The smartphone market is not an easy place to survive. Over the years, there have been many casualties as competition has been intense, consumer demands are on the rise and the technological landscape is changing year by year. To achieve actual success in the market is determined by many factors. Karl PeuNothing beats a bold plan to flip a template on its head – at least as far as the design is concerned. While nothing will lead the design to a certain point – generate curiosity, get people talking – it has to deliver what matters most: a phone that customers will actually buy.
Pei has been quite vocal about how the smartphone industry has “stagnated” and needs someone to shake things up. However, easier said than done. As Navkendra Singh, Associate Vice President, IDC India, “There is always an opportunity for a new brand to make a mark.” But the last two years have been anything but normal. Singh thinks the design will always “attract” and generate a lot of publicity – nothing has turned out to be remarkably good. But it will take longer than that as the phone will operate in the (1) category which is extremely competitive. In the Rs 25,000 to Rs 40,000 segment, Singh believes that “camera and performance are the most important, and it owes nothing to these 2 important factors to make an impact in this segment.”
Once you go beyond design and promotion – which potential customers will do – the phone (1) has to deliver on other parameters. Singh says that for Nothing for Nothing to “change a consumer or make them choose nothing over other brands, it has to go beyond the brand and deliver the features that matter – camera, performance , battery, etc.”
On paper, the phone (1) looks impressive and the design is definitely “bold and refreshing” according to Singh. But the competition is really intense. The challenge nothing will face – and that of many others – is that the options abound and even established names like Samsung, Vivo have taken a while to establish themselves in this segment. . “Almost all the big brands in India play into this with moderate success. Be it Xiaomi, vivo, oppo, OnePlus, Samsung,” explains Singh.
However, Singh believes that nothing can follow OnePlys. “It may try to attract consumers who prefer the newly refreshed products launched by One Plus with similar product marketing and feature sets.” Pei had considerable success with OnePlus, but was backed by a giant called BBK Group. There’s nothing new kid on the block trying to take on the big boys. Phone (1) and Pei have spoken well so far, but will they last? Nothing is certain about it.
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