STUDY ON BUILDING OF A BRAND FROM SCRATCH - ONEPLUS

A Project Submitted to

University of Mumbai for partial completion of the degree of

Bachelor of Management Studies

Under the Faculty of Commerce

By

PRIYANK JAIN

Under the Guidance of

DR. VIMALKUMAR MISTRY

THAKUR COLLEGE OF SCIENCE & COMMERCE

March-2021
STUDY ON BUILDING OF A BRAND FROM SCRATCH - ONEPLUS

A Project Submitted to

University of Mumbai for partial completion of the degree of

Bachelor of Management Studies

Under the Faculty of Commerce

By

PRIYANK JAIN

Under the Guidance of

DR. VIMALKUMAR MISTRY

THAKUR COLLEGE OF SCIENCE & COMMERCE

March-2021
 DECLARATION BY LEARNER

I the undersigned MR.PRIYANK JAIN here by, declare that the work embodied in
this project work titled

“A study on building of a brand from scratch - Oneplus”

forms my own contribution to the research work carried out under the guidance

of DR. VIMALKUMAR MISTRY is a result of my own research work and has not
been previously submitted to any other University for any other

Degree/ Diploma to this or any other University.

Wherever reference has been made to previous work of others, it has been
clearly indicated as such and included in the bibliography.

I, here by further declare that all information of this document has been
obtained and presented in accordance with academic rules and ethical
conduct.

Name and signature of the learner

PRIYANK JAIN

Certified by

Name and signature of the Guiding Teacher

DR. VIMALKUMAR MISTRY
 CERTIFICATE
This is to certify that MR.PRIYANK JAIN has worked and duly completed her

Project Work for the degree of Bachelors of Management Studies under the

Faculty of Commerce in the subject of Finance and her project is entitled,

“A study on building of a brand from scratch – Oneplus ”

under my supervision.

I further certify that the entire work has been done by the learner under my

guidance and that no part of it has been submitted previously for any

Degree or Diploma of any University.

It is his own work and facts reported by her personal findings and investigations.

Name and Signature of guiding teacher

(DR. VIMALKUMAR MISTRY)

Date of submission:
 ACKNOWLEDGEMENT

To list who all have helped me is difficult because they are so numerous and the depth is so enormous.

I would like to acknowledge the following as being idealistic channels

and fresh dimensions in the completion of the project.

I take the opportunity to thank the University of Mumbai for giving me

a chance to do this project.

I would like to thank my Principal, Dr. C. T. Chakraborty for providing the

necessary facilities required for completion of this project.

I take this opportunity to thank our coordinator Dr. Rupal Shroff

for his model support and guidance.

I would also like to express my sincere gratitude towards my project guide

Dr. Vimal Kumar Mistry whose guidance and care made the project successful.

I would like to thank my College Library, for having provided various reference
books and magazines related to my project.

Lastly, I would like to thank each and every person who directly or indirectly helped me in
the completion of the project especially my Parents and Peer who
supported me throughout my project.
 EXECUTIVE SUMMARY

“A Study on building of a brand from scratch with reference to Oneplus”

As a part of curriculum, every student studying BMS has to undertake a project on a

particular subject assigned to him. Accordingly I have been assigned the project work on
the study of building of a brand from scratch.

My project is with reference to a brand – Oneplus. In this project I have briefly talked
about how oneplus grew over the last few years. I have gone in detail about how brand
works, about its products ,how it has created its brand image and the way they market
themselves in the market.

The saga of brand Oneplus in India includes more than just one or two great phones. It’s a
story of near flawless execution and Zen-like focus. The success of Oneplus has been due
to its relentless focus on delivering the best possible phone at prices that are quite
affordable. Then there is its focus on clean software and feature rich Oxygen OS,
something that Oneplus CEO Pete Lau calls Android Plus .

The initial marketing strategy used by the company by way of invite system , which led the
company in knowing how much and how many customers were interested in their product
Thereby dominating the market in a very short amount of time , an impressive feta
accomplished largely due to clever marketing plan.

The year 2021 will mark its 8th generation of mobile handsets , which are indeed highly
anticipated products in the world. This shows us that the brand kept it as it used to be on
day one. Let’s hope Oneplus continues its mantra of “NEVER SETTLE” forever.
 INDEX

Chapter Particulars Pg.

No. No.
1. Introduction 1

2. Research 61
Methodology
3. Literature Review 64

4. Data Analysis , 75
Interpretation and
Presentation
5. Conclusion and 85
Suggestions
Bibliography 86

Annexure 87
 STUDY ON BUILDING OF A BRAND FROM SCRATCH

- ONEPLUS

CHP 1 : INTRODUCTION

1.1 HISTORY
OnePlus Technology (Shenzhen) Co., Ltd. (一加科技) is a Chinese consumer
electronics manufacturer  headquartered in Shenzhen, Guandong province, in the Tairan Building
(泰然大厦) at the Chegong Temple (车公庙) subdistrict of Futian District. It was founded
by Pete Lau and Carl Pei in December 2013, and is currently majority-owned by Oppo as its only
shareholder, which is a subsidiary of BBK Electronics along with Vivo, Realme and iQOO. The
company is best known for making smartphones, and officially serves 34 countries and regions
around the world as of July 2018.
OnePlus was founded on 16 December 2013 by former Oppo vice-president Pete Lau and Carl
Pei. According to Chinese public records, OnePlus' only institutional shareholder is Oppo
Electronics. Lau denied that OnePlus was a wholly owned subsidiary of Oppo and stated that
Oppo Electronics and not Oppo Mobile (the phone manufacturer) is a major investor of OnePlus
and that they are "in talks with other investors", although OnePlus has confirmed it uses Oppo's
manufacturing line and shares part of the supply chain resources with Oppo. The company's main
goal was to design a smartphone that would balance high-end quality with a lower price than
other phones in its class, believing that users would "Never Settle" for the lower-quality devices
produced by other companies. Lau explained that "we will never be different just for the sake of
being different. Everything done has to improve the actual user experience in day-to-day use." He
also showed aspirations of being the "Muji of the tech industry", emphasizing its focus on high-
quality products with simplistic, user-friendly designs. Continuing Lau's association with the
platform from the Oppo N1, OnePlus entered into an exclusive licensing agreement
with Cyanogen Inc. to base its products' Android distribution upon a variant of the popular
custom ROM CyanogenMod and use its trademarks outside of China.
The company unveiled its first device, the OnePlus One, on 23 April 2014 which was intended to
capture market from the Google Nexus series. In December 2014, alongside the release of the
OnePlus One in India exclusively through Amazon, OnePlus also announced plans to establish a
presence in the country, with plans to open 25 official walk-in service centers across India.
In April 2014, OnePlus hired Han Han to help market its products in mainland China.
On 9 March 2014, the company expanded its operations to the European Union.
On 16 December 2014, The Supreme Court of India and Delhi High Court banned the import and
sale of OnePlus One phones following a lawsuit by Micromax alleging it has exclusivity for
shipping phones with Cyanogen OS software in India.On 21 December 2014, the ban was lifted.
The device continues to be shipped with Cyanogen OS; however, a customized version
1
of Android specially designed by OnePlus and named OxygenOS has been released, allowing
later OnePlus devices to be sold in India.
OnePlus made its products available in Southeast Asia for the first time, partnering with Lazada
Indonesia on 23 January 2015 and was expected to expand during that year throughout the region.
In June 2016, OnePlus decided to pull out of the Indonesian market due to local regulations for
imported 4G smartphones restricting sales of the OnePlus 2.
At the launch event of the OnePlus 6 on 17 May 2018, OnePlus announced it would be opening
five new OnePlus Experience stores in India, as well as 10 new service centers.
According to market research firm Counterpoint Research, OnePlus topped the Indian premium
smartphone market last year with a 33 percent share, beating Samsung Electronics with 26
percent. In the IDC survey, OnePlus ranked third in India's market with more than $500 in the
first quarter of this year after Apple and Samsung Electronics. And it ranked second after China's
Vivo in the 300-500-dollar market.
On October 16, 2020, Carl Pei resigned as director of OnePlus.
In 2021 Oppo and OnePlus combined their hardware research teams via OnePlus.

1.2 BLAST TO PAST

2
OnePlus was founded by two men named Pete Lau and Carl Pei. While Lau was the former vice -
president of the now OnePlus competitor Oppo, Carl Pei was a computer programmer by trade.

“The entire thing started as a coffee-table conversation in August 2013 between a

bunch of early OnePlus employees—at the time, just friends. We had our phones on
the table and we noticed that everyone was using iPhone. This was surprising—some
of us were working at other smartphone manufacturers making Android phones.So we
asked ourselves, “Why do people around this table all use iPhones?””

The two founders and OnePlus as a company at large started off with an aim to make a  “balance
high-end quality with a lower price than other phones in its class”. This ethos is of course now
represented by their tagline- Never Settle.

“Never Settle” as an ideology comes from the fact that users shouldn’t have to settle for a
substandard phone just because they do not have a massive budget to upgrade.

“We will create a more beautiful and higher quality product,” Lau says. “We will never be
different just for the sake of being different. Everything done has to improve the actual user
experience in day-to-day use We both just want to create the best product, no matter what.”

The company launched the first phone called OnePlus One on the 23rd of April in 2014.

If one remembers correctly, then they will know that the OnePlus One was launched as an
extremely exclusive phone which one could only obtain with an invite in India. The phone was
shipped by Amazon and was the first phone of its kind which was available online. One would
receive an invite, go onto Amazon, purchase the phone, and voila! They were now a part of an
exclusive club of people owning a OnePlus One.

While OnePlus says that it was using the invite strategy to bottleneck the huge demand that would
flood the otherwise, the invites did something so much more. The invite strategy made the phone
a status symbol and an immediate rage.

“The Nexus line had taught consumers that it’s possible to purchase phones online,” Lau says.
“This was good for latecomers like us.”

OnePlus ran on Andoird and got into an exclusive agreement with a company called Cyanogen
Inc. who built the Android OS for all OnePlus phones.

1.3 ONEPLUS PRODUCTS

3
1.3.1 ONEPLUS ONE

The OnePlus One belongs to the phablet category, so the size is expected, although you wonder if
the bezel size on the top and bottom could have been cut some more. If you’ve seen the Oppo
Find 7 earlier, then you would recognise this as exactly the same design. Nevertheless,
the OnePlus One has some differentiating factors, with the biggest one being the Sandstone finish
on the back. This gives a very unique feel to the device. Smartphones today have been stuck in a
rut in terms of design. While polycarbonate plastic is the most common, higher end devices come
with a touch of metal.

Motorola did something different with its wooden backs, but the Sandstone finish gives this
device a completely unique feel. It doesn’t get scratched very easily and gives a nice new feel to
the device, which is very premium.
The 5.5 inch display of course makes it big and the 8.9 mm thickness and 162 grams weight make
it an overall bulky device. The OnePlus One is easily one of the biggest smartphones you can find
right now and not for those who love compact phones. It’s a phablet if there ever was one.

The bar design looks quite good though, thanks to the rounded top and bottom. In addition, the
metallic lining on the front, gives it a premium feel along with the back.

4
Display

The bigger a smartphone’s display, lesser the margin for error. The OnePlus One has a 5.5 inch
full-HD display and it does well under sunlight and though it is a little too susceptible to
fingerprints and smudges, I didn’t have any problems using this device outdoors. But like I said,
the margin for error is low since things start sticking out at this size. The OnePlus One has a dull
display compared to other full-HD smartphones. Perhaps one of the trade-offs the company had to
make in order to keep the low price tag.

Overall, if you like big displays, then you will like the OnePlus One’s 1080p screen. The colour
reproduction isn’t bad and CyanogenMod 11 looks good on it.

Performance

We’ve read so much about the OnePlus One till now that the expectations from this phone were
massive. The Snapdragon 801 chipset inside performs as well on this phone as any other. While it
does get hot when put through resource intensive games and some other tasks, I could easily get
30 minutes of gaming out of this phone at a stretch, before the effects of processor throttling
kicked in. It heats up a lot though and was quite uncomfortable to hold after that. Also, it takes
quite some time to cool down again.

Nevertheless, the 801 also ensures that the CM fork runs smoothly on the device. There were a
few app crashes, but that was because of the unstable ROM and not the usual bad memory
management issues. We got an update almost immediately after unboxing the device and the
phone has been smooth enough since then.

5
In all, the performance is right up there with the flagship devices in the market and that is where
the price of this device kicks in. If Xiaomi prices its Mi4 right, then it will be the only competitor
to the OnePlus One in India. This phone is a true performance beast and hard as I tried, I couldn’t
find any chinks in its armour that were worth mentioning.

CyanogenMod 11S

A major differentiating factor in the OnePlus One is in the fact that it comes with CyanogenMod
11S out of the box. This gives the phone a very different and fresh feel compared to other
Android smartphones. More importantly though, it means that your phone is already rooted,
granting you super user privileges. This in turn makes the OnePlus One a power user’s dream.

Note: The phone doesn't come pre-rooted. The presence of CM allows for super user privileges,
but you will still have to root this if you want to. Rooting doesn't violate the warranty on the
OnePlus One.

The CM fork of KitKat offers customisability beyond any UI that other manufacturers provide
right now. You can customise everything from the buttons to your icons, wallpapers and themes.
The CM theme store allows you to download multiple theme packs and then combine different
elements from them to make your phone look and feel just the way you want.

6
If you know o MiUI, you would know that we were quite impressed by how easy managing app
permissions was in it. The same goes with the CM fork. You can go into Privacy and change
various access privileges given to apps using the Privacy Guard option.

7
Another useful feature is the option to switch from capacitive buttons to on-screen home, back
and multitasking keys. This would make sense especially if you’re comfortable with stock
Android. Also, it is worth mentioning that icons on the default CM UI reek of material design, but
look different than Google’s Lollipop design. You can also swipe from the top right to come to
the quick settings drop down, instead of pressing the quick settings key or trying the two finger
drag. This makes sense, considering the huge size of the smartphone.

8
There’s one problem though, CyanogenMod isn’t the stablest ROM you can find. We got an
update almost immediately after unboxing the device, but there were some crashes that were most
likely a result of an unstable ROM. As mentioned above, the processor performs well and
memory management in KitKat is quite good, so the only reason we can think of is the ROM. The
OnePlus One also has the 'ghost touches' issue (unresponsive screen), which many other users
have noted earlier. The company had sent out an OTA update to fix it, but we still had to deal
with that on our test unit. I'm not quite sure whether this is a software or hardware issue, but I'm
going to lean towards hardware considering that the OTA update didn't solve it.

9
In general everyday usage though, the device was more than good enough and the UI was slick
and fast (except the few times we just talked about). There are a lot of other options to go through
as well. The heads up notifications for example, are a nice touch, but CM needs to refine it. You
will most probably spend the first month just going through the various options in each menu.

Battery

In my recent review of the iPhone 6, I talked about how the device’s battery doesn’t support its
exemplary performance. The iPhone has always been the best when it came to gaming, but never
had the battery life to support it. Not the OnePlus One though. On a day of normal usage, with
some light gaming, this device got me through the day with about 30-35% battery to spare. With
my regular gaming, which is quite a bit, I still got through the day before the low battery warning
flashed on the screen. Also, note that I always keep the screen brightness on my phones at max,
which means the phone could have given me some more hours as well if I kept the brightness
lower.

In our battery test, the device gave the same result as the iPhone 6, losing 11% battery. It doesn’t
start losing battery as rapidly when you game on it though. This is most likely because the
OnePlus One throttles down the CPU, while the iPhone 6 doesn’t seem to do so. It is worth
mentioning though that Android phones like the LG G3 and Samsung Galaxy Note 4 with similar
batteries but more intensive screens have better battery life, if only slightly.

If you’re looking for numbers, then the PC Mark for Android benchmark scores below should
give you some perspective. While the Moto X (2nd Gen) is priced at Rs. 31,999, the Galaxy
Alpha and Honor 6 are priced at Rs. 39,990 and Rs. 19,999 respectively.

10
Source: oneplus one/www.digit.in

Camera

While the 13 MP camera on the OnePlus One will be enough for those who don’t focus on
photography a lot, it isn’t a stellar performer. Images taken under normal lighting
seemed undersaturated and the auto-focus is slow. The camera lacks exposure control, which
often ends up blowing out objects in images. Also, the focus stutters a lot when lighting
conditions are uneven. The Xiaomi Mi3's 13MP camera is much better than this.

On the other hand, the OnePlus One has a very good 5 MP front camera, with a big field of view.
Who would have known that this would also turn out to be a selfie phone right? Well, it is.

11
Also, the camera doesn’t do well with videos because of the lack of image stabilisation. The
OnePlus One has digital image stabilisation, which is never good. So your 1080p videos will
suffer from unstable hands. Just one of the corners to cut in order to keep the price down.

12
Bottomline

It’s hard to overlook the price of this smartphone, which makes it worth every paisa. There are a
lot of reviews that have overlooked the shortcomings of the phone because of the price factor. So,
if you’re planning to buy this phone then forget the reviews that you’ve read so far. The OnePlus
One is definitely worth the price, especially if you want a phablet. But the phone does cut some
corners for this, just like Xiaomi did for the Mi3 and will definitely do for the Mi4.

It's a cracker of a smartphone but OnePlus perhaps got a little late in starting its India operations.
Chinese manufacturer Xiaomi will be tough competition for the OnePlus One and along with
the Xiaomi Mi4, they make the two most intriguing devices in the market right now.

