The latest flagship from OnePlus, the OnePlus 13, is a truly impressive Android smartphone. After extensive use, it’s clear this device stands out. However, a persistent issue continues to plague OnePlus: carrier relationships. This long-standing problem, complicated by internal dynamics and the company’s relationship with Oppo, hinders OnePlus’s potential in key markets like the US. This article explores why establishing strong carrier partnerships is crucial for OnePlus’s future success.
Verizon store front displays the 5G network in NYC.Alt: A Verizon store showcasing its 5G network highlights the importance of carrier presence for smartphone brands.
The Importance of Carrier Relationships in the US and UK
The history of successful smartphone brands in the US and UK demonstrates the vital role of carrier partnerships. These relationships can be the deciding factor between thriving and failing, especially for emerging brands. For many years, customers relied on carriers as their primary point of purchase, often influenced by in-store salespeople. While online research has become increasingly common, carriers still hold significant sway over purchasing decisions, particularly in the US where online phone buying remains more complex than it should be. This influence allows salespeople to steer customers towards brands offering higher commissions or easier sales processes.
The iPhone 16 Pro and the Galaxy S25 Plus held in the hand togetherAlt: Holding an iPhone 16 Pro and a Galaxy S25 Plus side-by-side demonstrates the market dominance of Apple and Samsung.
The iPhone and AT&T/O2 UK: A Turning Point
The launch of the first iPhone, exclusive to AT&T in the US and O2 in the UK, marked a significant shift in the carrier-manufacturer dynamic. Prior to this, carriers exerted greater control over product positioning, marketing, and pricing. The iPhone’s popularity, combined with Apple’s marketing and exclusive carrier deal, altered this balance. Apple’s marketing efforts drove consumer demand, making sales easier for carriers. This contrasted with brands like BlackBerry, Nokia, and Motorola, which relied heavily on carriers for marketing.
White OnePlus 13R held in hand over blue OnePlus 12R.Alt: Comparing the OnePlus 13R with the OnePlus 12R showcases the brand’s design evolution and focus on innovation.
The emergence of Android and the rise of Samsung introduced another shift. While carriers initially maintained significant control over Android devices, Samsung, through its marketing prowess and growth, eventually achieved a more balanced relationship, similar to Apple’s. This resulted in fewer pre-loaded apps, more consistent software updates, and a more unified experience across carriers. The impact is clear: Apple and Samsung dominated carrier store sales in 2020, due in part to the simplified sales process for their devices.
OnePlus’ Past Attempts and Current Challenges
OnePlus has previously attempted to address its carrier issue through partnerships with T-Mobile in the US and O2 (later Three) in the UK. However, these partnerships presented challenges, particularly with T-Mobile, where pre-loaded apps and carrier-controlled updates conflicted with OnePlus’s vision of a clean and streamlined software experience.
OnePlus AirVOOC 50W charger attached to OnePlus 13 held in hand.Alt: The OnePlus 13 with its AirVOOC 50W charger demonstrates the brand’s commitment to fast charging technology.
Carrier partnerships involve rigorous testing and certification processes, ensuring devices meet specific network performance, battery life, and overall experience standards. This can be challenging for manufacturers, especially regarding 5G compatibility and varying regional requirements. Managing carrier relationships also demands significant resources for software development, hardware customization, and marketing efforts.
Both colors of the OnePlus 13R next to each other.Alt: The OnePlus 13R in both color options showcases the brand’s attention to aesthetic design and consumer choice.
The Path Forward for OnePlus
While understandable why OnePlus hasn’t prioritized carrier relationships in the past, the exceptional quality of the OnePlus 13 and OnePlus Open warrants a renewed focus on these partnerships. Significant growth in the US market requires engaging with carriers. While navigating carrier certification and software adaptation may be achievable, allocating a substantial marketing budget poses the biggest hurdle. OnePlus and Oppo produce excellent smartphones, but lack the marketing budgets of Apple, Samsung, and Google. Until OnePlus effectively establishes robust carrier partnerships, challenging these market leaders, particularly in the US, remains a significant challenge.
The OnePlus 13 with its Sandstone case.Alt: The OnePlus 13 with its Sandstone case highlights the brand’s focus on providing a premium user experience.
