Authors: Mr. S Srivathsan , Mrs. R. Mythily
Certificate: View Certificate
A mobile, cellular phones, mobile phones, cell phone or just phone, is a portable telephone that can make and receive calls over a radio frequency link while the user is moving within a telephone service area. The radio frequency link establishes a connection to the switching systems of a mobile phone operator, which provides access to the public switched telephone network. The first handheld mobile phone was demonstrated by Martin Cooper of Motorola in New York City in 1973, using a handset weighing 2 kilograms. Mobile phones are considered an important human as it has been one of the most widely used and sold pieces of consumer technology. The growth in popularity has been rapid in some places, for example in the UK the total number of mobile phones overtook the number of houses in 1999. Today mobile phones are globally ubiquitous and in almost half the world's countries, over 90% of the population own at least one. In 2001, the third generation (3G) was launched in Japan by NTT DoCoMo on the WCDMA standard. This was followed by 3.5G, 3G+ or turbo 3G enhancements based on the high-speed packet access (HSPA) family, allowing UMTS networks to have higher data transfer speeds and capacity. By 2009, it had become clear that, at some point, 3G networks would be overwhelmed by the growth of bandwidth-intensive applications, such as streaming media. Consequently, the industry began looking to data-optimized fourthgeneration technologies, with the promise of speed improvements up to ten-fold over existing 3G technologies. The first two commercially available technologies billed as 4G were the WiMAX standard, offered in North America by Sprint, and the LTE standard, first offered in Scandinavia by TeliaSonera. Feature phone is a term typically used as a retronym to describe mobile phones which are limited in capabilities in contrast to a modern smartphone. Feature phones typically provide voice calling and text messaging functionality, in addition to basic multimedia and Internet capabilities, and other services offered by the user's wireless service provider. A feature phone has additional functions over and above a basic mobile phone, which is only capable of voice calling and text messaging
B. Statement Of Problem
The usage of the smart phones in the day-to-day life has been duly increased. The features, design, quality and experience are different from one brand to another brand. The usage of premium brand mobiles is increasing rapidly. By considering the above element the study is made to identify customer preference and economic value of iPhones and One plus.
C. Objective Of The Study
Every organization has to achieve its organization goals. For this it is very essential for an organization to know about the view of the consumers and their competitive products. This survey research may be also aimed as to estimate potential buyer for the product. The objective of the study is an under
D. Scope Of Study
E. Research Methodology And Sampling Design
Research methodology is the Procedure adopted for conducting the research study. Research methodology should be carefully planned as the accuracy reliability and adequacy of results is totally depending on the Research Methodology followed. It gives the researcher a guideline by which he/she can decide which techniques and procedures will be applicable to a given problem. Moreover, it helps in the evaluation of research by other also. So, for the research to be successful, purposeful and effective the researcher should plan the Research Methodology before preceding the study.
The following aspect should be considered while designing a Research Methodology
a. Simple percentage method.
b. Weighted average method
c. Chi-square method.
5. Research Approach: The research approach is survey method which is a widely used method for data collection and best suited for description type of research survey includes. Research instrument like questionnaire which can be structured and unstructured.
F. Limitations Of The Study
8. Deepa Gurira (2015) in their study attempts to identify the factors affecting consumer preference for Smartphone and to study the relationship of consumer preference with demographic variables in regard to usability of Smartphone. For this study questionnaire has been collected among 80 respondents on the basis of convenience sampling from Solan town of Himachal Pradesh were collected to find the solution. Percentage method, total weightage method and also Chi-square test and F test for analysing had been used for the study. Thus, Smartphone companies must focus mainly on usage ease, processing speed, applications and technological needs so as to build strong preference for Smartphone and give an edge to a particular brand. 
9. Kaushal, SK and Kumar Rakesh (2016) they find out presence of any significant difference between factors like Compatibility, Product Features, Price, Brand, relative advantage, dependency, social influence and convenience that affect consumer's (male or female) purchase of Smartphone. Results of the study revealed that only Compatibility, Dependency and Social Influence had a significant effect on purchase intention of Smartphone users. Only convenience factor showed a significant difference between male and female purchase intention and inferred that the consumers are using or want to purchase Smartphone because their social circle is using it and hence, they are also motivated and inspired to use Smart phone.
