Abstract :
A RECENT trend in Asian cellphone marketing has seen innovative start-ups bypass retailers and offer their wares on a web-only, pre-order and limited-volume basis. The strategy has worked well for Xiaomi and its Mi range of smartphones. The firm has built a cult following to rival Apple´s in China and begun to figure on ´cool tech´ radar elsewhere. Enter OnePlus. This Hong Kong and Shenzhen-based manufacturer has taken the highly constrained approach to supply and demand a step further with remarkable results. Among Android followers worldwide, its launch OnePlus One handset (not to be confused with HTC´s recent One smartphone) has established itself as a ´must have´ from a standing start earlier this year.
