OnePlus 3 will be a winner and set new standards: India GM

Watch: OnePlus 2 Video Review

Despite Xiaomi’s foray this week into the price segment of the OnePlus 2 with the Mi 5, Agarwal says OnePlus is a strong player in the segment where only Apple and Samsung are relevant at the moment. “Even now, there at least 20 other flagship devices from brands in this price band, but OnePlus is clearly a leading brand in this segment ahead of most other new entrants,” he says.

“What differentiates us is our focus. We are a smartphone company and focussed on the premium segment. We do accessories, but only to supplement our smartphone business,” he says, adding how some of the “opportunistic brands” are now looking at different products like televisions.

Read: OnePlus 3 leaks: Qualcomm Snapdragon 820 processor, 32GB storage and more

However, OnePlus did stray from its focus on the premium segment when it launched its the more affordable OnePlus X last year. “It is too early to comment on the success of the phone. OnePlus X was launched with a specific objective of penetrating into a new target user base of fashion and lifestyle users,” he said, adding that the phone has done well given those objectives.

Agarwal agrees that the smartphone market is now quite cluttered and it will become more so with at least 10 new companies waiting to enter the market. However, he is no really bothered by this increased competition.

“Many of these companies have advantages like access to deeper marketing budgets, stronger distribution networks and integrated manufacturing and may enjoy some volume initially. However, in the long run there will be some consolidation and only product focussed bands will survive as it happened in China. That is where I think we will emerge as one of the leaders in the premium segment.”