10. Savitha Nair, Nivea Nelson N and Karthik R (2016) made a study on “Consumer preference towards mobile phones: An empirical analysis” found that quality of the product is the most important factor influencing the choice, followed by mobile phone features. Actual need triggers the need to purchase mobile phones. Touch screen and design and style are the most preferred aspects of the „look and feel? of the mobile phones. The results of the study provide insights to the players in the market in finetuning their product, pricing and promotional strategies accordingly.
II. Prasad S (2016) in their study attempts to study about the role of customers using smartphones and factors responsible to select the smartphones on the basis of android or windows. For this study questionnaire had been collected among sample size 400 technical and nontechnical students and executives in India and the solution were found. The SEM of customer preferences has developed through the factor analysis of 20 statements on the different smartphone companies and used for the study to find that the consumer buying a variety of smart phones which satisfy his wants and they are always influenced by his purchasing activities by some considerations which led him to select a particular brand or a particular operating system in preferred to others.
12. Misratah Begum. M and Maheswari. R (2017) in their study attempts to know about the consumers’ choice in the selection of mobile phones and SIM cards and to estimate the customer satisfaction on the various cell phone services. For this study questionnaire has been collected among carried out among 62 males and 38 females, totalling the sample size to be 100 were collected from various countries like Russia, China, India, Korea, Malaysia, Indonesia, Philippines and Taiwan has been used for the study. The results of the survey show that economy is the most influencing factor for the mobile subscribers. The manufacturers of mobile phones should consider this when designing mobile phones to attract all segments of the economy. 
13. Puneet Walia and Dr Lalit Singla (2017) had made research on “The study of analysis of factors influencing consumer purchase decision of cellular phones”. The expansion of communication technology such as cellular phones, global positioning system and wireless internet are continuously evolving and advancing and the needs of a consumers. The main motive of the research is to analyse the highly influencing factors for cellular phone purchase decision in Patiala, Punjab. The data are collected 300 respondents with certain questionnaire. Now a day’s cellular phones have tremendous improvements in the several factors include in the cellular phones
14. Revathi Rajasekaran, S. Cindhana and C. Ananda Priya Department (2018) Smartphone usage has proliferated in recent years. Nowadays people seem to become dependent towards Smartphone due to its convenience, great camera Features, easy applications installations, and more importantly, it can do most of the computer functions on the go. The study result about the majority of the customers is satisfied with the one plus mobile but also there is a drawback such as hike in price and other factor like models of the product.
15. Gaurav Verma and Dr. Binod Sinha (2018) had made their “A study on brand positioning of One plus mobiles: qualitative analysis”. The one plus plays a very important role in the online selling. The objective is to satisfy the level of consumers, who uses this mobile. One plus is the first-hand set launched in markets. Its series 38 countries and regions around the world. Through this the one plus, shows a maximum satisfaction to the customers. They managed to get a space in the minds of the consumer and the brand projected out, got positioned. 
16. P Jim Paul Joshua, S Karpagalakshmi (2019). Smart phone is a mobile phone which offers advanced technologies with functionality similar as a personal computer. There is no significant difference between age of the respondents and satisfaction with usage experience of smartphones. The satisfaction level of respondents on smartphones has been moderately high and it may be increased. The sales promotion strategies followed by smartphone companies are in the satisfactory level. From this study it is concluded that there is no significant difference between opinion about the provided service of the smartphone company and opinion about the price of smartphones and there is no significant difference between age of the respondents and satisfaction with usage experience of smartphones. The satisfaction level of respondents on smartphones has been moderately high and it may be increased.
17. Mrs Kaneenika Jain, (2020). India is the world’s second largest mobile phone manufacturer after China. The important reasons for choosing a particular brand were better storage, faster processing and better camera specifications among youth of Jaipur city. It can be summarized that the consumption of mobile phones among college students. The usage pattern of mobile phones among both males and females was similar. The important reasons for choosing a particular brand were better storage, faster processing and better camera specifications among youth of Jaipur city. It can be summarized that the consumption of mobile phones among college students has increased very much. They use mobile phones for studying and project preparation also. The students find it comfortable to handle various tasks like messaging, chatting, calling, surfing, listening music, watching videos etc. with help of Smartphone.
