Nothing gearing up to launch multiple new products

Rob ⚡️

In an article posted earlier today, @manu Sharma, VP, and GM of Nothing India spoke exclusively to India Today Tech, disclosing a few interesting nuggets of information about what the future holds for the brand.

The headline news is that Nothing allegedly has 5 products currently in development for future release:

“For our way forward, our mission is to build for the future. We are speeding up very rapidly in terms of building a pipeline of products, we already have five products in development that we are speeding up to meet our mission of launching iconic products and we are excited about that,” - Manu

There is currently no official roadmap for the release of any new products from the brand - meaning it may be some time before these devices come to fruition. We also learned that Nothing may be taking steps to explore other product categories, outside of tech:

“We are looking beyond the consumer tech space, and we want to work with other brands which are loved by consumers to be part of Nothing,” - Manu

In addition to these somewhat ambiguous quotes regarding future products - the article provides detail on how the Indian market has played a vital role in the success of ear (1):

“I would say India is the number one market. In fact, it’s the biggest contributor to ear (1) globally.” - Manu

These claims are backed up by a recent report from Counterpoint Research who concluded:

“Nothing broke into the top three brands in the premium TWS segment in its debut quarter by capturing a 7% share in the segment. Competitive pricing and differentiated design helped the brand gain good mindshare among consumers.” - Counterpoint Research

Check out the article for the full story - and for the thread below:

What products do you expect to see from Nothing over the next few years?
What other brands do you foresee Nothing collaborating with?

Cheetosdust

Rob ⚡️ many thanks for creating a thread sharing the news and opening a new space for a lovely conversation. 🙌

It’s tempting to dream big, but I think a concentric approach is more sound. Ride the ripple effect of the ear (1) and I believe the satisfied user base will be even more of a safety net when the elusive phone (1) reaches the market.

I think that one of those five products is the ear (2) for 2022. What intrigues me is to know what segment of the market will Nothing target with them. They can offer a better product with a higher price or they can polish the original product with an identical price. Either way, it’ll be an exercise in expectations.

However, the company needs one product for the holidays, to be in the news, to generate buzz. I still believe we’ll see a power bank - or something similarly inexpensive. It’s perfect to be a gift without much thought, it’s quirky to generate cheeky headlines and keep people talking about affordability and design.

When @manu mentions a line of thought “beyond the consumer tech space”, I understand that as a clear wink to Nothing’s desire to be a statement. The ear (1) are also that, they were created to be recognizable.

In my mind, I am seeing a “Nothing x Volcom” line of products, for example. To entice you to wear the brand; both brands being cooler as the aftermath. It’s tempting to buy a hoodie or a t-shirt from a brand we love, especially if it’s something that is underlined by outside items that we care about, that we are proud of using.

It’s not something new: PlayStation has a line with Nike and Xbox has an identical one with Adidas. If tech products incite you to have a tribal-like mentality, it’s only natural that you want to display your allegiance.

You know who understands this really well? @Carl. Just search what he masterfully did with Colette or even with JCC. I wouldn’t be surprised if one of those five products is a limited edition of the ear (1). Just give them to Jeremy Scott and see what he can do. You’ll probably see a pair of the earbuds with wings. 😅

We are living an exciting time where everything is a possibility and everything is out of reach. Five products can seem like a lot, but a company needs long months to finalize and consolidate a product, to marry hardware and software if we are back to the tech space. To create campaigns that make you smirk at ladybugs without realizing the studies and the meetings that went into making them ultra-effective in Social Media.

All this said, there’s a part of my brain - the part where passion takes the wheel from reason - that wants to see a smartphone, how it looks from the hardware to the box. I want to get lost learning everything about it, until there’s nothing left, until there’s nothing but everything that a big launch entails.

And I have a feeling I am not the only one. 😉