How to Build a Phone Brand Out of Nothing
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- Опубликовано: 27 июн 2022
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Carl Pei has now launched 3 different phone brands: OnePlus, OnePlus Nord and Nothing. In this video we break down how he builds hype, how he creates a myth, and how he makes products people can't help but care about.
The Story Behind - ep. 87
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Marton you are “BRILLIANT"
PUN INTENDED LOL
You Smoothly weave the Sponsor info Into video like Silk. Man you're a Smart Guy TBH. And Im not surprised about You Making Videos on NOTHING because it's Carl Pei If I'm not mistaken You're Former Employee At Oppo/OnePlus (BBK) Electronics right. 😮
Cool video
If that Twitter screenshot was yours Carl will un-follow 😂 after watching this
"Enthusiast brands will betray you", words from a legendary guy.
Agreed
Valve?
I can’t see Pine64 ever betraying its vision, it’s a hobby business for the guy who founded it and sometimes sells products at cost.
@@Beryesa. Valve kind of has, they started off as a forward thinking developer that strove to win the hearts of gamers with high standards for quality. After they found out they could rest on their laurels by relying on Steam transactions and gambling mechanics in multiplayer games they greatly reduced their games output. They haven’t completely fallen from grace and still sometimes do a lot of good. They’re way less crummy than your typical billion dollar business.
@@protocetid valve literally invented the crummy billion dollar business model of free-2-play loot box child gambling simulators that have ruined games for at least another decade.
you've got to admit that he did manage to achieve what so many failed at
Absolutely!
What he achieved?, please do explain. He himself admits that what industry did in past is nothing!!
@@bigwig2258 He build a phone brand from scratch. That is a very big deal in this competitive market.
I am Indian and despite having a population of 1.3 billion people we don't have a single phone company which can compete with the Chinese brands. Many tried but they failed, so yeah building a phone company is quite difficult.
@@ankur4140 that’s fucking nothing loool
@@RavenL1337 what is the name of your phone company?
Could you cover Sony sometime? Not just their phones but how their buisness shifted focus a few years ago? And why they're still struggling to launch a smartphone? You're someone who has been behind the scenes and know a thing or two about how phones are made and I always appreciate what you have to say for that reason
They aren’t even trying to make a successful and competitive phone, they are in a totally different price bracket and has features that target the pro users which is a niche market
Sure he can but it may not be great for RUclips stats. Nothing is trending, so covering them is a way for video to reach bigger audience. Sony video would probably do bad no matter how good the content is. So it becomes a trade-off while making decision on what to make the video upon.
But don't you think most of Sony's revenue today comes from smartphone components like camera sensors and their phones are like brand ambassadors to show how great Sony are at making these components. 🤔
they make false marketing and gimmicky phone in the z series. they advertise waterproof phone, when a water splash could just kill it...
@@MasterKey2004 yea. i think they dont really care honestly, they're sucessful in their other businesses so why not mess around with some phones on the side while you dominate the mobile camera sensor market.
As the 10 points stated by Oppo's founder ,what you need to build a successful brand is :
1.Product
2.Marketing
3.Marketing
4.Marketing
5.Marketing
6.Marketing
7.Marketing
8.Marketing
9.Marketing
10.Marketing
you've got places 1. and 10. mixed up
Apple and samsung do marketing too. Far more than oppo, you need money for marketing. Apple and samsung have it.
Tesla pretty much did the opposite lol
@@RadialSeeker113 you know nothing jon snow
@@RadialSeeker113 because Elon Musk is so irrationally famous he creates free marketing.
Sony should learn from Carl, if they continue to not focus on marketing, they might just disappear like LG did and I really don't want that.
Sony produces good cameras I don't think they will vanish ever soon.
@@darukutsu he mean the mobile division not the whole company obviously
Yeah Sony and LG don't really care about smartphones. They're pretty dominant in other sectors
they wont but will get bought over like what's happening in the gaming industry.