18. I Diputra, NN Yasa (2021) - This study aims to examine and explain the effect of product quality, brand image, brand trust on customer satisfaction, and loyalty of Samsung brand smartphones in Denpasar. Satisfaction has a positive and significant effect on customer loyalty. The implications of the results of this study indicate that product quality is found to be the main factor in increasing customer satisfaction so that it leads to a sense of customer loyalty. The results of this study are expected to contribute to the development of theories and concepts about consumer behaviour in creating customer satisfaction so as to create consumer loyalty. The empirical findings of this study have implications for the theory of consumer behaviour, the variables of product quality, brand image, trust have a positive and significant effect on customer satisfaction and increase consumer loyalty.
19. J Liao, M Li, H Wei, Z Tong (2021) - Recent years have witnessed the increasingly fierce competition amongst smartphone brands. Hence, smartphone firms urge to prevent current consumers. This study enriches the brand switching literature and offers significant implications for customer retention. Results show that regret is a push factor that enhances consumers' switching intentions. Moreover, two pull factors, subjective norms and alternative attractiveness positively influence consumers' switching intentions. Finally, switching costs, emotional commitment and brand community engagement are mooring factors that negatively affect brand-switching intention, whereas consumers' variety seeking has a positive effect.
20. DT Ratnayake (2021) - As Generation Y is considered to be a lucrative segment for emerging devices, this study investigates the effect of emotional brand attachment, from the brand, his study makes a significant contribution by examining emotional attachment and brand loyalty of Generation Y consumers, which has been less investigated. Furthermore, both attitudinal and behavioural brand loyalty has been considered in this study, which has largely been overlooked in similar studies. Examining the gender difference in the above relationship is an additional contribution. Rapid advancement of technology backed by innovations has driven mobile phone industry to a new era where consumers seek for much sophistication in products. Smart Phones are mobile phones which are equipped with advanced technology which comprises of functions such as media players, digital cameras and Global Positioning System (GPS).
21. L Seduram, AA Mamun, AA Salameh (2022) - Rapid advances in mobile technology with high product diversity have led to high levels of smartphone brand switching among users. Hence, customers' brand loyalty is the key to a smartphone manufacturer’s survival in this highly competitive market. This study developed Oliver’s four-stage loyalty model by integrating major constituents of each loyalty stage with the incorporation of brand reputation as a moderator. Therefore, understanding the formation of mobile phone brand loyalty is of utmost importance and it is the main concern of this study.
22. YY Huang, L Li, RC Tsaur - Mathematics (2022) - In this era of information explosion, smartphones have become a necessary device in our daily life. In order to select a better smartphone most users try to collect more attributes to help them purchase their own smartphones, including the brand image from the advertisements, features from the specifications, word-of-mouth from their peers, and the average sales from some secondary data webs. The results of this study can remind the marketing managers should have some positive to improve the consumer the brand effect. In addition to discussions through academic research, we can take some coping strategies to enhance the consumer brand performance.
23. AC Castillo, AM Flores, LM Sanchez (2022)- The goal of this research is to identify if there is a moderating impact on brand preference, brand equity, and purchase intention on the smartphone's country of origin. To determine the link between the factors, the researchers investigated six hypotheses. According to the researchers, consumer brand preferences and purchasing intentions are positively influenced by brand equity. At the same time, brand preference also positively influences purchase intent. On the other hand, the researchers also proved that in terms of brand preference, the country of origin does not have any significance on brand equity. 
24. MM Rahman, JJ Juna (2022)- The consumer has different values, perceptions, and behaviour patterns due to various environmental influences. Demographics, leisure habits, health factors, and lifestyle have a significant role in affecting the buying behaviour of a customer. Research helps to track cultural shifts that might suggest new ways to market and sell products to consumers. In order to build the brand and actively manage sales traffic, it is essential to emphasize the need for these facilities to be strengthened. The study focused on a small number of variables, but as customers' tastes change quickly, more variables may come into play in the future.
