OnePlus’ next smartphone will be called OnePlus Nord. (Image credit: Amazon India)
A few days from now, the much-anticipated and hyped OnePlus Nord will be officially announced. This will, after a long time, be a mid-range device from OnePlus and not a flagship phone like the OnePlus 8 Pro. The OnePlus Nord is a significant new Phone, like Apple’s $399 iPhone SE earlier this year. For one, the OnePlus Nord marks a big shift in OnePlus’ strategy in India, with nearly one-third of revenues coming from this market
This time, though, the phone’s expected price is grabbing more attention to its specifications. The new OnePlus Nord will reportedly cost under Rs 24,990 and if the brand wants it – the phone’s price could come down to Rs 20,000 for the entry-level model. If that happens, the OnePlus Nord will become the cheapest 5G-enabled smartphone, complete with a Snapdragon 765G chipset, 90Hz AMOLED panel, and dual selfie cameras.
For a company that only sells premium smartphones, OnePlus’ shift to mid-range phones comes as a surprise to many in the industry. If we look at OnePlus’ market share in India, it does need to offer a mid-range phone. The brand dominates the premium segment and is counted among the top three players.
While some think the OnePlus Nord is an answer to the iPhone SE, I think a medium-priced phone is a part of the long-term game. The main idea behind the OnePlus Nord is not to convince consumers to buy a low-cost alternative to the OnePlus 8, but to pull them into the ecosystem.
Besides selling smartphones, OnePlus has been growing its product portfolio, which now includes TVs and soon maybe truly wireless earbuds. Until last year, OnePlus was concentrated more on the high-end of the smart TV market. But last week, the brand entered the mainstream TV market with its Y-series that starts from just Rs 12,999. The cost of the 32-inch TV is on par with what the competition charges for its products. This gives us some fair idea of how Vikas Agarwal and his team are moving the needle and making their products accessible to the masses.
OnePlus’ 32-inch TV costs just Rs 12,999. (Image credit: OnePlus India/Twitter)
A medium-priced phone with the right set of specifications when sold to customers serves both purposes. This could not only increase smartphone unit sales but also expand the brand’s reach, especially among a new set of customers who otherwise would think twice about spending their money on an expensive OnePlus smartphone or TV. And here’s the thing: the expansion of the ecosystem means the same customer who bought the OnePlus Nord might be tempted to buy a high-end OnePlus 4K TV. This strategy does help OnePlus to grow beyond the smartphone market, which is now reaching saturation like PCs.
But will the strategy work in India? It’s one question that still has no answer. By entering the mid-range smartphone and TV segments, OnePlus is actually competing with Xiaomi and its own BBK-owned brands at the end of the day. OnePlus’ revamped market approach is unlikely to have any direct impact on Samsung or Apple.
Anuj Bhatia is a seasoned personal technology writer at indianexpress.com with a career spanning over a decade. Active in the domain since 2011, he has established himself as a distinct voice in tech journalism, specializing in long-form narratives that bridge the gap between complex innovation and consumer lifestyle.
Experience & Career: Anuj has been a key contributor to The Indian Express since late 2016. Prior to his current tenure, he served as a Senior Tech Writer at My Mobile magazine and held a role as a reviewer and tech writer at Gizbot. His professional trajectory reflects a rigorous commitment to technology reporting, backed by a postgraduate degree from Banaras Hindu University.
Expertise & Focus Areas: Anuj’s reporting covers the spectrum of personal technology, characterized by a unique blend of modern analysis and historical context. His key focus areas include:
Core Technology: Comprehensive coverage of smartphones, personal computers, apps, and lifestyle tech.
Deep-Dive Narratives: Specializes in composing longer-form feature articles and explainers that explore the intersection of history, technology, and popular culture.
Global & Local Scope: Reports extensively on major international product launches from industry titans like Apple and Google, while simultaneously covering the ecosystem of indie and home-grown tech startups.
Niche Interests: A dedicated focus on vintage technology and retro gaming, offering readers a nostalgic yet analytical perspective on the evolution of tech.
Authoritativeness & Trust
Anuj is a trusted voice in the industry, recognized for his ability to de-jargonize trending topics and provide context to rapid technological advancements. His authority is reinforced by his on-ground presence at major international tech conferences and his nuanced approach to product reviews. By balancing coverage of the world's most valuable tech brands with emerging startups, he offers a holistic and objective view of the global technology landscape.
Find all stories by Anuj Bhatia here.
You can find Anuj on Linkedin. ... Read More
4 min read
OnePlus’ next smartphone will be called OnePlus Nord. (Image credit: Amazon India)
OnePlus’ 32-inch TV costs just Rs 12,999. (Image credit: OnePlus India/Twitter)
