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oneplus: How OnePlus lived the ‘American dream’ in 2020 – Times of India

The yr 2020 was robust for smartphone manufacturers in the US, together with Apple and Samsung. Almost all manufacturers noticed damaging development throughout the yr 2020 as the total smartphone market declined 15% yr-over-yr (YoY). Apple and Samsung, although recovered in second half of 2020, witnessed damaging development for the full yr. However, one model bucked this pattern — OnePlus. According to Counterpoint Research, OnePlus grew in all quarters. The model grew 163% yr-on-yr, however sure on a really small total base as in comparison with Apple and Samsung.
“OnePlus continued to be a challenger brand in 2020 as it was able to grow its channel presence and overall size from a small base 163% YoY,” says the report. The firm confirmed sturdy development, particularly in provider channels in th US.
Channel partnerships helped OnePus
OnePlus has lengthy had a relationship with T-Mobile, beginning with the OnePlus 6T in late 2018, and has continued launching new units with Sprint beginning 2019. It even expanded into Verizon in 2020 with the OnePlus 8 UW. T-Mobile, nevertheless, continues to be the largest supply of gross sales for OnePlus, with the model doubling down with new low-value units that are actually even obtainable even with out bundling.
According to the report, OnePlus was in a position to obtain this development by interesting to shoppers who turned disenfranchised with present premium smartphone choices. Other than Apple and Samsung, manufacturers corresponding to Motorola, LG and Google both confronted provide points or noticed demand for his or her units decline throughout the yr. Among the huge gamers, Google noticed the greatest decline of 66%, adopted by Motorola 57%, Alacatel 25%, LG 19%, Samsung 5% and Apple 3%.
Good present, however lengthy approach to go
Overall, OnePlus stays a small model regardless of the sturdy development in 2020 in the US. As per Counterpoint, “Further expansion into prepaid will help OnePlus, especially since the brand was initially known as a value brand that provided strong hardware features. The OnePlus N10 5G already lives up to this promise, providing one of the first smartphones with a 90Hz refresh rate in the sub-$300 price band.”
The analysis firm sees different alternatives coming if OnePlus can show that it’s a dependable provider companion that may meet the calls for of carriers and different retailers, particularly these trying to fill particular worth bands or hit sure refresh deadlines.
Apple and Samsung lose, however proceed prime-finish dominance
While Apple and Samsung did submit YoY positive aspects in This fall 2020, their total market promote-by was down in the yr 2020. The market noticed sequential quarter-on-quarter (QoQ) development submit second half of 2020, primarily as a consequence of a powerful rebound in Apple and Samsung premium gadget gross sales. iPhone costs have elevated, particularly with the iPhone 12, whereas Samsung Galaxy S20 units additionally noticed a worth improve as a consequence of 5G assist. Average promoting costs (ASPs) for premium smartphones have continued to rise over the final yr. While most shoppers accepted this market shift, there are nonetheless some that most popular to search for extra reasonably priced alternate options.

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