“When we launched the OnePlus 5, there was no plan to discharge the OnePlus 5T, ” Kyle Kiang, OnePlus’ head of worldwide marketing, told me a week before the brand new phone’s splashy launch event within Williamsburg, Brooklyn.
It’s the peculiar admission, but it fits completely with the Chinese startup’s motto in order to “Never Settle. ” OnePlus’ unwavering mission to deliver the latest technologies as quickly as possible not only keeps its products up to date with all the latest mobile trends, but places the heat on the Samsung’s of the planet to deliver experiences that’ll justify investing $1, 000 on a new mobile phone.
SEE ALSO: The OnePlus 5T is here with a larger display and even better dual cameras
Following the 5T’s launch event, I actually sat down with the company’s TOP DOG Pete Lau and picked their brain on a number of topics, and another of them was why they’re developing a newer, better version of their currently excellent flagship so soon.
To design and launch a brand new phone within the span of 5 months is usually unheard of.
There’s a reason why most phone manufacturers only launch a single flagship (different screen sizes, notwithstanding) model each year: It takes years for research and development.
It’s usually the case that mobile phone makers are hard at work in the next phone and the one from then on long before the current one even roll-outs.
But OnePlus is different. Â
While every company wants to be considered a trendsetter, the company is content with simply delivering the best possible product that makes feeling for the now.
Hence the reason why the OnePlus 5T exists. Really designed to keep up with mobile trends, specifically bigger screens with narrower bezels, face unlocking, and better double cameras.
Both of these are usually features Samsung and Apple have got adopted for their own flagship cell phones this year. And the company has never been timid to admit it’s a follower. For instance , when I grilled Kiang last year about how similar the OnePlus 5 was similar to an iPhone 7 Plus (right right down to the similarly shaped antenna outlines on the back), he told me you will find only so many ways to make unibody aluminum phone, and besides, it had been the natural evolution of their products.
Straight from the source
The 5T is classic OnePlus: It offers all the things more well-known and costly 2017 flagship phones have, yet costs half as much.
But why launch a phone therefore quickly and end production for that OnePlus 5, an extremely well-received mobile phone that many, including yours truly, extremely praised?
Because the provide chain’s ready, and when components such as larger edge-to-edge screens and encounter unlock are affordable enough to incorporate in a phone they can still market at the value they want to, why wait around a whole year?
“When i was developing the OnePlus 5, we all didn’t know what [components] was going to be accessible in the second half [of the year], inch Lau said. “With the release associated with immersive displays by other brand names, you can see the entire supply chain is usually moving towards that direction. All of us get a lot of information from our providers, which then helped us make this choice. “
“With the release of immersive displays by other brands, you can observe the entire supply chain is shifting towards that direction. “
This ability to move at such rate to get a new phone out the doorway is typical of Chinese mobile phone makers that are fixated purely upon hardware specs.
OnePlus, such as many of these no-name Asian phone manufacturers, have design and engineering galleries stationed closely to factories within Shenzhen, China. The proximity indicates the company can have prototypes sent back inside under a day, Kiang said. That is even faster than the one-day transformation Kiang boasted about prior to the OnePlus 5 launch.
Coupled using their close relationships to the suppliers, that they get a nice little assist using their investments from Chinese tech huge Oppo, the company has an one-two impact to quickly corner the market.
OnePlus could have stopped at just incorporating a bigger screen, but that inclusion also forced them to rethink exactly how users unlock their phones.
“The Face Unlock feature was obviously a more of a result of the larger display mainly because we prefer to have the fingerprint scanning device on the front, ” Lau mentioned. “It’s a much better user experience, yet at the same time, we didn’t want to discompose from this really immersive front screen “
“So the only way to fix it was to put the fingerprint scanner in the back. But having it in the back isn’t a great user encounter so that’s when we began considering other solutions â? for instance, Encounter Unlock. “
Chasing the best product
This fast release cycle is great if you’re an earlier adopter and want the latest plus greatest without waiting, but it could stroke loyal customers who purchased the initial non “T” version the wrong way. Think about how you would feel if you had been saddled with what is now essentially a good outdated phone less than six months once you bought it, from a brand you want to be faithful to? It’s not a good feeling.
Lau tells me the company’s intention is not really to screw up its clients. This speed is just how the business operates and launching new technology when they’re available for customers is part of Â the drive to build the very best product.
On this week’s MashTalk podcast this week, Kiang reiterated this intense focus on the product, mainly because that’s a direct reflection of the business. This Apple-esque philosophy on item design is not a coincidence. Because Lau told me, the company looks at Apple company as the industry standard and aspires to it and operate with comparable principles.
“All of our assets go towards product. We think as long as we make really, great products, everything else will come, ” Kiang said. “We’re not driven with a business plan and we’re not really driven by a business model, or a submission model. We’re driven by item. We don’t necessarily add functions for the pure sake of it. “
Kiang openly admits the company is not really great at marketing. It doesn’t put a lot of money or resources into marketing and primarily relies on word of mouth in order to convert people to its devices.
OnePlus 5 owners, like OnePlus 3 owners last year, may really feel slighted by OnePlus’s swift discharge cycle, but they shouldn’t. The phone they will bought was the best OnePlus item at that moment. And they have still a great phone, but such as all things, the best is never the very best forever. Â
Technology always will get better. Some companies choose to wait around and some companies, like OnePlus, have a tendency. If you can’t stomach the company’s speed â? the company could launch another mobile phone in another five months if this felt ready to â? then you may should consider other devices.
I’ve only tested the OnePlus 5T for a week (we’ll have a complete review in the coming days), yet I can already tell you two stuff that are probably true: 5T is the best mobile phone the company’s made and its next mobile phone, presumably the OnePlus 6, will likely be even better (assuming the company doesn’t clutter things up).