25. CE Song, A Sela (2022) - Smartphones have become a key medium for making purchase decisions, alongside PCs and other electronic devices. Although emerging evidence suggests that the type of device used may influence how consumers decide, the exact causal nature of this influence is still largely unknown. The current research indicates that using a personal smartphone rather than a personal PC may lead consumers to choose more unique and self-expressive options. This effect appears to be driven by elevated private self-focus when using a personal smartphone.
A. Research Gap
The researchers say the main motive to buy the premium product mobiles is for the prestige and the significant features provided by the brand. This study emphasis the features provided by the iPhone and One plus are satisfied by the customers. Whether the consumer is satisfied by the products produced by iPhone/ One plus.
The iPhone is a line of smartphones designed and marketed by Apple Inc. These devices use
Apple's iOS mobile operating system. The first-generation iPhone was announced by thenApple CEO Steve Jobs on January 9, 2007. The iPhone was the first mobile phone with multitouch technology. Since the iPhone's launch, it gained larger screen sizes, video-recording, waterproofing, and many accessibility features. The iPhone is one of the two largest smartphone platforms in the world alongside Android, and is a large part of the luxury market. The iPhone has generated large profits for Apple, making it one of the world's most valuable publicly traded companies. The first-generation iPhone was described as a "revolution" for the mobile phone industry and subsequent models have also garnered praise. The first-generation iPhone was described as a "revolution" for the mobile phone industry and subsequent models have also garnered praise. A prominent part of macOS's original brand identity was the use of Roman numeral X, pronounced "ten" as in Mac OS X and also the iPhone X, as well as code naming each release after species of big cats, or places within California. The iPhone is one of the two largest smartphone platforms in the world alongside
Android, and is a large part of the luxury market. The iPhone has generated large profits for Apple, making it one of the world's most valuable publicly traded companies. The firstgeneration iPhone was described as a "revolution" for the mobile phone industry and subsequent models have also garnered praise. The iPhone has been credited with popularizing the smartphone and slate form factor, and with creating a large market for smartphone apps, or "app economy". As of January 2017, Apple's App Store contained more than 2.2 million applications for the iPhone.
In 2019, Apple investigated reports that some Foxconn managers had used rejected parts to build iPhones. In India, Apple pays Wistron, a Taiwan-based manufacturer with a plant near Bangalore, to assemble iPhones to sell in the region.
In 2022, Apple announced that a portion of iPhone 14 would be manufactured in Tamil Nadu, India, as a response to China's "zero-COVID" policy that has negatively affected global supply chains for many industries. Apple has stated that they plan to shift 25% of iPhone production to India by 2025.
The iPhone beta was created in 2004 to test the device and its functions. The beta version enabled Apple to develop the phone's capabilities before launching a final product. While it may technically have been the first iPhone that was created, it was never released to the public, so it has not been considered the first iPhone.
In an effort to bypass the carriers, Jobs approached Motorola. On September 7, 2005, Apple and Motorola collaborated to develop the Motorola ROKR E1, the first mobile phone to use iTunes. Steve Jobs was unhappy with the ROKR, among other deficiencies, the ROKR E1's firmware limited storage to only 100 iTunes songs to avoid competing with Apple's iPod nano. iTunes Music Store purchases could also not be downloaded wirelessly directly into the ROKR E1 and had to be done through a PC sync. Apple therefore decided to develop its own phone, which would incorporate the iPod's musical functions into a smartphone.
Feeling that having to compromise with a non-Apple designer (Motorola) prevented Apple from designing the phone they wanted to make, Apple discontinued support for the ROKR in September 2006, and, after creating a deal with AT&T (at the time still called Cingular), released a version of iTunes that included references to an as-yet unknown mobile phone that could display pictures and video. This turned out to be the first iPhone (iPhone 2G).
On June 29, 2007, the first iPhone was released. The iPod Touch, which came with an iPhonestyle touchscreen to the iPod range, was also released later in 2007. The iPad followed in 2Apple has filed more than 200 patent applications related to the technology behind the iPhone.
