OnePlus Launches Its First Book-type Foldable – The OnePlus Open

  • Foldable smartphones made up a little more than 2% of US smartphone sales in 2022 but remain a growing and promising segment.
  • OnePlus is the third OEM to enter the US market with a book-type foldable featuring strong hardware specifications rivaling Samsung and Google.
  • The OnePlus Open will sell unlocked and retail for $1,699.99 at, and with pre-orders beginning on October 19 and full launch on October 26.

OnePlus launched its first foldable smartphone, the book-type OnePlus Open, on Thursday to enter the small but growing US foldable market. The new launch, which is now open for pre-orders, makes OnePlus the third OEM with a book-type foldable in the US market, competing with Samsung’s Galaxy Z Fold 5 and Google’s Pixel Fold. Motorola is the only other OEM that has foldable smartphones in the US market, namely the new RAZR and RAZR Plus, but these are clamshell-style foldables.

In 2022, US foldable smartphone sales accounted for just over 2% of overall smartphone sales in the country. The portion has grown further in 2023. Foldables are an important segment for the Android market as they are one of the few categories where we are seeing iOS to Android conversion.

OnePlus Open in Voyager Black and Emerald Green

The OnePlus Open is a strong contender versus both Samsung’s Fold 5 and Google’s Pixel Fold, as the company spent over a year on R&D with the help of OPPO. The new device is currently the lightest (239g) and one of the thinnest (5.8mm unfolded) foldables available in the US. It also supports one of the lightest hinges with only 69 parts made with various metals and materials to make the hinge lightweight but durable. OPPO will release the same phone as the Find N3 in other markets. Compared with the other two devices on the market, OnePlus is priced very competitively. It is $100 cheaper than its counterparts and has better or on-par top-line specs, aside from not having wireless charging.

A table comparing the specs between OnePlus Open, Samsung Galaxy Fold, and Google Pixel Fold


A short review – a multimedia powerhouse with a strong camera and Open Canvas

Having personally tested the device over the last two weeks – the OnePlus Open holds up to the hype. The flagship specs make the device a breeze to use. The fingerprint sensor is snappy, the battery lasts a full day, and pictures turn out great, especially if you like the signature Hasselblad look.

Hasselblad 3x portrait mode at night

OnePlus has also added a new feature called Open Canvas which enables multi-window operations and promises to be able to resize 95% of apps without weird, forced visuals or use adjustments. Up to three windows can be displayed on the screen at the same time.

OnePlus Open Canvas triple split mode

OnePlus also added a desktop-like taskbar for easy application access. Unfortunately, it does not have a desktop mode like Samsung’s DeX, which would have enabled even more productivity with the device. There is no compatibility with the OnePlus Stylo either. However, the overall device was quite impressive and OnePlus’ commitment to make a competitive foldable flagship is commendable.

Source: OnePlus Open event

OnePlus’ foldable outlook – promising if branding efforts continue

The key for OnePlus will be getting the media and consumers’ attention with its Open since it is not being ranged in carrier channels. This is where the Pixel Fold and the Samsung Galaxy Z Fold 5 will have a leg up as over 90% of smartphone sales happen within a postpaid or prepaid channel sale. Selling open market is often challenging as consumers are used to getting “free” devices from carriers with an upgrade and/or trade-in or new line offer creating the illusion of bargains that are ultimately recouped by carriers via higher service plans or customer loyalty to a carrier.

OnePlus is offering some very competitive promotions on its website to gain a competitive advantage in the open market. Customers can trade in any device, any condition, and receive at least $200 off on the Open, and get up to $1,000 off. This matches Samsung’s Fold 5 trade-in value promotion while Google Fold’s maximum trade-in value is $590. Additionally, OnePlus is giving customers free OnePlus Buds Pro 2 ($150 value), offering 24 months 0% APR financing, three months of YouTube Premium, and a six-month Google One 100GB membership.

If OnePlus is able to get deeper into the public eye with its brand and new foldable, the device could become a strong contender in the still-nascent US foldable market. In the past, OnePlus has partnered with the Boston Marathon, Riot Games, and the UFC to get its name out to different customer segments. It needs to continue these efforts to drive potential customers to the open market sales channels for the device to be successful.

The OnePlus Open will sell unlocked and retail for $1,699.99 at, and with pre-orders beginning on October 19 and a full launch on October 26.

