Ishita Grover, Director of Marketing OnePlus India says ‘Performance is Key’ in latest devices

OnePlus has started the year off with a bang by launching two highly-awaited smartphones in India. The OnePlus 12 (review) and OnePlus 12R (review) launched recently with some impressive specifications and features for their asking price. The latest devices have particularly focussed on performance and display improvements, which is pretty evident when testing the devices. We had a chat with OnePlus India Director of Marketing, Ishita Grover, about the company’s newest devices, ongoing R&D, usage of new materials and processes, and much more.

Digit: What are the three pillars that are most important for OnePlus in their flagship and high-end products?

Ishita Grover, OnePlus India: At the core of OnePlus’s flagship and high-end products lie three essential pillars that define our commitment to excellence: performance, design and build quality, and user experience.

Performance is a key focus for OnePlus, as we strive to deliver top-notch performance in our flagship and high-end devices. This involves equipping our devices with powerful hardware specifications, including cutting-edge processors, ample RAM, and fast storage options. Additionally, OnePlus prioritizes software optimizations to ensure smooth and responsive user experiences, whether users are gaming, multitasking, or engaging in everyday tasks.

Design and build quality are also significant considerations. At OnePlus we place a strong emphasis on creating sleek and premium-looking devices that feel premium in the hand. This involves attention to detail in materials, finishes, and construction techniques. By prioritizing design and build quality, OnePlus aims to offer devices that not only look great but also feel durable and well-crafted.

Furthermore, we are committed to providing a superior user experience across its flagship and high-end products. This encompasses various aspects such as intuitive software interfaces, fluid navigation, fast and responsive displays, and thoughtful features that enhance productivity and convenience for users. Additionally, with the community at the forefront, we often incorporate user feedback into our product development process to continuously improve the overall user experience.

Digit: The OnePlus 12 and 12R impressed in the display and battery departments. What are some of the lesser-known newer innovations and technologies that made the 12 series’ display and battery one of the best in the segment?

Ishita Grover, OnePlus India: The OnePlus 12 and 12R are outstanding for their performance in the competitive smartphone market, particularly in display and battery prowess. While their display and battery capabilities are impressive, several lesser-known innovations and technologies contribute to their excellence.

Starting with top-of-the-line hardware specs and industry-leading software technologies, the OnePlus 12 series is powered by the Snapdragon® 8 Gen 3 Mobile Platform and supported by the proprietary Trinity Engine. This advanced platform aims to provide a consistent, fast, and smooth experience in various usage scenarios, including heavy-duty tasks, multitasking, and gaming. 

To address the challenge of balancing high performance with sustainable battery life, OnePlus collaborated closely with Qualcomm to optimize the OnePlus 12 for efficiency. Significant advancements were made in our in-house CPU-Vitalization technology, ensuring top-level performance with extended battery life by accurately managing CPU frequency and energy consumption.

The OnePlus 12 introduces the industry-leading Dual Cryo-velocity VC cooling system to manage the substantial power requirements of the Snapdragon® 8 Gen 3 and the ultra-bright display. This innovative cooling system, featuring a dual VC design and a redesigned micron-level 3D capillary dissipation structure, ensures efficient heat dissipation without compromising on charging speed or temperature control.

In terms of display performance, the OnePlus 12 boasts a peak brightness of 4500 nits and features 2160Hz PWM dimming for eye protection. The AI Intelligent Auto Brightness feature adapts to user behaviour, providing optimal brightness for any scenario and earning the TUV Rheinland Intelligent Eye Care certification.

The device’s 2K 120Hz Super Fluid display, featuring LTPO technology, sets new benchmarks for clarity, brightness, and smoothness. With a new blue diamond pixel layout and single-pixel calibration technology, it offers the brightest screen ever seen on a smartphone, automatically adjusting the refresh rate from 1Hz to 120Hz on the fly for an exceptionally fast and smooth experience across various content types.

Digit: The partnership with Hasselblad has been quite fruitful for OnePlus. Does the company’s input only limit to camera and tuning, or does it also expand to the display and other areas to present the pictures as intended?

Ishita Grover, OnePlus India: The partnership with Hasselblad has indeed been a significant OnePlus, particularly in enhancing the photography experience. While the primary focus of the collaboration centres around camera technology and tuning, Hasselblad’s expertise has had a broader influence, extending beyond just the camera itself.

One area of improvement is in the Portrait Mode feature. Through enhancements to both the camera sensor and processing algorithms, the latest Portrait Mode offers wider possible portrait angles and smoother shot framing. By simulating the natural bokeh and flare effects of Hasselblad cameras with XCD lenses, the 1x to 3x Portrait Mode delivers an authentic depth of field with seamless transitions between the subject and the background, resulting in portrait perfection and vibrant DSLR-level depth of field.

Furthermore, OnePlus has recognized the importance of both camera hardware and software algorithms in achieving aesthetically appealing photos. The latest HDR algorithm is a testament to this acknowledgement. This algorithm is adept at manipulating light, balancing the interplay between the foreground and background, and capturing real-time details in the essence of the moment. By faithfully capturing natural light and providing optimal exposure, the HDR algorithm acts as a catalyst for more realistic images. It goes beyond typical HDR algorithms by understanding what it sees, capturing subtle intricacies of highlights and shadows, and rendering subjects with a textured, three-dimensional appearance, resulting in images that feel tangible.