LG Electronics claimed the design of the iPhone was copied from the LG Prada. Woo-Young Kwak, head of LG Mobile Handset R&D Centre, said at a press conference: "we consider that Apple copied Prada phone after the design was unveiled when it was presented in the if Design Award and won the prize in September 2006." Conversely, the iPhone has also inspired its own share of high-tech clones.
On September 3, 1993, Info gear filed for the U.S. trademark "I PHONE" and on March 20, 1996, applied for the trademark "iPhone". "I Phone" was registered in March 1998, and "iPhone" was registered in 1999. Since then, the I PHONE mark had been abandoned. Info gear trademarks cover "communications terminals comprising computer hardware and software providing integrated telephone, data communications and personal computer functions" (1993 filing), and "computer hardware and software for providing integrated telephone communication with computerized global information networks" (1996 filing).
In 2000, Info gear filed an infringement claim against the owners of the iPhones.com domain name. The owners of the iPhones.com domain name challenged the infringement claim in the Northern District Court of California. In June 2000, Cisco Systems acquired Info gear, including the iPhone trademark. In September 2000, Cisco Systems settled with the owners of iPhones.com and allowed the owners to keep the iPhones.com domain name along with intellectual property rights to use any designation of the iPhones.com domain name for the sale of cellular phones, cellular phones with Internet access (WAP PHONES), handheld PDAs, storage devices, computer equipment (hardware/software), and digital cameras (hardware/software). The intellectual property rights were granted to the owners of the iPhones.com domain name by Cisco Systems in September 2000.
In October 2002, Apple applied for the "iPhone" trademark in the United Kingdom, Australia, Singapore, and the European Union. A Canadian application followed in October 2004, and a New Zealand application in September 2006. As of October 2006, only the Singapore and Australian applications had been granted.
In September 2006, a company called Ocean Telecom Services applied for an "iPhone" trademark in the United States, United Kingdom, and Hong Kong, following a filing in Trinidad and Tobago. As the Ocean Telecom trademark applications use exactly the same wording as the New Zealand application of Apple, it is assumed that Ocean Telecom is applying on behalf of Apple. The Canadian application was opposed in August 2005, by a Canadian company called Comwave who themselves applied for the trademark three months later. Comwave has been selling VoIP devices called iPhone since 2004.
Shortly after Steve Jobs' January 9, 2007, announcement that Apple would be selling a product called iPhone in June 2007, Cisco issued a statement that it had been negotiating trademark licensing with Apple and expected Apple to agree to the final documents that had been submitted the night before. On January 10, 2007, Cisco announced it had filed a lawsuit against Apple over the infringement of the trademark iPhone, seeking an injunction in federal court to prohibit Apple from using the name. In February 2007, Cisco claimed that the trademark lawsuit was a "minor skirmish" that was not about money, but about interoperability
On February 2, 2007, Apple and Cisco announced that they had agreed to temporarily suspend litigation while they held settlement talks, and subsequently announced on February 20, 2007, that they had reached an agreement. Both companies will be allowed to use the "iPhone" name in exchange for "exploring interoperability" between their security, consumer, and business communications products.
On October 22, 2009, Nokia filed a lawsuit against Apple for infringement of its GSM, UMTS and WLAN patents. Nokia alleges that Apple has been violating ten Nokia patents since the iPhone initial release.
In December 2010, Reuters reported that some iPhone and iPad users were suing Apple Inc. because some applications were passing user information to third-party advertisers without permission. Some makers of the applications such as Textplus4, Paper Toss, The Weather Channel, Dictionary.com, Talking Tom Cat and Pumpkin Maker have also been named as codefendants in the lawsuit.
In August 2012, Apple won a smartphone patent lawsuit in the U.S. against Samsung, the world's largest maker of smartphones; however, on December 6, 2016, SCOTUS reversed the decision that awarded nearly $400 million to Apple and returned the case to Federal Circuit court to define the appropriate legal standard to define "article of manufacture" because it is not the smartphone itself but could be just the case and screen to which the design patents relate.
In Mexico, the trademark iPhone was registered in 2003 by a communications systems and services company, iPhone. Apple tried to gain control over its brand name, but a Mexican court denied the request. The case began in 2009, when the Mexican firm sued Apple. The Supreme Court of Mexico upheld that iPhone is the rightful owner and held that Apple iPhone is a trademark violation.
