“We have decided to make the United States our No. 1 priority in terms of markets,” Nothing CEO Carl Pei said in an interview with Reverse. That won’t happen with the phone (1), it just isn’t built with support for the bands used by US carriers (you can get one for $300, but it’s intended as a beta test). The Nothing Phone (2), arriving at the end of 2023, will specifically address the US market.
Nothing sells its TWS buds in the US—in fact, the US accounts for a third of all sales. Pei sees this as a sign that the phone (2) will see similar success in the new market.
The new model will be more premium than the original—Pei is reluctant to call it a “flagship” as the company aims for a refined software experience and innovative hardware design rather than getting the best hardware at any cost.
Why wasn’t the phone (1) designed with the US market in mind? Nothing just didn’t have the resources. US carriers require phones to go through a certification process and mandate that certain features be included in the software.
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Pei says that in the beginning, there were only 5 engineers on the mobile team, so the work on Nothing OS had to be outsourced. But now the team has been expanded and there are now 100 people working on the software. The Android 13 beta version of Nothing is completely made in house.
The company has grown since its inception just a couple of years ago. It had 200 employees in 2021 and has grown to 400 today. Its revenue has also grown significantly, from $24 million in its first year to $200 million in 2022. Now the company has the resources to tackle a new market.
And Pei sees an opening: He cites research that suggests US consumers are starting to get bored with the Apple/Samsung duopoly. They mainly have Motorola and OnePlus as alternatives, soon Nothing will join the fray.
Part of the growth plan is to open more physical stores. His first store, in London’s Soho, is doing well (foot traffic is helped by being located next door to a Supreme store), but the CEO says more products are needed to propel the store to profitability.
Follow the Source link to learn more from the interview with Carl Pei.
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