OnePlus Attacks Market With Two New Smartphones

OnePlus One (image: Ewan Spence)

OnePlus is looking to launch two new handsets during 2015. This would continue its push with a new high-end handset, but also reach out to price-conscious consumers with a low-end model to boost market share and unit sales.

The news comes out of Bloomberg’s recent profile of OnePlus , where reporter Rosalind Chin visited the Shenzhen-based company.

As well as the follow-up to the OnePlus One handset , the delightfully titled OnePlus 2 ( previously reported here on Forbes ) which should be available during Q3, Chin also talked about a low-end model that would be available by “the end of the year.”

( Read how you can get a OnePlus One handset, but only on a Tuesday ).

A 1+ logo sits on the case of a OnePlus One smartphone in this arranged photograph at the Mobile World Congress in Barcelona, Photographer: Simon Dawson/Bloomberg via Getty Images

Going to both extremes of the market would be a smart move by OnePlus. It has already created an engaged fan base through the high-end specifications in the OnePlus paired up with a low price point that has razor-thin margins. Going directly to the low-end with a budget handset sporting solid specifications to take on devices likeLenovo’s Moto G, means addressing the two parts of the smartphone market that is remotely attractive from a financial point of view.

The mid-range is horribly squeezed and requires too much compromise in price or specifications, so a pair of handsets covering the high and low bases, following the online-only sales ethos of the original handset, is a broad plan that could deliver the growth that OnePlus is looking for.

With a target to triple sales to three million units during 2015, and then reach ten million sales in 2016, OnePlus needs to break out of the single wonder-handset it supplies at the moment with ’the difficult second album’ smartphone, and use the low-cost handset to show it can reach out to the general public, rather than the geekerati who love the OnePlus One.

( Now read how $300 sold one million OnePlus handsets ).