Chinese phone maker OnePlus believes it can build a global brand out of Shenzhen by turning customers into brand advocates, founder Pete Lau has told WIRED. The company’s widely acclaimed OnePlus 2, which launched this week to queues around the world, is a phone “created with our customers”, Lau said — and that’s why it’s already been pre-reserved by 1.6 million people.
“We didn’t expect the scale of interest with so many people waiting for the OnePlus 2 launch this week,” Lau, also the CEO, said. Long queues, typically all-nighters, accompanied pop-up launch events from San Francisco to Bangalore last Monday. In London, queues were reported for 20 hours. “It was, ‘Oh my god,’ quite a big surprise for us as well. It just happened,” Lau said.
By: David Rowan,
