“We decided to make the US the number one priority for the market,” Nothing CEO Carl Pei said in an interview with Inverse. This doesn’t happen with the Phone (1), it just doesn’t support the frequency bands used by US carriers (you can spend $300 , but it’s intended as a beta test). The upcoming Nothing Phone (2) 2022 is exclusively for the US market.
Its TWS earphones are not sold in the US, which, in fact, accounts for a third of all sales. Pei sees this as a sign that the Phone (2) will find similar success in new markets.
The new model will be more premium than the original — Pei is reluctant to call it a “flagship” because the company aims to deliver a refined software experience and innovative hardware design, Instead of getting the best hardware at any cost.
Why is the phone(1) not designed with the US market in mind? There is nothing but no resources. US carriers require phones to go through a certification process and mandate that certain features be included in the software.
Pei said the mobile team started with only 5 engineers, so the Nothing OS work had to be outsourced. But now the team has expanded and there are now 13 people working on the software. Nothing’s Android 002 Beta is made entirely in-house.
The company has grown from strength to strength since its inception a few years ago. It has in 200 employees) and developed to 400 today. It has also seen a significant increase in revenue, from $24 dollars in its first year to $200 Ten thousand2022. Now the company has the resources to explore new markets.
Pei sees an opportunity — he cites research showing that US consumers are growing tired of the Apple/Samsung duopoly. They mainly have Motorola and OnePlus as alternatives and nothing will join the fray anytime soon.
Part of the growth plan includes opening more physical stores. Its first store, the one in London’s Soho, has been doing well (being next door to the Supreme store helps foot traffic), but the CEO says more product is needed to drive store profitability.
Click on the source link for more interviews with Carl Pei.