Survey: 28% of US Smartphone Users Highly Likely to Opt for a Foldable as Next Purchase

  • Samsung is the most preferred foldable brand for 46% of the respondents.
  • 49% of the respondents rank the flip-type foldable at the top, followed by the book-type foldable.
  • Apple, which is yet to launch foldables, is preferred by 39% of the respondents.

Buenos Aires, Denver, London, New Delhi, Hong Kong, Beijing, Seoul – April 3, 2023

The foldable smartphone is the latest big innovation in the smartphone space, both in terms of hardware and software. The installed base of foldable smartphones in the US stood at 4.7 million in 2022, according to Counterpoint Research. To better understand opinions and preferences in the US around foldable smartphones, Counterpoint Research conducted a consumer study in the country. Some key insights from the survey:

  • 28% of current smartphone users are highly likely to prefer a foldable smartphone as their next purchase.
  • Samsung is the most preferred brand for foldable purchase for 46% of the respondents, followed by Apple with 39% and Motorola with 6%.
  • Samsung has the highest stickiness in terms of foldable preference, with 92% of Samsung users planning to stick with the same brand when making a foldable smartphone purchase.
  • 49% of the respondents ranked the flip-type foldable at the top, followed by the book-type foldable.
    • More than half of the male respondents prefer the flip-type foldable, whereas the preference for the flip-type foldable is slightly lower among the female respondents at 47%.
    • On the other hand, the preference for the book-type foldable is stronger among female respondents (40%) than male respondents (30%).
  • Respondents from a higher income bracket are more likely to purchase a foldable phone, with those having a monthly income of $10,000 and above most likely (41%) to opt for a foldable as their next smartphone purchase.

Foldable Preference in US: Key Survey Insights

Counterpoint Research Foldables Preference in US_ Key Survey Insights.pngSource: Counterpoint Research Consumer Study, US, 2022

Commenting on the survey findings, Associate Director of North America research Hanish Bhatia said, “Foldables have performed better in controlling the shift from Android to iOS. However, we don’t expect foldables to become the dominant form factor anytime soon in the US. Foldables will continue to co-exist with the candy bar design for years to come. We have seen different experiments with form factor in the past (namely LG Wing and LG G8X Dual Screen), but Samsung’s foldable devices have been the most successful by far.”

Research Director of North America Jeff Fieldhack added, “Samsung remains the first choice for foldable smartphones in the US. However, there is a lot of excitement among consumers for a foldable iPhone, which is evident in the survey. Motorola and other Android OEMs are also warming up to the foldable form factor to get a slice of the premium smartphone market in the US. Our US smartphone switcher data shows a large portion of Galaxy foldable users were originally Galaxy Note users, but foldables have not completely replaced the demand for Note series as some Note users shifted toward the Galaxy S series.”

BONUS VIDEO: Samsung Galaxy Z Fold 3 Review: 10 Months Later

The foldable market is experiencing rapid growth in sales and is expected to continue growing in the coming years with the entry of more OEMs and developments around foldable technology. In 2022, the foldables category occupied 1.1% of global smartphone shipments, but it scored a vital presence in the ultra-premium segment, taking about 7% of shipments of smartphones priced above $800. According to Counterpoint Research’s Global Foldable Smartphone Market Forecast, Q3 2022, the global foldable smartphone market is expected to reach 22.7 million units in 2023.

In the US, the high prices of foldable smartphones have essentially kept out young users from the market. High-income middle-aged American users have been the primary users of foldable smartphones. A more affordable price tag would expand the target user base. Experimentation with quirky colors has also drawn interest from female users, especially in the flip form factor. Although flip and fold remain the most popular foldable form factors, OEMs have showcased foldable prototypes with rollable, expandable and three-fold displays. Apart from the convenience of portability, foldables enhance user experience through immersive display, better selfies through the rear camera, and multitasking. But durability concerns and utility have also resulted in limited adoption of the devices.

Given the US smartphone market’s ASP and foldable phones’ price range, foldables could capture a significant share of the overall US smartphone market. Carrier subsidies remain key to premium device sales in the US, but durability, new features and the entry of other prominent players are important factors to boost the adoption of foldable phones.