The oneplus one was made available in India in H2 of 2013 and was put on an open sale on
Feburary 6 2015(as per amazon listing). It was known as “FLAGSHIP KILLER” because of its
flagship specs and at a sub RS25K budget phone.

The initial response on oneplus one was quite good and now the company decided to launch its
next modle : ONEPLUS 2

13
1.3.2 ONEPLUS 2

Source:
https://www.gsmarena.com/oneplus_2-6902.php

About a year ago, when I first saw the OnePlus One, the smartphone market was undergoing a sea
change. Today, we’re accustomed to it, to the point where we expect it. In fact, the incremental
updates that we get today are even boring at times, and coming from a geek, that's saying
something. So, when the OnePlus 2 , came as no surprise, despite all the consumer interest around
it.

First, I came into this review with a huge prejudice against the Snapdragon 810, having seen it
first hand in the Xperia Z3 Plus. Second, I personally do not like big phones, unless they're built
like the LG G3 (I still treasure the size my first gen Moto X comes in). Third, I'd pick battery life
over thinness any day. Lastly, no matter what impression you get from this review, you should,
under no circumstance abandon your OnePlus One for the OnePlus 2. The OnePlus 2 is an
incremental update like so many other phones today, and doesn't really qualify as an update to the
amazing phone that the OnePlus One was.

You still with me? Well, then here's my review of the OnePlus 2...

Build & Design

The Sandstone back remains, but it's on a thin plastic plate this time.

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The build and design of the OnePlus 2 is the embodiment of the fact that it's an incremental
update. The Sandstone back looks the same as in the One, but feels to be of somewhat lower
quality. In giving the phone a removable back, OnePlus has had to make this onto a thin plastic
plate, as opposed to the hard and full Sandstone finish on the OnePlus One. By lower quality,
what I essentially mean is that the finish feels rougher on the OnePlus 2.

The USB Type-C port ensures that you have to carry your charger around all the time. Good that
phones are adopting the new standard though.

It feels good though, and I daresay different. Carrying the OnePlus 2 around, I always felt the
bulk and heft of the device, and what's surprising is that I liked it. It reminds me a lot of the Moto
Turbo, even though it isn't as thick or heavy, or even as easy to use. The phone isn't really light,
but it isn't heavy enough to dislike.

The 13MP camera on the back has a laser assisted auto-focus system this time.

To all this, OnePlus has added a metal frame. There are two reasons for this — the first, to cover
the 'metal build' required of ‘premium phones today, and second, to make the back removable,
which it needs in order to make the styleswap covers usable. It doesn't really add anything to the
overall look and feel of the phone. In fact, I find it to be a mismatch with the company's new
wood finish Styleswap covers.

15
 The fingerprint sensor can do more than just recognise fingerprints.

Like I said before, I personally dislike big phones, but not once over the two weeks have I
grimaced over the size of the OnePlus 2. It slipped into my pocket just fine and it never felt
imposing or unnecessary.

Display & UI

Perhaps the one aspect of the OnePlus 2 that I disliked is its display. The 5.5 inch FHD display is
sharp enough, but it's dim, not something I like from my flagship killers. What I dislike more is
how easy it is to figure out that OnePlus has cut costs here. Turn on video on the camera and
move the phone around and you realise the low refresh rate of this display. Sure, I’m nitpicking,
but this is a flagship killer isn’t it?

The flaws in the display are further substantiated by the UI. OxygenOS seems too much like a
work in progress. My call recorder app never got up and running, while the UI had far too many
other bugs as well. On no less than three occasions, I found my cellular data turned off for no
reason, while the Google search bar on top of the screen would disappear at least once a day.
Even the fingerprint sensor failed to recognise my print every time the phone was kept on a desk
instead of my hand. The phone froze a few times due to UI glitches and the proximity sensor
malfunctioned every time I took a call, resulting in some app being opened in the background
whenever I got off the call, or calls being put on hold etc. without me actually doing so. It almost
felt like I was using a pre-production sample or a beta product sometimes.

16
    

These are just three examples of the buggy UI. All the icons disappear (on the left), and the
Google Search bar also disappears often (on the middle), and the Notifications dropdown gets
stuck (on the right).

The bugs would be irksome for a lot of basic users and even power users, but there is a kind of a
statement here. OxygenOS in many ways just what I want a custom UI to be. It's not a sea change
from stock Android and additions like the Shelf screen are a sign that OnePlus is developing
something over the long term. It's almost an Apple-like approach, just not as polished. OxygenOS
is same as Android, yet different, meaning the Shelf screen can be accommodated in the OnePlus
One later, while next generations of OnePlus devices will bring new features that get added to the
17
OnePlus 2 and so on. It would be worth mentioning that even as you read this review, OnePlus is
pushing updates to the pre-sale devices that me and some of my compatriots have.

   

(L-R) Lock Screen, Home Screen and Shelf

18
    

(L-R) Home Screen customisations, Multitasking screen and Quick Settings

The Shelf screen, which shows my most used apps and favourite contacts, was one of two
features I really used. The other one being the hardware button to switch from All Notifications to
Priority and No Interruptions modes. I would have liked if OnePlus could make this button
programmable for other activities as well, but this works for now. If you happen to be coming
from an iPhone background, you would appreciate this button even more.

19
 The hardware button for toggling between various interruption modes is useful. We wish it was
programmable for more though.

Fingerprint Sensor

Faster than the Touch ID eh? Not quite. As I mentioned earlier, the fingerprint sensor would not
recognise the print whenever the phone was kept on the desk. While the OnePlus 2’s fingerprint
sensor is useful and can be worked with, Apple’s Touch ID is just a tad better still I think.

Source: oneplus2/www.digit.in

While we think Apple's Touch ID is still a tad better, OnePlus' fingerprint sensor is pretty
functional, except for some bugs.

Performance

The question you should be asking here isn’t whether the OnePlus 2 heats up, but whether it heats
up enough to be an issue. As I mentioned before, I was put off by the Snapdragon 810 earlier, but
OnePlus has downclocked the SoC, going for almost 30% lesser performance. Delhi is one of the
worst places for such an SoC though, especially during the summers.

20
Surprisingly though, the OnePlus 2 came out with flying colours no matter how hard I tried to get
it to heat up. I’m in no way saying that the phone doesn’t heat up, it does, but it isn’t the abnormal
heating that we’ve known the Snapdragon 810 for. I’ve played games like Injustice: Gods Among
Us and Marvel: Contest Of Champions on this phone continuously for two hours without ever
feeling any abnormal heat. It seems to be generating just the amount of heat that any SoC today
would.

Battery

Along with the display, the OnePlus 2 is somewhat weak on the battery front as well. While the
phone can last for a full day, you would have to try hard for it. Also, if you’re gaming a lot, then
make sure the USB-Type C charger is on you at all times. With about 50% battery, the OnePlus 2
drops to 10% within an hour.

Camera

If it was about simply covering the flagship features, the OnePlus 2 does well with the ‘laser
assisted auto-focus camera’. The 13MP camera on the back is also much improved as compared
to the OnePlus One. It is worth mentioning though that the OnePlus 2 doesn’t focus as fast as the
LG G4 though.

Bottomline

If last year’s OnePlus One was a flagship killer, this is a very balanced smartphone that offers
good value for your money. If you’re looking for a phone in the 20-30k price point, then I would
definitely recommend a OnePlus 2, but if you’re looking to ‘upgrade’ from the OnePlus One, then
you shouldn’t go for this phone.

The OnePlus 2 does everything that you need your smartphone to do, and handles every task you
can throw at it. It may not be the out and out flagship killer that you expected, but it’s got the
killer pricing to performance ratio still.

Verdict:

OnePlus 2 was released 28 July 2015 and was made available from Aug 11 2015 in India.

With the launch of the Oneplus 2 , the company was now feeling that they have get a little
attention but that was not enough. The company knew it had to do more hardwork to capture this
sub RS 20K- RS25k as to beat the competition especially to beat Samsung it was a little
tough .Now the company had different plans altogether . They knew how to keep them hyped up
and from 2015 “THE NEVER SETTLE AREA” was about to begin. With Oneplus 2 the brand
has made abrand new image and to sustain it they will be back soon with another one!

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1.3.3 ONEPLUS X

Source :https://www.gsmarena.com/oneplus_x-7630.php

ONEPLUS X ONYX DETAILED REVIEW

Can design trump specifications in the Indian market? The OnePlus X may be the first phone to
take that question, head-on. With its second smartphone of the year, and only the third ever,
Chinese upstart OnePlus is betting on looks more than specifications. The OnePlus X is a
complete departure from anything that the company has done so far, and closer to co-founder Carl
Pei’s comparisons with Apple.

If the OnePlus One and OnePlus 2 strived to get the best possible performance at the lowest
possible price, the OnePlus X brings top notch design. The emphasis here is the experience, and I
daresay OnePlus has done it better than Motorola. Why do I say so? Here’s the OnePlus X
review.

Build and Design

This is really where this review should end. The OnePlus X is a glass bar built with metal on the
sides. The tapering around the corners adds to the look of the device, and the glass gives it a really
premium feel. It is also a problem, though. The glass on both sides means there’s more to break,

22
and putting a cover on this phone ruins all its aesthetics. What irks me even more is that the glass
is also slippery, requiring a cover even more, the results of which I’ve already mentioned above.

In my first impressions, I mentioned that the phone is a fingerprint magnet, and it is, just not as
much as I thought it was. My review unit is the Onyx variant, and while I can see my fingerprints
on the phone, they’re nowhere close to being really bothersome for me.

The OnePlus X just feels really good when I'm holding it, and the combination of metal and glass
makes me feel like it’s a really premium phone.

It’s not that the bar design is anything new for Android, just that we’re not used to getting such
well-built smartphones in this price range. It turns heads when you’re in public, and it looks and
feels great. It weighs 138 grams and is 6.9 mm thick, but more importantly, it’s only 5.5 inches
tall, about 0.1 inch more than the iPhone 6s. This makes it a really compact smartphone that is
easy to maneuvre and hold. That’s something you don’t find easily today. The OnePlus X is a 5-
inch smartphone done right.

23
Display
The ‘experience’ that OnePlus talks about in this smartphone is a combination of three things –
the materials used to make the phone, its size and the display. The 5-inch AMOLED display has
one task here, to deliver the deepest blacks that it can. Unlike the OnePlus 2, this phone comes
with the dark theme from Oxygen OS, by default. In screens like the Settings menu, this delivers
a seamless feel. The Onyx variant is black, and with the dark theme, the display blends into the
bezels on the top and the sides. In addition, Gorilla Glass 3 used on the screen adds to the touch
experience, furthering OnePlus’ agenda of delivering a good customer experience.

The 5-inch 1080p AMOLED display is sharp, bright and vibrant, which is what most of us like on
our smartphones. It doesn’t have the overdose of yellow that Samsung’s high-end S-AMOLEDs
have, keeping the yellowish tint to a minimum.

A bug that I have experienced was in turning the phone on and off. When rebooted, the phone’s
display becomes dim, even though the brightness is turned to full. I had to turn down the
brightness and then turn it back up to get the brightness to what it was supposed to be. It’s
definitely an issue with my unit alone though.

Speaking of the dimness of the display, that’s perhaps the only downfall here. The OnePlus X is
very bad in sunlight. Even with adaptive brightness turned on, the phone’s display is far from
being good under direct sunlight.
24
Performance
Despite the experience though, it’s hard to discount the fact the the Snapdragon 801 is hopelessly
outdated now. It’s not a 64-bit SoC, which means that you won’t be able to run apps at their
optimal performance levels. Perhaps a MediaTek Helio X10 would have been a better choice for
this phone, by OnePlus.

The company has tweaked Oxygen OS enough to draw out as much performance as it can from
the Snapdragon 801 though, and going by the numbers, the OnePlus X is a better performer than
the Moto X Play, and some others. I’d still choose the Asus Zenfone 2 (4GB RAM) over this
phone if I were looking for performance, though.

Oneplus x performance

Source :oneplusx /www.digit.in

In regular usage, the OnePlus X does very well, and the overall feel of the device really makes
you forget the lags and stutters that you see. In fact, most of the lags and stutters are more likely
because of Oxygen OS’ instability than the older SoC. In gaming, the Snapdragon 801 is still a
better bet than the Snapdragon 615 in the Moto X Play, but if you’re looking for the outright best
performer, the Asus Zenfone 2 is the one you should pick.

Perhaps the biggest downfall of the OnePlus X is in the fact that it doesn’t sport a fingerprint
sensor. While OEMs have only just begun putting fingerprint sensors on budget and mid-ranged
devices, it would have taken the attention away from the Snapdragon 801 on this phone.

To clarify, the SD801 isn’t a bad processor, it is simply outdated, which means your phone isn’t
exactly future proof. Also, as a result of this, the OnePlus X supports only the FDD-LTE bands
for those using 4G data connections on their phones.

Camera
The camera is another positive element of the OnePlus X. The 13MP rear camera lacks really
sharp details, but makes up for it with really good colour reproduction and fast shutter response.
While images do become a tad dull under lower light conditions, the phone can deal with most
situations quite well.

In addition, the 8MP front camera is also quite good for selfie lovers. The software softens
pictures a little bit, which is often what you need for selfies, and it doesn’t overdo the effect.

Battery
While I can make some sense of all of the choices that OnePlus has made with the OnePlus X, the
2525 mAh battery baffles me. Android has never been a battery friendly OS, and despite what

25
OnePlus has done with its Oxygen OS, the OnePlus X can’t last more than 10-12 hours. Under
heavy usage, with the screen brightness turned to full, about 6 calls, lots of texts on WhatsApp,
about an hour or so of gaming, lots of web browsing and some clicks using the camera, the
OnePlus X died at about 10 hour

Storage
The biggest problem I have with the OnePlus X is that it comes with only 16GB of internal
storage. While it can be expanded to 128GB, internal storage is very important in phones today.
Most apps, especially those that stream music, movies etc, perform the best when the data is kept
on the internal storage. SD cards can often affect performance, and 16GB, even with SD card
support, is simply not enough.

Bottomline
There’s a particular kind of user who should buy the OnePlus X. I gave this phone to a friend of
mine, and she wanted an invite immediately, simply because of how premium it feels. If you care
about the build quality and looks of your smartphone, then the OnePlus X is ideal, and comes
with a good camera and respectable battery life. On the other hand, if you want cutting edge
specs, with best in class performance, then this is not the phone you go for.

26
1.3.4 ONEPLUS 3

Source : https://www.gsmarena.com/oneplus_3-7995.php

The OnePlus 3 (also abbreviated as OP3) is a smartphone produced by OnePlus. It was revealed

on 14 June 2016. The phone was unveiled in a virtual reality event and OnePlus offered its
customers Loop VR headsets to experience the event using their phones, giving away 30,000 free
headsets in lieu of a traditional press conference.

Release

The OnePlus 3 is the first OnePlus device to not be part of the invite system, which OnePlus had
used for its last three devices to regulate flow with inadequate manufacturing for the inevitable
high demand.

Following some controversy, the OxygenOS 3.2.1 update began rollout on 7 July 2016, with
improved RAM management, an alternate sRGB display mode in developer options, and various
bug fixes.

Specifications
The OnePlus 3 features a new metal back design, similar to that of an HTC M9 or later, with
anodised aluminium and curved edges. The device is available in two colors, Graphite
(black/gray) and Soft Gold (white/gold, released later in August 2016. Additionally, users can
purchase protective covers in Kevlar or black apricot wood, bamboo, rosewood, and sandstone
which takes care of the camera hump and evens it with the phone.
The device is slightly smaller than its predecessor, the OnePlus 2. It's 2.5mm thinner, 0.9mm
shorter, and 0.2mm narrower, but still has the same screen size, at 5.5 inches (140 mm) across
diagonally. The display is still 1920×1080 px, comparable to that of the previous two models, but
the 3 is the first flagship OnePlus to have an optic AMOLED display. As is typical for most
smartphones, the OnePlus 3 features Corning Gorilla Glass 4 protection.

The OnePlus 3 in OnePlus' StyleSwap cover.

The OnePlus 3 is also the first OnePlus phone to ship with only 64 GB of storage available, as all
other OnePlus devices have shipped with a 16 GB option also. The onboard storage is UFS 2.0,
but there is no option for memory expansion via an SD card. The OnePlus 3 does include a dual-
sim card tray, but fails to have compatibility with LTE band 13, making LTE unavailable to
Verizon customers in the United States.

27
For the rear-facing camera, the OnePlus 3 has a 16 MP f/2.0 Sony IMX 298 sensor, with both
optical image stabilisation and electronic image stabilisation. It is capable of 4K video at 30fps,
and 720p slo-mo video at 120fps. Further, it includes support for shooting RAW images, allowing
greater control of the image to the user. The front camera is an 8 MP f/2.0 Sony IMX179 sensor,
with 1080p at 30fps video and fixed focus.

Rear of the phone.

One new feature to the OnePlus 3 is Dash Charge. It is a custom version of OnePlus' parent
company's (OPPO Electronics) VOOC Charging. The feature is made possible by the processor,
which has Quick Charge 3.0 support. According to the company, the battery can achieve a 60% or
more charge within 30 minutes. This is accomplished by doing all the power transforming
required for direct input to the battery in the power brick supplied, not within the phone itself,
reducing heat on the device. Additionally, the power brick can contain larger, dedicated
electronics, whereas any power processing on a phone has to use smaller and cooler equipment,
reducing the speed of charging.
Other features include the alert slider, originally added to the OnePlus 2. NFC was added again
from the OnePlus One (as it was absent from OnePlus 2).
A fingerprint scanner is also found at the bottom of the screen. It is estimated to unlock after
approximately 0.3 seconds, becoming one of the fastest scanners on a phone. The fingerprint
scanner also has a ceramic coating to avoid scratches.

