Let's talk about Nothing 😐
The smartphone market is one of the most stabilized markets with most customers already being loyal to a certain brand or ecosystem. Most just buy the latest iPhone or Galaxy phone out. While that, in and of itself, is a testament on how well this companies have mastered their craft and how well built their products are, it also makes it almost impossible for new companies to penetrate the market and find a market share.
Current big names in the market include Samsung, Apple, Xiaomi, Oppo, Vivo, OnePlus, Google and so on. This are companies that have been in the game for quite some years. There is however a new name that has been making some noise since 2021. The company named ‘Nothing’ founded by former OnePlus co-founder Carl Pei, started off by shipping wireless earbuds, the ear (1). Then proceeded to release their first phone, the Nothing Phone (1) on August of last year. Currently they have already shipped the second generation of both their phone and their earbuds.
The Nothing way
What made Nothing an outstanding competetitor, at least in my books, is their approach. How they approach design, marketing and consumer feedback was, and still is, really intriguing. I can see why they decided to do something new since they needed to stand out in the crowded space that is the smartphone market. And don’t take my word for it, here are three things that Nothing is doing differently:
1. Design
The design of their phones is “nothing” we’ve seen before(pun intended). The LED light combination found at the back of the phone (Formally called the Glyph interface) is the primary stand out feature. Add to that the custom OS interface which really adds to the futuristic touch the phone is trying to create. And finally, we have the transparent back glass which let’s you peek into the organized components inside. Combined, this design decisions make the phone really beautiful and more importantly they make it a conversation starter.
2. Marketing (beyond the hype pumping)
Their CEO is a youtuber..? well technically he is just “featured” on their videos but he practically takes most of the screen time. Actively engaging with the community, reacting to what popular reviewers say about his product and sometimes even hosting critics so as to improve products. This makes him relatable and I think it plays a significant role in building brand trust among consumers.
3. A bottom up approach.
Most companies try and penetrate the market at the higher end. This is because high end products have higher margins of profit which will in turn allow the company to invest more into R&D and continue creating great products. Not Nothing! The Phone (1) started at just £399. This is a great deal, especially since every flagship costs a thousand dollars this days. Now, the phone was nowhere close to being a flagship, but still it checked all the right boxes. Add to that a unique eye catching design and you have a winning product. The sales figures reflected that, as the company managed to sell six figure units within just a month. This for me is a clear indicator that no matter how impossible it seems, no matter how tough the competition is, with the right mindset and innovative thinking any market can be penetrated and any product can be driven to success.
My guess, even their naming is a marketting strategy.