OnePlus CEO Peter Lau has revealed to TechRadar how the company is able to offer its flagship handset, which comes with similar specs to the current high end smartphones, for nearly half the price.

The OnePlus One has raised eyebrows as early previews have shown it to be an accomplished handset while costing under half that of its spec rivals, with the new OnePlus handset offering a Qualcomm Snapdragon 801 chipset, Sony camera and a strong screen.

Lau explained that the company was taking a different approach to marketing and a more relaxed approach to profits in the short term:

"We are selling the phone at cost. We are able to do that by redistributing our costs to better benefit the user," he said.

Phone focus

"Rather than put money towards a large marketing budget, we are focusing on online marketing and community interaction. Rather than working with retail partners, we rely on selling the device online."

The move is a brave and risky one for a new company, as it could see the new phone sink without a trace with no marketing push to keep it in the public eye. Even early positivity could quickly drop with no retailers offering the phone at key points in the product cycle, and it will be interesting to see how the brand takes on this challenge.

Read more in TechRadar's exclusive interview with OnePlus CEO later today, where you'll find out how many phones the brand will be bringing later this year and Lau's original vision for the One.