28
1.3.5 ONEPLUS 3T

SOURCE
: HTTPS://WWW.GSMARENA.COM/ONEPLUS_3T-8416.PHP

VERDICT

If you have a OnePlus 3, the OnePlus 3T is not a big upgrade. If your budget is around 30-35k,
the OnePlus 3T is indeed the best smartphone to buy. It is the most value for money smartphone
in the market today.

ONEPLUS 3T DETAILED REVIEW

How do you make something that is best in class better? Or rather, should you be upgrading a
phone that is already good? Well, that is exactly what OnePlus is trying to do, with the OnePlus
3T. The 3T brings small hardware changes, keeping the aesthetics unchanged.

However, OnePlus says it saw room for improvement, with the new SoC, the Qualcomm
Snapdragon 821, which replaces the Snapdragon 820. There is new 16MP front facing camera for
selfies and the battery rating has been increased from 3000mAh to 3400mAh.

Performance: A slight increase

Equipped with the Qualcomm Snapdragon 821 SoC, the OnePlus 3T is slightly faster than its
predecessor. However, this difference is difficult to spot on day-to-day usage. You can literally
open 30 apps (we had more than 50 apps installed on our test unit) and each one of those apps
will keep running in the background.

29
Gaming experience on the phone is also similar to that on the OnePlus 3, or in flagship Android
phones in general. It’s smooth, and does not falter even if you play multiple games back-to-back,
or heavier games like Asphalt 8 for long periods.

The difference is noticeable only on synthetic benchmarks. The OnePlus 3T is undoubtedly faster,
but not hugely so.

Battery: Marginal increase

The slight bump in performance is complimented by a 3400mAh battery on the OnePlus 3T,
which supports Dash Charging. Like the OnePlus 3, the 3T can easily withstand a work day’s
worth of moderate usage. However heavy users may have to charge the phone twice per
day. Dash charging technology indeed charges the OnePlus 3T from 0 to 60% in under 30
minutes, and to 100% in less than an hour.

This, though, is no different from the OnePlus 3, which begs the question as to why the OnePlus
3T is needed. The new battery doesn’t really add to the battery life, despite the extra 400mAh
boost to capacity.

30
Camera: Selfies galore
The front facing camera is where the main change is. The front shooter has been upgraded to a
16MP sensor. With it, the image quality of selfies have also improved. Photos come out sharper
than the OnePlus 3, while details and colour reproduction are also better. It is amongst the best
front facing cameras we’ve tested in a while.

On the back, the OnePlus 3T uses the same 16MP Sony sensor used in the OnePlus 3. It is PDAF
(Phase detection autofocus) enabled and is aided by OIS (optical image stabilisation). Images
taken by the camera capture plenty of details and have accurate focus, just like the OnePlus 3. 

However, it seems there are mild algorithmic changes in the camera app, with Oxygen OS version
3.5.3. Images look more vibrant in normal lighting conditions, and sharpness and contrast are
slightly better. Low light images look pretty much the same as on the OnePlus 3. You can check
how the two phones stack up in our detailed comparison.

Given its flagship status, it is worth mentioning that the Google Pixel and the iPhone7 are much
better than the OnePlus 3T. Of course, the 3T makes up for that with its lower price.

Bottomline
Jargon aside, the OnePlus 3T is really not a big upgrade to the OnePlus 3. The only major change
is in the front camera, while the battery life remains the same. The processor is indeed faster, but
10% is not noticeable in real world performance. It’s still a good performer, and value for money
smartphone, but if you have the OnePlus 3, you’re not missing out on much.

The 128GB variant may seem more expensive, but paying 5k more for the extra storage seems to
make much more sense than what Google and Apple ask. For instance, the Pixel and iPhone get a
price bump of 10k for the higher storage variants. The OnePlus 3T still makes sense, compared to
the flagship class

Source : www.digit.in/oneplus 3T

31
1.3.6 ONEPLUS 5

Source:
https://www.gsmarena.com/oneplus_5-8647.php

VERDICT

The OnePlus 5 is exactly what a OnePlus fan expects; fast, well made, almost runs on  stock
android and is well priced. It is also an attractive option for anyone looking to buy a premium
Android smartphone that doesn't compromise on the basics. However, it does fall a little short of
the 'flagship killer' tag that it once wore.

ONEPLUS 5 DETAILED REVIEW

I’d like to start this review of the OnePlus 5 with the bottom-line right at the top. If you are
looking for pure performance (speed), a near-stock Android experience and bang for the buck in a
flagship Android smartphone, there’s nothing better than the OnePlus 5. But hey, that just sounds
like the bottom line for OnePlus 3/3T! Doesn’t it? 

Not much has changed in terms of the overall promise, and while that might just be the right
approach for OnePlus, consumers do expect more.

Looks, design and build quality: A good looking look-a-like

Source: www.digit.in/oneplus5review

Open the box, and you are greeted with a very familiar front, the OnePlus 5 looks almost the same
as the OnePlus 3T . Turn it around and reminds you of the iPhone 7 Plus, hold the iPhone 7 Plus
next to it and it starts looking like its twin brother. But that doesn’t take anything away from the
fact that the OnePlus 5 is a good-looking smartphone that does feel premium and well-crafted in
every sense. With a slim 7.25mm waist line (thickness), the OnePlus 5 feels reasonably
32
ergonomic and easy to manage for a smartphone with 5.5-inch display. The overall length and
width of the device is almost same as the OnePlus 3T, so it doesn’t hold any surprises as far as
ergonomics is concerned. The OnePlus 3T felt a lot more modern looking and competitive in
terms of design when it was launched, but come 2017 and the goal post has clearly shifted. The
Samsung Galaxy S8 and the LG G6 make the OnePlus 5 look a little dated in the looks and design
department. So, a Samsung Galaxy S8 aspirant is very unlikely to be swayed by the lower price
tag of the OnePlus 5. When it comes to build quality, design and overall finish, the OnePlus 5
leaves you with very little room for complaints. The camera lens bump at the back, perhaps could
have been avoided. In fact, a flush camera at the back would have given OnePlus 5 an excellent
opportunity to swing back at everyone (including us), accusing OnePlus of copying the iPhone 7
Plus design – “Hey, we bettered the design, this is how you make your first dual camera
flagship”.

As it stands, the OnePlus 5 does feel premium and well made for its price point. It went with a
rather safe design, robbing itself the chance to create a unique identity in the crowded flagship
market.

5.5-inch 1080P AMOLED: A tried and tested approach, nothing to complain or celebrate
about
The display on the OnePlus 5 is almost the same as the OnePlus 3T. It’s sufficiently bright,
clocking 750 lux of brightness as per our tests, comfortably putting it in the flagship league. It is
an AMOLED panel, so you get awesome contrast along with slightly oversaturated (some call it
vivid) colors. Thankfully, OnePlus has done a wonderful job of offering a choice to select display
profiles. Switching the color profile from “Default” to “sRGB” was the first thing that I did after

33
entering the settings menu. When testing outdoor visibility under direct sunlight, I did
occasionally find the brightness to be inadequate. But, nothing that can pose issues or hamper
usability. The OnePlus 5 ships with a pre-applied screen guard, and it really sucks. It’s anything
but scratch resistant, attracts a lot of finger prints and steals the thunder away from the AMOLED
display. I strongly recommend you get rid of the screen guard immediately, almost like a ritual
once you unbox the phone. As much as I’d want it, I can’t simply ignore and brush the screen
pixel density topic under the carpet. Yes, the 5.5-inch screen is still at 1080p, while flagships have
moved on to QHD displays. For me, on a 5.5-inch screen, QHD is clearly an overkill. It delivers
far lesser benefits in comparisons to the potential drawbacks it poses. The PenTile RGBG display
on the OnePlus 5 treads on the borderline of adequate sharpness needed for a 5.5-inch device. The
5.5-inch IPS RGBW display on the iPhone 7 Plus feels visibly sharper at the same 1080p
resolution. Overall, the display sharpness on the OnePlus 5 is absolutely fine and does not leave
you wanting. It’s only when you hold a QHD screen based phone next to it, that you start
discerning and realizing the difference.

Performance: This thing is fast, really fast!

Plonk the fastest available SoC on a 1080p device, layer it with stock Android goodness and
optimize the living daylights out of it. What you get is a OnePlus 5. If I was to draw a parallel, it’s
like how they tune rally cars. Fit it with a performance engine, strip the car of all possible weight
and optimize the suspension for speed and handling to tackle the most ridiculous of corners. The
OnePlus 5 is built like one. Sure, they went a wee bit too far ahead on the optimizing bit, making
the phone perform at break neck speeds on benchmarks when it is supposed to behave closer to
real world performance. But, that by no means can take away the fact that the OnePlus 5 is the
fastest Android phone in the market today, not just in terms of synthetic benchmarks but how it
feels and performs on regular usage. From app load times, to multitasking, browsing and heavy
gaming, the OnePlus 5 makes light of everything you throw at it. And yes, we never encountered
any serious heat issues with the device. Upon prolonged gaming sessions, the device goes get a
bit warm (understandably so with the metal back dissipating heat), but it never comes anywhere
close to being uncomfortable or alarming. We didn’t expect any different either, the 10nm
Snapdragon 835 is quite a cool cucumber.

34
During benchmarking as well as real world testing, we struggled to find any noticeable difference
between the 6GB and 8GB variants of the OnePlus 5. In fact, in some of the synthetic
benchmarks, the 6GB variant managed to nose ahead of the 8GB model. You’d buy the expensive
8GB/128GB variant for the extra 64GB storage rather than 2 gigs of additional RAM. With
Android being increasingly optimized for performance and memory usage, it's highly unlikely
35
that you would need more than 6GB of RAM for at least the next 2 years. Especially when you
are on a close-to-stock Android build, like the OnePlus 5 is and will stay so for foreseeable future.

And, last but not the least, the finger print sensor at the front, which now wears a shiny new
ceramic coat is blazing fast, blazing fast and accurate would be the right way to put it. Not sure if
I can call it the fastest finger print sensor in the business today, simply because I haven’t rested
my fingers on all of them. But, what I surely say is that it takes the speed and response out of the
equation. I never faced a noticeable delay or rejection across the entire review period.

The OnePlus 5 Camera: Dual camera, clearer photos; but we expect more
OnePlus flagships have never managed to lead and set an example on the imaging front. The
OnePlus One perhaps came very close to making a statement with its very capable imaging
system that was heavily riding on the software and image processing engine that came with the
13MP shooter. The OnePlus 5 camera is surely an upgrade to the OnePlus 3T in terms of overall
shooting prowess. At 1/2.8” (6.4mm), the 16MP Sony IMX398 sensor powering the main camera
is no cigar in terms of sheer sensor size or even the pixel size (1.12 μm). It is however, a dual-
pixel sensor, making it a lot more capable in terms of focusing speed and accuracy (more on this
later). OnePlus has put more focus on the lens than the sensor, with a large f/1.7 aperture, the
OnePlus 5 is evidently better equipped to deal with low light situations in comparison to the
OnePlus 3T, or for that matter many of the previous gen flagships. But, the biggest win for
OnePlus 5 camera, in my books, would be the speed of capture, the focusing system, scene
evaluation algorithms and image processing engine. All of which seem to work in perfect
harmony to dish out a mighty fast camera that excels in focusing accuracy, speed and accurate
white balance. As a result, the camera seldom suffers from delay in capturing that magic moment.
Despite lacking an OIS, the OnePlus 5 camera served us with blur free low-light images. If I were
to choose between pixel-level image quality versus immediate (and accurate) focusing coupled
with blazing fast capture, I’d do with the latter. No, I am not comparing the OnePlus 5 with the
Google Pixel here, no play of words. The Google Pixel is a far better camera in every department.
Arriving on the pure image quality front, the OnePlus 5 is neither the sharpest nor the most detail
oriented shooter, pixel peepers looking for clean images with minimal loss of detail and razor-
sharp quality at 100% crop will not be satisfied with the OnePlus 5. The overall image output of
the main 16MP camera on the OnePlus 5 is on the softer side. The OnePlus 5 will give you ultra-
fast focusing and capture time, immediate image processing, good low-light performance and
accurate light metering. But, it won’t bowl you over with its dynamic range, detail levels and
noise control.

Verdict

Overall a great packed phone with almost flagship specs and at a quite affordable price point of
29k-38k . With the oneplus 5 the company has also put the DND (do not disturb mode) as well as
reading mode and oxygen os has proved that it is one of the bestest device till date!

36
1.3.7 ONEPLUS 5T

Source:
https://www.gsmarena.com/oneplus_5t-8912.php

If you've just released a pretty good product but come up with an improvement just a short while
later, should you release it immediately, or wait for some time to pass? The advantage of going
ahead is that you can keep up with competitors who might have released products with new
features and capabilities since your launch, and you get to create a whole new hype cycle. The
downside of course is the backlash from buyers who picked up your earlier product and would
feel let down or even betrayed by such rapid forced obsolescence. That's exactly the
position OnePlus was in, and from what the company has said, it didn't hesitate at all to launch the
OnePlus 5T just five months after the OnePlus 5.

This is a company that has built its identity on delivering more than the big guns can, and that too
at lower prices. Samsung and LG both had the same idea earlier this year - make phone screens
taller instead of increasing their size proportionately, and that way you can stretch them without
the awkwardness of an overgrown phablet. However, Samsung and LG are gigantic multinational
corporations that manufacture their own displays. It took a while for third-party suppliers to catch
up, but Vivo, Oppo and Honor are already shipping 18:9 models. OnePlus just couldn't afford to
not be playing on the same level. That's why the OnePlus 5₹ 24,999 is now on its way out despite
being launched with much fanfare only five months ago.
Very little else about the OnePlus 5T is new - its processor and nearly all of its hardware as well
as software is very much the same. In fact, even its pricing is the same as that of the
outgoing OnePlus 5, making this a simple drop-in replacement. In that sense, there shouldn't be
much to say about this phone - but we're putting it through the full review process anyway, to see
how far this company has come in very little time. Here's everything you need to know about the
new OnePlus 5T.

OnePlus 5T design
As with many things in the technology industry, once it's clear that a new feature or specification
has everyone talking, almost every company under the sun will race to adopt it. It's interesting
when it comes to taller screens, because for the first time in a very long time, there's something
visibly different about smartphones right now. It's easy to feel that there is a tangible reason to
upgrade when you see a nearly borderless 18:9 screen on a smartphone for the first time - more so
than improved camera quality, software or battery life, this is something physical that you can see
in front of you. It's aesthetically pleasing, and immediately a line is drawn between the old and
the new.
37
OnePlus isn't the first company to launch such a phone; not by a long shot. When placed side by
side with the Oppo F5, the similarities in their proportions are obvious. Much the same can be
said about the Honor 9i , Vivo V7 Plus, and of course the LG G6  - no one has managed to
emulate Samsung's curved screens yet.

The screen measures 6.01 inches diagonally with a resolution of 1080x2160, and uses AMOLED
technology. Everything looks sharp, bright, and saturated. There are still black borders around it -
thinner at the sides than at the top and bottom - but the effect is still immersive. Videos and games
are especially engaging.

The body of the OnePlus 5T is made of aluminium, and the company is quick to point out subtle
design cues such as the sharp crease around the edges of an otherwise curved body. Unlike its
predecessors, this model is available only in Midnight Black - and OnePlus is not saying why it
reduced choices, or whether we can expect more options or even special editions down the line.
This phone feels solid, but it isn't especially eye-catching in the way that Apple and Samsung's
latest flagships are. It also isn't certified for any sort of weatherproofing.

With regard to the obvious similarity between the OnePlus 5T and sister company Oppo's R11s,
the company is vehemently denying any sort of partnership or sharing of design resources -
though the similarities are there for all the world to see.

Predictably, the fingerprint sensor has been moved to the rear of the phone. The fact that this
phone is no wider than usual means that the sensor is within easy reach. The camera bump has
smooth, angled sides, very similar to those of the iPhone 7 Plus and iPhone 8 Plus₹ 49,9000, and
we are assured that the finish is more durable than that of the OnePlus 5, which started chipping
almost as soon as we took it out of its box. The top of the phone is bare, while the bottom has a
3.5mm audio socket, USB Type-C port, and speaker grille.
The left of the phone has OnePlus's trademark Alert Slider, which lets you flip between three
positions - Silent, DND, and Ring. It's incredibly handy, especially if you're migrating from an
iPhone. The volume buttons are also on the left, and the power button is on the right. Above the
power button is a tray for two Nano-SIMS - this phone doesn't support storage expansion at all,
which might frustrate some users.

In terms of physical size, the OnePlus 5T is very slightly taller, wider and thicker - not enough to
be noticeable unless you stand the two next to each other, but enough that their cases can't be
shared. The new model is also a little heavier, at 162g compared to 153g. OnePlus continues to
ship an extremely bulky charger with this phone, and you also get the same red USB Type-C
cable as before. No headset is included, and if you want to use your own it will need to have a
very slim plug to work with any of the official OnePlus cases.

