While BBK continues to own Oppo, OnePlus, Realme, Vivo, iQOO among other lesser known brands in China, the new OPLUS venture will have no links with BBK, Lau told
Fast Company in an interview.
OnePlus clarified in a statement to
Android Authority said, “Pete remains committed to his role as CEO of OnePlus. At the same time, he has also taken on the role of SVP and chief product experience officer for OPLUS, contributing to product and planning development.”
On paper, Lau’s role will mostly be driving “brand synergies” among Oppo, Realme and OnePlus. However, it would be interesting to see how the three brands space out their products. While Realme mostly targets the budget range, Oppo has a range of devices in all popular price segments. OnePlus on the other hand, used to focus on the premium market but has already entered the mid-range market with the new Nord and has plans to enter the budget range as well. In other words, all the three brands will be actively competing in the Rs 15,000 to Rs 35,000 segment.
Despite all the efforts to polish itself as a premium brand, OnePlus thinks it’s a good time to get back to making cheap phones. “What we’re seeing is that with current products, there’s still a demand from a large consumer base for a more suitable price that enables more consumers to be able to access OnePlus products. That’s a really important insight, and it’s something that we’re taking into very serious consideration,” Lau told
The brand started with the OnePlus One under Rs 20,000 and climbed the price ladder with every new flagship launch to compete with flagships from Samsung and iPhones in the above Rs 50,000 market.