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"Enthusiast brands will betray you", words from a legendary guy.

you've got to admit that he did manage to achieve what so many failed at

Could you cover Sony sometime? Not just their phones but how their buisness shifted focus a few years ago? And why they're still struggling to launch a smartphone? You're someone who has been behind the scenes and know a thing or two about how phones are made and I always appreciate what you have to say for that reason

As the 10 points stated by Oppo's founder ,what you need to build a successful brand is : 1.Product 2.Marketing 3.Marketing 4.Marketing 5.Marketing 6.Marketing 7.Marketing 8.Marketing 9.Marketing 10.Marketing

Sony should learn from Carl, if they continue to not focus on marketing, they might just disappear like LG did and I really don't want that.

An 'invite-only' preorder system, where everyone gets the invite within two days, and then you get two days to pay a 20$ nin-refundable fee when they haven't even properly shown the phone is scummy at best.

I wish they made something like a global, sleeker version of Fairphone but instead we got the PC market equivalent of "put some RGB lights and call it innovation". The only thing I still appreciate about OP is their root friendliness but then so is Xiaomi and they are a lot less cringe inducing about their product launches!

You can use all of this great analysis and put it on top of almost every brand or product in our economy. We as consumers get sold to not simply buy a phone/shoe/t-shirt/whatever, but rather a storyline. It is not simply a drink or a car no no, it is a special drink made after the original recipe from a small french village the same way they did 18XX or the market leading car in autonomous driving. You as costumer are REALLY REALLY special for buying this brand. In reality it is equally mass produced and shares almost all the features with its competitiors. There is nothing revolutionary about this phone. Putting some LEDs on the back of a phone and copying mostly the iPhone-design is not something revolutionary or "anti-mainstream". There is also more to tell about trying to always create this narrative of this one singular "revolutionary thinker", even though they mostly are just a marketing figure but that is too much. Ty for this great video!

Personally, knowing a company cares THIS much about marketing is more than enough to not even consider their products. Really not my style to get influenced by millioners into buying their product because they say it's good lel

Carl Pei escaping the enthusiast trap by leaving and launching a new enthusiast brand everytime the last become stagnant.

At this point this is just a big circlejerk between phone enthusiasts who have nothing to get hyped about anymore.

Carl face looks like he knows that he clowned himself and can't run from his fate

The ripped off the Iphone design and made it have a clear back... GREAT INNOVATION -.-

I get that they need to build hype to launch their phone, but after that, if they want their early fans to stay and get more on board as well as deliver on the promises made, I would like to see the software experience be the thing that is revolutionary about this phone. And by that I mean a stable OS, with a long update life (take a page out of ios device update life), bug fixes, no bloatware, kind of how oneplus was seen, but better. It would make me want to buy their phones, and keep me as a customer

Basically create an artificial hype bubble around a decent product and you're good to go

great video! You were able to depict the whole strategy, and show stories are as important nowadays as the product itself. We finally buy the IDEA as much as the product ( or even more)

Phones with no support (doa, service center, warranty returns) unless you live in three, four or five specific countries in the world.

I absolutely love your content. Spot on comments. Congrats!

The success of a product go beyond hype alone. It lies in how widely available so that consumers can get to know a brand over time. Something smaller companies have difficulty in doing against the big companies in the industry who proliferate and manufacture in mass quantities. A product can be coveted and desired but if it hard to get it will become niche in the end.

Great presentation. Thanks so much for such high quality content.

Very interesting insight! It's something I kinda had a feeling of but you put it into world brilliantly.

Led light strip in back pannel = new game changing innovation 😂😂

I believe one thing that would actually cause this phone to stand out among midrangers in 400-600$ would be official long software support and timely updates (let's say 4years of updates and at max month after pixels updates delivered), that would be appealing to normal.people and not just people who got caught in the build up hype of the brand. I guess we'll see soon enough

Probably grown immune to such marketing. Don't care a less about a few strategically placed leds on a phone. Only reaction I had when the hype started was -- wait, I have already seen that -- and seems I was not the only one.

Carl Pei is the living embodiment of any coverage is good coverage

Watching this on my Nothing Phone(2) and now I get exactly why I fell in love with this brand!

KZfaqrs get used by the companies with these shady embargoes. I think we have to hold both sides accountable for participating in this and somehow are fooling the consumer. Even if its not intentional by the youtubers.

