December 5, 2024, New Delhi, India – Global technology brand OnePlus today announced an annual investment of ₹2,000 crores over the next three years to accelerate innovations in products and services in India. This investment plan was launched under the name of Project Starlight as a strategic vision for the brand’s future investment in the region.
“At OnePlus, we are deeply committed to understanding and addressing the unique needs of our Indian users,” said Robin Liu, CEO of OnePlus India. “The Project Starlight is a demonstration to our dedication to going beyond the surface to tackle the challenges faced by our users in their daily lives. From the intense heat and humidity to heavy usage, high screen on-time, and longer replacement cycles of OnePlus users, we recognize the need for our devices and services to serve our users reliably for years to come. India remains a top priority for us globally, and we continue to strive to earn the trust and affection of our Indian community. “
The Project Starlight investment focuses on three key areas – making even more durable devices, exceptional customer service, and developing India-specific features.
Prioritizing Durability Technology for Lasting Performance
OnePlus’s first Project Starlight commitment, making devices even more durable, starts immediately with two significant display technology advancements – the creation of the world’s first DisplayMate A++ display and the rolling out of OnePlus’s Green Line Worry-Free Solution.
The new display is set to premiere in an upcoming flagship device and is designed to excel in the harsh sunlight of India, redefining clarity, brightness, and color vibrancy. The 2K 120Hz ProXDR Display’s peak brightness of 4500 nits allows for clear visibility even under the brightest sunlight, ensuring that colors remain true and images remain vivid without any washout. OnePlus then takes the display experience a step further by providing a comfortable viewing experience that is particularly beneficial for users who spend extended periods using their devices, even in low-light conditions or during late-night use. Coupled with the sophisticated touch technology inside the forthcoming flagship, the new series from OnePlus is designed to offer users a seamless and intuitive experience.
Meanwhile, OnePlus’s Green Line Worry-Free Solution aims to allay the green line concerns seen in mobile devices across the industry. It involves OnePlus adding a new protective layer to all AMOLED displays, undertaking even more rigorous and extreme hardware testing minimizing risks to the lowest levels possible, and extending its new lifetime warranty program to all OnePlus devices against green line on display issues. These strategic measures are designed to give OnePlus users unwavering confidence and assurance in the exceptional quality and proven reliability of the brand’s products and services.
Elevating Service Quality: Expanding Access and Enhancing User Support
Next, the Project Starlight goes beyond hardware improvements, extending its commitment to elevating the overall user experience through enhanced service quality.
This year, OnePlus successfully increased its service centers by 22%, including an 11% rise in exclusive service centers directly owned by the brand. The company aims to expand its service centers by 50% by mid-2026. To accommodate a growing and diverse user base, OnePlus is enhancing its online service offerings, which include hotline support, WhatsApp assistance, and live chat options. Improved training programs for technical staff will ensure prompt and effective support, while a more transparent repair process will allow users to track the progress of their service requests. Additionally, OnePlus is upgrading half of its flagship retail stores to provide a better in-store experience and is empowering third-party stores with enhanced service capabilities. All of these initiatives aim to make service more accessible and satisfying for Indian users.
Innovating with India-Specific Features for a Superior Experience
The third focus of the Project Starlight will see OnePlus dedicate itself to developing features that are tailored to address the distinct requirements of our Indian user base.
The company has identified critical areas of focus that resonate with the Indian customers, including meaningful and advanced local AI functionalities, and a consistent demand for stable, high-speed connectivity. OnePlus is also implementing targeted solutions to enhance overall user experience across a variety of settings.
In today’s interconnected world, reliable network connectivity is essential for both personal and professional endeavors. OnePlus 13 Series will be the first smartphone to deliver a 5.5G connectivity experience in India, with an average speed enhancement of 380%. Additionally, OnePlus is debuting a customized signal optimization feature specifically for places such as Delhi Metro, ensuring that our users enjoy seamless connectivity and superior network performance across diverse settings.
Meanwhile, in India, OnePlus 13 Series devices will also introduce Steady Connect which extends Bluetooth connection range to up to 360 meters. This means gym enthusiasts can secure their phone safely in a locker and just take their Bluetooth headphones with them to work out. Steady Connect will also help Bluetooth connections stay active in areas of heavy traffic and interference like subway stations.
Through the Project Starlight, OnePlus reinforces its commitment to the Indian market, focusing on long-term performance, innovative features, and superior service. By addressing the unique challenges faced by Indian consumers, OnePlus is enhancing the durability and user experience of its products while solidifying its position as a trusted technology leader in the region.
