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The OnePlus company was founded on 16 December 2013 by former Oppo vice president Pete Lau. According to government documentation, the only institutional stockholder in OnePlus is Oppo, although Lau has denied that OnePlus is a wholly owned subsidiary of Oppo.[2] The company's main goal was to design a smartphone that would balance high-end quality with a lower price than other phones in its class, believing that users would "never settle" for the lower-quality devices produced by other companies. Lau explained that "we will never be different just for the sake of being different. Everything done has to improve the actual user experience in day-to-day use."[3][4] He also showed aspirations of being the "Muji of the tech industry", emphasizing its focus on high-quality products with simplistic, user-friendly designs.[3] Continuing Lau's association with the platform from the Oppo N1,[4] OnePlus entered into an exclusive licensing agreement with Cyanogen Inc. to base its products' Android distribution upon a variant of the popular custom ROM CyanogenMod and use its trademarks outside of China.[5][6] The company unveiled its first device, the OnePlus One, on 23 April 2014.[3] In December 2014, alongside the release of the OnePlus One in India exclusively through Amazon, OnePlus also announced plans to establish a presence in the country, with plans to open 25 official walk-in service centres across India.[7] Sales of the device in India were halted following a temporary injunction granted to Micromax Mobile, alleging that it violated its exclusive rights to distribute Cyanogen-branded products in South Asia as part of a new joint venture and that its agreement superseded the agreement it had established with OnePlus. The company disputed the arguments, noting that its Cyanogen-based software was different than that of Micromax's, and argued that the exclusivity agreement only meant that Cyanogen could not partner with any other company based in India, and did not inhibit the ability for OnePlus to market its products in the country with its trademarks.[5][8] One Plus developed a new android custom rom named Oxygen OS. The new shipment of OnePlus One also removed the Cyanogen Logo from its back and box in order to simplify production lines. OnePlus disembarked in South-East Asia partnering with Lazada Indonesia on 23 January 2015 and is expected to expand during this year throughout the region. In 2014, OnePlus hired Han Han as the product ambassador in China.[9] On 9 March 2014 the company decided to expand its operations to all European Union countries, serving now over 35 countries and regions all over the world.Read less