New mobile player OnePlus shares plans for the Malaysia market
OVER the last few years, more android-based smartphones have increased their market share locally and globally.
In 2021, a research site published a statistic showing that in the third quarter of 2020, 99.2 per cent of the Malaysian population aged 16 to 64 were mobile phones users, making Malaysia a leader compared with Indonesia and Singapore.
Based on a survey conducted by the Malaysian Communications and Multimedia Commission, the number of smartphone users in Malaysia stood at 94.8 per cent in 2021, about 30.9 million, and according to the International Data Corporation, the number is expected to increase by another 1.74 million until 2025.
Based on the data, Malaysia holds an important position in the smartphone market in the region. This has made many smartphone makers enter the Malaysian market, with OnePlus being the latest addition.
OnePlus was founded in 2013 as a tech startup that focuses on building premium user-centric devices and softwares, challenging the industry's status quo as well as market convention.
What this means, said its Asia-Pacific (APAC) president, Andy Shi: "Ultimately, OnePlus is dedicated to creating a better digital life for consumers by creating high-quality devices with our burdenless product philosophy."
CHOOSING MALAYSIA
According to a market research by OnePlus, Malaysians seem to know what they want in a smartphone.
Shi said: "We (Malaysians) wish to have flagship performance specifications, a signature fast and smooth experience", a market that is clearly very suitable for OnePlus, a company that is focused on building premium devices for the masses.
"For us, Malaysia is an extremely dynamic market with demand for high-quality and premium products. This is a market where we believe our flagship products can have a positive impact on people's lives, which in turn would also help us grow our market share," said Shi. He adds that the official launch and long-term investment in the country meant more Malaysians would be able to benefit from OnePlus products and innovations, which is very much in line with the OnePlus 'Never Settle' spirit. We are driven to always do better and achieve more".
Prior to its market penetration news in July, the brand has been collaborating with local partners to bring its devices to Malaysian consumers. However, it is not enough.
As demand for OnePlus devices grow, calls for better support also increased and as a brand "that listens", fuelled by its "Never Settle" spirit, the company believes that it is time to officially "bring the high-quality devices and user-centric technologies to Malaysian consumers", and an official market availability announcement was made in New York in early August. The event, globally telecasted live, announced its entry into the Malaysian market, one of the two first Southeast Asian countries, along with Thailand.
But what does officially entering a market mean? By officially entering the market, the brand, which was made known by word-of-mouth, now can adopt the direct-to-consumer mode. This will allow the company to shorten its channel structure, allowing better connections with customers directly, and provide solutions to local users' grievances, including a higher selling price due to market inavailability.
"This, of course, brings with it our plans to operate and invest in the long term in the country, which would empower our consumers with access to a wider product range and latest technologies from OnePlus," Shi said.
DEVICE SELECTIONS
The access (to the brand) means accessibility to its product and the first OnePlus official smartphone models that marks its entry are the OnePlus Nord 2T 5G and the OnePlus Nord CE 2 Lite 5G.
"OnePlus is always endeavouring to meet the diverse needs of consumers in various markets, through different product offerings.
"Our product strategy in the Malaysian market is built on extensive market research. We realised that it was evolving and people wanted smartphones that are fast and smooth, powerful and have good imaging." explained Shi.
Having a good grasp of Malaysians' wants, the company also made available its "[...] our ultimate performance flagship. The OnePlus 10T 5G will satisfy the needs of Malaysian users who crave ultimate performance in the palm of their hands, at different price points," added Shi.
SATISFYING MARKET DEMAND
Shi said the company will expand across Asia Pacific, including Malaysia. They aim to continue delivering empowering innovations with its fast-charging technology, cutting-edge flagship chipsets, advanced artificial intelligence cooling systems, improvements in OxygenOS operating system, as well as accessibility to more products.
"This will be reflected across our products at various price ranges, accompanied by multiple options to suit the needs of local consumers.
"In recent years, we have noticed Malaysian consumers' enthusiasm for IoT (Internet of Things) products. We (have) officially launched two audio IoT products — the OnePlus Nord Buds and the OnePlus Buds Pro — in the Malaysian markets," he said.
"We will continue to launch new categories in the multi-modal and IoT fields, utilising the development of 5G in the country to plan the IoT distribution, and bring in more OnePlus wearables and audio equipment to APAC users.
"The goal is to create a better digital life for our consumers," shared Shi, as the company continues its mission to provide meaningful, high-quality products to consumers all over the world since its establishment nine years ago," he added.