OnePlus 5T specifications and software

Qualcomm hasn't released a mid-year flagship upgrade, despite persistent rumours of a
Snapdragon 836, and so almost nothing about the OnePlus 5T has changed, compared to the
OnePlus 5. It uses the same Snapdragon 835 SoC with its integrated Adreno 540 GPU, and comes

38
in the same two variants - one with 6GB of RAM and 64GB of storage, and one with 8GB of
RAM and 128GB of storage.

This phone supports VoLTE and 4G on both SIMs, but only one at a time, as well as dual-band
Wi-Fi 802.11ac and Bluetooth 5.0 with aptX HD. NFC, GPS, and GLONASS are supported, and
there's a wide range of sensors including an electronic compass and gyroscope. The USB Type-C
port works at only USB 2.0 speed. The battery capacity is 3300mAh and OnePlus's own Dash
Charge standard for quick charging will work if you use one of the company's own chargers.

The only thing other than the display that's really new about this phone is the fact that its
secondary rear camera doesn't have a telephoto lens, but instead a sensor that is tuned for low-
light photography. The primary camera is the same 16-megapixel unit as on the OnePlus 5, but
now it is joined by a 20-megapixel partner with the same f/1.7 aperture and 27.22mm focal
length. OnePlus stresses that this also allows for better portrait shots because the focal lengths
match. It's frustrating to see that the optical zoom functionality has been taken away, but it's
possible that the tradeoff will be useful to more people, more often.

We're surprised and a little disappointed that OnePlus couldn't ship this phone with Android 8.0.
As it stands, you get Android 7.1.1 in the form of the custom OxygenOS fork, with a beta test
period commencing soon and a final update to Android 8.0 and a new version of OxygenOS
arriving early next year. As OnePlus says, the experience it delivers is almost perfectly that of
stock Android, but with loads of little improvements throughout. You get a lot more UI
customisation options plus overhauled apps such as the Gallery.

Because of the taller screen on the OnePlus 5T, you can swipe down or up anywhere on the home
screens to reveal the notifications shade or app drawer. There are multiple gestures, including
shortcuts that you can assign yourself, and you can also choose secondary functions for the on-
screen Android navigation buttons. OnePlus is also introducing Parallel Apps to let you run two
instances of social media services, and an iPhone migration assistant - neither of which is a
unique innovation. Other features include a Game DND mode that suppresses notifications, Night
Mode, a dark UI theme, and the ability to lock apps of your choice.

Perhaps inevitably, the OnePlus 5T supports facial recognition as a way to unlock itself. Setup
works in exactly the same way as on the Oppo F5, and while recognition can be very quick, it
simply doesn't work in low light. OnePlus freely admits that facial recognition isn't nearly as
secure as a fingerprint, and so you can't use it for banking apps or making purchases. At least you
still have the fingerprint sensor, though.

OnePlus 5T performance, cameras, and battery life

We tested the OnePlus 5T variant with 8GB of RAM and 128GB of storage, and as expected,
usage was a breeze. The phone was more than adequately fast when it came to loading apps,
playing games, and multitasking. HD videos streamed smoothly and we couldn't feel any hiccups
at all. You can choose between the default colour profile, sRGB, DCI-P3, adaptive mode, and a
custom colour temperature. If you find the default too saturated, sRGB might suit you better.

39
The single mono speaker is pretty loud but music tends to distort at higher volumes, and there
isn't any richness to it. Sound is just about good enough for games, and we would have liked
better, especially considering this phone's price. There's no headset in the box, though at least
there is a standard 3.5mm socket. According to OnePlus, the Type-C ecosystem for headphones
isn't good enough yet, and there isn't enough choice in the market.

We did find ourselves appreciating some of the tweaks that OxygenOS brings to Android, such as
the ability to wake the phone with a double-tap and unlock it with our faces instantly. This is an
effective workaround to the lack of a fingerprint sensor on the front, which we did miss when we
had the phone lying face up on a table. However, the sensor on the rear is easy enough to reach
when the phone is in either hand.

We recorded a stellar score of 179,519 with the AnTuTu benchmark, as well as 1,966 and 6,731
in Geekbench's single-core and multi-core tests respectively. 3DMark Ice Storm Extreme gave us
14,291 points and GFXBench managed 60fps in the T-rex test as well as an impressive 23fps in
the Car Chase test.

The primary rear camera does a good job as long as there's plenty of light. We noticed that
colours popped more and details were much sharper when there was bright sunlight, and
everything deteriorated quite a bit on a cloudy day. In favourable conditions, our photos turned
out very well, with close-ups faring better than landscapes. The portrait mode produced artificial-
looking results about half the time. Parts of the viewfinder flashed on screen for about a second as
the phone calculated the foreground and background, and even then there was a slight chance of
errors in the blurring. It's a nice effect, but feels just a little gimmicky at this point. Interestingly,
OnePlus has retained the iPhone-style zoom button in its app despite the fact that it only triggers
the standard digital zoom now.

The secondary rear camera only kicks in when there's very little light. The phone determines
when to use it; there's no user-facing control. On very rare occasions, we saw the app jump
between the two cameras when we were trying to line up a shot, and the difference in perspective
made it difficult for us to frame what we wanted to capture. However, results were excellent. If
there was even a little bit of incident light, we can see the difference made by the f/1.7 lens and
technique of combining four pixels into one on the higher-density sensor to increase light
sensitivity. We took several samples that were more than usable in very low light, with noise and
grain well under control.

The front camera is decent enough in various conditions, and you can safely use it for all your
social media needs. OnePlus co-founders Carl Pei and Pete Lau told Gadgets 360 at the launch
event that the beautification algorithms on the OnePlus 5T are different for Indian, Chinese, and
Caucasian faces, and the phone uses your SIM card to determine the nationality it should apply -
certainly an interesting feature that isn't widely known.

Video recording goes up to 4K at 30fps, 1080p at 60fps, or 720p slow motion at 120fps. This is
slightly disappointing, as other phones on the market can capture better slow-mo video. However,
video is still smooth and crisp, and the quality should be adequate for most people.

40
Battery life is a bright spot. We were able to use the OnePlus 5T for a full day, including some
gaming and video streaming and a lot of photography, and we still had a bit of power left over at
night. We were never worried about the battery running out. Our HD video loop test ran for 13
hours, 30 minutes which is quite a bit less than the OnePlus 5 managed, and that much of a
difference can't entirely be explained by the newer phone's larger screen.

Verdict
Last year, OnePlus replaced the 3 with the 3T because there was a new processor available. This
year, it's a new kind of display. In both cases, the changes wouldn't be major enough for large
brands to break their yearly cycles, and that just shows the differences between the old and new
guards. OnePlus, like most of its Chinese counterparts, does what it takes to try and stay at the
top.

The OnePlus 5T is marginally better than the OnePlus 5, that is if you don't desperately need the
older model's optical zoom capabilities. You get a more modern, more appealing phone at exactly
the same price, so of course the 5T is the better pick. For the most part, we agree that the low-
light sensor is more useful than a telephoto lens, but we did miss the ability to frame some shots
better. In any case, there's no question of choosing between the two models since OnePlus has
replaced the 5 outright and most variants are already out of stock.

Should existing OnePlus 5 owners rush out to buy the new model? Absolutely not, but some loyal
fans of the brand will do just that. If you have a phone that's at least two years old, the OnePlus
5T certainly has a strong appeal. We can't say we're thrilled with the upward trend in this
company's prices, especially since you don't get all the perks of a top-end phone, such as weather-
proofing, wireless charging, and a super-slick design. If you're looking for the phone with the
biggest wow factor, the Xiaomi Mi Mix 2 comes in within the same price range. If you aren't
caught up in the 18:9 hype, the Honor 8 Pro still sells for a good bit less, and on the other hand if
you can afford to spend more, the Samsung Galaxy S8 will keep you happy.

41
1.3.8 ONEPLUS 6

Source:
https://www.gsmarena.com/oneplus_6-9109.php

OnePlus seems to have embraced this philosophy whole-heartedly. It was just in November last

year that the OnePlus 5T was released with the sole purpose of having an 18:9 screen, because
that had become the defining look for smartphones and the OnePlus 5₹ 24,999  wasn't going to
cut it anymore. There was practically nothing else new or different about that phone. Now, the
OnePus 5T is already out of stock and has vanished from the company's website.
What we have in its place is the new OnePlus 6, which brings a lot more than just a cosmetic
update or minor bump in specifications. It has a new processor, new type of screen, and new
design, and a few other tweaks and improvements. Surprisingly, it doesn't cost a lot more than the
model it replaces. At launch time, OnePlus is selling this phone with 6GB of RAM and 64GB of
storage at Rs. 34,999, with the 8GB RAM and 128GB storage variant priced at Rs. 39,999.
There's also a Marvel Avengers edition with 8GB of RAM and 256GB of storage, but it will most
likely not be available for long. If you're thinking of buying the OnePlus 6 right away, read on.

OnePlus 6 Design
As it has grown, OnePlus has become increasingly sophisticated in terms of its designs and
manufacturing capabilities. The OnePlus 6 has a glass rear panel, and three distinct versions of the
smartphone (plus the Marvel Avengers edition) will be available to buyers at launch time. The
most common one will be the Mirror Black finish, which is also your only option if you choose
the lower-priced Rs. 34,999 configuration. This is very much like what we've seen before from
other companies. It's slick and has a high sheen. It's also a little slippery, and very reflective,
which means it will pick up smudges as soon as you touch it. This is the one that we have for
review today. The Marvel Avengers edition has the same shiny finish with a carbon fibre pattern.

The Midnight Black option doesn't even really look like glass at first. OnePlus calls the finish
"corroded", and that's pretty accurate. It has a matte finish and looks quite stealthy. Everyone who
sees it will want to touch it. If you hold it up to the light, you can see a refracted pattern in the
glass. Then there's the Silk White finish, which will be available two weeks after the black
options. This one has a contrasting rose gold frame, fingerprint sensor, and accents around the
camera module. The glass back has a soft, smooth texture that OnePlus says was achieved by
using actual pearl dust. Both Midnight Black and Silk White will only be available with the Rs.
39,999 configuration.

42
OnePlus has used Corning Gorilla Glass 5 on the front and rear of all OnePlus 6 variants. The
three primary options look and feel different, and that's surprising for a company that relies so
heavily on hands-off online retail. Buyers should definitely try to make their way to a physical
shop or OnePlus popup event near them to check all options out for themselves before making a
decision. You won't be able to show your phone off if you're using a cover (you get a basic plastic
one in the box), which is a pity.

The thing you should notice first about the front of the OnePlus 6 is the notch, but unfortunately
there's a pre-applied adhesive screen protector that in our opinion completely ruins the look of
this phone. The screen is supposed to look nearly borderless, but instead there's a clearly defined
line running around it; all the more noticeable because of the cutout at the top. It shouldn't even
be necessary with Gorilla Glass 5.

OnePlus is quick to point out that pushing all the electronics above the screen into a notch hasn't
meant ditching a notifications LED, because fans apparently really love this feature. The alert
slider is also still very much there, but it's now on the right instead of the left. The behaviour of
this control has changed, so it switches between Ring, Vibrate, and Silent rather than being linked
to Android's Do Not Disturb feature.

The camera module at the back is now in the centre again, and has a rough, scratchy rim. This is a
problem that the OnePlus 5 had but it was fixed with the 5T, so we're surprised to see it return.
The vertical arrangement of the two cameras means that the fingerprint sensor is a bit too low for
our liking. At least the power and volume buttons are within easy reach. There's a dual-SIM tray
on the left. On the bottom, you'll find a single mono speaker, a USB Type-C (2.0) port, and a
3.5mm headphones socket which is sure to be a relief to many buyers.

This phone is comfortable to hold, thanks to the curved glass rear, but in addition to our Mirror
Black unit being slippery, we found it hard to reach all corners of the newly enlarged screen. At
177g, it's on the the heavier side too. The overall construction quality is excellent, and while
OnePlus does use the term "water resistant", there's no official IPxx rating for protection from
water or dust ingress

OnePlus 6 specifications and software

The first phones to feature Qualcomm's new top-end Snapdragon 845 SoC were announced
at MWC earlier this year, but OnePlus has beaten them to the punch in terms of actually going on
sale in India. This gives the company a huge advantage, even if it's a temporary one. This SoC has
eight Kryo 385 cores, integrated Adreno 630 graphics, improved security and image processing
subsystems, a faster LTE modem, and even hardware dedicated to AI processing.

Because of the notch and its "ears", the screen now measures 6.28 inches diagonally, up from
6.01 inches on the OnePlus 5T. There's a display setting that lets you mask the notch, and we
didn't have trouble with any fullscreen apps. The resolution is 1080x2280, which is well below
the QHD resolutions of today's major-brand flagships - but that difference is hardly perceptible,
and you're unlikely to feel like you're losing out on anything. 

43
Like we mentioned earlier, you can can choose to buy this phone with either 6GB of RAM and
64GB of storage for Rs. 34,999, or 8GB of RAM and 128GB of storage for Rs. 39,999. The
Marvel Avengers Limited Edition is the only variant in India with 256GB of storage, which is a
pity because it will undoubtedly sell out quickly.

There are two Nano-SIM slots, but no microSD card slot for storage expansion. OnePlus
officially supports dual standby for VoLTE using two SIMs, which will disappoint some people.
You also get Bluetooth 5.0 with aptX HD, NFC, GPS, GLONASS, and multiple sensors including
a gyroscope. The battery capacity is 3300mAh, and while you do get a huge 5V 4A Dash Charger
in the box, wireless charging isn't supported.

OxygenOS is a huge differentiator for OnePlus. It's based on Android 8.1, and we received an
OTA update with the latest May 2018 security patch during our review period. OxygenOS is
nearly identical to stock Android on the surface but has a number of useful additions such as
shortcuts, a dark theme, and a scrolling screenshot capture tool. There's a lot to discover within
the Settings app, including controls for giving the on-screen buttons additional functions, night
and reading modes, a choice of system fonts, and configurable colours for the notification LED.

One very interesting feature is an optional gesture scheme that lets you get rid of the Android
navigation buttons altogether. A short swipe up from the bottom-centre takes you to the home
screen from within any app, or continuing the swipe upwards takes you into the app switcher. To
go back, you just have to swipe upwards on either side of the screen. It takes a lot of getting used
to, and in our opinion, this feature is more about keeping up with the competition than making
any meaningful improvement to usability. It remains to be seen what OnePlus will do
once Android P is released with its own gesture scheme.

There's also a Gaming Mode that not only suppresses non-essential notifications, but can also
limit background apps' Internet usage, which can make a difference in online games. You can
even route calls directly to the loudspeaker so you don't have to stop playing.

Of course face recognition is supported, and it's very quick most of the time. The phone often
unlocked itself before the lock screen could even be shown, which was actually annoying when
all we wanted to do was glance at our notifications or swipe open the camera app. Unfortunately,
recognition fails in low light and also under very bright sunlight.

OnePlus 6 performance and battery life

Other than gaming, it's hard to define use cases that will really stress the Snapdragon 845
processor. VR and AR apps aren't mainstream yet, and heavy content creation tasks aren't suited
to smartphones anyway. In our real-world experience, we found the OnePlus 6 to be
extraordinarily snappy, and we never had to pause for apps to load. With 8GB of RAM at our
disposal, it shouldn't be surprising that apps stayed ready to go even after lying unused for a full
day. That said, most people would still be perfectly happy with what today's phones at well under
half this price are capable of.

44
Benchmarks might not reflect real-world situations in this case, but they do let us understand how
much power there is to tap. AnTuTu gave us a record-breaking score of 268,385, while the single-
and multi-threaded Geekbench scores were 2,389 and 9,013 respectively. 3DMark Slingshot
Extreme managed 4,642 points. GFXBench's Manhattan and Car Chase gaming simulations ran at
54fps and 32fps respectively. Many of these scores exceed those of the Samsung Galaxy S9 and
S9 Plus - though graphics tests favour the OnePlus 6 because its lower resolution screen is easier
to fill up.

We spent quite a lot of time running some of today's most demanding games. PlayerUnknown's
Battlegrounds is growing increasingly popular, so OnePlus fans will be happy to know that it
automatically selected the High quality preset and also allowed us to turn on HDR and
antialiasing without breaking a sweat.

When it comes to entertainment, you'll be quite happy with the OnePlus 6. The AMOLED screen
is vivid, with punchy colours and great viewing angles. Videos looks great, though the Default
screen calibration mode seems to be deliberately oversaturated. You can choose between Default,
sRGB, DCI-P3, and Adaptive modes, or even set your own custom colour temperature if you
prefer. On the downside, there's only a mono speaker and it's very easy to block when holding the
phone in landscape. Sound is surprisingly loud and actually has some body to it, but there's
distortion at high volumes.

Battery life was good when we used the phone normally, which involved day-to-day use as well
as a few hours of gaming and streaming videos. We got through our day with about 20 percent
left at the end, which means we didn't have any anxiety about running out of power. One big
annoyance is that there's no way to see the battery level percentage in the status bar, most likely
thanks to the notch, but you can swipe down to see it in the quick settings panel.

Our HD video loop ran for only 10 hours, 59 minutes which was a surprisingly poor showing.
We're giving OnePlus the benefit of the doubt here, because our real-world experience was much
better. The huge Dash Charger takes the phone up from zero to just over 50 percent in half an
hour, and gives you a full charge in around an hour and a half.

OnePlus 6 cameras
OnePlus is boasting of several improvements to its cameras. Most importantly, the primary 16-
megapixel rear sensor gets optical image stabilisation, which fans have been demanding for a
while. The sensor is also claimed to be 19 percent physically larger, allowing for more light to be
captured, which should mean better detail and sharper shots. The secondary 20-megapixel camera
is supposed to be used in low light and for depth effects.