In Brazil, the brand IPHONE was registered in 2000 by the company then called Gradient Electronical S.A., now IGB Electronical S.A. According to the filing, Gradient foresaw the revolution in the convergence of voice and data over the Internet at the time. The final battle over the brand name concluded in 2008. On December 18, 2012, IGB launched its own line of Android smartphones under the tradename to which it has exclusive rights in the local market. In February 2013, the Brazilian Patent and Trademark Office (known as "Instituto Nacional da Proprieties Industrial") issued a ruling that Gradient Electronical, not Apple, owned the "iPhone" mark in Brazil. The "iPhone" term was registered by Gradient in 2000, seven years before Apple's release of its first iPhone. This decision came three months after Gradient Electronical launched a lower-cost smartphone using the iPhone brand. In June 2014, Apple won, for the second time, the right to use the brand name in Brazil. The court ruling determined that the Gradient’s registration does not own exclusive rights on the brand. Although Gradient intended to appeal, with the decision Apple can use freely the brand without paying royalties to the Brazilian company.
In the Philippines, Solid Group launched the My Phone brand in 2007. Stylized as "my| phone", Solid Broadband filed a trademark application of that brand. Apple later filed a trademark case at the Intellectual Property Office of the Philippines (IPOPHL) against Solid Broadband's My Phone for "confusingly similar" to the iPhone and that it may likely "deceive" or "cause confusion" among consumers. Apple lost the trademark battle to Solid Group in a 2015 decision made by IPO director Nathaniel Arevalo, who also reportedly said that it was unlikely that consumers would be confused between the "iPhone" and the "My Phone". "This is a case of a giant trying to claim more territory than what it is entitled to, to the great prejudice of a local 'Pinoy Phone' merchant who has managed to obtain a significant foothold in the mobile phone market through the marketing and sale of innovative products under a very distinctive trademark", Arevalo later added.
Apple claims that if the older phones make a big power demand from the battery, the battery sends current spikes to the processor. The processor has been designed to protect itself from such current spikes. The reaction of the processor is to shut down the phone to protect the processor and prolong its life. It is for this reason that sudden shutdowns are common amongst iPhones phones that are older.
Apple claims that the software upgrade was aimed at making the processor slower. This would mean that the processor would no longer be able to make a big power demand from the battery and the whole process can be avoided. Apple, therefore, claims that its actions were aligned with its values which put the customer’s interest before anything else. Apple has rejected the claims that it purposely slows down the phones to cajole the users into buying newer products.
2. Court Cases
Questions arose about the legality of Apple's arrangement after the iPhone was released. Two class-action lawsuits were filed against the company in October 2007: one in Federal court and the other in state court. According to the suits, Apple's exclusive agreement with AT&T violated antitrust law.
The state-court suit, filed by the law office of Damian R. Fernandez on behalf of California resident Timothy P. Smith, sought an injunction barring Apple from selling iPhones with a software lock and $200 million in damages. In Smith v. Apple Inc., the plaintiffs said that Apple failed to disclose to purchasers its five-year agreement with AT&T when they bought iPhones with a two-year contract and cited the Sherman Act's prohibition of monopolies.
The second case was filed in the United States District Court for the Northern District of California. The plaintiff, Paul Holman, filed a complaint against Apple and AT&T Mobility that he could not switch carriers or change SIM cards without losing iPhone improvements to which he was entitled. Holman also cited a Sherman Act violation by the defendants. On July 8, 2010, the case was affirmed for class certification. On December 9 the court ordered a stay on the case, awaiting the Supreme Court's decision in AT&T v. Concepcion (disputed whether the state's basic standards of fairness were met by a clause in AT&T's contract limiting complaint resolution to arbitration). On April 27, 2011, the Supreme Court ruled that AT&T met the state's fairness standards.
In 2017, Apple was sued after they admitted to slowing down older phone models. The plaintiffs, Stefan Bogdanovic and Dakota Speaks, filed the lawsuit when their iPhone 6S was slower after an update. The plaintiffs were entitled to compensation due to the interferences and the economic damages they suffered.
