Earlier this year, OnePlus launched its flagship smartphone series OnePlus 13 and OnePlus Buds Pro 3 in the global market including India. Along with this, the company has also introduced OnePlus AIRVOOC 50W Magnetic Charger. OnePlus 13 is the world’s first smartphone, whose display has a matte A++ rated screen. The company claims that the display of the smartphone is Intelligent Eye Care 4.0 certified for night vision, that is, it does not harm the eyes when used in the dark. OnePlus 13 is IP69 rated and its display is also Aqua Touch 2.0 certified, that is, it can be used even wearing gloves. After the launch, Bhaskar spoke online to OnePlus India CEO Robin Liu. He talked in detail about the company’s plan in India and Project Starlight.
Excerpts from a conversation with Robin Liu…
Question- What are the major upgrades in OnePlus 13, what can be expected from the upcoming products?
Answer- The year got off to an exciting start with the launch of the OnePlus 13 series. The latest flagship smartphone features several significant upgrades, starting with the Snapdragon 8 Elite chipset, which is 44% power efficient and 45% better in performance than the previous generation.
The 5th generation Hasselblad camera system brings a new level of mobile photography. It has a triple 50MP camera setup with an innovative Triprism telephoto lens. This advanced lens provides 3x optical zoom and a 120x digital zoom.
The Sony LYT-808 main sensor boosts camera performance in low light. While the 120-degree ultra-wide lens allows high-quality shots. AI-powered features further enhance the camera experience, including AI Unblur for sharp moving subjects, AI Detail Boost for improved textures, and AI Reflection Eraser to remove glare.
Furthermore, Portrait mode features Hasselblad pre-filter professional optical styles to capture studio-quality portraits with ease. OnePlus 13 is one of the smartphones in India to support 5.5G connectivity, ensuring faster data speeds, lower latency, and more stable network performance.
Question- How do the AI features of OnePlus 13 differentiate it from other smartphones in the market?
Answer- I think end smartphone users are adopting AI in India. OnePlus 13 series smartphones use the power of AI, which gives an easy and advanced experience. It uses AI for needs like camera, performance and daily use.
The OnePlus 13 camera is also equipped with AI-operated features designed to easily capture professional grade shots. Features like AI Unblur, AI Detail Boost and AI Reflection Eraser give crystal-clear images, life descriptions.
The AI-operated dual exposure algorithm merges short- and long-exposure shots, providing better motion clarity and dynamic range. This means you provide detail to fast-moving objects and low-light scenes. These are some of the features that make OnePlus 13 different from other smartphones.
In addition to photography, our intelligent search, Circle to Search and Google Gemini, allow users to find documents, images and messages using natural language, without having to manually open files. This allows users to facilitate fast navigation.
Question- What steps has the company taken to solve green-line problems?
Answer- We have created several check points to fix the industry-wide green line issue to keep the quality of OnePlus better. It has adopted necessary tech first intervention and advanced display technology, straight and extensive testing measures. Along with this, the company is also providing after sales solutions.
We have integrated the enhanced edge bonding layer. Which uses superior PVX edge-sealing material in all OnePlus AMOLED displays. This PVX layer acts as a resistor. Which significantly slows down the penetration of moisture and oxygen over time.
We have tested our products in our quality engineering lab. We have done more than 180 tests to check the durability of the products. One of these is Double 85 testing, in which the display is kept at a temperature of 85 degrees Celsius and 85% moisture for a long time.
Question- What is Project Starlight, what is the vision and focus area behind the investment in India?
Answer- India’s smartphone market is growing rapidly, where users are looking for innovative features and after-sales facilities. Meeting the needs of Indian users has always been our priority, and we will continue to strive to serve them with premium offerings keeping in mind the changing preferences of consumers.
In Project Starlight, we have invested Rs 2000 crore every year (total 6000 crore) for the next three years. Under this project, we are focusing on highly durable devices, consumer service and India centric features.
For example, the OnePlus 13 series, India’s first phone with 5.5G connectivity, claims speed enhancement of up to 380%. We have also introduced a customized signal optimization feature for Delhi Metro, which gives smooth connectivity as well as steady connect feature for commuters.
Question- What is the current market share of OnePlus and what is the strategy to remain competitive in the market?
Answer- We have a plan for the Indian market in 2025. With the launch of OnePlus 13 series, we have prepared a strong base for this year. We will continue to provide cutting edge technology in all our products. Our focus is on improving our user experience.
OnePlus is going to work on innovation, specially designed localized facilities and basic end-to-end customer service in India in 2025. We are working not only to meet but also to exceed the expectations of our customers.
In addition, we have also introduced a 180-day phone replacement plan for the OnePlus 13 series. If their new OnePlus 13 or OnePlus 13R experiences any hardware issues, customers can get a free replacement within 180 days of purchase.
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