OnePlus has attracted a lot of attention from energy users in the early years of selling top-class devices at a lower price than established brands such as Apple and Samsung. As the years went by, the prices of the OnePlus flagships went up in price, to the point that their devices were no longer “flagships” but only “flagships”. The company realized that it would be difficult to stay competitive only with the six-month flagship mobile phones, so they expanded their product line to include budget and mid-range phones with a new “Nord” brand. Fans were skeptical about this axis, but data show that the move was a huge success for the brand, and according to Counterparty research, led them to impressive growth in the United States.
According to the market research firm, OnePlus saw an increase of over 400% in annual sales in the US in the first half of 2021. Without accurate sales data, it is difficult to determine how impressive this growth is, but it is clear that OnePlus has a winning strategy right now.
The growth of OnePlus in the US smartphone market follows the exit of LG from the field of smartphones. Other brands that saw a drop in H1 2021 YoY sales include Google and ZTE, the latter of which fell further. Samsung, Nokia / HMD Global, Apple and Motorola all grew in the US, although their growth was much lower than that of OnePlus. Again, without accurate sales figures, it is difficult to estimate how truly successful OnePlus is compared to these other brands, but they are still on an impressive uptrend.
The report from Counterparty research specifically credits the development of OnePlus in the US for the introduction of multiple budget phones, including the OnePlus Nord N100 and N10 5G. “With the introduction of the N100 and N10 5G in January, OnePlus quickly gained Metro’s market share from T-Mobile.”, said Senior Research Analyst Maurice Klaehne. “Besides, it continues to promote the presence of its premium device on T-Mobile with the latest OnePlus 9 and 9 Pro. OnePlus has further expanded its presence in Q2 due to the exit of LG from the smartphone market, while the N100 is one of the top smartphones sold in the Metro for months. “
T-Mobile has also changed the 5G high-volume device from the Samsung Galaxy A52 to the OnePlus N200, which is one of the most affordable 5G smartphones available in the US market. OnePlus fills a gap left by LG and also exploits the inability of manufacturers such as Samsung to meet demand from mobile phone companies for cheap 5G smartphones. OnePlus can meet demand, making it an attractive choice for providers such as T-Mobile to push consumers
As mentioned earlier, other smartphone makers have not grown as fast as the OnePlus. Strong growth has been observed by Motorola, and this can be attributed to the company focusing on affordable 5G mid-range phones, such as the Moto One 5G Ace. Apple’s iPhone 12 series has proven to be extremely successful, showing that there is still room for growth in the premium smartphone space in Google’s upcoming Pixel 6 series in the US seems to be focusing on this segment, but it remains to be seen if it will compete successfully with its flagships. Samsung or Apple.
The US smartphone market is changing slowly but surely and it is possible that with the continued success of the Nord series, we may see the OnePlus focusing more and more on budget phones in the future.
Recommended image: OnePlus Nord N200