Used to be very dominant, especially on the arcade aspect....now slowly losing grounds as mobile gaming got more popular.
Even if u used their phones purely for gaming, it can't level itself nor its price tag for that use.
@@nazmulfahad3044 In their home country maybe....but not world.
LG was also a leader in the OLED monitors/display....now slowly getting eaten up by Samsung.
Sony's strength is in the audio and visual entertainment; but recently u can see their TVs are slowly losing footing while the gaming PS is also getting less popular.
I feel Sony may do one last try to revive their smartphone hold but its almost like 5% chance to stay in it as so many other companies, even Indian ones, can easily do better or outsell theirs. Very high chance Sony will become the 2nd LG.
In fact, i do hope Sony bank on their audio and maybe camera aspects rather than phone as they are still getting more recognition there than on the phone side.
An 'invite-only' preorder system, where everyone gets the invite within two days, and then you get two days to pay a 20$ nin-refundable fee when they haven't even properly shown the phone is scummy at best.
How is it scummy if they literally have no source of income to develop their products and the customer knows exactly what they're paying for
I wish they made something like a global, sleeker version of Fairphone but instead we got the PC market equivalent of "put some RGB lights and call it innovation".
The only thing I still appreciate about OP is their root friendliness but then so is Xiaomi and they are a lot less cringe inducing about their product launches!
It's because there's no money in making that, in contrast to what he's actually doing right now.
OnePlus now doesn't support bootloader unlocking.
You can use all of this great analysis and put it on top of almost every brand or product in our economy.
We as consumers get sold to not simply buy a phone/shoe/t-shirt/whatever, but rather a storyline.
It is not simply a drink or a car no no, it is a special drink made after the original recipe from a small french village the same way they did 18XX or the market leading car in autonomous driving. You as costumer are REALLY REALLY special for buying this brand.
In reality it is equally mass produced and shares almost all the features with its competitiors.
There is nothing revolutionary about this phone. Putting some LEDs on the back of a phone and copying mostly the iPhone-design is not something revolutionary or "anti-mainstream".
There is also more to tell about trying to always create this narrative of this one singular "revolutionary thinker", even though they mostly are just a marketing figure but that is too much.
Ty for this great video!
Well said!
"There is nothing revolutionary about this phone" you are correct... It's worse, people are taking a huge stupid gamble buying random Chinese products that there won't be problems with the hardware or software down the line. Typically, Chinese are the worst in tech support and Q/C in the industry. Like them or hate them, Apple phones for the most part (my experience) are relatively bulletproof now. They get software updates constantly as well and for half a decade after purchase are usable.
Personally, knowing a company cares THIS much about marketing is more than enough to not even consider their products. Really not my style to get influenced by millioners into buying their product because they say it's good lel
I understand if that aggressive marketing is off-putting to someone. But keep in mind that this video is only about creating brands. It does not tell you that you actually have to deliver good products to keep on doing business in the long term, which OnePlus did. Besides the marketing, enthusiast tech people chose them also with OP2 OP3 OP5 and OP6... you can't do that with a shit product with good marketing. OP was standing for nice hardware with clean enthusiast level software support. At OP6 they began to fade into the mediocre mass of manufacturers.
The aggressive/manipulative marketing can always only be the spark. It does not automatically make the product actually bad.
@@piranha1337 yet what happen at the end of the day? The same unique company is now same as the big company while its creator launch new brand with the most hypocrite statement.
@@ContentOrange That's what I wrote: Eventually they became mediocre. This might happen again but in the meantime we MAYBE get 3 or 4 gens of a good software supported phone at low price. Then let the cycle begin again.
The ripped off the Iphone design and made it have a clear back... GREAT INNOVATION -.-
and they copied iphone old boxy design lmao
We all know that iphones are the pinacle of innovation
At this point this is just a big circlejerk between phone enthusiasts who have nothing to get hyped about anymore.
Carl Pei escaping the enthusiast trap by leaving and launching a new enthusiast brand everytime the last become stagnant.