Most of shots came out looking good, but we weren't blown away. Daylight shots had a slightly
warm tone, though to be fair most were taken on exceptionally sunny Mumbai summer days.
Colours popped nicely and close-up subjects were handled well. Details and textures at a slight
distance were not very realistic, and possibly overprocessed in software. The phone even
managed to do a decent job when shooting subjects against the light. The portrait mode was
slightly disappointing, taking a few seconds to isolate subjects from even simple backgrounds.

45
Low-light performance really stood out. Even on an unlit street, we were able to take shots that
captured a lot of colour and detail, where lesser phones would have produced noisy grey blotches.
There's a bokeh lens effects mode that distorts points of light into hearts or stars, which can look
pretty cool. It only works if you have points of in the background against a dark foreground, so it
can be challenging to set up such shots. A software bokeh mode for the front camera is promised
for a future OxygenOS update.

Speaking of the front camera, it's quite ordinary. You'll be happy enough with the results to share
them online. As seems to be the norm these days, the OnePlus 6 ships with a beautification mode
that is - thankfully - disabled by default. The camera app has no other filters, effects or stickers,
which is a relief to us but will disappoint many people. You also get a pro mode with manual
controls and a live histogram. There is also a zoom toggle on the viewfinder, but you don't get
true optical zoom. Other phones have secondary cameras with zoom or wide lenses, which give
you more creative framing options.

Video recording now goes up to 60fps at 4K (with a five-minute time limit), and our video
samples did look extremely smooth. 4K 30fps clips are capped at ten minutes, and the only time
we felt this phone getting hot was when recording 4K video. Even our 1080p video samples
looked very good, with no focus hunting or jerky motion. There's a new super-slow-motion mode
that lets you take 480fps footage 720p for one minute. Other phones with the Snapdragon 845 and
similar processors go up to 960fps, so that's a minor omission.

Verdict
As before, OnePlus offers a huge number of features at prices that make big-name brands look
quite out of touch. One of the biggest surprises about this phone is that it's only marginally more
expensive than its predecessor, despite the new screen, SoC, and glass body.The question then is
how many of these features really matter enough for you to want to spend up to twice as much on
one of those other phones? Sure, they'd be nice, but are you really missing out on something
significant? The OnePlus 6 is still good-looking, well crafted, extremely powerful, and fully
capable of doing what most people want their phones to do.

When compared to other phones at its own price level, the camera performance on the OnePlus
6 is not exactly groundbreaking, and battery life could of course have been better. Then there's
the Mirror Black option at the Rs. 34,999 price point, which might be seen as a deliberate move to
make the higher priced variant seem more tempting. However, even at Rs. 39,999, this is the only
option with a Snapdragon 845 right now. The software is both versatile and up-to-date which are
both significant if longevity is important to you. This is also a phone you can show off quite
proudly. We think that most people, especially OnePlus fans looking for an upgrade, will be quite
satisfied with the OnePlus 6.

46
1.3.9 ONEPLUS 6T

Source:
https://www.gsmarena.com/oneplus_6t-9350.php

The OnePlus 6T does feel somewhat fresh in terms of keeping up with trends, but not much has
changed over the past five months, so the differences between this phone and its predecessor are
subtle. First of all, the chunky notch has been replaced with a slight ‘waterdrop' dip for the front
camera. It's exactly like what we've seen on the Oppo F9 Pro, Vivo V11 Pro, and Realme 2 Pro ,
all from companies that are under the BBK Electronics umbrella, just like OnePlus. The earpiece
is designed into the seam where the front glass meets the phone's metal rim, and it's not too small
to cause discomfort.

The biggest downside of this notch design is the death of the popular multi-colour notification
LED that's been a OnePlus staple till now. The loss is somewhat offset by the Ambient Display
feature that lets the OLED screen light up to show notification information, but that isn't always
on, so you can't tell at a glance if there are alerts for you to check.

The screen is slightly larger than that of the OnePlus 6, at 6.41 inches compared to 6.2 inches
before. If you place the two phones next to each other, you'll notice that the new model's bottom
“chin” has been reduced, making the very slim border around the screen look almost uniform on
all four sides. The corners have very wide curves, and unfortunately some UI elements and
fullscreen apps look like they've been cut off awkwardly.

OnePlus will ship this phone with a pre-applied screen protector because it can't guarantee that
aftermarket ones will allow the in-display fingerprint sensor to work. We aren't fans of this,
because it isn't shaped to perfectly match the curves of the screen and notch, and it really detracts
from the slick look of this phone. We noticed a strange crosshatch pattern on the protective film
when looked at from an angle, though this wasn't distracting when looking at the screen head-on.
It also picked up scratches and smudges way too easily for our liking.

That brings us to biggest new feature of the OnePlus 6T — its in-display fingerprint sensor.
OnePlus says that it has experimented with this technology for over a year, and had even
developed prototypes of the OnePlus 5T with it, before ultimately deciding that it wasn't yet good
enough to ship then. We'll have a lot more detail about how well this works later on in the review.

The base variant will be available only in Mirror Black and the top-end one will only be available
in Midnight Black at the time of launch. You'll have both options if you choose the middle
47
variant. Silk White appears to have been dropped from the launch lineup. The textures are
unchanged, so the Midnight Black finish still has a soft feel and iridescent S-shaped pattern when
held under the light. Given the company's history, we fully expect additional colours or special
editions to be released over the lifetime of this device.

In addition to the loss of the notification LED, there's no 3.5mm audio jack. This will be the most
controversial feature (or lack thereof), given OnePlus's vocal defence of the analogue standard
and ribbing of its competitors in the recent past. According to the company, it was necessary in
order to accommodate a larger battery and hardware for the in-display fingerprint sensor. There's
a grille in its place for symmetry, but it isn't an actual speaker. This feels like a missed
opportunity, considering that most premium phones today can deliver decent stereo sound.

Other than those things, the OnePlus 6T looks identical to the OnePlus 6. The pill-shaped bump
for the dual rear cameras is exactly the same, down to the slightly rough edges that we criticised
last time. The power and volume buttons, alert slider, and dual Nano-SIM tray are also
unchanged, and there's nothing wrong with them.

The OnePlus 6T feels very well built. We had a Mirror Black review unit and it wasn't too
slippery. This phone looks great other than the smudges it picks up.

OnePlus 6T specifications
Coming so soon after the launch of the OnePlus 6, it shouldn't be any surprise that there are no
major changes to the specifications. We still have the same octa-core Qualcomm Snapdragon 845
processor running at up to 2.8GHz with integrated Adreno 630 graphics. The base variant now
has 128GB of storage with 6GB of RAM, the next step up gets you 8GB of RAM with no
increase in storage, and the top-end variant has the same 8GB of RAM with 256GB of storage.

The increase in screen size is mainly along the vertical axis, taking the resolution up from
1080x2280 to 1080x2340. Less of that area is now impinged upon by the notch, but you can still
mask it with black bands on either side if you like. Battery capacity is also up, from 3300mAh to
3700mAh. That's always good, but it comes at the cost of a slight weight increase from 177g to
185g.

There are no changes at all to the camera hardware. OnePlus lists the megapixel counts, apertures,
sensor sizes and even the specific model numbers of the sensors it purchases from Sony, and
they're all the same as those of the OnePlus 6. Also unaffected is the connectivity, with dual-band
Wi-Fi 802.11ac, Bluetooth 5 with aptX and aptX HD, NFC, GPS, and GLONASS, and LTE with
VoLTE and carrier aggregation (though more 4G bands are now supported). The sensors include
a hall sensor, gyroscope, e-compass, accelerometer, proximity sensor, and ambient light sensor.

There's Gorilla Glass 6 for physical protection, but OnePlus doesn't claim any dust- or water-
resistance rating. There's still no wireless charging as the company believes “it's too slow”, which
is slightly disappointing. One very minor niggle is that you get only USB 2.0 transfer speed
through the Type-C port. Another long-running OnePlus quirk is its refusal to offer a microSD
card slot, though with a minimum of 128GB onboard, this might not be a problem anymore.

48
OnePlus now refers to its Dash Charge feature simply as Fast Charge, thanks to legal
disputes over the name. The charger in our review unit's box still had the Dash Charge logo on it
and it's just as bulky as it has been for a few generations now. You get a translucent plastic case
with your phone, plus the screen protector pre-applied to the phone. The only new thing to see in
the OnePlus 6T's box is a USB Type-C to 3.5mm dongle, in the company's signature red.

The OnePlus 6T will ship with Android 9.0 Pie underpinning OnePlus's OxygenOS 9 UI. The
security patch at the time of reviewing was the November 2018 release. OnePlus is very proud of
the many customisations that go into OxygenOS, including the five screen calibration modes,
reading mode, gesture shortcuts, UI customisation options, and performance tweaks. There are
systemwide Android navigation gestures if you want to completely free up all screen real estate,
or you can have Google's stock Android-style swipeable Home button if you prefer. More tweaks
and improvements such as UI animations are promised for future updates.

The Ambient Display screen shows a clock, a custom message if you want one, and your
notifications. Other features include Parallel Apps to run two instances of some apps, a blue light
filter called Night Mode, and your choice of themes and accent colours. There's an App Locker
setting that lets you protect any app with a PIN, and a seemingly redundant Hidden Space within
the app drawer itself that lets you tuck some app icons out of sight – but only as long as people
don't know this feature exists.

The improved Game Mode now allows incoming messages to appear unobtrusively so as not to

disrupt games. As before, you can prioritise network bandwidth and system resources to make
games run better, while suppressing interruptions. There's also a new Smart Boost feature that
keeps apps permanently in the phone's RAM so they load quicker than they would from storage.
This is currently an early implementation and only works for games. It's on by default and you
can turn if off from within the OnePlus Labs section of the Settings app, but there are no other
controls and you can't decide which apps to boost, for now at least, so it's hard to tell how
effective it is.

49
OnePlus 6T performance and battery life
General performance is pretty much what we'd expect from a flagship-class phone with a
Snapdragon 845 processor. Apps and games loaded very quickly and we never had any cause for
complaint with day-to-day usage. Our review unit was the middle variant, with 128GB of storage
and 8GB of RAM, and we'd be curious to see how the base variant with 6GB of RAM works with
the Smart Boost feature enabled. The back of this phone did get fairly warm when charging
quickly and when using the camera, but not enough for it to become uncomfortable to hold.

We're sure everyone is most curious about the in-display fingerprint sensor. In short, it's not as
good as a standard one. It will be amusing for a while and it's great to show off, but in day-to-day
use it just gets a little frustrating. You have to wake the OnePlus 6T to activate the sensor; you
can't just touch it like you might be used to. Luckily, there are options to trigger the Ambient
Display feature with a tap or when you pick the phone up, and you can use the sensor when the
screen is active. Then, you have to be conscious of where and how exactly you're placing your
finger. With no physical delineation of the sensor's borders, you have to pay attention to the
(admittedly very cool) animation on screen and wait till it's done.

You can enable a shortcut bar that pops up if you continue to hold your finger down after the
phone unlocks itself, which is a neat touch. You can have up to six shortcuts, and these don't have
to be apps; they can be contacts, message threads, actions, map points, playlists, camera modes,
folders, and even sections within apps. This is super convenient, and it's a neat way to combine
the capabilities of the fingerprint sensor and the touchscreen.

If you're an aesthetic purist you'll appreciate the cleaner back of this phone without a standard
fingerprint sensor, but in terms of functionality we don't really consider this an upgrade or
improvement. There's still face recognition though, and it works quite well. In fact, it was
extremely sensitive and picked up our face from arm's length, often while we were still fiddling
with a thumb on the fingerprint sensor, which also means that it will interrupt your flow if you
were planning to use the shortcut bar.

The screen is very bright and colours, especially reds, appear very saturated. This makes visuals
pop a lot, no matter what you're doing. Some people might find everything a bit over-exaggerated
and fatiguing while others will love it.I found that videos were enjoyable. A fair bit of content is
lost due to the curved corners and notch, but that's true of all such phones. The single mono
speaker is pretty loud and clear but the experience is still disappointing compared to other top-end
phones.

The OnePlus 6T's performance is pretty much on par with that of the OnePlus 6 when tested side
by side under identical conditions, thanks to there being very little difference in their hardware.
Our AnTuTu score of 294,802 on the OnePlus 6T was slightly lower than the OnePlus 6, which
scored 295,646. However, we should note that the OnePlus 6T did get unusually hot when
running this test. Geekbench on the OnePlus 6T gave us 2,378 and 8,775 in its single-core and
multi-core tests respectively, and PCMark's Work 2.0 test returned a score of 9,021. As for

50
graphics benchmarks, we got a surprising 52fps in GFXBench's Manhattan 3.1 scene and 31fps in
the Car Chase scene, as well as 4,716 points in 3DMark's Slingshot Extreme test.

We played a bit of PUBG and Asphalt 9: Legends. There's more than enough power on tap here
for both of these heavy games. Both ran very smoothly, but once again the phone got a little
warm. The Game Mode kicked in automatically for PUBG, but it didn't take much effort to add
Asphalt to the list manually. We also spent a fair amount of time streaming HD video which
the OnePlus 6T also handled effortlessly.

Battery life is pretty strong. With a fair bit of gaming and around two hours of video streaming,
plus general use through the day, we were able to go from morning to night without dipping
below 15 percent. Our HD video loop test ran for a very respectable 13 hours, 45 minutes. Dash
Charge, or as it's now called, Fast Charge, is still a tremendously valuable feature — in just ten
minutes, we were able to get from zero to 17 percent, and that went all the way up to 65 percent in
40 minutes. OnePlus says that an OTA update will be available to OnePlus 6T buyers as soon as
they set up their phones, and one of the improvements it will deliver is improved power
consumption in standby, so your experience might be even better than ours.

OnePlus 6T cameras
OnePlus has missed one very current trend, which is the addition of a third (or fourth) rear
camera. Instead, we get exactly the same hardware as on the outgoing model. The primary rear
camera is a 16-megapixel unit with a Sony IMX519 sensor and f/1.7 aperture. You get optical and
electronic image stabilisation with it. The secondary 20-megapixel Sony IMX376K sensor is used
only for depth sensing and to speed up autofocus — you don't get the low-light advantage of
the OnePlus 5T  or the zoom lens of the OnePlus 5₹ 24,999  anymore. On the front, there's a
single 16-megapixel Sony IMX371 sensor with an f/2.0 aperture and electronic stabilisation.
OnePlus says that the camera software has been tweaked, but the most notable new feature,
called Night Mode, is coming to the OnePlus 6 as well. In this mode, the camera takes up to 10
frames in two seconds, and combines them to control noise and maximise the quality of the
resulting image. The processing is supposed to take just a couple of additional moments but we
found ourselves waiting for 8-10 seconds sometimes. Night Mode made very little actual
difference to shots taken at night in various degrees of darkness. In some cases, distant objects
were more distinct. In others, noise and grain were reduced, but it took a keen eye to spot the
differences, and that too only at 100 percent on a big screen.

Photo quality in the daytime was very impressive. We were able to discern fine details on distant
objects, and there was no trouble with parts of a frame being overexposed. The OnePlus 6T even
did a decent job when we were shooting directly into the sun. HDR is set to automatic by default
but you can override this. There's barely any shutter lag, and everything works smoothly.

51
Verdict
For all the new features of the OnePlus 6T, there are some significant losses. Sure, waterdrop
notches are now in fashion, and the in-screen fingerprint sensor is great for showing off, but
neither of them necessarily represent any improvement over the functionality, usability, or power
of the OnePlus 6. The OnePlus 6T is good at what it does, but it isn't a clear-cut upgrade — not
that one was even needed. If the OnePlus 6 continued to be available, we would likely
recommend it over the newer model.

At several points over the past year, especially when ramping up the publicity around its product
launches, OnePlus has pushed the message that its community, made up of very vocal fans and
early adopters, is its most important asset. When the OnePlus 5T launched, co-founder Carl Pei
credited this community for the company's commitment to retain the 3.5mm audio jack. When we
had the chance to speak with OnePlus representatives prior to the OnePlus 6 launch, they made it
a point to tell us that the phone's notch was designed to accommodate a notification LED because
the community loves this feature and it sets OnePlus apart. Somehow, while still touting its
engagement with power users and tech enthusiasts, OnePlus has now found the “courage” to ditch
these features. While they might seem extremely minor to some, they do signal a shift for the
company. We're going to continue watching its trajectory as it grows.

Prices have increased again with this generation but are still quite reasonable. The base model has
had the steepest increase and is now priced at Rs. 37,999. We wonder why OnePlus didn't keep a
64GB storage option around. The middle variant doesn't seem to make much sense considering
you only get 2GB more RAM for an additional Rs. 4,000, and it won't make a huge difference in
day-to-day life. The top-tier variant is still pretty decent value, though.

OnePlus has had a good run without much competition at its “flagship killer” price point over the
last five years, but now it's facing heat from the Asus ZenFone 5Z, and more importantly, the
Poco F1. The excellent Google Pixel 2 XL now priced at Rs. 45,499, and likely available in the
market at a price that's even closer to the OnePlus 6T. Compared to the iPhone XS, iPhone XR,
Google Pixel 3 series and Samsung Galaxy 9 series, the OnePlus 6T feels like an excellent deal. It
just isn't as exciting as we're used to.

