OnePlus is a newly established Chinese smartphone brand officially announced today in Beijing.

It’s not just another phone brand by low-cost manufacturing China or aimed at less developed markets. OnePlus will be about high specs, comparatively low prices, selling directly online and shipping to the rest of the world, especially developed markets.

It sounds like Google Nexus model but also similar to that of Xiaomi, the rising star in China’s smartphone market. Like Xiaomi, OnePlus invites early adopters to make decisions on specs and features, using online forum or other forms of social media to engage audience. And Xiaomi is expanding to overseas markets too that has established presence in Taiwan and recently announced to enter Singapore. The latest rumor is that the company plans to ship low-cost phones in countries like Japan.

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Tracey Xiang

Tracey Xiang is Beijing, China-based tech writer. Reach her at traceyxiang@gmail.com