of the smartphone later in the year.

When asked about what made the company reshape its smartphone strategy, OnePlus CEO said, “When we decided to use the dual product strategy we think about the product itself. We want to provide the best user experience. Take OnePlus 7 Pro for example, for regular customers in Indian market that’s a very high price but on the other hand we really want to give our customer the best user experience that’s why introduced the OnePlus 7 as a more approachable product for more users.”

OnePlus is going to launch its upcoming flagship, the OnePlus 8 and 8 Pro in the second quarter of 2020, sticking to its six-month release cycle. You can know more about the OnePlus 8 series of smartphones here.