OnePlus founder Pete Lau underscores the significance of creating India-specific smartphones, emphasizing how local innovations like 5.5G and Steady Connect—developed in collaboration with Reliance Jio—have also gained traction overseas. India isn’t just a key market for OnePlus but has evolved into a vital R&D powerhouse, especially with its Hyderabad-based innovation centre.
The Indian smartphone landscape is booming, with shipments reaching 151 million units in 2024 and projected to surpass 243 million by 2029. Consumers now gravitate towards premium and mid-range phones, signalling a shift from a price-sensitive mindset to value-driven preferences.
To stay ahead, OnePlus focuses on innovation beyond core specs. Lau stresses the importance of community-led design and user feedback. Features like Intelligent Search, tailored for India’s document-heavy workflows, were later adopted globally. Meanwhile, camera technology continues to improve through a strategic partnership with Hasselblad.
Project Starlight, with an annual ₹2,000 crore investment until 2027, aims to boost manufacturing, service quality, and India-first R&D. The “Green Line Worry-Free” display warranty and plans to expand to 500 service centres reflect a commitment to after-sales excellence.
OnePlus also plans to expand its IoT ecosystem, infuse meaningful AI into everyday tasks, and enhance device durability—particularly for India’s high-usage patterns. By focusing on practical AI and smart ecosystem integration, the brand envisions a seamless tech experience rooted in local relevance.
Read Also: