Nothing, a London-based technology brand, plans to make the US its top priority in market expansion. The company’s CEO, Carl Pei, stated in an interview that the first Nothing Phone was not designed for the US market due to limited resources. Still, the Phone 2, set to be released in late 2023, will target the US market. The US accounts for a third of the company’s TWS buds sales, which Pei sees as a positive sign for the Phone 2’s success in the US market.
The Phone 2 will be more premium than the first model and focus on a refined software experience and innovative hardware design rather than having top-notch hardware. The certification process and mandatory features required by US carriers were why the first Phone was designed for something other than the US market. However, the company has since expanded its team and has 100 people working on its software, including its Android 13 beta, which is entirely made in-house.
Since its inception a couple of years ago, Nothing has grown significantly, with its revenue increasing from $24 million in its first year to $200 million in 2022. The company now has the resources to take on a new market and sees an opportunity. Research suggests that US consumers are growing tired of the Apple and Samsung duopoly and are looking for alternatives.
As part of its growth plan, Nothing also plans to open more brick-and-mortar stores. Its first store in Soho, London, has been performing well, but the CEO stated that more products are needed to push the store into profitability.
