They say that rare is expensive. At Nothing, it could be more of a way to be desired and make a difference. A strategy that some of its co-founders already experienced when they worked at OnePlus, a smartphone maker that has proven its worth for 10 years, although lately it has been more discreet.
Nothing, this name may not mean much to you. However, it is a brand on the rise, both for its way of communicating and maintaining its image, as well as for the quality of its products and its desire to create a coherent ecosystem. Because Nothing cultivates a certain difference, more or less voluntary.
Born around Carl Pei, former OnePlus figurehead, Nothing looks a bit like the project I’ve always dreamed of, focused on audio. Not in vain, the first product on sale were earphones (1), betting everything on the promise of transparency, both in design and in sound quality and design.
Known Investors
However, nothing has been talked about since its announcement in 2020. It must be said that the London startup has been well surrounded with the contribution of Tony Fadell, designer of the iPod, the Swedish audio specialist Teenage Engineering, or Kevin Lin. , co-founder of Twitch, and Steve Huffman, CEO of Reddit, among the initial investors. The brand has also acquired the know-how of Essential Products, a former company specializing in smartphones and once created by Andy Rubin, one of the men behind Android.
After launching premium and affordable wireless headphones (100 euros), it was logical for the brand to turn to the smartphone market, between the knowledge of the sector of Carl Pei and the various patents recovered from Essential. This is how the Telephone (1) was born in 2022. A device inspired by the iPhone, a reference to Pei’s eyes.
As with OnePlus at launch, you had to have an invite in order to purchase a device, the Phone (1) shipped on a limited basis. Nothing also found it fun to auction off some gadgets on a sneaker site, as well as managing their communication with their young audience to get people talking about the brand.
But the real reason was probably elsewhere: few units produced, but also few partnerships forged with resellers and a gradual sale in the world, not without some success for a first attempt.
In France, it took a few months to find it in stores. This should change with the arrival of the Phone (2), which will be much easier to find, we hear from the manufacturer.
Dropper Sales
Communication is one thing to get a bit of notoriety. But having the following quality products is still essential. And Nada intends to succeed in his bet.
If Carl Pei has fun distilling information bit by bit before each introductory lecture, he also has the means to achieve his ambitions. The Phone (1) was a more “mid-range” first attempt, but with some advantages to highlight: a totally transparent design to leave the components visible, or its Glyph interface on the back to signal notifications.
This luminous halo should allow you to detach yourself from your smartphone to the essentials when you’re not using it; a mantra proclaimed by the co-founder of Nothing since the OnePlus era. But it is above all a differentiating asset at a time when all smartphones tend to look the same.
The next model announced on July 11 should be luxurious, but without straying from its roots: transparency, power, an even improved interface, and partially recycled materials.
Arguments that could arouse the interest of young people, the brand expects. And with an iPhone looking for a lower price for pretty close promised qualities, there is something that becomes extremely attractive. As long as the price does not go up, and the device finally appears in French stores.
Source: BFM TV