ALSO WATCH: OPPO Find N Review: Small Wonder


Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media, and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects, and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Analyst Contacts

Hanish Bhatia

Jeff Fieldhack

Arushi Chawla

Nitin Zod

Counterpoint Research

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Podcast: Over 6 Billion eSIM-based Devices to be Shipped by 2025

The Subscriber Identity Module, which we familiarly know as SIM card, has been around for nearly three decades now. One needs to insert this card into a mobile phone, Mi-Fi dongle and other devices to get connectivity. Over the years, the size of the SIM card has shrunk from a credit card form factor to a size smaller than the index fingernail. But as we move into a more connected world with NB-IoT devices and foldable smartphones, the eSIM (or embedded SIM) is gaining popularity.

The embedded SIM eliminates the need for having a physical SIM card slot, thus saving the board space for engineers, which can be used for other components. It has a wide range of applications, from smartphones and smartwatches to always-connected laptops and NB-IoT devices. But what are the challenges when it comes to implementing the embedded SIM? What are the benefits for the consumers, device makers and network operators? We answer all that and more in this podcast.

Thales, G+D and ST Micro lead eSIM enablement and eSIM management landscapes. Over one billion eSIM capable devices have been shipped cumulatively between 2014-2020, and another six billion total cumulative shipments are expected between 2021-2025.

In the latest episode of ‘The Counterpoint Podcast’, host Peter Richardson is joined by VP of Research Neil Shah and Senior Analyst Karan Dasaor to discuss types of eSIMs, top players in the industry, and more. The discussion also touches upon the impact of implementing eSIM on the BOM cost and benefits across the value chain.

We have extensively covered a lot more details in our reports which can be accessed below.

Hit the play button to listen to the podcast

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Key Devices Innovations Expected at MWC 2020

The annual mobile tech show, Mobile World Congress (MWC), is less than two weeks away. It will take place in Barcelona, Spain; between February 24 and February 27. Like every year, this year too, we are expecting smartphone manufacturers to introduce their major smartphones at MWC 2020. From foldable phones to screen tech, here are the top trends we expect to see at MWC this year.

2020 Could be the Breakout year for the Foldable Smartphones

MWC 2019 offered a glimpse at foldable phones, with companies like Samsung, Huawei, ROYOLE and TCL showing off the futuristic designs. Fast forward a year, and we are expecting at least three foldable phones ready for commercialization to headline MWC 2020.


Counterpoint Foldable Phones at MWC
Source: TCL


Motorola has already unveiled the foldable Razr smartphone, and we will get to see this in action at the trade show. Ahead of MWC, Samsung is expected to unveil the Galaxy Z Flip, and we expect to see that at MWC too. And lastly, Vivo is also expected to unveil its foldable phone on February 23. There may be other surprise announcements too.

Under-screen camera tech will drive Innovative Full-Screen Displays

Over the past couple of years, smartphone makers are fiercely competing to offer a differentiated full-screen experience integrating designs sporting notches, AMOLED, in-display fingerprint and so forth. Solutions like pop-up selfie cameras and hole-punch cut-outs have been popular. Last year, OPPO also showcased its under-display camera tech working with its ecosystem partners.

Counterpoint Under-screen Camera Phones at MWC
Source: OPPO

Oppo has used a custom-made display with a transparent material that works with a redesigned pixel structure. It allows the light to pass through the camera. This was just an early experiment to show off the possible future. We are expecting to see an improved implementation of the tech, maybe in the Oppo Find X2.

High-Resolution Camera Sensors To Push Smartphone Photography Boundaries

Smartphones with quad-cameras and 48MP to 64MP sensors are becoming a commonplace in the mainstream sub US$150-$180 segments. But premium smartphones like the Xiaomi Mi 10, Samsung Galaxy S20 series and more are expected to take a big leap this year by integrating 108MP camera sensors, improved digital, optical zoom and more. CMOS Image Sensor (CIS) suppliers such as Sony, Samsung have been driving these trends and Chinese brands are at the forefront of bringing them to market quicker than others.

Counterpoint High Resolution Camera Sensors at MWC
Source: Xiaomi

However, it is not just improved resolution and zooming capabilities, we will see a lot of other advanced imaging features too. These include the ability to shoot gimbal-like shake-free videos, improved slow-motion video capture, etc. Smartphones are also set to get the ability to record and playback 8K resolution videos. And with the latest Qualcomm flagship chipset supporting resolution up to 192MP, we might just see a smartphone sporting that high-res sensor before the end of the year, if not at MWC. We expect 3D sensing tech also enter the mainstream model this year.