In addition to enhancements in automatic modes, OnePlus has also revamped its Pro Mode, now named Master Mode. This mode offers more useful settings for photography enthusiasts, including adjustments for tint, sharpness, contrast, dark corners, and saturation before capturing an image. These improvements make it easier for users to achieve aesthetically appealing photos with unprecedented control and precision.

Digit: The Flowy Emerald variant of the OnePlus 12 looks rather stunning and is an innovative take on simple old glass rear panels. What was the inspiration behind this design?

Ishita Grover, OnePlus India: At OnePlus, our CMF design philosophy revolves around seamlessly blending natural and human elements. The Green Flowy Emerald variant serves as our primary colour, symbolizing joy and embodying nature’s power, vitality, and hope. For the OnePlus 12, we drew inspiration from the natural textures found in New Zealand’s Dart River braided channels, aligning with our brand’s commitment to craftsmanship and design excellence over the past decade.

Continuing our tradition of innovation with each product generation, we consistently explore new effects. From the baby skin texture of the first generation to the crystalline rock craftsmanship of the OnePlus 11 Marble Odyssey edition, we offer users a diverse range of choices in an increasingly uniform market. Each product generation features at least one distinctive colour, representing not just a milestone but also a fresh starting point for us in the journey ahead.

Digit: The OnePlus Open is one of OnePlus’ biggest successes in recent years. Do you think foldables are the future, or will VR headsets like the Apple Vision Pro take over? 

Ishita Grover, OnePlus India: Foldable smartphones represent a new form factor that offers users the convenience of a larger screen while maintaining portability. They combine the functionalities of smartphones and tablets, providing users with enhanced multitasking capabilities and immersive viewing experiences. Foldable devices have the potential to revolutionize how we interact with technology, offering new possibilities for productivity, entertainment, and communication.

On the other hand, VR headsets like the Vision Pro offer immersive virtual reality experiences that transport users to virtual worlds. VR technology has the potential to revolutionize various industries, including gaming, education, healthcare, and entertainment. VR headsets provide users with immersive experiences that go beyond traditional screen-based interactions, allowing for deeper engagement and immersion in virtual environments.

Ultimately, whether foldables or VR headsets will dominate the future of technology depends on various factors, including technological advancements, consumer preferences, and the evolution of use cases. Both technologies have their strengths and potential for growth, and they may coexist and complement each other in the future tech landscape.

Digit: What are some of the newer materials OnePlus’ R&D department is trying to work into modern-day smartphones?

Ishita Grover, OnePlus India: At OnePlus, our R&D efforts are deeply focused on exploring cutting-edge materials to redefine industry standards for modern smartphones. For instance, in the case of the OnePlus 12, we introduced the innovative “Stacked Jade” craftsmanship, featuring the Flowy Emerald colourway. This design showcases a glossy sandblasted glass back cover with natural texture printing and film coating, while still ensuring compatibility with wireless charging technology.

The decision to incorporate wireless charging into our devices goes beyond material considerations. It involves a delicate balance between the weight and thickness of the device, ensuring an optimal equilibrium between functionality, aesthetics, and user convenience in our design choices.

On the OnePlus Open, we proudly unveiled the Voyager Black vegan leather, a material that exudes elegance reminiscent of high-end luxury items. However, vegan leather is merely one facet of our ongoing experimentation with materials. Our exploration extends to a spectrum of unconventional options, including fabric patterns, paper, and stone textures. Each of these materials presents distinctive opportunities for innovation, allowing us to broaden our product range and provide unparalleled smartphone experiences.

At OnePlus, we prioritize striking a balance between form and function. We firmly believe that introducing new materials should enhance the visual experience without compromising the device’s functionality. Thus, our meticulous approach to design ensures that any material innovations we pursue seamlessly integrate into the overall user experience, enhancing both the aesthetic appeal and performance of our smartphones.

Digit: How seriously does OnePlus take sustainability and could you provide us with some measures taken towards this end?

Ishita Grover, OnePlus India: OnePlus demonstrates a strong commitment to sustainability through initiatives like the “Before They Fade Away” campaign, which raises awareness about threats to plant biodiversity. Additionally, our partnership with Ecologi involves a tree planting initiative, offsetting carbon emissions. Furthermore, our eco-friendly packaging campaign aims to reduce waste and promote sustainable practices. These efforts showcase OnePlus’ dedication to environmental responsibility and making a positive impact.

Digit: What is one device that you absolutely cannot live without in 2024?

Ishita Grover, OnePlus India: In 2024, the OnePlus Open foldable smartphone has truly become indispensable for me. Its innovative design and advanced features have revolutionized how I interact with my device. For instance, the Open Canvas feature makes it incredibly easy to multitask and access the taskbar, allowing for seamless navigation and enhanced productivity.

Moreover, the OnePlus Open’s battery performance is outstanding. With its fast charging capability, I can go from 1% to 100% in around 42 minutes, ensuring that I’m always powered up and ready to tackle the day ahead. This rapid charging feature provides convenience and peace of mind, especially during busy days when I need my device to keep up with my lifestyle.

Combined with its lightweight yet durable construction, immersive dual displays, and exceptional camera quality, the OnePlus Open sets a new standard for flagship smartphones. It’s not just a device; it’s a versatile tool that empowers me to accomplish more, stay connected, and explore endless possibilities.