OnePlus Technology doing business as OnePlus, is a Chinese consumer electronics manufacturer headquartered in Shenzhen, Guangdong. OnePlus was founded by Pete Lau and Carl Pei on 16 December 2013 to develop a high-end flagship smartphone running Cyanogen Mod that would come to be known as the OnePlus One. OnePlus is still actively producing affordable priced phones ($200 ~ 749 USD) which as top of the line specs, comparable to leading Samsung phones, including 5G connectivity. One Plus is also partnered with T-Mobile to provide OnePlus Phone through T-Mobile to extend its legitimacy & reach. It is wholly owned by Oppo, which is in turn a subsidiary of BBK Electronics along with Vivo, Realme and Iqoo. The OnePlus One was introduced on 23 April 2014 as OnePlus' first smartphone. It differed from its competitors— largely flagship devices from larger phone manufacturers, in its usage of CyanogenOS, its openness to developers, and price-to-performance ratio in comparison to its hardware, although criticism was levied for technical issues. In order to reduce marketing costs, OnePlus relied instead on word of mouth and initially only allowed purchases via an invite system. Throughout early 2014, OnePlus would continue to expand, hiring Chinese celebrity author Han to help market its products in mainland China and expanding its operations to the European Union in March of that year. 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 centres across India. OnePlus releases two lines of smartphones: its flagship "OnePlus" line, and its budget-oriented Nord line. 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. In India, OnePlus faced a temporary import and sales ban due to a lawsuit filed by home-grown mobile phone maker Micromax, which alleged exclusivity to the Cyanogen OS as the default operating system in its phones in India. The ban was, however, lifted later, and the company shipped the later iteration of its phones with custom-made Oxygen OS, now an integral part of OnePlus smartphones.
OnePlus is a relatively young company compared to a number of other mobile tech giants in the market, but this China-based company managed to rise extremely fast thanks to releasing extremely compelling flagship-grade smartphones at affordable price tags. The company has been using the “Never Settle” moto from the start. It has managed to sell quite a few devices to date, and establish itself as one of the best smartphone manufacturers in the market.
The company’s first smartphone, the OnePlus One made quite a splash in the tech community. OnePlus wasn’t exactly all that well-known back there, but all of that changed over the years. The company’s initial practice of invite-only purchases also changed. Such practice was in place due to low smartphone stock. If you’d like to take a trip down the memory lane, read on.
In this article we’ll take a look at OnePlus’ flagship smartphone one by one, starting with the OnePlus One. It is also worth noting that this article will be updated as new OnePlus flagship phones arrive.
2. Partnership with Hasselblad
On 8 March 2021, OnePlus announced a $150 million deal with Hasselblad to develop camera technology for OnePlus, which also included the new OnePlus 9 series phones that had improved colour processing and computational photography developed in partnership with Hasselblad
OnePlus would release a series of new products in 2020, including the OnePlus Buds and the OnePlus Nord in July, the latter being OnePlus' first budget device since the release of the OnePlus X in 2015. On 16 October 2020, Carl Pei resigned as the marketing director of OnePlus. In 2021, Oppo and OnePlus would begin to build a partnership, combining their hardware research teams in January of that year. In July 2021, OnePlus merged Oxygen OS, its Androidbased operating system used since the OnePlus X and Oppo's ColorOS. The software of both companies continues to remain separate and serve their individual regions with Oxygen OS for OnePlus phones globally and ColorOS on OnePlus and Oppo devices in China but share a common codebase, which OnePlus says should standardize its software experience and streamline the development process for future Oxygen OS updates.
Early phones were only available through a system whereby customers had to sign up for an invitation, which OnePlus called an invite, to purchase the phone at irregular intervals. The system was claimed to be necessary for the young company to manage huge demand. OnePlus ended the invitation system with the launch of OnePlus 3 on 14 June 2016. Announced via an interactive VR launch event, the OnePlus 3 initially went on sale within the VR app itself. OnePlus touted the event as the world's first VR shopping experience. The phone was made available for sale later that day in China, North America and the European Union on the OnePlus website, and in India on Amazon India. On 23 April 2014, OnePlus began its "Smash the Past" campaign. The promotion asked selected participants to destroy their phones on video to purchase the OnePlus One for $1 (US). Due to confusion, several videos were published by unselected users misinterpreting the promotion and destroying their phones before the promotion start date. OnePlus later revised the rules of its promotion by allowing consumers to donate their old phones. There were 140,000 entrants in the contest with 100 winners.
