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Right after the launch of the OnePlus 8 series, OnePlus has surprisingly reduced the number of employees in many countries in Europe. Regions like France, the UK and Germany have been left with only a three-member team. OnePlus calls it a “strategic restructuring”.
According to sources in Engadget, regional branches in the UK, France and Germany have reduced the number of employees by 80%, leaving only three people in total in some countries. Last year, Oneplus did the same in Spain and Italy before dismissing them entirely.
In response to this, a company spokesperson has said that this process is part of the “normal restructuring” as reported by OnePlus. He also added that “Europe is a very important market and we are restructuring and we are even hiring in some regions.” However, he did not mention those regions and we are also not sure how many people will be affected by this. Previously, it had around 2,000 employees in total, outside of China.
Furthermore, offices in Denmark, Finland, the Netherlands and Belgium are not affected by this as OnePlus regards it as potential markets. Furthermore, many employees have been asked to relocate to Helsinki in Finland, which leads us to believe that Oneplus is apparently changing its headquarters after laying off many employees in London last year.
In the midst of the pandemic, this restructuring may seem obvious, but OnePlus had signs that these changes were anticipated. It is believed that the main reason is the loss of main fans, in addition to not being able to capture beyond the current audience that it had before. In the UK, OnePlus 8 only has a Carrier Network partnership, after EE and O2 cut their relationships. It had good relationships with operator networks in the past, but recent trends have pointed to uncertainty in longer relationships, causing it to jump between operators for each generation.
Analysts have often pointed out that OnePlus’ large investment in premium flagships has caused the price to skyrocket aided by support for 5G, disintegrating its core fan base. This, followed by the reason he failed to deliver on his promise of value for money in the early days, could also be the reason for this fight.
Finally, the Chinese phone maker must rethink its Europe agenda in 2020. The company is rumored to be bringing a low-cost OnePlus 8 Lite. Perhaps this could change your fortune on the continent. OnePlus also needs to expand its portfolio in Europe by bringing its range of televisions here, which are exclusive to India from now on.
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