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OnePlus, New Chinese Smart TV Insurgent, Will Deploy Android TV Interface

OnePlus, the Shenzhen, Guangdong-based smartphone maker set to enter the competitive global smart TV market in September, will deploy what it calls an "optimized" version of the Android TV operating system.

Speaking to Indian tech pub Gadget 360, OnePlus CEO Peter Lau said his company’s new TV’s will feature QLED displays and compete in the high end of the market. Amazon will be a major distribution hub for the insurgent brand, which will undercut the competition significantly on price.

“In terms of pricing, we want to benchmark against the most premium products available in the market, which means we are benchmarking against Samsung and Sony,” Lau said. “Because of the strategic partnership with Amazon, our price may be slightly cheaper than their [Sony and Samsung] products, but it won't be half the price.”

The use of Android TV as the primary interface is notable, given that the native operating system of the smart TV tends to be the dominant OTT ecosystem for the home. Currently, Roku and Amazon Fire TV are battling for supremacy in the smart TV interface market, but Android TV is emerging fast.

“One more key selling point that I want to highlight is that we are really optimizing the Android TV system, which I don't see a lot of brands in Indian market [doing],” Lab said” Because of our great partnership with Google, not only do we use their Android TV system but we also optimize it very deeply.”

Daniel Frankel is the managing editor of Next TV, an internet publishing vertical focused on the business of video streaming. A Los Angeles-based writer and editor who has covered the media and technology industries for more than two decades, Daniel has worked on staff for publications including E! Online, Electronic Media, Mediaweek, Variety, paidContent and GigaOm. You can start living a healthier life with greater wealth and prosperity by following Daniel on Twitter today!