Mumbai, April 23: OnePlus is broadening its focus beyond smartphones. In a mere 60 days, the company has launched or teased products across five different non-phone categories.
These include accessories such as power banks, chargers, phone coolers, earbuds, a gaming controller, and a smartwatch. This strategic shift aims to create a connected ecosystem of devices, offering more than just standalone products.
The New Product Line-Up
1. 120W SuperVOOC Power Bank
OnePlus has unveiled a rebranded version of Oppo’s 120W SuperVOOC power bank. This device features a 15,000mAh battery with ultra-fast 120W charging support for compatible phones. OnePlus has made a cosmetic change, offering the power bank in an Accelerated Red finish, differing from Oppo’s Star Orange and Space Black options.
2. Phone Coolers
Two gaming-focused phone coolers have been introduced by OnePlus. The Magnetic Ice Cooling Clip boasts a lightweight design with dual-mode cooling for silent operation and enhanced gaming performance. The Super Ice Magnetic Cooler takes it further with a TEC cooling plate, capable of reducing temperatures below freezing within seconds, ideal for resource-intensive gaming tasks.
3. Ace 6 Ultra Gaming Controller
OnePlus has teased a gaming controller designed for its Ace 6 Ultra smartphone. This accessory adds physical buttons, enhancing precision during mobile gaming. The company claims it enables advanced multi-finger controls with ultra-low latency for competitive gameplay.
4. OnePlus Watch 4
The fourth-generation smartwatch from OnePlus features a titanium alloy build, IP68 durability, and the Snapdragon W5 chip. Running on Wear OS 6 with OxygenOS Watch 8, it offers health and fitness tracking along with Google Assistant support. The 646mAh battery lasts up to five days in smart mode and up to 16 days in power saver mode.
5. Nord Buds 4 Pro
New Nord Buds 4 Pro earbuds have been added to OnePlus’s lineup. These earbuds provide up to 55dB Active Noise Cancellation (ANC), Hi-Res audio with LHDC 5.0 codec support, and a total playback time of 54 hours with the case. They also support features like real-time translation when paired with select OnePlus phones.
From Phones to a Lifestyle Ecosystem
OnePlus is expanding its product range to create a cohesive ecosystem. The focus is on users who appreciate device integration, aiming to enhance the overall experience. Recent launches indicate a strong emphasis on gaming, productivity, and everyday convenience.
The company is positioning these new products as essential components of an interconnected experience rather than mere accessories. Features like magnetic coolers, translation-supporting earbuds, and fast chargers are designed to improve activities such as gaming and multitasking, appealing to tech-savvy users who seek performance without premium pricing.
By leveraging its partnership with Oppo, OnePlus accelerates product development. The two companies share hardware development pipelines, enabling quicker launches of items like power banks and phone coolers. OnePlus distinguishes itself with unique branding and design while keeping costs accessible for its target audience.
Shifting Focus Back to Core Regions
OnePlus is refocusing on major markets like China and India. Reports indicate that the company is scaling back physical operations in North America and Europe while enhancing its online presence in regions with high smartphone adoption.
This ecosystem approach aligns well with markets where integrated solutions are more attractive than standalone products. Tech-savvy customers in China and India are eager to explore wearable devices, fast charging technology, and gaming accessories that enhance their daily lives. By adopting an online-first sales strategy, OnePlus reduces operational costs while targeting digital-first consumers.
What It Means for OnePlus
This new strategy allows OnePlus to redefine itself beyond a smartphone brand. It is building a lifestyle ecosystem that connects various products to enrich user experiences. This approach helps OnePlus keep pace with competitors like Xiaomi, known for its ecosystem products.
OnePlus is also refining its role within Oppo’s ecosystem. Recent reports suggest it is becoming a more focused sub-brand, prioritizing gaming-oriented devices and accessories.
The Ecosystem Race
OnePlus is positioning itself to meet the growing demand for interconnected devices. While Xiaomi leads with affordable ecosystems, Apple dominates the high-end market with tightly integrated software and hardware. OnePlus aims to occupy the middle ground, offering high-performance products at competitive prices for both iPhones and Android devices.
By evolving beyond its origins as a smartphone disruptor, OnePlus could strengthen its market position and expand its relevance in everyday technology.
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