Everyone I know has done quite well to 100% ignore Chinese snake oil salesman like "Carl" ...
I get that they need to build hype to launch their phone, but after that, if they want their early fans to stay and get more on board as well as deliver on the promises made, I would like to see the software experience be the thing that is revolutionary about this phone. And by that I mean a stable OS, with a long update life (take a page out of ios device update life), bug fixes, no bloatware, kind of how oneplus was seen, but better. It would make me want to buy their phones, and keep me as a customer
"if they want their early fans to stay" they don't.
@@mikectk They just want the early fans to build the company to the point that they don't need them anymore
@@daycred Exactly.
From what I've heard, Qualcomm is a big reason why update life on android is so short. If that's the case, no way a small/non-existent brand like Nothing is able to strong-arm them into it, and going with a non Qualcomm processor isn't really a good option either. So I don't think they'd be able to pull that off
@@Mister0Eel Unless he got an idea to make Qualcomm as a corporate evil.
Basically create an artificial hype bubble around a decent product and you're good to go
oh, jsut like apple. then
@@G3... no
@@antikovt absolutely like apple.. They started the hype marketing...
@@G3... but they literally did not
@@antikovt what are u talking about.. Apple is the master of marketing.. If you don't realize that, then ur one of the victim. 😂
Phones with no support (doa, service center, warranty returns) unless you live in three, four or five specific countries in the world.
Carl face looks like he knows that he clowned himself and can't run from his fate
It's all a part of the plan.
RUclipsrs get used by the companies with these shady embargoes.
I think we have to hold both sides accountable for participating in this and somehow are fooling the consumer. Even if its not intentional by the youtubers.
MKHD complain that company using embargo2is annoying yet till now he still accept this embargo review. Just like Carl Pei, they all just love to use sweet word that make them the hero.
Watching this on my Nothing Phone(2) and now I get exactly why I fell in love with this brand!
great video!
You were able to depict the whole strategy, and show stories are as important nowadays as the product itself. We finally buy the IDEA as much as the product ( or even more)
The success of a product go beyond hype alone. It lies in how widely available so that consumers can get to know a brand over time. Something smaller companies have difficulty in doing against the big companies in the industry who proliferate and manufacture in mass quantities. A product can be coveted and desired but if it hard to get it will become niche in the end.
The whole process is done in order to slowly be able to achieve that scalability after the product is established, at which point they will no longer care about their niche or their original vision. TechAltar also has a vid about that.
In all honesty Carl just seems like a Steve Jobs wannabe who's far too focused on marketing and hype and not nearly enough on the product. The fact that Nothing's communication focuses solely on the transparent back and the flashing leds proves the absolute lack of commitment in the product and in innovation.
I guess this time odds aren't in favor of NOTHING ( Carl Pei ) as
- OnePlus was a true flagship killer at the time of launch and they build the brand on it.
- At time of NORD, OnePlus was already an established and enthusiast brand hence people who wanted a good mid-range phone could easily swift to NORD series, also there weren't many choice in the upper mid-range segment.
- But this time NOTHING except the design ( though clear back phones were made before but NOTHING implementation is much better ) don't have anything exiting which competitors aren't offering.
- Also now people have wide range of choices in the Mid-range and upper mid-range segment hence Nothing if they get don't get pricing and camera competitive they won't be able to build the brand like OnePlus.
Yep.
Unless they put an 8 series chip in it, 888 and 870 are good enough, the price can't go above 320$. Because at that price range exist phones with that level of performance and not boring designs.
And if they do end up using an 8 series, the price limit becomes the Pixel 6a, 450$, because that is a cool design with lots of features, and good everything.
It will be extremely hard to compete in that segment without a top of the line soc.
Maybe the hyped transparent back is a cost saving measure? I don't see any other way they are cutting corners with the price.
It has a lot of backing from the Indians is what I see and imo it might do just fine with all the hype it has now but to establish itself as a standalone brand as oneplus did in its earlier days -Nothing- must have a Trump card or something to justify it's price and it looks like it does have one in the form of "ecosystem" , only time can tell how it's going to help -Nothing- standout from the sea of Androids🤐
True. Today's mid range processors are very very powerful maybe not relatively powerful but in absolute terms it trumps even the flagships. E. E.g. My SD778 beats 855 and below already. Not to mention it is so much more stable processor and less power hungry than 888 chipsets. Yes they are more powerful but who needs it. It's at the point of diminishing returns. Mid range experience vs flagship performance experience isn't that different today as it was when oneplus 1 was launch even when OP5 or OP6 was launched. Even then it was meh! experience with mid range. Except camera everything is good in SD7 series processor range.
I absolutely love your content. Spot on comments. Congrats!
Probably grown immune to such marketing. Don't care a less about a few strategically placed leds on a phone. Only reaction I had when the hype started was -- wait, I have already seen that -- and seems I was not the only one.
yeah it’s best to wait until the full reviews come in and ignore the annoying ploys for attention
Carl Pei is the living embodiment of any coverage is good coverage
Led light strip in back pannel = new game changing innovation 😂😂
Great presentation. Thanks so much for such high quality content.
Very interesting insight! It's something I kinda had a feeling of but you put it into world brilliantly.
Just like our sponsor, Brilliant!....
Really good indepth video
I was so bummed I had to work and now I saw you made this video so now super happy
The real difference is that no one is believing in it this time. I haven't seen a video of someone actually exited for the nothing phone
I love how they adopted Apple's branding strategy. The apple at the back of their phones and white earbuds became iconic, so they made those look as good as they can be
I believe one thing that would actually cause this phone to stand out among midrangers in 400-600$ would be official long software support and timely updates (let's say 4years of updates and at max month after pixels updates delivered), that would be appealing to normal.people and not just people who got caught in the build up hype of the brand. I guess we'll see soon enough
You know, there's no such thing as bad advertisement. Your video is the first time I am hearing about this phone at all :)
I have to say, this video is absolutely on point
This is a great video and a nice way to inoculate the tech nerds who don't understand the manipulation of marketing teams
Nothing ever lives up to the hype, but if Nothing can stick the landing and deliver a quality product for a good price that probably won't matter in the long run. I am unsure about the price because this doesn't have the scale and backing that the previous phones had. I think it might be too pricy for a lot of people.
This remimds me of your " why start-ups Will betray you" video.
a question: do you think that Nothing is just another BBK company that's pretending it's not?
Realistically,it isn't even owned by BBK. This company has investors who aren't even related to BBK.
@@shishirnaik7844
idk man, they can create new investment groups in china in weeks, remember honor? it was presumably sold to an independent investment group, but the said group was just created by government officials few weeks prior, meaning honor was sold by a government owned company to a government owned investment group
@@zenitso could be. But then again, all the info on the investors makes it look like the case of the OnePlus One,where fans were invited to help the company to make profit. Here,fans themselves can invest in this company
@@shishirnaik7844
yeah i've seen people like Ben Geskin from twitter invest in it.
but the scale of their marketing and the production value doesn't look like it's coming from a startup, i know Carl is there, but like i said, the scale of this company is a lil too good to be from a startup, their phone and marketing are even better than that of HTC
The design of the Nothing phone is really nice, i love it, however having a snapdragon 778G with that high price is ridiculous, there are phones with snapdragon 870 that cost around 350€, and yet they've managed to put a price of 500€ for a phone with a mid cpu. Simply overpirced
it will probably have upcoming Snapdragon 7 Gen1 , not the 778G.
@@prajwalnoronha2818 there are leaks about it using sd 778G plus, and the price range is somewhere around 450$
I heard it is around $350
Absolutely! They're riding the hype wave and hoping to sell these overpriced gimmicky phones
I wouldn't mind a bit of anti-innovation myself: screens with square corners and 9:16 aspect ratios and no notches; hardware home, back, and switcher buttons; no camera bumps; sub 5.5 inch screens. It's really incredible how not a single company will make a single phone with even half of these features. I have most of them on my phone, but it really needs an upgrade and I just can't find anything decent to replace it.
