Driven by a good response to the OnePlus 5 and continued sales of the now second-tier OnePlus 3T, Chinese manufacturer OnePlus now accounts for 57 percent of the online premium smartphone market in India in Q2 of 2017, according to International Data Corporation (IDC). The report elaborates on the factors that have led to the inference of data, including the classification of what constitutes the online premium smartphone segment. According to IDC, smartphones sold online and priced at above Rs 26,000 ($400) have been considered ‘premium’ smartphones for the report.
In the premium segment as defined by IDC, OnePlus has beaten key players including second-placed Apple and third-placed Samsung to be the number one player in the premium smartphone space, with a market share of over half the market. The company has achieved this with a small portfolio of two products, namely the OnePlus 5 and OnePlus 3T.
OnePlus has followed a ‘digital first’ strategy for distributing and selling its phones in India. What started out with the dreaded invite system soon moved to open sale with last year’s OnePlus 3. While the OnePlus 3T and OnePlus 5 are primarily sold online through exclusive seller Amazon India, the company recently announced its foray into the offline space with Croma Retail. OnePlus products have also been sold offline through the company’s single experience store in Bengaluru.
It’s also interesting to note that 99 percent of the online premium smartphone market in India is controlled by just three brands, with all other players together accounting for just 1 percent of the market share. OnePlus’ sudden surge and position can be credited to the successful rollout of the OnePlus 5 in June this year, along with an aggressive marketing campaign and increased acceptance of online shopping habits. Amazon India also reports that the OnePlus 5 was the best-selling smartphone on the platform during the recent Amazon Prime Day sale.
The OnePlus 3T is currently available from Rs 24,999, while the OnePlus 5 comes in two variants priced at Rs 32,999 for the 6GB/64GB variant and Rs 37,999 for the 8GB/128GB variant. Second-placed Apple recently launched the iPhone 8 and iPhone 8 Plus in India, priced from Rs 64,000 for the 64GB iPhone 8.