Here’s why OnePlus hired a Coffee taster

“OnePlus 6’s latest video looks like a coffee ad, and there’s a good reason for that”

Us techies rarely ever get to write about coffee, if ever. And this time, we have OnePlus to blame. It looks like OnePlus has hired a coffee taster, which seems a very strange thing for a smartphone brand to do. In fact, the company’s latest video looks like a Nescafe ad, and you’d need to watch it in its entirety to understand the idea behind it. 

The concept isn’t too hard to understand though. Given its focus on the consumer experience, the brand is trying to take things to a new level. The consumer experience begins at the point one buys a OnePlus smartphone, unboxes it, and goes about setting it up and using it as a daily driver. But just in case, the device needs to be serviced or repaired, the whole experience could go down the drain. Realising that service is a big pain point for users, OnePlus’ Exclusive Service Centres in the country will be, among other things, offering visitors a cup of premium Arabica coffee. That is unique to OnePlus touchpoints alone. The brand says that the coffee being served is a rare strand that’s chosen from over 800 varieties. And, as the video shows, the services of a coffee taster have been employed to make sure the taste is consistent and sticks to the premium experience that OnePlus is looking to give its users at every level, product and beyond. 

The OnePlus Coffee Experience apart, users can also make use of other facilities on offer at the company’s Exclusive Service Centres. Access to high-speed internet is provided, and the users can choose to relax, listen to music, read a book, or play a game at the Recreation Centre and VIP room that, get this, features a PS4 for recreation while, as they enjoy their cup of Arabica coffee… while their phone gets serviced. The company has promised a 1-hour turnaround time for repair, but with all these facilities on offer, we aren’t sure if the users would be in a big hurry to leave.

OnePlus’ thought process behind this is that the premium experience should go beyond just the product. But as far as the product itself is concerned, the latest flagship from the brand, the OnePlus 6 does offer a premium, smooth experience. Right from the stylish, glass-clad body, to the powerful specs that offer smooth performance, the capable cameras that take great photos and selfies across different conditions, the long battery life, aided by the super-fast charging, and the easy-to-use, yet powerful Oxygen OS, the OnePlus 6 sets a high benchmark for user experience. The software experience is a strong pillar, as the brand keeps going the extra mile. Just to give you an example, the brand has just made Android 9 Pie available to OnePlus 6 users via an Oxygen OS open beta and added Google Lens support directly within the camera app too.

As per the latest reports, OnePlus has beaten Samsung to take the lead in India’s premium smartphone segment. The premium tag is key, because that’s seemingly defining OnePlus’s strategy in ensuring that a user’s engagement with the company sticks to the same high level. Which brings us back to the coffee…

If you ask us, that coffee looks good enough to make a visit to a OnePlus Centre for no reason at all. 

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