@korakys can we connect???
Great video as usual :)
Those Nebula segues keep getting better
I disagree on one thing.
If Samsung released that phone or those earbuds, they would sell around the same number as Nothing does or will. The difference is for Samsung that's nothing, and not worth it, but for Nothing it is a success and a foot in the door.
For Samsung it's nothing, but for Nothing it's everything 😁
top answer.
From what I have seen on GSMarena, the Nothing phone is just a typical midrange phone with a clear back. Though, like most flagships, it doesn't have a headphone jack or micro SD slot.
On the button. Fascinating stuff.
On a side note, it's amazing that fanboys or shills are already here to attack naysayers or pretend to show support.
bait.
Very helpful video
A much needed video! I also fall into trap of buying Nothing 1 but your video made me to think again. Also Carl with Nothing done that again which you've explained in your earliest video where Android Company compare themselves with Apple #Iphone
IMO, as long as the consumer wants all screen form factor with ever diminishing bezels, there are so few things OEM can do. The last canvas they can do is the back side, but as of late almost every buyer are crazy about having glass back plate. I can understand why almost all phones do looks alike.
For me, it's the longevity is the biggest point in choosing the phone. I don't change phone every launch.
@@ingulari3977 I believe that...
He build NOTHING out of NOTHING.
Its magic
To me oneplus 1 is one of the most iconic phone in history. It is such a great device. I can still use it now in 2022, without feeling it's old. And all the claims at the time of oneplus were true, oneplus 1 was honestly one of the best.
I'm still using Realme x2pro and honestly at $445 USD or even more it's best phone I've ever used...
Once tech channels get their hands on the Nothing phone, they're going to find flaws with the camera and processor.
Just one rule. Never pre-order anything!
Well after seeing the leaked product video for the *Zenfone 9* 😍😍, I'm all hyped up for that instead of this run of the mill Chinese phone with just a bunch of lights on the transparent back!!
I just wish Asus also release a *Dimensity* or Lite version with a *D1300/8100* instead so that the small chassis doesn't overheat & actually provides good battery life!
On a side note, I'd love to see more phones like the *Huawei P50E* as well!!
But nothing* just focuses on unnecessary things which just makes the price higher. That's for a budget phone and product is a posaion
i don't know, all this nothing phone hype reminds me of the essential phone, and we all know how that company ends up
Wait did you upgrade your primary camera ?
Suddenly a lot more fine detail
I actually did! It's a GH6 now instead of a GH5 :)
Some of the marketing around this phone has been quite nice: in cool places across London, they have put up posters as if the phone is a club night with no calls to action, just the phone and the parrot. No phone company does this kind of thing anymore so it stands out. i’m guessing the people who focus on club posters don’t remember when HTC and others did this. nice
I heard of one plus before but thats it, you really helped him advertise..
1:29 lol these "three fingers" reminded me of that scene from inglorious basterds
I want a transparent headphone jack in the nothing phone. so you can see the plug when it's inside. and also you see dust in side the headphone jack.
You were right about the standard specs! 😂
I never thought Nothing was worth my time tbh and I'm not changing my mind yet
Hey! Please make a video about the weird LeEco smartphones and their history. Thanks!
dude, after rewatching this this strategy feels a lot like how my teachers in my design degree wanted us to present our projects or products to them. It is a brilliant way of selling something, but very hard to pull of right and with the right audience.
This validates my intuitive distaste of all of these brands.
He markets ideas well. Always on and the screen itself working as glyph interface is something everyone would like, but by making this LED array back, he changes the way we use the phone..
Carl:
Let’s make a transparent iPhone rip off and call it innovation.
You forgot the part that while the initial product might be attractively priced, it's al,ost impossible to get, and by the generation that it is possible to get it's a slightly less than average flagship for slightly more than the average price
People hyped for nothing are the same kind of people who would pre-order a AAA title after a showcase. Absolute buffoons.