ONEPLUS 7 & ONEPLUS 7 PRO

52
1.3.10 ONEPLUS 7:

Source: https://fdn2.gsmarena.com/vv/bigpic/oneplus-7--.jpg

1.3.11 ONEPLUS 7 PRO:

Source: https://fdn2.gsmarena.com/vv/bigpic/oneplus-7-pro-r1.jpg

On May 14 2019 Oneplus dropped a bomb which no one would have thought about it ,the brand
who used to launch 2 products a year have just launched 2 phones in a single quarter it was a
great launch indeed and the main highlights of the launch event was developed for the 0neplus 7
Pro a completey new device from oneplus.

The brand who used to be a flagship killer uptill now has all grown up. Being in a tough
competition from the likes of Apple and Samsung ,Oneplus quite brought in the attention which
no other brand could have achieved in a small span of just about 5 -7 years.

Talking about the two phones , The newly launched “PRO” was an all catchy and Oneplus’s
“FIRST” curved screen device instead of flat displays modules available in the market though
such as the Samsung’s S 9 Series like at first I thought that company has changed its strategy like
that of Samsung,but was not about that,it was something else ,which ill be unveiled during
October/November where the company will be launching their T series.

Here’s a quick look over the phone’s spec the 7 pro had 90 hz screen a curved ones while the non
pro i.e 7 had a notch one screen similar to what we saw on the 6T.THE screen size was also a
differentiating factor The 7 Pro had 6.67 inces display while the 7 had 6.41 inch.Talking about the
heart of the smartphones both of them had a Snapdragon 855 chipset the most powerful and
equally power efficient too. As it was based on 7nm architecture .

53
Talking about the cameras , there were 3 cameras on the PRO while the 7 had dual cameras.The
pro had 48(f1.6)+8 (with a 3x optical zoom ,pdaf,OIS), and a 16 mp ultra wide.The 7 on other
hand packs a dual 48+5 mp.Selfie camera was an altogether different one .the 7 pro had an
motorized front facing camera which used to pops out quite snappily. 7 had 16 megapixel front
facing camera while the pro also has 16 megapixel but a motorized one with an f2.0 aperture .

OnePlus 7 Pro Verdict

The OnePlus 7 Pro features a brand new design, with a glass back and front and curved sides. The
phone feels very premium but’s it’s also very heavy. The Nebula Blue variant looks slick but it’s
quite slippery, which makes single-handed use a real challenge. It has a massive 6.67-inch ‘Fluid
AMOLED’ display with a QHD+ resolution, 90Hz refresh rate and support for HDR 10+ content.
The display produces vivid colours, deep blacks and has good viewing angles. 

The phone uses the Qualcomm Snapdragon 855 SoC, which is said to be more power efficient
than the previous one. Performance is excellent as the phone can handle heavy apps and games
with ease. The new OxygenOS 9.5 debuts some new features such as Fnatic mode for prioritising
games over notifications, an in-built screen recording, screenshot editor and more. 

You also get stereo speakers here, for the first time in a OnePlus device. However, there’s no
wireless charging or IP-rated waterproofing. The OnePlus 7 Pro also gets a new camera setup.
The main 48-megapixel sensor captures detailed landscapes in both day and night, but we did find
the autofocus to be a little inconsistent when shooting macros. The 8-megapixel telephoto camera
offer 3x optical zoom, while the 16-megapixel wide-angle camera captures more of the scene in
from of you. You also get a 16-megapixel, pop-up selfie camera, which snaps decent selfies.
Finally, the 4000mAh battery easily lasts for a full day on one charge and there’s fast charging
support too. 

54
Oneplus 7 Verdict

While the OnePlus 7 Pro was specced to take on current-gen flagships, the OnePlus 7 is designed
to help the company retain its position in the low-cost flagship space. What we like about the
OnePlus 7, apart from its aggressive price, is its hardware. The AMOLED display is quite good,
and when used in conjunction with this phone's stereo speakers, it does offer a good media
experience.

The Qualcomm Snapdragon 855 processor is powerful enough to take on anything you throw its
way. That, plus 6GB or 8GB of RAM, and the super fast UFS 3.0 storage standard, makes the
OnePlus 7 very snappy. OxygenOS is also great, as it has plenty of handy features and
customisation options.

The battery life of the OnePlus 7 was another highlight in our testing. This smartphone can last
beyond a day while delivering top-class performance. Unfortunately, camera quality is where the
OnePlus 7 still needs some work, stopping it from being a complete all-rounder.

Since the OnePlus 7 is one of very few smartphones using the Snapdragon 855 in India at the
moment, it does not have a lot of competition to deal with. If you don't care very much about
camera performance, the OnePlus 7 is well worth considering for its asking price. However, with
the launch of the Asus ZenFone 6 and the Redmi K20 Pro lined up, you might want to wait a little
while to see what these upcoming phones have to offer.

55
1.3.12 ONEPLUS 7 T

Source : https://fdn2.gsmarena.com/vv/bigpic/oneplus-7t-.jpg

OnePlus 7T Verdict
OnePlus has taken a bunch of features from the more expensive OnePlus 7 Pro and put them into
the OnePlus 7T, which is the successor to the OnePlus 7. To add to this confusion, the older two
models have only been on the market for around four months prior to this launch. While some
buyers will love having more features and power, there are others who will be disappointed that
this company has raised the price of its base model yet again. 

The OnePlus 7T offers three rear cameras - a standard 48-megapixel one, a wide-angle one, and a
2X optical zoom one - along with the brand new Qualcomm Snapdragon 855 processor, a 90Hz
screen, and frosted glass rear panel. These are all premium features, and this phone definitely
looks and feels the part, rivalling flagship phones that cost up to twice as much.

You might not like the huge circular camera bump on the rear, and sadly there's no IP rating or
wireless charging. There's also still a waterdrop notch cutting into the screen for thefront camera.

Performance is great, especally in games. The cameras are somewhat of a mixed bag, delivering
very good results sometimes, but not consistently. This phone also runs Android 10 out of the
box, with OnePlus' customised OxygenOS skin. Battery life is good and this phone charges
insanely quickly.
New buyers with a budget of Rs. 40,000 will be delighted with the OnePlus 7T but OnePlus 7 and
7 Pro buyers, as well as fans of the brand, might be a little annoyed.

56
1.3.13 ONEPLUS 7 T PRO

Source : https://www.gsmarena.com/oneplus_7t_pro-9872.php

ONEPLUS 7 T PRO VERDICT

OnePlus7T Pro smartphone runs on Android v10 (Q) operating system. The phone is powered by
Octa core (2.96 GHz, Single core, Kryo 485 + 2.42 GHz, Tri core, Kryo 485 + 1.8 GHz, Quad
core, Kryo 485) processor. It runs on the Qualcomm Snapdragon 855 Plus Chipset. It has 8 GB
RAM and 256 GB internal storage.

OnePlus 7T Pro smartphone has a Fluid AMOLED display. It measures 162.6 mm x 75.9 mm x
8.8 mm and weighs 206 grams. The screen has a resolution of 1440 x 3120 pixels and 515 ppi
pixel density. It has an aspect ratio of 19.5:9 and screen-to-body ratio of 88.3 %. On camera front,
the buyers get a 16 MP f/2.0 Primary Camera(25 mm focal length, 3" sensor size, 1µm pixel size)
and on the rear, there's an 48MP + 16MP + 8MP camera with features like Fixed Focus. It is
backed by a 4085 mAh battery. Connectivity features in the smartphone include WiFi, Bluetooth,
GPS, Volte, NFC and more.

OnePlus 7T Pro smartphone price in India is Rs 53,999. OnePlus 7T Pro was launched in the
country onOctober 11, 2019 (Official).The smartphone comes in 1 other storage and RAM
variants - OnePlus 7T Pro McLaren Edition. As for the colour options, the OnePlus 7T Pro
smartphone comes in Haze Blue colours.

57
1.3.14 ONEPLUS 8

Source : https://www.gsmarena.com/oneplus_8-10161.php

ONEPLUS 8 VERDICT
The OnePlus 8 is the spiritual successor of the OnePlus 7 and will go on to eventually replace the
OnePlus 7T. Build quality is excellent thanks to the curved-edge front and back glass
sandwiching the metal frame. The buttons are easy to reach, and the alert slider is handy as
always.

The OnePlus 8 has a 6.55-inch AMOLED panel with sloping sides, a wide colour gamut, and a
hole-punch cutout in the upper left corner. The 90Hz refresh rate makes usage in general feel fluid
and snappy. It also has an in-display fingerprint sensor, which is super quick at authentication. All
it takes is a quick, firm tap to unlock it.

We reviewed the top-end variant of the OnePlus 8, which has 12GB of RAM and 256GB of
storage, priced at Rs. 49,999. Gaming performance is top-notch. Fortnite can run at 90fps and the
experience is good. Games and movies are especially enjoyable thanks to the very good stereo
speakers on the OnePlus 8. OxygenOS is also well equipped with lots of shortcuts and gestures
waiting to be discovered. The new launcher now offers a more seamless multitasking experience,
there's 5GB of free cloud storage for backups once you sign in with a OnePlus account, a built-in
screen recorder, and dynamic wallpapers.

The OnePlus 8 has the same 48-megapixel Sony IMX586 sensor with optical stabilisation as the
7T. In daylight, it captures detailed images with vivid colours and balanced HDR. The wide-angle
camera is also useful. The third macro camera doesn't have good clarity but it can be useful in
some instances. The selfie camera was decent under good light but didn't do well in low light.

58
1.3.15 ONEPLUS 8 PRO

Source: https://www.gsmarena.com/oneplus_8_pro-9919.php

ONEPLUS 8 PRO VERDICT

The OnePlus 8 Pro has a similar design as the OnePlus 8 but with some subtle changes. Its
display is actually rounded on the sides, rather than just having curved glass like on the 8. It has a
pretty big 6.78-inch QHD+ (1440x3168-pixel) AMOLED panel, with a claimed high colour
accuracy and HDR10+ support. New this year is the 120Hz refresh rate. The display is vibrant,
colourful, and bright.

The software experience is very similar to that of the OnPlus 8, with the exception of controls for
some additions such as reverse wireless charging and video playback enhancement. The interface
feels snappy, and OxygenOS in general runs very well.

 App and gaming performance is pretty solid. The stereo speakers sound great and the Dolby
Atmos setting helps improve quality and spatial separation.

The rear cameras get a big upgrade. The main 48-megapixel camera captures very good details nd
colours under most lighting conditions. The wide-angle camera also shoots grat pictures and can
even do extreme close-up photography. The telephoto camera is good too, and nearly on par with
the Samsung Galaxy S20+ in terms of quality. 
Battery life is excellent but the big addtion here, is wireless charging. The 8 Pro also supports
reverse wireless charging. 

59
1.3.16 ONEPLUS 8T

Source:
https://www.gsmarena.com/oneplus_8t-10420.php

ONEPLUS 8T VERDICT
OnePlus 8T smartphone was launched on 14th October 2020. The phone comes with a 6.55-inch
touchscreen display with a resolution of 1080x2400 pixels at a pixel density of 402 pixels per
inch (ppi) and an aspect ratio of 20:9. It comes with 12GB of RAM. The OnePlus 8T runs
Android 11 and is powered by a 4500mAh non-removable battery. The OnePlus 8T supports
proprietary fast charging.

As far as the cameras are concerned, the OnePlus 8T on the rear packs a 48-megapixel primary
camera with an f/1.7 aperture; a second 16-megapixel camera with an f/2.2 aperture; a third 5-
megapixel camera, and a fourth 2-megapixel camera. The rear camera setup has autofocus. It
sports a 16-megapixel camera on the front for selfies with an f/2.4 aperture.

The OnePlus 8T runs Oxygen OS 11 is based on Android 11 and packs 256GB of inbuilt storage.
The OnePlus 8T is a dual-SIM (GSM and GSM) smartphone that accepts Nano-SIM and Nano-
SIM cards. The OnePlus 8T measures 160.70 x 74.10 x 8.40mm (height x width x thickness) and
weighs 188.00 grams. It was launched in Aquamarine Green and Lunar Silver colours.

Connectivity options on the OnePlus 8T include Wi-Fi, GPS, Bluetooth v5.10, NFC, USB Type-
C, 3G, and 4G (with support for Band 40 used by some LTE networks in India). Sensors on the
phone include accelerometer, ambient light sensor, compass/ magnetometer, gyroscope, proximity
sensor, and in-display fingerprint sensor. The OnePlus 8T supports face unlock.

As of 15th March 2021, OnePlus 8T price in India starts at Rs. 42,999.

60
 CHATER 2 : Research Methodology
Objectives:

 To study how a brand builds from scratch.

 To gain knowledge about the different market conditions and adapt to it
 To make great contacts and tie up with wonderful people
 To build a brand identity
 To be able to appeal to the masses
 Discovering the purpose behind your brand
 Establish a brand mission statement
 Be a quick observer and help the brand during crisis as it’s the worst time
 Building your own brand story and messaging
 To be honest about the particular services you provide
 Learning to be true to your brand building
 Figuring out your place in market.
 To create brand awareness
 To be able to market the product/brand
 To create word of mouth publicity for brand
 To be able to provide the quality product as well as satisfaction to customers
 To understand customer behavior very well
 To be well versed with the market trends and be rampant enough to achieve them
 To learn to keep the cost of the product most optimal
 To learn about customer preference

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HYPOTHESIS :

Oneplus a brand which no one could have ever wondered how deep could go on and on.From
being just a nothing on becoming everything.The brand which started with a few employess to
millions that oneplus is to you. Oneplus was quite successful in proving its philosophy of
“NEVER SETTLE” , yet again.

They quietly managed to change the entire mobile industry , which no one would have ever
wondered .Like a base storage of mobile phones used to be very low,but they changed it from
16GB to 128GB.

It can be seen that Oneplus was keen and had a sheer will of penetrating in the mobile
market .With the help- of Chinese political support they came into market by launching very
economical mobile where everyone can afford. They have used the help of social media and
linked with one of the leading E-commerce website Amazon for their product launches.

Almost all the Oneplus products uptill date are best in class as well as in its price segment.
Starting from OnePlus One uptill now the Oneplus 8 and 8 Pro all the devices by this brand have
touched the sentiments of the consumers and the brand itself has build a great image in the hearts
of the consumers. Personally speaking I too had been a fan of Oneplus especially the 7 series.

Talking about the marketing strategy,it was way different from all other brands including
Samsung,Apple etc. From launching the 1st product in an invite only system,which hurted a few
people’s sentiments to launching the 3rd product through an open sale system.It can be seen here
that the company took almost 2-3 years in studying the Indian market and became successful
enough in conquering the market.

Oneplus has redifend technology, mobile user experience and a lot other thing too in a short sapn
of about 5-7 years and if such trends continue , we might see some more cool tech things
happening around us.

The success of oneplus lies behind its software the Oxygen OS which came close to stock android
which was the main point of Oneplus in acquiring the market in such a short timespan. Not only
that as the brand started to pick up, they kept on increasing their smartphone prices exponentially.
This helped in becoming the part of premium market too and thus increasing their market share.

In this journey what we see as simple and successful is not true. This is because no one has seen
how a brand works behind the scenes. We as a consumer just think that oh wow that’s good thus
good. The reality is for reaching to that summit lot of hardwork has to be done. You have to put a
lot of efforts and a lot of time. Like a coin has 2 sides every brand has ups and downs and they
have to deal with it .We as a consumer should also help by supporting those brands which provide
us the best of the best in the market. The success behind oneplus has many factors and we cannot
judge by a single factor.It might be “PRICE”,but there is more to it and it won’t end.

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SCOPE OF THE STUDY :

Through this study , we can evaluate that a small organization goes through a lot in becoming a
brand or we can say building of “BRAND FROM SCRATCH” .In this topic we have covered all
the products that has been build by the brand – Oneplus. Starting from Oneplus 1 to the 8 pro. We
can also conclude that because of this brand- Oneplus, it has completely changed the market
especially in India, whre the people used to buy only “Samsung” mobiles. But Oneplus quietly
managed to garner the attention as well as trust of the audience and that too specially of market
like India. It has been said that if a brand can understand the Indian Market , it can do well in
overseas as well.

Oneplus also managed to give a tough competition to brands such as Xiaomi, Samsung, Apple,
Huawei , Motorola. The introduction to type c cable and 60% in half an hour gave the brand an
initial push and helped them to become a distinct brand in the eyes of the people. The topic also
helps us to understand the brand awareness that it has build and it is extremely well built and it
has sustain it in the long run too.

The study helps us to evaluate what all components does the mobile require and how it is built
and used by Oneplus. For example using Flagship Snapdragon Processors such as the
801,811,821,835,845,855,855+,865 . Hardware, software as well as the cameras . Oneplus has
created an evolution in the smartphone industry. It has change the game of smartphones rapidly ,
which no other brand could have done in a short span of time. For eg: earlier phones display sizes
were 5-5.5 and now it has all gone to 6-6.67 inches .Then having a single camera to have 2-4
cameras have become the new normal. Battery which used to be 2000mah has become 4400mah.
Battery charging w which was 5 watts has come a long way till 20 watt and now 65 watt(in the
8T).Last but not the least the mobile RAM’s which used to be 2- 3GB max has all the way come
to 8GB. In the future there will be a time where there will be 16GB ram phones and even more
than that.