Fast charging is getting even faster

Smartphones have evolved over the years with a plethora of use-cases driving the average usage or screen time. Thus, with more usage, battery consumption takes a hit and has been one of the major pain-point for consumers. Packing a smartphone with bigger batteries adversely affects the device’s form-factor adds bulk. As a result, smartphone makers are introducing fast charging solutions to help users quickly charge their phones in a matter of few minutes, solving one of their biggest concerns.

Counterpoint Fast Charging Phones at MWC
Source: Realme

Qualcomm, OnePlus, Samsung, Oppo, and Realme have all introduced fast charging over the last few years.  Some solution providers such as Qualcomm are already on their fourth generation of the solution, pushing the limits. The new brand Realme, which shares its R&D with OPPO, launched its latest X2 Pro flagship model sporting a massive 4,000mAh battery and latest generation quick charging Super VOOC 4.0. This latest tech charges the phone from empty to full in less than 35 minutes, which is super impressive.

Towards the end of 2019, Xiaomi unveiled its 100W fast charging tech that can charge a 4,000mAh battery from empty to full in flat 17 minutes. And while it hasn’t made it to any smartphone yet, we still may get to see a demo of how it works. Even rival brands are expected to showcase their fast-charging solutions. We expect quite a few brands to focus on this feature as this year’s phones will continue to get bigger displays (almost 7-inches), coupled with power-hungry 5G NR capabilities all warranting bigger batteries and faster charging.

5G to become the de-facto cellular standard for premium devices in 2020

Let’s admit, we have been hearing a lot about 5G, and we have seen its crazy download speeds too. The commercial debut of 5G happened in 2019, with parts of the US, UK, China, and Korea have seen the rollout. But 5G, the next-gen mobile broadband, is only available on a handful of premium phones. And that’s about to change this year. Samsung dominated the 5G smartphone landscape in 2020, though Huawei in China is estimated to drive unprecedented scale.

Counterpoint 5G Announcements at MWC
Source: Samsung

Qualcomm has already unveiled its mid-range Snapdragon 765 and 765G chipsets with an integrated 5G modem. Then there is the premium Snapdragon 865 chipset which needs to be paired with Snapdragon X55 5G modem. Even MediaTek has unveiled the Dimensity 1000 and 800 chipsets with a 5G modem. At MWC 2020, we expect to see a number of devices that will be powered by these 5G chipsets. Whether or not you live in a region that has 5G coverage, the upcoming smartphones will be integrated this capability as the chipset price fall due to the growing competition and also making the device future proof, at least from the next-gen mobile broadband viewpoint.

Other interesting announcements expected at MWC 2020

Overall, we expect to see some interesting technological advancements in the smartphone space. But MWC isn’t just about smartphones. Wearables like fitness bands, smartwatches, and true wireless earbuds are expected to bake in meaningful use-cases. We also expect some announcements in feature phone space from likes of KaiOS, HMD Nokia and others still catering to multi-billion opportunity out there for less advanced users. We could see other cutting-edge solutions centring around Artificial Intelligence (AI) to Augmented Reality (AR), Virtual Reality (VR), Cloud Gaming technologies all leveraging the 5G network.

Q3 2017: USA: Apple Leads While Moto Makes a Comeback

One in three smartphones shipped was an iPhone as Samsung slipped.  Moto, ZTE & LG registered strong gains. Verizon remained the largest smartphone sales channel.


   San Diego, Buenos Aires, London, New Delhi, Hong Kong, Beijing, Seoul

November 10, 2017


According to the latest research from Counterpoint’s Market Monitor program, US smartphone shipments remained flat during the third quarter of 2017. The quarter witnessed a highly competitive environment among carriers and OEMs in the prepaid segment.

Commenting on the third quarter dip in demand, Research Director, Jeff Fieldhack, noted, “There were a few reasons for the stall after 2Q17’s 14% YoY growth.  First, the major carriers took a pause on the number of major marketing campaigns run including a much less aggressive iPhone 8/8Plus launch late in the quarter. In addition, the US market saw a significant number of Apple faithful opt to wait for the iPhone X.”

Postpaid upgrade rates also remained muted during the quarter averaging 5.5%, down both YoY and sequentially.  AT&T saw record lows at 3.9%.  Sprint upgrades were 6.7%, high of the big 4 carriers.

