A Small Smartphone Startup Is Going Guerilla to Get Some Big-Time Attention You might not have heard of this company before. But that might soon change. It's using guerilla-style marketing to aggressively get the word out about its forthcoming Android-based smartphone.

By Noah Kravitz

entrepreneur daily

Opinions expressed by Entrepreneur contributors are their own.

A former executive from a top Chinese smartphone maker and a leading Android hacker from the U.S. have joined forces. Their mission -- to make the best smartphone the world has ever seen -- is encapsulated in the motto scrawled graffiti-style across their homepage: Never Settle.

OnePlus is a startup that's making some waves among the smartphone cognoscenti ahead of their first product reveal this week. They've promised a top tier phone, the OnePlus One, for less than $400. That's less than two thirds what the likes of Apple, HTC and Samsung charge for their flagship phones.

Thanks to their industry insider credentials and shrewd use of social media, ex-Oppo vice president Pete Lau's new brand is building some buzz. OnePlus' aggressive, guerilla-style marketing campaign has included a Reddit AMA with company reps, and a Twitter-based scavenger hunt with early access to the One as prizes.

Related: How the HTC One M8 Smartphone Stacks Up to the Competition

Lau has partnered with Cyanogen Inc. -- makers of the popular Android alternative CyanogenMod operating system -- on a custom Android-based OS for his phone. Cyanogen founder Steve Kondik recently left a job at Samsung to start his own company, and partnered with Oppo on a phone launch before teaming up with OnePlus.

The OnePlus One is set to be unveiled on April 23 but the company has already leaked many key specs and details regarding the device. A slow, steady stream of information direct from the source has built anticipation among bloggers and a growing fan base that's quite active on the company's own forums.

To date, OnePlus has confirmed a handful of specs that match up well against current smartphone giants. One will feature a 5.5-inch HD display, Qualcomm Snapdragon 801 processor, 13MP Sony Exmor main camera, a 5MP front-facing camera and a large 3100 mAh battery. Despite that giant screen, the company says the phone will be the same size as a 5-inch phone thanks to clever design touches like narrow front bezels.

Related: Does Anybody Really Need a '2K' Smartphone?

HTC and Samsung's top-shelf smartphones sport 5-inch and 5.1-inch screens, respectively.

OnePlus also says the One will support GSM and global LTE, meaning it will work on AT&T and T-Mobile (but not Verizon) in the U.S., and on many other carriers worldwide. One will also offer a few unique touches like swappable back panel "StyleSwap" covers, and the mysterious, "Something better than pre-orders."

If nothing else, OnePlus knows how to tease the geeks into a frenzy.

Related: A Look at Google Now, the Predictive Personal Assistant for Android and iOS

Noah Kravitz has been covering mobile and consumer technology for more than 15 years. His writing has appeared on ReadWrite, Wired, Business Insider and PhoneDog Media, where he served as editor-in-chief.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Related Topics

Business News

Grads From This Midwestern School Are More Likely to Start a Billion Dollar Company Than Founders Who Went To Stanford, Harvard, or MIT: Study

Some surprising schools outranked Ivy League universities with the likelihood that their grads would found a unicorn.

Business News

Bumble Is Laying Off Over 30% of Workforce as Gen Z Moves Away From Dating Apps

The company revealed its restructuring plans during a Q4 2023 earnings report.


7 Ways to Create a Seamless Marketing Campaign Across All Platforms

Achieving cross-platform harmony requires strategic goal-setting, customized content optimization, and a mix of paid and organic efforts.

Starting a Business

How Can You Make Sure Your Business Will Survive Anything? Try These 3 Proven Strategies

No matter how uncertain the economy is, you can survive anything as long as you prepare. Here are a few strategies to consider.

Business Ideas

55 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.