From all this we can conclude that any brand which builds from scratch puts a lot in efforts in
research and do SWOT analysis too for the betterment of the company or to be well versed with
market trends. In this study , it can be seen that with a small support too any brand can build
easily , all it takes is some certain amount of time. Like in the case of Oneplus which is a
subsidiary of Oppo which is too a subsidiary of BBK Electronics a Chinese Mobile Company
which has evolved not only in China but all over the world. It can be also seen that at some
certain stage of building a brand there are times or a saturation point in everyone’s life which one
has to be very carefull as it can make or brake any brand which will going to impact in the long
run.

63
 Chapter 3 : Literature Review

Study on building of brand from scratch - Oneplus

Dr. Sourabh Bhattacharya, Susmi Biswas, Dr. Sourav Gangopadhyay, Dr. Jayeeta
Majumder

Abstract : Purpose –Social media and digital technologies have carried out a lot of value
additions for different stakeholders in both academics and industry. However comprehensive
literature reviews on different aspects of social media marketing are quite a few. Also,
researchers working in this burgeoning area are eager to know the opinion of past researchers.
The purpose of this study is to review scholarly articles on social media marketing and to
highlight its current state, key research areas and areas of further research.
Design/methodology/approach – A systematic literature review of scholarly articles related to
social media marketing has been done to collect, examine and synthesize previous studies related
to social media marketing. The articles were selected in three stages. Through the stages, articles
were repeatedly checked and examined for their relevance with the main topic. Ultimately, 99
articles were utilized for this article. Findings - Through thorough analysis, all aspects of social
media marketing were duly noted and the current emerging areas of research were classified into
seven main areas. Originality/value – Literature review articles related to social media marketing
are very limited and none of them had given a comprehensive view on different aspects of
social media marketing. In such a regard, the value of this study lies in the critical and
comprehensive review and systematization of social media marketing based scholarly articles.
Keywords : Global Branding, Culture, Consumers, Connectedness, Ethnocentrism,
Advertising, Culture, Social Media, Technology. Paper type – Literature Review

1. INTRODUCTION
Literature on global branding is relatively a new phenomenon. Infact till
1980 the term ―global brands‖ was relatively a new concept till 1980. It’s to be
mentioned over here, that much before 1980 global or international brands had been
existing for a long time in different forms(Dyer et al.,2004; Richardson, 2008).The
basic step of global branding strategies of companies was to extend their
domestic marketing strategies to international markets. With the expansion of the
companies standardized branding gave birth to global branding. Fuether growth of
MNCs gave birth to internationally unified brands. Still, as per experts,those
brands were not fully global ones in the strictest sense of the term(Hudak, 1988;
Pitta &Franzak, 2008). This is big factor due to which literary investigation on
global brands did not take place till 1980s. With international restructuring a
good number of companies scholars started expressing their interest with regard
to global brands. A good number of companies starting from IBM, Microsoft, Intel,
Xerox, HP, Ford Motors, General Motors, Suzuki started full-fledged globalization
process in 1980s. With the publication of Levitt’s work (1983) academic
research on global branding started. It gathered further momentum through a great
work of Boddewyn, Soehl, & Picard (1986). These studies provided the
momentum for further studies on global branding

64
2. LITERATURE REVIEW
Xie et al.(2015) based on Chinese consumers proposed a conceptual model at an
augmented level with the intention of explaining preference of consumers for
international brands viz a viz emerging market brands. Their model added factors
positive affect, high trust and brand-identity matrix for better effects. The final results
showed reflections of previous studies that prestige and brand quality act as important
connections between perceived globalness and localness of a brand.Infact both of them
can increase expressiveness of a brand’s identity. Thus, the results proved the
mediation effects of perceived brand globalness and localness with behavioural
intentions of consumers.Along with the greater influence of affect,trusts and brand
prestige than perceived brand localness(PBG). Dimofte et al.(2008) found the
contradictions of US consumers with regard to global brands, their features,
standardization, availability and recognition in different markets. Infact according to
them, US consumers associate globality of a brand with high quality and thus brand quality
directly affects their perception. The initial results of their studyshowed that brand
strength directly affects quality perception. Further studies showed that brand globality has
an association with positive affect and this affect exists to customers who are for or
against global brands. The final conclusion drawn by the authors was that global brands are
driven less by cognition and more by affect. Guo&Hong(2018) in their paper
intended to study how brands from emerging economies are perceived by
consumers of developed countries. Based on identity theory and globalization they aimed
to introspect consumer attitude with relation to emerging global brands.For this, the
authors used both non-student surveys and laboratory experiments. The final results
converged from four studies of the above experiments. The final results showed that with
regard to identity, consumers from developed regions show more favourable attitude
towards emerging economy brands. This effect exists when consumers perceive
compatibility between global and local cultures and vice versa. According to
Pecotich& Ward(2007) the simultaneous rise of globalization along with nationalism
have given rise to combined interaction of global brands with other factors like the
country of origin (COO) of services and products. Thus, in their paper the authors
intended to study the decision making procedures of novices and experts with regard to
quality, COO and global brand names. The final results extracted through
quantitative studies, ANOVA and experimental design supported the direct relation
between COO and products. The results found that highly knowledgeable consumers
definitely associate COO with brand name and product quality. On the other hand,
novices in both global and emerging economy brands use COO as a halo effects
irrespective of physical quality and brand name. Due to the commitment of international
marketing in taking an universal and technical approach towards solution for
managerial problems researchers have been compelled to take an ethnocentric approach
towards branding. This approach becomes more problematic with the development of
global marketplaces. That’s why the authors, Cayla&Arnould(2008) argued
marketing scholars will have to revise some key foundations and premises to meet the
methodological and theoretical challenges of global branding. According to the
authors, branding research also need to be grounded historically and contextually,
polycentric orientedand perfectly tuned to the symbolic aspects of all types of brands.
The paper concluded with conceptual ideas. The authors offer some conceptual
foundations for a contextually sensitive and culturally relative world of branding.
All throughout the world consumers are choosing and comparing between global and
local brands. The authorsStrizhakova&Coulter(2015) in their paperused the theories of
global consumer culture and consumer choice with the objective of proposing a historical
and socio-culturalaspect of global and local brands. Their framework focused on
factors like global connectedness,ethnocentrismand local-global brand
65
comparison.The study was conducted based on around 3000 consumer data and 7
country level data. The final results showed that purchase of local brands in comparison to
global ones depend on consumer values mediated by identity perceptions and
moderated by symbolism of product category and a country’s level of economic
development. Based on three experiments, Leclerc et al.(1994) examinedon the
assumption that mentioning a foreign brand in a place leads to cultural stereotyping and
also leads to an influenceproduct related attitude and perception. The authors worked
on French brands for experimentation.The final results showed the direct relation of
pronunciation of French brands and perceived hedonism, attitude towards brand and brand
name, congruency with regard to country of origin and lastly consumer perception of
products. Townsend et al.(2009) worked on the evolution of brand expansion in
international markets. According to them, brand globalization takes an
evolutionary path considering firm level and environmental factors . That’s why in their
study the authors developed a framework considering the above factors, experiential
learning and mimetic behaviour.The hypotheses were created based on the global
automotive industry and time varying covariates. From an overall point of view the study
concluded that by considering the above factors companies can create successful
global brands and thus leading to productive expansions. Chalaby (2008) studied on
international advertising especially how companies are advertising internationally to build
up a global brand. At first,
European channels didn’t face much success due less interest of companies in
carrying out international advertising. But afterwards their fortune improved with the
start of pan European advertising campaigns. Thus with the advent of globalization and pan
European advertisements, brands started accessing foreign shores. In another study by
Torres et al.(2012), argued that corporate social responsibility towards different
stakeholders play a great role building global brand equity. Also policies aimed
towards satisfying community interests lead to emphasis on social responsibilities with other
stakeholders also. Testing was carried out on data of 57 global brands from 10
countries during the period 2002-2008. Their findings also confirmed direct relation
between CSR of companies and global brand equity. This also lead to significant value
additions for customers. Ozsomer&Altaras(2008) build a model to study purchase
likelihood and global brand attitude based on three theories namely – associative
network memory,signalling and consumer culture. Through the integration of these
theories and based on conceptual framework the authors attempted to explain attitude of
consumers towards liking and purchasing global brands considering factors like global
brand credibility, perceived brand globalness and authenticity, cultural capital,
prestige,relative price. Lastly, the authors also introduced cosmopolitanism and self
construct as the two moderators of the model. Matanda&Ewing(2012) studied on the
organizational attendant processes within the purview of standardization-adaptation.
Thus, the authors studied on the global branding strategies of Kimberley-Clark based on
case study method through the collection of required information by interviewing
senior and global marketing managers of the company. Global branding at KC takes
place best sharing practices, global brand planning, assigning responsibilities and
implementing effective brand strategies. The overall aim of global branding at KC is to
keep and maintain brand cohesiveness. The study of Chabowski(2013) attempted to
study the citations of scholarly articles in global branding literature(GBL) and
evaluate the development of knowledge structure in this regard. Bibliometric analysis was
carried out on 120 articles in this regard based on multi dimensional scaling to assess the
different intellectual influences on global branding literature. Knowledge foundation
on global branding literature was unearthed through co-citation analysis. For the study,
the conceptual framework emphasized on five areas i.e. brand performance, brand
concept-image, brand/country origin, brand positioning and international branding
66
strategies. Based on the five knowledge areas agenda for future research was proposed
for filling existing gaps and facilitating further studies. Palazzo et al.(2017) intended to
study and assess the existing knowledgebase in relation toattitude of consumers towards
global brands and to evaluate whether this attitude can be used for market
segmentation. At the first stage their paper delved into different consumer perceptions on
global brands.During the second stage, cross-country analysis was carried out to understand
cultural and national aspects of consumers and related brand equity. At the third and final
stage based on cluster and multiple correspondence analysis, fresh and distinct groups of
consumers were identified to understand existing market trends. According to
Douglas et al.(2001),brands play a great role in the establishment of a firm’s viability and
international positioning. Building of a coherent brand architecture at a global level is one
of the firm’s core international marketing strategies, as it helps in leveraging of stronger
brands in other markets, assimilation of acquired brands and lastly integration of strategy
across markets.Their study was carried out based on observations of authors regarding how
international brand architect ture is built up by different companies. Good numbers of
studies have been conducted already on fake branding, intention of consumers in purchasing
fake brands and their ability to differentiate between fake brands. That’s why the article of
Sonmez et al.(2012) based on experience of 128 MNC managers in China attempted to
study the relation between fake branding and consumers. They mainly emphasized on the
views of managers regarding customer’s ability in understanding and differentiating
between fake brands and how are they fighting against counterfeiting. The results
showed nil impact of consumer discrimination on anti- counterfeiting. Rather it
interacts with branding to decrease brand image. Rather branding based on reliability carries
a positive influence. Yip(1997) in his paperdiscussed on the determinants and patterns of
globalmarketing, through a contingency framework considering factors like parent
company features, organizational factors, company strategy and position, globalization
drivers of industry. These determinants and patterns were testedbased on a sample of 64
business of MNCs hailing from US, Europe and Japan. The study found that the MNCs
from sample used more of global packaging and global branding in marketing mix and
lesser of global uniformity. Also other factors other factors related to organization,
company position, parent company characteristicsand nationality play an important role
in global marketing. Due to globalization efforts of firms, restructuring has taken
place in big manner in international brand portfolios resulting into the elimination of
several local brands. The study of Schuiling&Kapferer (2004) attempted to
understand the differences and competitive advantages of local brands in comparison
to global brands. The study was conducted on 744 European companies taken from Brand
Asset Valuator database of Young & Rubicam. These days most of the brands attempt to
create a personal connection with customers. . Several studies concluded that through
―rituals‖ brands could achieve a sacred or legendary status.However, companies till now
has limited knowledge on rituals are to be performed and their influence of
consumers.Due to still competition from local brands, MNCs must know the different
aspects of rituals. Based on theoretical understanding and conceptual framework
Sharma et al.(2017) delved into the interrelation between brand awareness and rituals
for MNCs. In their study they also proposed thatbrand recall is led by internal
ritualization whereas external ritualization results into brand recognition. According to the
authors, factors like customer personality, marketing budget, competition,culture play a big
role in the relationship between firm and customers. That’s why various research
propositions were introduced in the study by authors. The study concluded with the fact
that during development of global branding firm managers must incorporate
ritualized behaviour of customers. Though social media has become an integral part of
today’s modern life but, very few studies have been carried out on social media strategies
to be taken by an international brand to build closer relation with local customers. The

67
study of Gao et al.(2018)attempted to study social media strategies of an international brand
basedthree features namely: rarity, inimitability, and value. Rarity and inimitability are
the core focus areas of an international brand.on the other hand value acts as the initial
basis. Based on two theoretical frameworks, the data was collected through interview of
brand managers and observations on social media pages of brands within culture based
market positioning of an international brand in a local market. The study ended with
conclusion that social media strategies and incentives must be carried out depending on
the relationships shared between brand and users. Over the last decade the financial
services market had witnessed a sea change due to great developments in technology
and distribution channels leading to great developments in consumer attitude towards
financial services industry. That’ why Wright (2002) worked on how technology is
working as an in global branding efforts of financial services industry. According to
him, the above factors have removed barriers like cost and geography related to the
industry providing key benefits to customers.Thus studying of branding initiatives by
financial services industry through technology has attained great importance.
Altshuler&Tarnovskaya (2010) worked on the branding capabilities of technology
bronglobals. In other words they studied branding strategies taken by young rapidly
globalizing small and medium firms through scarce resources. According to
them,branding strategies not only include steps taken by the firm but brand value
components. especially in technology B2B markets. Based on study on a Danish
firm they found that brand vision of the founder superb technologies were the key enablers
for building an international brand. Whereas in case of B2C brand focused marketing and
technological leaderships are key catalysts. The study concluded with the fact that an
international tech brand can be built up only through technological superiority without the
requirement of any costly marketing budgets. Recent studies have delved into the
significance of culture in the process of global marketing, branding and advertising.
Most of these studies emphasized on culture to be considered in global branding activities
of companies. Several models are used in this regard of which the Hofstede model is
the widely used one. The article of Mooij & Hofstede (2010)concentrated on the different
elements of this model relevant for marketing and advertising, and carried out review on
studies which used the model for analysis of global branding and advertising by
companies. Global brand consumers have become seekers of variety. They are always
looking for something new to satisfy their growing need for satisfaction. In this scenario,
global brands must take strategies to establish loyalty among customers as brand
loyalty and consumer attachment are closely related. But three factors according to Tsai
(2014), namely social exclusion, anxious uncertainty and absurdity sense act as
threats for attachment between global consumers and their loyalty towards brands. This
finding is applicable for global brand consumers dealing with products and services
across luxury or non-luxury brands. One of the challenges faced by MNCs in today’s world
is how to keep perfect balance between local customization and global standardization.
Through global branding corporates can derive benefits like consistency and scale
economies. However, they also face issues ta local levels like different legal
conditions, competitive scenarios and customer opinions. Harish (2008) in his paper
explored this global versus local dilemma faced by international brands by focusing on four
brands namely BMW/Volkswagen (Audi), Pantene shampoo, Smirnoff and McDonald’s.
These brands were considered as they achieved their global status by taking the local
route. On the other hand Lin et al.(2008) studied on the socio linguistic dimensions of
global brands operating in China based on three variables as given below:
a. Phonetic versus Ideographic language of the brand.
b. Individualistic versus collectivistic nature of the market culture.

68
c.Developed versus Developing nature of the markets. Again, the paper of Ramsay
(2003) discussed on global branding and it’s future with relation to food
manufacturing. This was done based on few questions raised in the paper. According
to the author food brands brands in order to go global must change based on the
evolving environment in food market.
Lastly, good number of studies were also conducted on myriad topics related to global
branding like

a. Vanderveer (2004) did on new approaches related to product positioning through

global messaging.
b. Aaker & Joachimsthaler(1999) carried out their study on the four principles
of global branding through stimulating of the sharing of insights and best
practices across regions, supporting a common process of global brand
planning, assigning managerial responsibilities for brand related synergies and
execution of superb branding strategies.
c. Ozsomer et al. (2012) worked on creating a roadmap for global brand
management.

69
Literature Review : Smartphones

 Androulidakis ; G. Kandus (2011) correlated the brand of mobile phone to users’ security
practices,. Users show different behavior in an array of characteristics, according to the brand of
the mobile phone they are using. As such, there is a categorization of areas, different for each
brand, where users are clearly lacking security mind, possibly due to lack of awareness. Such a
categorization can help phone manufacturers enhance their mobile phones in regards to security,
preferably transparently for the user.

 Tajzadeh Namin A. A. ; Rahmani Vahid ; Tajzadeh Namin Aidin (2012) analysed that the
process of deciding over (choosing) a brand may be influenced by situation and content. The
findings suggest a significant relationship between the variables “brand attitude”, “corporate
attitude”, and “product (cell phone) choice”. In addition, no significant relationship was found
between individual decision making processes (independent or mediated) and product choice.

 Serkan Aydin, Gökhan Özer, Ömer Arasil, (2005) had focused on to measure the effects of
customer satisfaction and trust on customer loyalty, and the direct and indirect effect of
“switching cost” on customer loyalty. The findings of this study show that the switching cost
factor directly affects loyalty, and has a moderator effect on both customer satisfaction and trust

 Jonathan, Lee , Janghyuk, Lee and Lawrence, Feick, (2001) analysed that moderating role of
switching costs in the customer satisfaction-loyalty link; and to identify customer segments and to
retain them. Thus the purposes of this paper are: to examine the moderating role of switching
costs in the customer satisfaction-loyalty link; and to identify customer segments and then analyze
the heterogeneity in the satisfaction-loyalty link among the different segments. An empirical
example based on the mobile phone service market in France indicates support for the moderating
role of switching costs. Managerial implications of the results are discussed.

