Vida Celular

All about the best cell phones

The co-founder of OnePlus, Carl Pei, today introduced his new company, which has a very curious name, Nothing, or simply “nothing” in Portuguese. Furthermore, mysteriously, Pei did not reveal what type of product will be sold by Nothing.

The executive only gave a few clues about what we can expect, or rather, what will not happen. Pei says that the company will be focused on consumers, and not on supplying parts and materials to other companies, which was very encouraging, at least in my humble opinion.

In addition to being the founder, Carl Pei is also the CEO of Nothing, which is expected to launch its first products in the first half of this year. But what will these products be? This is still a big mystery, which is part of the marketing strategy of launching a company with the name Nothing. The only thing the company says is that the products to be launched will be smart devices.

YouTuber Casey Neistat also bets on the company

Carl Pei has a wealth of experience in consumer technology at OnePlus, but his company has other big names among its investors, including Josh Buckley, Liam Casey, Paddy Cosgrave and even YouTuber Casey Neistat, and the investment team also includes Tony Fadell, Kevin Lin and Steve Huffman.

Nothing, the new company from Carl Pei, co-founder of OnePlus

No release, Pei says that “it’s been a while since something interesting happened in the tech world. It’s time for a fresh wind of change.” He continues by saying about the company: “Nothing’s mission is to remove barriers between people and technology, creating a seamless digital future. We believe that the best technology is beautiful, but at the same time intuitive and natural to use. When advanced enough, it should fade into the background and feel like nothing.”

Additionally, investor Casey Neistat also made a point of giving his opinion on the new company: “Consumer technology is a giant wave of limitless potential. Nothing will be the brand at the forefront of this, and I can’t wait for the world to experience their products.”

Carl Pei and the inevitable jokes about the name Nothing

Nothing’s launch tweet plays on the name, saying they’ve rethought everything and come up with nothing. In a very humorous personal tweet, Carl Pei said they “might still not announce anything in the end, we’ll see…”

One thing is for sure, it is undeniable that the company's marketing is off to a great start. Joining in the fun, I suggested to Carl Pei on Twitter a perfect soundtrack for his new venture, the song Nothing by Depeche Mode.

https://twitter.com/NickEllis/status/1354404809189818370?s=20

A giant metaphorical reset button

In a text in the Nothing website, Pei says it’s easy to do something, but like the best things, it starts from scratch. So one of the company’s missions would be to function as “a giant reset button for innovation in all things.”

In any case, it remains to be seen what smart products will be launched, whether they will be smartphones, accessories, or perhaps something completely different. Do you have any guesses as to what type of product Nothing will sell? Leave your bets in the comments.