3. Ladies First" Controversy
For the launch of the OnePlus One in 2014, OnePlus hosted a contest to give invites which were hard to come by at the time—to their female forum members. Users were asked to post a photo of themselves with the OnePlus logo; images would be shared in the forum and could be "liked" by other forum members. This received major backlash for objectifying and degrading women, resulting in the contest being pulled within hours.
4. Micromax Antitrust Lawsuit
On 16 December 2014, the Supreme Court of India and the 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, and the device continued to be shipped with Cyanogen OS. The following year a customized version of Android, specially designed by OnePlus and named OxygenOS was released, allowing later OnePlus devices to be sold in India.
5. OnePlus USB-C Cable Incident
Throughout 2015, OnePlus received criticism for its manufacturing of its USB-C cables. After several weeks of customer complaints on OnePlus forums and on Reddit, Google engineer Benson Leung showed that the USB-C cable and USB-C to Micro-USB adapter offered by OnePlus at that time did not conform to the USB specification. OnePlus co-founder Carl Pei later admitted that the cable and adapter did not conform to the USB specification, and offered refunds (although not for cables bundled with the OnePlus 2 phone).
OnePlus' customer support has been the subject of criticism. In 2017, the company increased the number of customer service staff and set up customer service and repair centres in Asia, Europe, and the United States, greatly improving turnaround times for repairs and other issues
In July 2021, the company was accused of and then admitted to throttling app performance. The throttling was uncovered by an investigation done by Anand Tech, discovering that the OnePlus 9 significantly diminished the performance of Chrome in an effort to "improve battery life
 https://www.researchgate.net/publication/235307685_Innovative_mobile_marketing_ via_smartphones_Are_consumers_ready  https://www.researchgate.net/publication/241699822_Linking_perceived_value_of_m obile_marketing_with_the_experiential_consumption_of_mobile_phones  https://scholar.google.com/citations?User=gcixvriaaaaj&hl=en  https://www.academia.edu/5514403/A_Study_on_the_Factors_Influencing_Consume r_s_Purchase_Decision_towards_Smartphones_in_Indore  https://www.researchgate.net/publication/283016711_Factors_Affecting_Consumer_ Buying_Behavior_of_Mobile_Phone_Devices  http://www.ijaresm.com/consumer-behaviour-towards-usage-of-smartphone-insonepat-city  https://www.researchgate.net/publication/334479882_Factors_Affecting_the_Purchas e_Intension_of_Smartphone_A_Study_of_Young_Consumers_in_the_City_of_Luckn ow  https://www.ijsrm.in/index.php/ijsrm/article/view/991  https://www.researchgate.net/publication/326624468_Journal_of_Management_jom_ a_study_on_brand_positioning_of_one_plus_mobiles_qualitative_analysishttps://ijcrt. org/papers/IJCRT2104652.pdf  https://ijcrt.org/papers/IJCRT2104652.pdf  https://www.researchgate.net/publication/326624468_Journal_of_Management_jom_ a_study_on_brand_positioning_of_one_plus_mobiles_qualitative_analysis  https://eprajournals.com/IJSR/archives/2019-october  https://www.researchgate.net/publication/324819537_a_study_of_consumer_preferen ce_for_smartphone_a_case_of_solan_town_of_himachal_pradesh  https://www.ijmds.in/index.php/ijmds/article/download/279/260  https://www.aijbm.com/wp-content/uploads/2021/01/E412534.pdf  https://www.emerald.com/insight/content/doi/10.1108/APJML-06-20200397/full/html  https://scholar.google.co.jp/citations?View_op=view_citation&hl=ja&user=EKV3tIUAAAAJ&citation_for_view=EKV3tIUAAAAJ:ysmsglbcyi4c
Copyright © 2023 Mr. S Srivathsan , Mrs. R. Mythily. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.