What OnePlus Still Needs to Address with Its Phones.
The OnePlus 13 has set a challenging standard for Android phones this year, but there is one aspect that the brand still needs to address in its devices.
The latest flagship proposal from OnePlus, known as the OnePlus 13, has recently entered the market just over three weeks ago, and after using it for more than a month, it has proven to be my favorite Android smartphone. However, there is an evident problem that has plagued the company: its relationships with carriers. This is a challenge that OnePlus has struggled to address, partly due to internal conflicts among the co-founders and the complicated relationship with Oppo.
The lack of partnerships with carriers is particularly detrimental to the OnePlus 13. In the United States, most users obtain their phones through their carriers, and although OnePlus made an attempt to partner with some companies, it has not effectively solidified these relationships, which affects it in the market. Partnerships with carriers are crucial both in the U.S. and the U.K., and their impact is a determining factor in the success of a new device.
Historically, smartphone brands that have succeeded in the U.S. have managed to establish strong relationships with carriers. Although there has been a shift towards online research for device purchases, in-store sellers still have a significant influence, guiding consumers toward products that often offer higher commissions. In this sense, the arrival of the iPhone in 2007 marked a drastic change in the dynamics between manufacturers and carriers. Apple, through a successful marketing campaign and an exclusive partnership with AT&T in the U.S. and O2 in the U.K., managed to standardize the price of its device, which changed the game.
Unlike brands like BlackBerry and Nokia, which heavily relied on carriers for marketing, the success of Apple and later Samsung was due to their direct marketing strategies. Samsung, in particular, managed to establish a relationship similar to Apple’s with carriers, which allowed it to offer a more consistent experience to consumers.
OnePlus has attempted to address its carrier issue in the past, collaborating with T-Mobile and O2 in the U.K., but these efforts have encountered obstacles. For example, the partnership with T-Mobile became complicated due to the need to include pre-installed apps and rely on the carrier for updates. Such requirements can dilute the user experience that OnePlus aims to provide, as each carrier has its own demands regarding the performance and experience of its devices.
The OnePlus 13, which has positioned itself as the best Android phone of the year due to its quality, could face difficulties in being certified by major U.S. carriers, mainly because it does not include support for some advanced 5G standards. Moreover, meeting the specific requirements of each operator could require more resources, as it would be necessary to develop different versions of the software to suit their needs.
Ultimately, while it is understandable that OnePlus is not currently selling its devices directly through carriers, the potential of the OnePlus 13 and other models makes it seem like the ideal time for the company to consider these strategic partnerships. Despite its incredible devices and a growing following, history shows that significant growth in the U.S. is difficult without playing in the "carrier game." Without considerable investment in marketing, and while OnePlus and Oppo continue to face this challenge, it will be difficult for the brand to compete with giants like Samsung and Apple in this key market.
