Following Nothing’s announcement of the Beta Membership program in the US;

Ardit Ballhysa, Technology Analyst at GlobalData, a leading data and analytics company, offers his view:

“As it is dominated by Apple, the US smartphone market is an entirely different ballgame for Nothing compared to that of other countries. The program, offering consumers in the US the opportunity to get a Nothing Phone (1) and a Community Black Dot for $299, marks a significant opportunity for the company to tap into the US’s smartphone market.

“A common trend across all the major smartphone players is the offering of a large ecosystem of products and services. A smartphone positioned within such an ecosystem is a more compelling alternative than one that isn’t owing to the additional use cases. In some instances, as with Apple, Samsung, and Google those additional use cases are unique to that ecosystem and go a long way toward drawing in new users and retaining existing ones.

“A lack of a large ecosystem of products and services in which to challenge the major players is, therefore, a critical weakness in Nothing’s ambitions to entrench itself in the US smartphone market. Of course, there are other issues plaguing Nothing, such as having little brand loyalty and limited carrier relationships.

“It will be interesting to see what the CEO of Nothing decides to do after June 30, 2023, the date the Beta Membership program is set to close. It is in the company’s interest to continue pursuing access into the US smartphone market. If Nothing continues to target the market, it should eventually see some success, even if at a fraction compared to the competition.”