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Peter Lau talks OPO target customer

  1. brothervoid
    Gingerbread May 18, 2014

    brothervoid , May 18, 2014 :
    From the China OP forum. Someone (my guess is a staff as he's talking about a visit to their Wuhan customer service center) asks Peter Lau who their target customers are, given they're selling at such a low price point.

    "Existing market segmenting for target customers (demographics such as age, income, region and gender, etc.) is unreasonable, and also outdated. We should define our target market according to the user's values, attitudes and so on.

    OnePlus's attitude is "Never Settle". Our users are those not satisfied with the status quo, people who aspire for a better life. They may be 20 or 40 years of age. They may come from Shanghai city, or from remote areas. They have a yearning for a better life, have a positive spirit, like to break the shackles of tradition, and never compromise. They're confident, and pursue substance and inner beauty over glitz and looks.

    Are you this person?"

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    Last edited: May 18, 2014

    #1
    Apteryx, almafudd, Alen and 1 other person like this.
  2. zybhkhk
    Honeycomb May 18, 2014


    #2
  3. HDShatter
    Froyo May 18, 2014


    #3
  4. Hotshotk
    Honeycomb May 18, 2014


    #4
  5. akajoe
    Froyo May 18, 2014


    #5
  6. Sevan
    Jelly Bean May 18, 2014

    Sevan , May 18, 2014 :
    No matter how they slice it, unfortunately purchasing behaviour can mostly be attributed to the very segmentation dimensions that OnePlus is claiming to ignore.

    What they describe can be put together using age, geography, income and education level, to a close degree of similarity.
     

    #6
  7. ikuwara
    Jelly Bean May 18, 2014


    #7
    Johnmiller likes this.
  8. RaiderX29
    Honeycomb May 18, 2014


    #8
    Meepers and Johnmiller like this.
  9. tetragrahamaton
    Cupcake May 18, 2014

    tetragrahamaton , May 18, 2014 :
    Seems even more unreasonable to deny the significance of income level when it comes to buying a $300 phone. :D I like the attitude, though, and I'm sure they aren't really that naive.
     

    #9
  10. Theatron23
    Eclair May 18, 2014


    #10
  11. brothervoid
    Gingerbread May 18, 2014


    #11
  12. almafudd
    Honeycomb May 19, 2014

    almafudd , May 19, 2014 :
    Very true - you shouldn't define a user by age, income, locations, etc... Rather by what they want and expect from a product.
     

    #12
    Johnmiller likes this.
  13. john lord
    Gingerbread May 19, 2014


    #13
    Johnmiller likes this.
  14. johnnytensai
    Ice Cream Sandwich May 19, 2014


    #14
  15. john lord
    Gingerbread May 19, 2014

    john lord , May 19, 2014 :
    ok picasso..settle down!!
     

    #15
  16. goldenantlers
    Gingerbread May 19, 2014

    goldenantlers , May 19, 2014 :
    i don't know that it's naive to ignore income; although it does imply certain assumptions. if you're making any kind of smartphone then you're targeting people with a certain amount of money - but as we find over and over again with apple, millions of people will suddenly find the money for a shiny piece of technology if they want it enough.
     

    #16
  17. johnnytensai
    Ice Cream Sandwich May 19, 2014


    #17