The OnePlus Nord, or the OnePlus Z, if you prefer, sounds like a terrific phone. It reportedly features a large 6.4-inch screen with a fast 90Hz refresh rate, multiple cameras, including two in advance, and a lower price than what we’ve seen on recent OnePlus phones. A rumor says that the Nord is as cheap as $ 299.
A lower price means a less powerful processor, but the Snapdragon 765G is expected to power the OnePlus Nord will still feature 5G connectivity. In summary, the OnePlus Nord seems like a very attractive addition to the growing mid-range phone market that has some premium features without a corresponding price increase.
But if you live in the USA, it looks like you are going to have a hard time getting this phone. Where’s the love, OnePlus?
Earlier this week, OnePlus CEO Pete Lau announced plans to launch a “new, more affordable line of smartphone products,” essentially confirming that OnePlus Nord was imminent. But it also revealed launch plans in which the new phone would launch first in Europe and India, with US phone buyers abroad looking inward.
“But don’t worry, we are also looking to bring more affordable smartphones to North America in the near future,” Sad Lau said in a forum post on the OnePlus website. An optimist could mean OnePlus Nord will eventually reach other markets, including the US, while a pessimist might conclude that OnePlus’ budget phone plans are still up in the air, at least as far as the US is concerned.
OnePlus’ plans to focus on other markets with the more affordable OnePlus Nord make sense when looking at the big picture. Still, we hope the phone maker doesn’t completely forget about the US when the time comes to introduce a lower-cost phone that still follows the OnePlus trick to include premium features.
Why will OnePlus Nord debut elsewhere?
It’s easy for people in the US to forget, but it’s a big, wide world, full of people who also want to buy smartphones. And with Apple and Samsung dominating the U.S. smartphone market, phone makers like OnePlus can often find better opportunities for success in other countries.
OnePlus in particular has a large following in both India and Europe, according to Ramon Llamas, director of research for mobile and AR / VR devices at research firm IDC. “In fact, when you look at India, the volumes are almost on par with the total volumes entering China,” Llamas said, referring to OnePlus’ domestic market. “And within Europe, volumes have been stable in multiple markets, mainly showing increases from a year ago.”
India in particular is an attractive market for a low-cost product, rumored to be the OnePlus Nord. Consumers are not as willing to pay the exorbitant prices for flagships as American smartphone buyers, so there is likely to be a demand for a phone that offers premium features at an affordable price.
“India [is] certainly a target market for the affordable smartphone, so [that’s] another reason to include [it]”said Gartner research director Anshul Gupta, who also cites OnePlus’ strong brand recognition in India.
Put it all together and it’s not difficult to understand why Europe and India will be the first to get the OnePlus Nord when the phone debuts, probably in July. But wouldn’t it make sense to include the US in that launch, given the surge in interest in budget phones recently?
OnePlus Nord and the US: There would be challenges
A low cost option allows [OnePlus] to reach a different market segment, and that can only help increase the company’s footprint. But it will face stiff competition from a long list of vendors already there.
Ramon Llamas, IDC
Not necessarily, analysts say. While OnePlus has definitely dabbled in the US market, that has been with its iconic devices like the OnePlus 8 family this spring. And despite all that OnePlus has enjoyed with its line of self-styled “iconic killers” over the years, Apple and Samsung still dominate in this country.
“A low cost option allows [OnePlus] to reach a different market segment, and that can only help increase the company’s presence, “Llamas said.” But you’re going to face stiff competition from a long list of vendors already there. “
One of the challenges OnePlus faces, and really any phone maker that isn’t selling an iPhone or a Galaxy flagship, is that Americans still largely buy their phones directly from companies that provide their wireless service. That means the phones must be sold through major carriers in order to have any chance of succeeding in this country.
OnePlus has taken some steps in this regard. Since OnePlus 6T, the company’s phones have been available through T-Mobile. (Sprint, which is being taken over by T-Mobile, has also offered OnePlus phones.) With the OnePlus 8 this year, Verizon joined the mix of carriers selling OnePlus devices, which are also available unlocked through the phone’s manufacturer.
The addition of those operators has been a good start for OnePlus, according to Tuong H. Nguyen, senior principal analyst at Gartner. But competition and brand are still obstacles to overcome.
“Other tier 1 brands (LG, Lenovo, Sony) have struggled to compete in this market, while lesser-known brands, including those from China, have an even more difficult time than their tier 1 counterparts,” said Nguyen . “In addition to this, American consumers have been exposed to negative press about Chinese products … which can potentially make it harder for OnePlus to have a better position in this market.”
Why the OnePlus Nord should come to the US
Despite all of that, the time seems right for phone makers to roll out new mid-range models touting some standout features. Apple’s revamped iPhone SE has certainly captured the imagination of smartphone buyers, even with an older design, while Motorola has unveiled a trio of Moto G models offering a long-lasting battery (in the case of the Moto G Power. ) or a practical stylus (in the case of the Moto G Stylus).
These phones have received strong reviews not only because they offer premium features like the high-end Aion Bionic processor of the iPhone SE or the Moto G Power battery that offers the best battery life for the phone. They’re affordable, too, and that’s a big phone concern for shoppers at a time when the coronavirus pandemic has rocked the economy.
We don’t know exactly how much OnePlus will charge for OnePlus Nord; some rumors indicate that the price of the phone is less than $ 499 or even $ 299. That would put the phone in the company of the iPhone SE, Samsung Galaxy A51, and potentially the Google Pixel 4a, if the alleged Google successor is ever shipped to Pixel 3a. The fact that many reputable phone manufacturers are competing for the same audience suggests that there is a great opportunity for the company to get the right mix of features and price.
Given OnePlus’s history with feature-packed phones, its flagships compare very favorably with devices that cost hundreds of dollars more, the OnePlus Nord appears to be a strong candidate to fill that need. While Europe and India are good markets for this phone to debut this summer, there certainly is an audience waiting for the OnePlus Nord in the United States.