Nice segue to the sponsor there 👏
Wow, you hit the nail on the head 😅. Shockingly so
Not sure if having a few milion in your pocket can be considered "out of nothing" :/
Nothing 1 Phone feels like modded iPhone 12
Strategy:
Produce a Product - NOP, just kidding.
Everthing but the product.
If carl cared so much about it's consumers...then he would have added the headphone jack back....just saying 😂
The main advantage of Oneplus it's fast hardware and clear OS, as a result good performance and long lasting life for price of mid-range, this category in demand.
See through tech is doing a comeback?
It's all smoke and mirrors until we get to see the actual product.
I was thinking that the back would be less cool with a case, especially because I don't like transparent cases. Could you do a video where you explain if you need a case (and screen protection) nowadays? Because this will have a big influence on our buying decisions, as phone color, the material of the back side etc. play no role anymore. Also I would want to know how cases influence wireless charging / charging other phones. Thank you!😊
Technorama is FUCKIN AWESOME!! Without comments we can't let you know but i FRIGGIN LOOOOOOVE your show!!!!
It's like "the mint with the hole" and how we were sold less mint than we should have got
This is absolutely not a good strategy, for a brand as well as the consumers. For short term it will work but sucks in long term. Smartphones have already been reached to peak of development, so these tiny increments or endless hypes won't do any magic. There's only one window left open i.e create a new Linux based operating system which will give ios like performance, reliability and integration and Android like security, opensource ness and don't cost much.
Carl Pei is like a character that Steven He would have invented for one of his youtube skits
Carl Pei is puffery come to life.
what is the name of your most recent soundtrack? unable to find it anywhere
I think its just an Android that looks a ton like an iPhone but they added lights 🤣
I disagree with Carl's assertions and see them as a marketing strategy.
Foldables are the evolution of smartphones.
There's nothing innovative about the NOTHING phone. I like it but low end specs at a presumably lower price do not qualify as innovation.
What will it do that other phones don't...? NOTHING!
So ur saying that 399$ or 500 with snapdragon 778g chipset and 45w fast charging and 120hz display is not enough?
@@joamettorresortiz9271 doesn't matter. Other brands can do the same in expense of some profit cut. Ms duo was the revolutionary product same goes for galaxy fold, lumia 808..... basically all big brands already had done so much that nothing left to do significantly different.
@@yash_kambli you cannot compare a flagship foldable with a "mid range flagship killer"
@@joamettorresortiz9271 and you also cannot claim that their are making innovation when what their doing is just price cut. Even then those price cut money need to recover back when the phone successful. And then the phone get expensive which make Carl leave the company and create another phone brand with another hypocrite statement.
I Don't even care about "Nothing" until you make this video
I doubt this time it would work as well. The same trick has been tried 3 times and it's been getting weaker with each attempt.
I didn’t have to watch the video full video to give a like…it was predictively very good…
storytime with Carl
I love my Surface Duo 2 cant go back to single screen now, and it will only get better with Android 12L.
worth watching this. you're such a genius and honest youtuber.
I'm not a fan of Oneplus not even that trash can have a place in my top 10 fav smartphones manufacturer.
they talk more than much but give nothing and cut the pocket of customers who don't have enough idea about technology.
currently I'm using a Oneplus 6t and it's crippier than crippy. so much laggy and a irritating User interface.
Nothing phone will be much more worst then previous trash and it has no doubt at all I can bet.
phone building will be a thing in the future?
11:11 Not Just Bikes as the first advertised channel
I always thought that Nothing's plan was to make phone design more fun/interesting again, obviously it would be nice to have better specs, but it's always so boring to see modern phones' "unique" design to be "Camera bezels and bumps!"
The asian market does have some fun stuff, but most of the time they're bland solid colors or designs
carl pai < car play
The ‘nothing’ puns will never stop will they?😂