 The Dream Catchers Group (2008) investigated if demographic variables or if telephone

features included on phones students already owned were predictive of young consumers'
perceptions of bundled features. In addition, this study set out to determine if there were any
significant differences in students' perceptions of bundled features across demographic variables
(rural vis-a-vis HBCU, gender, grade level, cellular telephone brand, major, and age).

 Oyeniyi, Omotayo Joseph - Abioudun, Abolaji Joachim (2010) emphasis on customer loyalty
and customer switching cost. Switching cost is one of the most discussed contemporary issues in
marketing in attempt to explain consumer behaviour. The present research studied switching cost
and its relationships with customer retention, loyalty and satisfaction in the Nigerian
telecommunication market. The study finds that customer satisfaction positively affects customer
retention and that switching cost affects significantly the level of customer retention.

 Rodolfo Martínez Gras ; Eva Espinar Ruiz (2012) highlight a new dimension in information
and technology with respect to teenagers in spain. The main objective of this article is to analyze
the relationship between Information and Communication Technologies and Spanish adolescents.
Specifically, researchers have studied, through qualitative methodology, the characteristics of
teenagers’ access and uses of technological devices. and analyzed the purposes that motivate the
utilization of Information and Communication Technologies, highlighting a close relationship
between technologies and peer communication and entertainment. On the contrary, there is an
under-utilization of all these devices for teaching and learning purposes.

 Wafa' N. Muhanna ; Awatif M. Abu-Al-Sha'r (2009) aims at investigating Jordanian university

undergraduate and graduate students' attitudes towards the learning environment where cell
70
phones are used as learning tools in classroom. The study comprised two independent variables,
level and gender, as covariates. The findings indicate that undergraduates are more favorable to
cell phone environment than graduate students. The study also reveals that cell phone has more
influence on male students than on female students.

 Nasr Azad ; Ozhan Karimi ; Maryam Safaei (2012)had presented an empirical study to
investigate the effects of different marketing efforts on brand equity in mobile industry. The
results show that there is a positive and meaningful relationship between marketing mix efforts
and brand equity. In other words, more advertisements could help better market exposure, which
means customers will have more awareness on market characteristics. Among all mixed efforts,
guarantee influences more on brand equity, which means consumers care more on product
services than other features. Finally, among different characteristics of brand equity, product
exclusiveness plays an important role. In other words, people are interested in having exclusive
product, which is different from others.

 Nasr Azad ; Maryam Safaei (2012)states that there are many evidences to believe that
customers select their products based on brand name. Products also maintain their own
characteristics, which make them differentiable from others. In this paper, researchers have
present an empirical study to determine important factors influencing customers' purchasing
intend for cellular phones in capital city of Iran, Tehran. The results of the study show that there
are some positive relationships between exclusive name and quality perception, between
exclusive name and word of mouth advertisement, between quality perception and fidelity,
between word of mouth advertisement and brand name and between brand name image and brand
name.

 Mehran Rezvani; Seyed Hamid Khodadad Hoseini; Mohammad Mehdi Samadzadeh (2012)
investigates the impact of Word of Mouth (WOM) on Consumer Based Brand Equity (CBBE)
creation. WOM characteristics such as, volume, valence, and source quality are studied to find
how intensely they each affect brand awareness, perceived quality, and brand association. The
results suggested that volume and valence, two elements of WOM, affect CBBE and no
significant relationship between source type and brand equity was seen.

 Sany Sanuri Mohd. Mokhtar; Ahmed Audu Maiyaki ; Norzaini bt Mohd Noor (2011) explores
the relationship between service quality and customer satisfaction on customer loyalty with
regards to mobile phone usage among the postgraduate students of a university in Northern
Malaysia. The results show that both service quality and customer satisfaction significantly affect
the level of customer loyalty of mobile phone users in Malaysia. It was therefore, recommended
that mobile service providers should pay special attention to their service quality and the factors
that drive customer satisfaction.

 Shakir Hafeez ; SAF Hasnu (2010) states that Customer satisfaction is a crucial element for the
success of all businesses. One of the biggest challenges for a market is how to satisfy and retain
the customers. This study is based on Mobilink’s prepaid customers. The findings suggest that
overall customer satisfaction and customer loyalty is comparatively low among the customers of
Mobilink. The Customer loyalty in Pakistan’s mobile sector is relatively low because it is an
emerging industry, new players are entering in this market and customers are more fascinated to
try the new service providers. However it is expected that when the industry will be well
established, the results will be more comparable to other studies.

 Shibashish, Chakraborty and Kalyan Sengupta (2008) endeavors to make a detailed study on
important demographic variables of customers affecting brand switching of customers. This study

71
will highlight pertinent aspects of prediction of switching proclivity of customers from one
service provider to another.

 Harsha de Silva, (2011), generally shows that adoption of (primarily) mobile telephones has
significant benefits not just to the adopter, but to the community at large. In this context, the
objective of the current article is to examine, from a user perspective, the influences (as well as
the interplay of these influences) on mobile phone adoption by the poor in a selected set of
countries in the emerging Asian region.

 Brenda, Mak, Robert Nickerson and Henri Isaac (2009),investigates the factors affecting the
attitudes towards the social acceptance of mobile phones in public places and how this attitude
affects its usage Results of the analysis indicate that the attitudes about mobile phone use in
public places depend on country, and age factors. This attitude in turn significantly affects the
usage frequency of mobile phones. In addition, usage frequency also is affected by gender and
work status.

 Arvind Sahay and Nivedita Sharma (2010) focused on brand relationships are indeed important
for different categories of young consumers; second, to investigate the effect of peer influence,
family influence, and brand relationships on switching intentions amongst young consumers; and
third, to look at the impact of price changes on switching intentions in the context of brand
relationships. Researcher’s results suggest that young consumers develop relationships on all
brand relationship dimensions.

 Ramakrishnan Venkatesakumar, D. Ramkumar and P. Thillai Rajan, (2008), confirms that

Brand loyalty and brand switching behaviour of the consumers are evergreen issues of research
and strategic importance to the marketers and academic researchers. The current research aims to
address the significance of product attributes in brand switching behaviour through multi-
dimensional scaling and results suggest that a set of product attributes trigger the intention to
switch the current brand.

 Heikki Karjaluoto, Jari Karvonen et al, (2005), had analyzed that Mobile phone markets are
one of the most turbulent market environments today due to increased competition and change.
Thus, it is of growing concern to look at consumer buying decision process and cast light on the
factors that finally determine consumer choices between different mobile phone brands. On this
basis, this research deals with consumers’ choice criteria in mobile phone markets by studying
factors that influence intention to acquire new mobile phones on one hand and factors that
influence on mobile phone change on the other are some general factors that seem to guide the
choices. The two studies show that while technical problems are the basic reason to change
mobile phone among students; price, brand, interface, and properties are the most influential
factors affecting the actual choice between brands.

 Luca Petruzzellis (2010), referred and concluded that technology nowadays is overcome by
customer preferences and needs. In particular, the role of the brand is to be analysed with respect
to its influence in shifting customer preferences from the technical performances (tangible
elements) to the emotional/symbolic ones (intangible elements). The researchers had provided an
analysis of the brand attitude and perception tested and viewed through user eyes.

 Chu-Mei Liu (2002), inferred that Branding is important to manufacturers, retailers and
consumers. Brands with higher brand equity have higher sales. The growth of mobile phone
subscriptions is considerably faster in the Philippines. Advertising and promotion are undertaken
through cooperation between the service providers and mobile phone manufacturers. The study
tries to find out the effects of the different activities on consumer choice of mobile phone brands.
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 Hans Kasper, Josée Bloemer, Paul H. Driessen, (2010), has thrown light on how consumers
cope with confusion caused by overload in information and/or choice. The paper investigates
whether consumers who face different degrees of confusion use different coping strategies
depending upon their decision-making styles. The researchers found that consumers of mobile
phones can be characterized by combinations of decision-making styles and find three clusters
based on decision-making styles: “price conscious and cautious” consumers, “brand-loyal and
quality-driven” consumers, and “functionalist” consumers. Results show significant main effects
of the degree of confusion and the decision-making styles on the use of coping strategies as well
as a significant interaction effect of these two.

 Anne Martensen, (2007), examine tweens' (8-12 year-olds) satisfaction with and loyalty to their
mobile phones and the relationship between these. The results indicate that tweens are far more
satisfied with their mobile phones than adults are and that the mobile phones fulfill children's
expectations to a much higher degree. Still, brands are not able to turn tweens into loyal
customers who will recommend their mobile phones to friends. Tweens' loyalty is lower than
what is experienced for adults and the relationship between satisfaction and loyalty is very weak.

 Pratompong Srinuan, Mohammad Tsani Annafari, Erik Bohlin, (2011), states that subscriber
characteristics, including age, government officer, self-employed, internet use, central region, and
southern region, are significant in explaining the switching behavior of Thai mobile subscribers.
This study also shows that the largest mobile operators will gain more switching subscribers than
smaller operators. The study shows that the expected impact of implementing MNP without
national mobile roaming regulations would be worse for smaller mobile operators. The smaller
operators need to compete on both price and quality improvement. In the short run, it would not
be possible for the smaller operators to compete with the larger operators due to the inequality in
the quality of network coverage.

 Ajax Persaud, Irfan Azhar, (2012) concludes that consumers' shopping style, brand trust, and
value are key motivations for engaging in mobile marketing through their smartphones. Further
research should focus on specific tactics marketers use to engage customers beyond marketing
messages, that is, how they engage customers in dialogue to build relationships, encourage
purchases and build loyalty. This could reveal how customers really want to engage in mobile
marketing.

 Ahmed Alamro, Jennifer Rowley, (2011) explored that there are 11 antecedents of brand
preference; these can be theoretically clustered into three groups: awareness antecedents
(controlled communication (advertising), and uncontrolled communication (publicity, word of
mouth)); image antecedents (service value attributes (price, quality), provider attributes (brand
personality, country of origin, service (employee + location)), and corporate status (corporate
image, corporate reputation)); and, customer attribute antecedents (satisfaction, perceived risk,
and reference group). Multiple regression showed the contribution of each of these antecedents to
brand preference.

 Hande Kimiloglu, V. Aslihan Nasir, Süphan Nasir, (2010), aims to discover consumer
segments with different behavioral profiles in the mobile phone market. Pragmatic consumers are
found to give high importance to the functional, physical and convenience-based attributes of the
product. The abstemious group also gives importance to functionality along with design. While
value-conscious consumers focus strongly on price, the charismatic segment represents the want-
it-all group valuing many attributes such as technological superiority, practicality, durability,
functionality, and design. The study also includes findings and discussions about the differences
these clusters display in terms of their involvement and loyalty styles.

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  Lynda Andrews, Judy Drennan, Rebekah Russell-Bennett, (2012) examine the nature of
consumers' perceptions of the value they derive from the everyday experiential consumption of
mobile phones and how mobile marketing (m-marketing) can potentially enhance these value
perceptions. The findings highlight ways to tailor m-marketing strategies to complement
consumers' perceptions of the value offered through their mobile phones.

 Asta Salmi, Elmira Sharafutdinova, (2008) signifies that the general features (high power
distance, femininity, high uncertainty avoidance) characterizing Russian culture affect preferred
mobile phone design. Long-term values are seen, for example, in family orientation, which affects
the use of mobile phones. Changing cultural and socioeconomic features are seen in the strict
division of consumers into distinct segments. Current aspects of society, such as high level of
street crime, are apparent in the desired features of products. The emerging Russian markets seem
to consist of very different consumer groups and simultaneously represent both old and new
cultural features and norms. Design has become a central tool for affecting product marketing,
and an influential community of designers and a design industry are emerging.

 Kurt Matzler, Sonja Bidmon, Sonja Grabner-Kräuter, (2006) explore the relationship among
two personality traits (extraversion and openness), hedonic value, brand affect and loyalty. It
argues that individual differences account for differences in the values sought by the consumer
and in the formation of brand affect and loyalty. It was found that extraversion and openness are
positively related to hedonic product value and that the personality traits directly (openness) and
indirectly (extraversion, via hedonic value) influence brand affect which in turn drives attitudinal
and purchase loyalty.

 Fred Robins, (2003) analyzed that the marketing of the next generation of mobile phones. It
begins with comments on the state of the telecom industry and draws attention to elements of
technological and product convergence, highlighting the point that while industry convergence on
digital technology is a fact, today’s mobile telephony marketplace is nonetheless characterized by
three generations of technology and the latest generation, 3G, embraces three related but
competing standards. The research examines 2G, 2 and a half G and 3G developments around the
world and identifies factors relevant to the marketing of 3G, including recognition of
geographical and user diversity and the consequent need for marketers to keep these various user
perspectives in mind. However, customer desire for personalisation, including personalised 3G
services, are important features of the marketplace, as will be the availability of simple, secure
payment systems.

 Jaakko Sinisalo, Jari Salo, Heikki Karjaluoto, Matti Leppäniemi, (2007) states that the purpose
of this study is twofold. First, in order to guarantee a coherent discussion about mobile customer
relationship management (mCRM), this paper presents a conceptualization of mCRM delineating
its unique characteristics. Second, the authors develop the empirically grounded framework of the
underlying issues in the initiation of mCRM. Researchers have identifies issues that can be
divided into three categories (exogenous, endogenous and mCRM-specific) the company has to
take into account when moving towards mCRM.

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 Chapter 4 : Data Analysis, Interpretation and Presentation

Primary data has been collected through survey method using structured questionnaire as the
tool. Secondary Data have been gathered from various journals , magazines and web sites.
Purposive sampling technique has been adopted for the purpose of collecting questionnaire. Data
has been collected from 110 respondents . Simple percentage analysis have been applied for the
purpose of analysis. There are a total of 101 respondents.

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.

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SUMMARY:
The result of all the data with the amount of respondents in each category is presented in table 7.
The mean value of several questions are relatively close to three meaning the result shows a
neutral value from the respondents. However, some questions show a result towards a high valued
answer or low value. That is question 2, where 50 think that invite system makes a product more
exclusive. In question 3, regarding limited supply as many as 45 disliked it, which means that the
respondents do not prefer a limited supply of a product to make it more exclusive. Moreover, in
question 4 regarding seeking of alternative products 73 out of 101 would likely do so, meaning
that the mostly would likely find another product due to the wait time for an invite. Furthermore,
all questions regarding strong ties and buying decision from a strong tied friend (Q6.) showed a
high amount of respondents. That shows that strong ties do have a larger impact for both buying
decisions and chance to referring someone. However, notably the questions regarding the product
quality (Q.11 & Q.12) compared with the other factors, has a higher amount of respondents than
the other factors. Which could possibly mean that the product quality is the most important factor
to consider before referring a product to someone.

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 CHAPTER 5 : CONCLUSIONS & SUGGESTIONS
Brand awareness plays a major role in helping the audiences understand, recall, and become
comfortable with branding and products. Branding strategies will help the brand to become top of
mind when customers are ready to research and make a purchase. The awareness helps the
customers in gathering the information and making purchasing choices. A good advertising
strategy will definitely attract a greater number of customers in purchasing of the product. The
majority of the customers are very well aware about the brand but still the sale of the product is
lower, the company can further increase the sale by making availability of the product in the
shops convenient to customers , show rooms and service centre for after sale service.

The study findings show that majority of the people are well aware about the brand. To improve
Oneplus performance and to serve its customers better, the following suggestions are suggested.

 The availability of the product is majorly available on online shopping site, which makes some
of the customers to trust less to buy from online sites due to fraudulent reasons, which decreases
the sale of the product.

 Making available of the product in showrooms and shops will further increase the sale of the
products.

 After sale service is the most important factors in the selling of the product, so making
available of the service centers will increase the trust of the customers in buying the products.

 The price factors also affect the sale of the product, so making products at an affordable price
will increase the sale of the product.

 Customers always prefer convenient purchasing, so making availability of the products in shops
near them will help in sale of the product.

 Majority of the customers prefer the Quality of the product so improving the Quality will
increase the potential in sales.

 Complaints and suggestion of each customers should be considered well, and solve customers’
complaints without making further delays.

 Oneplus can collect useful information and suggestion from its customers and full fill there
their need and demands which will create good will to the company.  Developing more
advertising strategies will help in creating brand awareness in the future
Today Oneplus holds a great brand image in the market , as well as market share . It has come a
long way defeating the APPLE’S and the SAMSUNG’S market. They are doing quite good and
they will be alays be in the hearts of the consumers because of its products.

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BIBLIOGRAPHY

 1.1 History www.wikipedia.com/oneplus

 1.2 Blast to Past www.linus tech .com
 1.3 Oneplus products (1 – 5T) from wwww.digit.in /oneplus
 1.3 (continued) Oneplus 6 – 8 pro ( www.gadgets.ndtv.com/oneplus)
 Resesarch Methodology – web/articles/post.
 Literature Review- Google scholar Articles – Research Papers.
 Data Analysis, Interpretation and Presentation – Dennis lui and Muhammad Lubwama
Sebisubi (Faculty of Eductaion and Business Studies ,Dpartment of Business and
Economic Studies – University Of Gavle)
 Conclusions and Suggestions – www.oneplus.in and web articles.

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ANNEXURE : QUESTIONNAIRE

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