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The latest announcement of OnePlus is sort of a curve ball: the Chinese smartphone maker will soon be a smart TV maker, with the launch of OnePlus TV.
Founder and CEO Pete Lau said he will lead the new TV division while retaining control of the smartphone unit, and said he is looking to capitalize on the booming smart home sector.
"For most of us, we live every day four major environments: home, workplace, travel and mobility," Lau said. "The house – perhaps the most important environmental experience – is just beginning to reap the benefits of smart connectivity."
The Shenzhen-based company launched its first smartphone in 2014 and has since continued with seven other devices – one of which is expected to launch later this year. OnePlus, of course, already sells products other than smartphones, headphones, and power supplies to various other OnePlus branded accessories. However, entering the world of television represents a whole new journey for the company.
Name of the game
Above: OnePlus TV: you call it
OnePlus has not revealed a schedule for the TV, internally calling OnePlus TV for now. However, he opened a contest requesting user submissions to name the product.
The crowdourced naming efforts have ended dramatically in the past, but thankfully, OnePlus does not use the public vote for the final name – it will choose its favorite suggestions from the entries. The winner will have to pick up a new OnePlus TV (or whatever it will be called) and a trip to the launch event.
Although this news represents an important departure from its core reason to beThis may not be too much of a surprise given the recent history of other Chinese smartphone manufacturers who have moved into new product categories. Xiaomi, for example, launched its first Android phone in 2010 and today sells tablets, routers, TV decoders, laptops and smartwatches.
What OnePlus is doing is growing in the smartphone world and using it in other products – brand recognition is an important part of encouraging consumers to buy products. Like its first OnePlus phone, several years ago, the company is encouraging its user community to come up with features and design specifications for the new TV. Things are different this time around: OnePlus is an established company that has many eyes on the subject, so it will be interesting to see what it is.
"I dream of a time when technology is truly seamless, an effortless part of your life without being the focus of attention," Lau said. "As other consumer electronics have evolved and improved our lives, televisions have remained conventional and bulky. We bring industry-wide benefits, and with this new division, we're excited to explore all connected user experiences that can improve everyday life. "
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