Konstanty Młynarczyk, Komórkomania.pl: We are talking a few days before the premiere of the Nord 2 5G smartphone & hairsp; – & hairsp; Can you tell us what place this phone will take in the OnePlus brand strategy? How do you position it in relation to the Nord CE 5G?
Tuomas Lampen, Strategy Director OnePlus Europe: OnePlus Nord is a key part of OnePlus’s diversification strategy making OnePlus experience and quality more accessible to users. This is possible because we are expanding our product portfolio in various price ranges. The Nord product line currently consists of the Nord, Nord CE and N series.
The Nord 2 5G is a product from the first of these lines, which began with the premiere of OnePlus Nord in July 2020. It is a series that allows us to combine many high-quality features, even at the flagship level, into a great and accessible product.
The Nord CE 5G and Nord 2 5G are designed for users with different needs and wallets. OnePlus Nord CE 5G is a smartphone from our Basic Edition. From the original Nord we took the best and added a few extra features to create a decent entry-level smartphone for everyday use. The low price was also crucial here. This device is designed to give you a great experience by optimizing your daily usage scenarios. That’s why we’ve added an upgraded Warp Charge 30T Plus, a versatile 64MP triple camera, a 90Hz AMOLED display, a powerful processor – Snapdragon 750G 5G, all topped off with our signature, fast and smooth OxygenOS 11 system. OnePlus fast and smooth and trouble-free operation for our users looking for devices at a low price.
OnePlus Nord 2 5G is our strongest proposition in the mid-range Nord series. It offers uncompromising performance, supported by artificial intelligence. The advanced camera system and solid core features make this smartphone comparable to flagships.
We’ve equipped it with several flagship features, including a 50MP main camera with Sony IMX 766 and OIS sensor from our flagship OnePlus 9 series, as well as the flagship processor from MediaTek & hairsp; – & hairsp; Dimensity 1200-AI, made specifically and exclusively for OnePlus, which provided support for key phone functions with AI. This is a versatile smartphone that breaks through average products in almost all segments – the killer of the flagships of 2021.
What was your choice for choosing the Mediatek chip as the Nord 2 CPU, instead of the existing Qualcomm chips (which are often perceived by the community of enthusiasts as a benchmark for products built without compromise, “top shelf”)? Is this a sign of a broader focus on Mediatek systems?
OnePlus works with various partners who can help us provide you with a great user experience. We choose the components for each device based on the effect we want to achieve. For the Nord 2, we worked closely with MediaTek to improve the Dimensity 1200 and its AI-powered features. We’ve made improvements to the Nord 2 for photography, display, gaming and more. MediaTek Dimensity 1200 is a flagship processor, and in combination with the effects of our cooperation, it allows us to even faster and smoother operation of the Nord 2.
If you were to describe the Nord 2 5G in one sentence, what would it sound like?
OnePlus Nord 2 5G is a versatile smartphone that surpasses average products in almost all segments with the quality of components and smooth operation – it is the killer of the flagships of 2021.
Do you, as OnePlus, believe in designing devices that are among the best in their class in one area, but lagging behind in others (which is a popular choice among “flagship killers”), or do you prefer balanced designs “very good” in all important aspect, but not the best in all of them?
At OnePlus, we focus on user needs when designing and planning the development of our products. First, we focus on their experiences and work “backwards”, based on user feedback, selecting those features that they believe are the most important, necessary to deliver the end result they need. Ultimately, OnePlus’s mission is to share great technology with the world, and the world includes both users who want the latest innovations and those who don’t need the latest specs, just everyday, hassle-free use of their smartphone.
How will you comment on the situation related to the performance limitation of OnePlus 9 and 9 Pro in selected applications?
At OnePlus, our highest priority is always to provide users with the best products. On the one hand – in terms of quick action, on the other, based on user feedback, which is extremely important to us. After the March launch of OnePlus 9 and 9 Pro, some users told us about areas where we could improve the heat management and battery life of our devices. Due to these feedback, our R&D team has been working over the past few months to optimize device performance when running many of the most popular applications, including Chrome, by matching application processor requirements to the most appropriate power. This helped to ensure smooth operation while reducing energy consumption. While this may have an impact on device performance in some benchmarking applications, as always, our focus is on doing everything we can to improve device performance for our users.
I would also like to ask how OnePlus will be affected by the connection with OPPO: sharing resources is great, but they are brands that represent a completely different approach to product design. OPPO builds the image of a brand that will not make a step without thinking it through at least five times, which is to result in sophisticated, but not avant-garde products, while OnePlus is still trying to be a “rebel”, boldly reaching for new products and trying unusual paths and solutions – How can the works be divided in such a duet? Will OnePlus not lose its character?
And right away – should we expect any tangible effects of this combination? For example, switching from OnePlus to ColorOS?
OnePlus will continue to operate as an independent brand within OPPO structures. We will continue to follow our Never Settle approach – (don’t let us rest on our laurels) to create the best possible user experience for users. In the markets where both companies operate, we will continue to compete in the same way as before. With deeper integration with OPPO, we will have more resources on hand to create even better products and the best user experience.
We also recently announced that we are working on integrating the OxygenOS and ColorOS codebase. This is one example where deeper integration with OPPO will add value for OnePlus users as it will allow us to deliver more stable OxygenOS updates and improve our software maintenance schedule.
Tablets, peripherals, notebooks – more and more brands dealing only with smartphones so far are starting to expand their portfolio. Does OnePlus also want to go beyond phones and their accessories? And if so, what is the brand idea for this extension?
OnePlus began building its ecosystem product portfolio in 2013, entering the market with audio devices. This year, we launched our first wearable, the OnePlus Watch. Our goal is to maintain stable and healthy growth in the long term with our ecosystem products to enable more people to use OnePlus.
We see the growing potential of what a smartphone can do to connect to different types of devices to create a seamless connection and intelligent digital experience. Offering a combined experience across different product categories, OnePlus IoT was created to provide a seamless experience to OnePlus users all over the world.
With the introduction of the OnePlus watch, we entered a new phase and took a new step in expanding our ecosystem. First, we implemented a 3-device personal digital system (which we call Tri-angle): a smartphone, headphones and a wearable device. We appreciate all feedback from users and media who really helped us improve devices and improve user experience.
However, OnePlus is still in the early stages of this ecosystem development, and as always when we introduce new products, our approach is to start small, at a more affordable price, get the right basics, and then progress to the advanced levels.
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