It's most definitely about attracting users. When we started OnePlus we specifically set out to ignore stores and carriers and instead focus on making a product that people would love and put it in a price range that made it accessible to everyone. If we had made the same product but instead approached stores and carriers to sell it they would have ignored us. If we were lucky they might have done a deal with us that would have been shitty for us and good for them.
Since we took the opposite approach, focused on product first and demonstrated user traction and sales the stores and carriers came to us to talk and it changed the whole power dynamic.
Every year brings several new mobile brands to the market. Most you will never hear of because they're not exciting or special. They don't focus on making users excited about their unique product, rather they focus on business deals that even if they go through end up in no sales.
