OnePlus and the Marshmallow update

The following article is based on my own interpretation of the said events. Any material borrowed from published and unpublished sources has been appropriately referenced. I will bear the sole responsibility for anything that is found to have been copied or misappropriated or misrepresented in the following post.

Sarthak Singla, MBA 2015-17, Vinod Gupta School of Management, IIT Kharagpur

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A smartphone manufacturer that took the Indian market by a storm and left all the other market players thinking, OnePlus gained acceptance among the public right from the launch of its first smartphone model, OnePlus One. With the company launching two subsequent models and each of them being a hit among the target user base, OnePlus gained even more market share in India.

Some features that counted in the firm’s success were the developer options it gave to the users, the freedom to experiment with android and the regular Operating System updates rolled out by the company’s technical staff. In fact, OnePlus devices used to be among the earliest of the devices to get a software update, ahead of big market players like Samsung and Sony.

But the company has been struggling to roll out the Marshmallow update since it was first announced by Google in October 2015. The users expected to receive the update to the latest version of android, latest by December 2015. OnePlus finally rolled out the update in April, six months after the update was announced. Also, the company officials never gave any reason for the delay in the rollout, neither to the queries on social media, nor to the personal queries by the users.

With what ensured the company’s success in the country, the trust and loyalty of the people in OnePlus One at a time when it had just entered the market, the users of the smartphone were expecting to get the update ahead of the users of other variants by the same company. But the reverse is exactly what really happened which has disappointed the early adopters of the company to a certain extent.

With Google rolling out the preview of android N two months back, OnePlus techies need to really gear up in order to catch up on the same.

Hope that the company makes fast moves to counter the time lost in the last six months and matches the pace of the smartphone industry.

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