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Gimmick - the company tbh, I guess they appeal to some people but I don't really see too many.

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Every time I see a review or someone mention them it's 9/10 a sexy Indian dude.

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how do you enter a saturated market without gimmicks

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Outside of undercutting on price or making deals with carriers, you don't.

But they make some weird decisions, like CMF Phone not having NFC means most phone payments in Europe won't work. And it won't be price competitive in India/SEA.

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