I was so bummed I had to work and now I saw you made this video so now super happy

You know, there's no such thing as bad advertisement. Your video is the first time I am hearing about this phone at all :)

I have to say, this video is absolutely on point

I guess this time odds aren't in favor of NOTHING ( Carl Pei ) as - OnePlus was a true flagship killer at the time of launch and they build the brand on it. - At time of NORD, OnePlus was already an established and enthusiast brand hence people who wanted a good mid-range phone could easily swift to NORD series, also there weren't many choice in the upper mid-range segment. - But this time NOTHING except the design ( though clear back phones were made before but NOTHING implementation is much better ) don't have anything exiting which competitors aren't offering. - Also now people have wide range of choices in the Mid-range and upper mid-range segment hence Nothing if they get don't get pricing and camera competitive they won't be able to build the brand like OnePlus.

This is a great video and a nice way to inoculate the tech nerds who don't understand the manipulation of marketing teams

This remimds me of your " why start-ups Will betray you" video.

Nothing ever lives up to the hype, but if Nothing can stick the landing and deliver a quality product for a good price that probably won't matter in the long run. I am unsure about the price because this doesn't have the scale and backing that the previous phones had. I think it might be too pricy for a lot of people.

I love how they adopted Apple's branding strategy. The apple at the back of their phones and white earbuds became iconic, so they made those look as good as they can be

From what I have seen on GSMarena, the Nothing phone is just a typical midrange phone with a clear back. Though, like most flagships, it doesn't have a headphone jack or micro SD slot.

IMO, as long as the consumer wants all screen form factor with ever diminishing bezels, there are so few things OEM can do. The last canvas they can do is the back side, but as of late almost every buyer are crazy about having glass back plate. I can understand why almost all phones do looks alike. For me, it's the longevity is the biggest point in choosing the phone. I don't change phone every launch.

Great video as usual :)

He markets ideas well. Always on and the screen itself working as glyph interface is something everyone would like, but by making this LED array back, he changes the way we use the phone..

The design of the Nothing phone is really nice, i love it, however having a snapdragon 778G with that high price is ridiculous, there are phones with snapdragon 870 that cost around 350€, and yet they've managed to put a price of 500€ for a phone with a mid cpu. Simply overpirced

The real difference is that no one is believing in it this time. I haven't seen a video of someone actually exited for the nothing phone

Some of the marketing around this phone has been quite nice: in cool places across London, they have put up posters as if the phone is a club night with no calls to action, just the phone and the parrot. No phone company does this kind of thing anymore so it stands out. i’m guessing the people who focus on club posters don’t remember when HTC and others did this. nice

I disagree on one thing. If Samsung released that phone or those earbuds, they would sell around the same number as Nothing does or will. The difference is for Samsung that's nothing, and not worth it, but for Nothing it is a success and a foot in the door.

a question: do you think that Nothing is just another BBK company that's pretending it's not?

Well after seeing the leaked product video for the *Zenfone 9* 😍😍, I'm all hyped up for that instead of this run of the mill Chinese phone with just a bunch of lights on the transparent back!! I just wish Asus also release a *Dimensity* or Lite version with a *D1300/8100* instead so that the small chassis doesn't overheat & actually provides good battery life! On a side note, I'd love to see more phones like the *Huawei P50E* as well!!

A much needed video! I also fall into trap of buying Nothing 1 but your video made me to think again. Also Carl with Nothing done that again which you've explained in your earliest video where Android Company compare themselves with Apple #Iphone

I wouldn't mind a bit of anti-innovation myself: screens with square corners and 9:16 aspect ratios and no notches; hardware home, back, and switcher buttons; no camera bumps; sub 5.5 inch screens. It's really incredible how not a single company will make a single phone with even half of these features. I have most of them on my phone, but it really needs an upgrade and I just can't find anything decent to replace it.

I was thinking that the back would be less cool with a case, especially because I don't like transparent cases. Could you do a video where you explain if you need a case (and screen protection) nowadays? Because this will have a big influence on our buying decisions, as phone color, the material of the back side etc. play no role anymore. Also I would want to know how cases influence wireless charging / charging other phones. Thank you!😊

On the button. Fascinating stuff.

dude, after rewatching this this strategy feels a lot like how my teachers in my design degree wanted us to present our projects or products to them. It is a brilliant way of selling something, but very hard to pull of right and with the right audience.

You forgot the part that while the initial product might be attractively priced, it's al,ost impossible to get, and by the generation that it is possible to get it's a slightly less than average flagship for slightly more than the average price

Those Nebula segues keep getting better

I want a transparent headphone jack in the nothing phone. so you can see the plug when it's inside. and also you see dust in side the headphone jack.

Just one rule. Never pre-order anything!

The main advantage of Oneplus it's fast hardware and clear OS, as a result good performance and long lasting life for price of mid-range, this category in demand.

Very helpful video

i don't know, all this nothing phone hype reminds me of the essential phone, and we all know how that company ends up

You were right about the standard specs! 😂

I heard of one plus before but thats it, you really helped him advertise..

He build NOTHING out of NOTHING.

