Nothing CEO Carl Pay was a co-founder of OnePlus and you can see many similarities between the two companies, especially in the marketing department. Nothing has run a OnePlus-style teaser campaign for its upcoming phone (1), revealing small (or large) bits of information here and there seemingly during the day, ensuring it stays in the news cycle for weeks. That’s exactly what OnePlus did, and it turns out that Nothing will implement another early OnePlus strategy for its first smartphone: the invitation system.
Love it or hate it, it was undeniably unique when it debuted with the OnePlus One, and the Nothing (1) phone will initially be sold by invitation only. You can say whatever you want about Carl Pay, but he is certainly one of the best marketers and advertisers in the mobile space.
Information about the invitation system comes at the end of the video above (starting at 13:20), which Nothing made its premiere today. The video describes in detail the design of the phone and its production process, informing us that recycled aluminum is used.
The invitation system will seemingly allow Nothing to sell its products faster, as it will not have to wait until it has accumulated many phones in stock to start sending them. It will also ensure that the first people to receive a telephone (1) are those “in the community”, “the people who deserve it the most”. Once “they are satisfied”, the company is “more than happy to open wider”.
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