Nothing, the London -based company, is continuously expanding its ecosystem, and the CMF Phone 2 Pro, Buds 2, Buds 2 Plus, and Buds 2A are the latest entry. In about a year, the sub-brand is going out to bring the devices that think that there will be a difference for consumers in India. The best thing is that the brand is thinking on the lines of Indian consumers, and after taking the market response, it has a charging adapter and case added to the CMF Phone 2 Pro Retail Unit.
On the occasion of the incident, Gadgets 360 got a chance to sit with CEO Carl Pei to talk about new phones, Indian smartphone markets, innovation challenges and future plans.
Nothing/ CMF: Young user base is a boon
Talking about the new sub-brand CMF, PEI stressed that the average age of users is less than 25, which is a large plus for a young brand. “We are the world’s youngest smartphone brand based on our user base.
Apart from India, PEI said that Europe is the second largest market for nothing in the smartphone category, while the audio category is very different. “For audio, it has been mainly developed to countries like America, Britain, Germany and Japan because we do not have the iPhone problem.”
At the launch, the Director of Research and Telecom analyst Tarun Pathak at the Counterpoint Research revealed an interesting data point: Nothing saw a big jump of more than 156 percent yoy development, which made it the fastest smartphone brand in India and is watching a massive jump for five gradual quarters. Interestingly, according to counterpoint data, there is nothing in the last decade to achieve this milestone.
Talking about consumer changes, PEI shared an attractive insight: About 12 percent iPhone users have moved nothing on the phone.
“12 percent may seem less, but in fact, it is very high because we have a stake in Apple Market from here. It means we are losing users towards Apple. I think we are really looking at us that we are really happy because I think we think we have a similar ethos, not only technical focus, but only a comprehensive focus, but a lot of attention.
During the launch of CMF Phone 2 Pro, Akis Evengelidis, co-founder and India president, nothing
Add telephoto lens: a smart trick!
When asked about adding telephoto camera to all the new CMF Phone 2 Pro, PEI said it was more than a personal thing. The All-New CMF phone has a 50-megapixel telephoto camera, making it the sole in the sub-RS. 20,000 segments to offer such feature.
Paai said, “This is more than a personal thing because I have preferred to shoot more and more people in 2x right. Because when you shoot in 2x, the edges feel much better. If you shoot 1x something, sometimes the edges are harassed. In fact we have been better than expected.
Talking about AI, Buzzword, PEI stated that it wants to ban the use of AI term in the company and said “AI is just a tool, just a user’s material to resolve and solve the need of a user.” He said that recently AI has been pushed as a more marketing term by smartphone brands than anything.
Nothing/ CMF: bold strategy for smartphone market
PEI also said that any products including CMF product line are being manufactured in India after the “Make in India” initiative. He also said that the company has started exporting products from India, and the Middle East is one of the areas that are receiving “Made in India” products.
On the approach of the smartphone market and innovation challenge, PEI said that nothing has taken practical approach so far. “We are super practicals about how to run this business. Because as you can imagine, engineering spends a lot of money to develop every new product. Then every product we launched have to be a hit, right? Because we are to offer all the costs that we invest, therefore, we are quite a stunning in this innovation that we are quite ancient in this innovation. This is happening to start.
Akis, who announced global prices for CMF Phone 2 Pro
Essential Location: Free runs end soon?
Finally, we checked about essential space, the all-nine-guard feature introduced in the Nothing 3A series. This feature allows users to take notes, voice notes, and set reminders, packed at one location and managed by a dedicated button on the device.
Recently, some users claimed that they focused on messages about reaching the monthly processing limit and estimated that the required place would eventually become a future feature in the future. PEI accepted the reported issue and said that the required place would have different levels.
“The current functionality will remain free. But our approach is like this, first we got to give value, then we will have to charge for another way, not to charge for something that is not very useful. So I know that some of our users have reported it, but we are not the best in communicating it.”
By the latest products of nothing, CMF will go on sale in a phased manner, which begins with CMF Phone 2 Pro, which goes on sale next week, while CMF will be available in India by the end of the Buds 2, Buds 2 Plus, and Bads 2A by the end of Q2 2025.
