Nothing, the London-based tech firm, is actively broadening its product lineup with the introduction of several new devices, including the CMF Phone 2 Pro, Buds 2, Buds 2 Plus, and Buds 2a. Within the span of a year, the sub-brand is making significant strides to offer products aimed at enhancing consumer experience in India. Notably, in response to customer feedback, the CMF Phone 2 Pro retail package will include a charging adapter and case, catering to the preferences of local users.
At the event, Gadgets 360 had the opportunity to interview Carl Pei, CEO of Nothing, discussing the new product offerings, the Indian smartphone landscape, challenges in innovation, and the company’s future direction.
Nothing/CMF: Engaging the Young Consumer
In his remarks regarding the CMF sub-brand, Pei highlighted the youthful demographic of its users, noting that the average age is below 25. “We consider ourselves the youngest smartphone brand worldwide, with an average user age of 24 in India. This youthful user base is vital because attracting younger customers can lead to sustained market growth,” he explained.
Beyond India, Pei identified Europe as the second largest market for Nothing within the smartphone segment, while noting a different trend in the audio market, which is more prominent in developed nations such as the U.S., U.K., Germany, and Japan.
During the launch, Tarun Pathak, Research Director and Telecom Analyst at Counterpoint Research, shared impressive statistics: Nothing experienced a staggering 156 percent year-on-year growth, marking it as the fastest-growing smartphone brand in India for five consecutive quarters. This achievement is considered a rarity in the last decade, based on Counterpoint’s analysis.
Pei also mentioned a noteworthy consumer trend, revealing that approximately 12 percent of former iPhone users have transitioned to Nothing devices. “While 12 percent may appear modest, it signifies a noteworthy shift given Apple’s significant market share. We are gaining customers at the expense of Apple, which is encouraging because both brands prioritize user experience, software, and design,” he noted.
Akis Evangelidis, Co-founder and India President of Nothing, during the launch of CMF Phone 2 Pro
Telephoto Lens Feature: A Strategic Choice
Upon discussing the integration of a telephoto camera into the new CMF Phone 2 Pro, Pei revealed the decision was influenced by personal preferences. This innovative smartphone will feature a 50-megapixel telephoto camera, setting it apart in the sub-Rs. 20,000 category.
Pei elaborated, “I’ve observed a trend where many people prefer shooting at 2x zoom because it enhances image quality. The demand for this capability is currently underserved in the market, and I believe it will resonate well with consumers. Our prior experience with the Periscope camera in the Nothing 3a series exceeded expectations, so I am optimistic about the success of this new camera system.”
Addressing the topic of artificial intelligence, Pei expressed his view that the term “AI” should be downplayed within the company. He remarked, “AI is merely a tool meant to address user needs. Lately, many smartphone brands have been marketing it excessively rather than focusing on its practical application.”
Nothing/CMF: Ambitious Market Strategy
Pei noted that the company adheres to the “Make in India” initiative, with all Nothing products, including the new CMF line, being manufactured locally. He also announced that products are now being exported from India, with the Middle East identified as a key market for these “Made in India” offerings.
Discussing the company’s strategy in navigating the smartphone market, Pei emphasized a pragmatic approach. “Running a business in this sector requires careful consideration, as engineering is costly. We must ensure that every new product launched is successful to cover our investment. Consequently, our innovation strategy has been conservative. However, as volumes and profit margins increase, we can afford to be more daring with our innovations, particularly in software,” he added.
Akis announcing global prices for the CMF Phone 2 Pro
Essential Space: The Future of a Key Feature
Lastly, inquiries about Essential Space, a newly launched AI-powered feature in the Nothing 3a series, revealed some concerns among users regarding monthly usage limits. Pei acknowledged these claims, indicating that Essential Space might soon offer tiered functionality.
“The current features will remain available at no cost. Our philosophy is to deliver value before instituting charges. We must ensure that users find our offerings beneficial before considering any fees,” he stated, addressing the speculations around the feature’s future.
The latest devices from CMF by Nothing will be released in stages, with the CMF Phone 2 Pro set to become available next week. The CMF Buds 2, Buds 2 Plus, and Buds 2a are expected to launch in India by the end of the second quarter of 2025.
