OnePlus today announced that it will be foraying into the Smart TV market, with OnePlus CEO Pete Lau leading the division. He will also continue to lead the company’s smartphone division.

OnePlus foraying into the Smart TV market is definitely a bold and odd move at the same time. The company has so far been associated with its OnePlus smartphones and some quality accessories that it releases from time to time. However, with the likes of Xiaomi and many other Chinese companies launching dozens of cheap Smart TVs in India, China, and other Asian markets, it makes sense for OnePlus to try its hands in the TV segment.

The company says it will be addressing gaps in the TV industry with “high-quality hardware” and latest technology to deliver a great user experience in a minimalistic design.

“I dream about a time when technology is truly seamless, an effortless part of your life without being the focus. As other consumer electronics have evolved and improved our lives, televisions have remained conventional and cumbersome,” said Pete Lau, OnePlus Founder and CEO. “We bring inherent advantages to the industry, and with this new division, we’re excited to explore the total connected user experience that can enhance everyday life.”

OnePlus has for now only announced its plans of entering the Smart TV market, with no word on when the actual product would launch. It is currently welcoming feedback from its community as to what they would like to see in the Smart TV. Even at best, I don’t think we are going to see OnePlus unveil their Smart TV before mid-2019.