The History and Success of OnePlus: From Startup to Global Tech Brand
Abstract
OnePlus is a Chinese smartphone manufacturer founded in December 2013 that has
risen to global prominence within a decade. With its unique marketing strategy,
“Never Settle” philosophy, and disruptive business model, OnePlus carved a niche in
the highly competitive smartphone industry. This article explores the history,
strategies, and milestones that contributed to the brand’s success, along with its
challenges and evolving identity as part of the BBK Electronics ecosystem.
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1. Introduction
The smartphone industry has witnessed intense competition since the early 2010s,
dominated by giants like Apple, Samsung, and Huawei. Yet, OnePlus emerged as an
underdog that successfully challenged these leaders by offering flagship-level
devices at affordable prices. This research article analyzes OnePlus’s trajectory,
starting from its inception to its current global status, while examining the
marketing, technological, and community-driven strategies behind its success.
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2. Origins and Founding (2013)
OnePlus was founded on December 16, 2013, by Pete Lau, a former Vice President of
OPPO, and Carl Pei, a young entrepreneur. Headquartered in Shenzhen, China, the
company was created with a clear vision: to design smartphones that combined
premium hardware, clean software, and affordability.
Parent Company: BBK Electronics (also owns OPPO, Vivo, and Realme).
Brand Motto: Never Settle.
Philosophy: High-end specifications, minimalist design, and community involvement.
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3. The First Breakthrough – OnePlus One (2014)
The OnePlus One, released in April 2014, marked the company’s entry into the global
smartphone market.
Key Highlights:
Specifications: Snapdragon 801 processor, 3GB RAM, 64GB storage, CyanogenMod OS.
Price: $299 – significantly cheaper than rival flagships.
Marketing: Invite-only purchase system, generating hype and exclusivity.
Impact: Over 1 million units sold in its first year, far exceeding expectations.
This device established OnePlus as the “Flagship Killer,” a disruptor offering high
performance at low cost.
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4. Growth and Product Evolution
2015–2016: Expanding the Lineup
OnePlus 2 (2015): Marketed as the “2016 Flagship Killer,” but faced criticism for
lacking NFC and slow invites.
OnePlus X (2015): A compact, affordable phone, though it did not gain much
traction.
OnePlus 3/3T (2016): Widely praised for design, Dash Charging, and OxygenOS – this
series helped solidify brand loyalty.
2017–2018: Refinement and Expansion
OnePlus 5/5T (2017): Dual cameras, near bezel-less design, continued affordability.
OnePlus 6/6T (2018): Larger displays, waterdrop notch, introduction of in-display
fingerprint scanner.
2019–2020: Entering the Premium Market
OnePlus 7 Pro (2019): Introduced 90Hz AMOLED display, pop-up camera, UFS 3.0
storage – rivaling Samsung and Apple.
OnePlus Nord (2020): New mid-range line to expand market reach in India and Europe.
2021–2023: Integration with OPPO
OnePlus 9 Series (2021): Partnership with Hasselblad for camera improvements.
Merger with OPPO (2021): Shared R&D and software development (ColorOS integration
in China, OxygenOS globally).
OnePlus 10/11 Series (2022–2023): Focus on premium features, gaming, and fast
charging.
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5. Business and Marketing Strategies
OnePlus’s success is tied to unconventional strategies that disrupted industry
norms.
5.1 Invite-Only Model
The first few years relied on an invite system, creating exclusivity and viral
demand.
5.2 Online-First Sales
OnePlus bypassed traditional retail, selling directly via its website and Amazon.
This reduced costs and kept prices competitive.
5.3 Community Engagement
Strong forum presence where users contributed feedback for features.
Crowdsourced product decisions (e.g., accessories, software updates).
5.4 Value Proposition
Delivering flagship specifications at 40–50% lower prices than Apple and Samsung
attracted tech enthusiasts.
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6. Global Success and Market Share
India: OnePlus quickly became the leading premium smartphone brand, dominating
above ₹30,000 price segment.
Europe & US: Gained traction with T-Mobile partnership in the US (2018).
Global Reach: As of 2023, OnePlus is present in over 50 countries.
OnePlus’s ability to adapt its lineup, from flagship killers to budget Nord
devices, has allowed it to reach diverse consumer segments.
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7. Challenges Faced
Supply Chain & Availability: Invite system initially frustrated buyers.
Rising Prices: The brand moved away from its “affordable flagship” identity,
competing directly with Apple and Samsung.
Software Transition: Shift from pure OxygenOS to OPPO’s ColorOS framework caused
backlash among loyal fans.
Competition: Other brands like Xiaomi, Realme, and Samsung’s A-series disrupted its
market share in mid-range segments.
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8. OnePlus Today and Future Outlook
By 2025, OnePlus has evolved into a premium smartphone brand while maintaining its
roots in community-driven development. Its Nord lineup caters to budget-conscious
buyers, while flagship devices rival Samsung Galaxy S and iPhone.
Key Focus Areas Moving Forward:
Continued camera innovation with Hasselblad.
Expansion into wearables, TVs, and IoT devices.
Strengthening identity within the OPPO ecosystem while preserving OxygenOS
experience.
Competing in foldables and AI-driven smartphones.
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9. Conclusion
From a disruptive startup in 2013 to a globally recognized premium smartphone
brand, OnePlus’s journey is a testament to the power of innovation, community
engagement, and smart marketing. While the company faces challenges in retaining
its original “Flagship Killer” identity, it continues to adapt to changing consumer
demands. The history of OnePlus highlights not only its remarkable success but also
its strategic evolution within one of the most competitive industries in the world.
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References
Lau, P., & Pei, C. (2014). OnePlus Forum Archives.
IDC & Counterpoint Research Reports (2015–2023).
Official OnePlus Announcements and Press Releases.
Tech journalism sources: Android Authority, GSMArena, The Verge, and XDA
Developers.