To me oneplus 1 is one of the most iconic phone in history. It is such a great device. I can still use it now in 2022, without feeling it's old. And all the claims at the time of oneplus were true, oneplus 1 was honestly one of the best.

Hey! Please make a video about the weird LeEco smartphones and their history. Thanks!

Wait did you upgrade your primary camera ? Suddenly a lot more fine detail

1:29 lol these "three fingers" reminded me of that scene from inglorious basterds

Once tech channels get their hands on the Nothing phone, they're going to find flaws with the camera and processor.

In all honesty Carl just seems like a Steve Jobs wannabe who's far too focused on marketing and hype and not nearly enough on the product. The fact that Nothing's communication focuses solely on the transparent back and the flashing leds proves the absolute lack of commitment in the product and in innovation.

what is the name of your most recent soundtrack? unable to find it anywhere

I love my Surface Duo 2 cant go back to single screen now, and it will only get better with Android 12L.

I never thought Nothing was worth my time tbh and I'm not changing my mind yet

I think its just an Android that looks a ton like an iPhone but they added lights 🤣

On a side note, it's amazing that fanboys or shills are already here to attack naysayers or pretend to show support.

Carl: Let’s make a transparent iPhone rip off and call it innovation.

But nothing* just focuses on unnecessary things which just makes the price higher. That's for a budget phone and product is a posaion

Carl Pei is like a character that Steven He would have invented for one of his youtube skits

See through tech is doing a comeback?

It's like "the mint with the hole" and how we were sold less mint than we should have got

Nice segue to the sponsor there 👏

Wow, you hit the nail on the head 😅. Shockingly so

Strategy: Produce a Product - NOP, just kidding. Everthing but the product.

Carl is talking about innovations but what has he done with nothing? Lights?? Do we need lights on our phone? Nope. All we need is a phone with basic features that we actually use. We won't use those lights after a few days but the features will stay with us forever. Hate when these brands hype some gimmicks which are absolutely useless.

Not sure if having a few milion in your pocket can be considered "out of nothing" :/

Nothing 1 Phone feels like modded iPhone 12

With regards to Nebula: Has the problem of some creators publishing to KZfaq first, or publishing the KZfaq version with ads to Nebula, or failing to publish any version to Nebula after the KZfaq version has been successfully published, been fixed yet? Looking at MKBHD, and I refuse to resubscribe until Nebula is treated as a first-class citizen by all its creators.

I wont get too hyped about "nothing" seen as their headphones definetly werent worth the price. I was so excited to see if they sound good and was massively dissapointed. For the same price i could get a good pair of headphones that'll last longer, and are compatible with more devices. The phone is looking good so far, but i'd say we all need to wait till its out and has been reviewd by multiple people. The lights are such a cool feature, yet only drain battery and are kinda just a Gimmick. Still, they make "original" products which is pretty rare nowadays

Just reading other comments , I agree you could speak about Sony's problem with smarthohones, my last Sony was an Xperia Play.... And I never have bought one again, probably a Xperia Vita

Technorama is FUCKIN AWESOME!! Without comments we can't let you know but i FRIGGIN LOOOOOOVE your show!!!!

8:46 not only will they not take anymajor product risk, they'll just copy the popular or successful thing (the iPhone, in this case)

I didn’t have to watch the video full video to give a like…it was predictively very good…

phone building will be a thing in the future?

I doubt this time it would work as well. The same trick has been tried 3 times and it's been getting weaker with each attempt.

How good did it feel when you thought of that perfect title? I’m sure when Marques sees this he’s gonna be a bit upset that he didn’t think of the pun 😄

but they will only succeed if they nail the software part of it ,u know the Essential Phone1 design hardware was dope in it times but the camera exprience and other software related issues reined it , its not just about marketing and looks

I didn't even know anything about the marketing (don't follow social media that much). I just have my Oneplus 5t which is still fine for my use. Original battery which for some might be bad but for me it's good enough. I bought when it launched because it had good specs pretty stock android and good reviews. I don't think the new onepluses are that great. Even the nord isn't that good value compared to Samsung for example. I'd love if they just made flagship killers again. For me that would be a phone with decent (not exceptional) battery life, at least 8 gigs of ram, 128gb storage, high end snapdragon, 120hz 1080p screen (I have good eyesight and can't tell a a difference in resolution in such a small screen) and a camera (I don't care about image quality that much). It could be a plastic phone for all I care. I think this kind of phone could be manufactured and sold for 400-500$ but no one makes them. It would be like the old OnePlus again.

It's all smoke and mirrors until we get to see the actual product.

I Don't even care about "Nothing" until you make this video

If carl cared so much about it's consumers...then he would have added the headphone jack back....just saying 😂

Same strategy cyberpunk used

Carl Pei is puffery come to life.

They didn't say they are going to launch a ground breaking phone he said fun and interesting phone.