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How the manufacturer Nothing wants to wake up the smartphone market from its first model

2022-07-13T12:32:02.314Z


After a first successful pair of wireless headphones, the British brand is launching its Phone 1 with an explosive design, although largely inspired by


Revitalize a market close to a coma, just that.

A new player, Nothing, enters the field of mid-range smartphones with a model easily recognizable by all.

Unveiled on Tuesday afternoon, the Nothing Phone (1) materializes the ambitions of a brand created

ex nihilo

in a year and a half by Carl Pei, the former boss of the Chinese brand OnePlus.

An event that puts an end to a false suspense.

By raising nearly $150 million from investors and 10,000 fans, the young shoot had laid the foundations for a certain arrival in the hotly contested Android smartphone market.

Read alsoSmartphones: the folding battle will take place

After less than a year of gestation, the neo-manufacturer aligns on paper the best components available for a mid-range device (from 469 euros): Snapdragon 778G + from Qualcomm, an adaptive 120 Hz Amoled screen or even two cameras with 50 megapixel sensors.

Everyone will have recognized the famous chassis and shapes of the iPhones of recent years.

"We chose a well-known and recognized design to focus on the experience and the details that we could bring to aesthetically sensitive techies", assumes Akis Evangelidis, co-founder and chief marketing officer of Nothing.

The Nothing Phone (1) follows the shapes of a well-known model.

It's its white, glass back that sets it apart from dozens of devices with similar performance.

Led diodes are activated when a message is received or when the bell rings.

A "gadget" but differentiating feature.

The manufacturer has also put in the balance a slightly reworked version of Android 12 with its Nothing OS.

Without revolutionizing the genre or inserting innovations.

“We favored stability and reliability over the new functionalities,” says Carl Pei, whose aura is undeniable.

What to love a good part of the hardcore fans of OnePlus now back in the bosom of the big brother Oppo.

The 6.55-inch screen is punched out and almost edge-to-edge.

But reproducing the successful formula of OnePlus - a large community always at the rendezvous of sales - will not be easy in an already saturated market and where Nothing will no longer benefit from the surprise effect.

"He is positioning himself with a niche product that is not a direct competitor for the big sellers," says the French manager of a Chinese smartphone brand.

With a delicate balance to be found: "It's not in their interest to become too mainstream, but they also have to sell to be part of the long term because it's hard to launch a smartphone but it's still more difficult to ensure its follow-up over time," he recalls.

Read alsoWhy the smartphone has become the priority gift at Christmas

Production with Chinese suppliers has not been easy.

“We had obstacles in the way from our former employers,” acknowledges Akis Evangelidis, a former OnePlus executive.

For its first delivery, Nothing has produced and expects to sell 700,000 units while sales of new devices are stagnating.

Relaunch them, will it really be worth nothing?

>

No pre-order but availability on July 21 for the 8 GB RAM/128 GB storage model at 469 euros; 8 GB/256 GB at 499 euros and the 12 GB/256 GB at 549 euros

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Source: leparis

All news articles on 2022-07-13

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