Commenting on the low upgrades, Mr. Fieldhack added, “These lower postpaid upgrades showed US consumers expected higher promotional activity and opted to wait for the holiday season.  Some Apple loyalists were waiting to see the iPhone X.  US carriers added 750k prepaid subscribers during the quarter.  MetroPCS, Cricket, and Boost remained strong.  Offerings four lines for US$100 and free phones was the key modus operandi for these carriers.  Even Verizon, who has not focused on prepaid, added 140k subscribers.  Prepaid churn remains high compared to the decrease postpaid has seen.  As a result, TracFone lost 365k subscribers and was the one which was hurt the most. Discontinued government subsidized programs have hurt volumes.  In addition, with unlimited plans now everywhere, carriers are focusing on capacity for their quality smartphone base and doing less wholesaling.”

Exhibit 1: USA OEM Smartphone Shipment Share Q3 2017 and Growth %

Commenting on market leader Apple’s performance considering the launch of new iPhone models later in the quarter, Mr. Fieldhack, added, “Apple also continued to grow share within prepaid channels with its 6S and SE whereas 7 and 7 Plus held serve benefitting from multiple BOGO and trade-in offers by carriers during the back to school season. However, the new iPhone 8 series saw a muted launch, by Apple standards, highlighting that many seasoned Apple users were willing to pay or at least have a look before shelling out the US$1,000+ price tag for the iPhone X.”

Highlighting last week’s iPhone X launch, Mr. Fieldhack, noted, “As per our retail surveys, the iPhone X launch saw higher store traffic than last year.  Checks showed 256GB memory configuration sold slightly above 64GB on its opening weekend. Apple’s guidance suggests the iPhone X will be a strong contributor of Apple’s mix in CYQ4.”

Highlighting on the star performer during the quarter, Research Analyst, Archana Srinivasan, added, “Motorola made a significant comeback almost doubling its volumes and market share annually and was the fastest growing brand in Q3 2017. This allowed the Chinese vendor to jump back into the top five rankings after a long time. Motorola’s focus on affordable devices for prepaid/unlocked market and breaking out from Verizon’s shadows helped drive growth during the quarter. This signifies that muscle memory for the Moto brand is still strong among US consumers.”

Commenting further, Ms. Srinivasan added, “Motorola also benefitted in terms of visibility with presence across all four of the major carriers with its Moto Z2 Force Edition in premium segment. The Moto E series was actually the key volume driver for Motorola during the quarter across prepaid and open channels.”

Exhibit 2: USA OEM Smartphone Shipment Share by Carriers Q3 2017

Sharing insights on in-carrier competition, Research Director, Neil Shah, mentioned, “Verizon had a good quarter and remained the biggest channel for smartphone sales, followed by T-Mobile, AT&T and Sprint. Sprint has almost caught up with AT&T in terms of smartphone sales as upgrade rates at AT&T have been the lowest. Apple led all the major carriers with robust demand for its older models, unlike in past, as the iPhone 8 series contributed little. Meanwhile, Samsung saw decent start for its Galaxy Note 8 after the Note 7 debacle.  But, the overall volume growth slowed down due to the rise of Apple and LG in high-tier segments.  LG had a strong quarter recording highest ever volume for the third quarter closing on Samsung volumes, especially at T-Mobile & Sprint.”

Mr. Shah added, “ZTE made strides in the prepaid segment with strong performance at Virgin, Boost, MetroPCS and Cricket channels. However, TracFone suffered the most during the quarter, as a result, Alcatel-TCL, which enjoyed stronghold at the prepaid giant, also saw its market position slipping.”

In terms of best-selling smartphone models during the quarter, Apple took the lion’s share capturing six out of top ten spots as iPhone 7 was the most popular smartphone in USA. The Moto E4 and LG Stylo 3 were also solid performers.

Exhibit 3: USA Top Selling Smartphone Models in Q3 2017


Other Insights:

  • Samsung volumes are always paused during iPhone launch season. However, the premium tier continues to have large value share, especially strong within Verizon and T-Mobile. GS8, GS 8Plus, and the Note 8 and their high ASPs dominated Android sales.  The company has faced some challenges in the entry and mid-tiers being challenged by LG, ZTE, Moto.  The company is also doing some variant pruning.
  • LG grew its share to 17.6% and is gaining on its Korean rival, Samsung. G6 volumes were solid, but a fraction of Apple and Samsung flagships.  K-Series and Stylus 3 continue to dominate value tiers.  Key to LG’s success is R&D and sales logistics support across all four major carriers and open channels.
  • ZTE grew its smartphone volumes 34% YoY. The company continues to be a top seller within prepaid channels with its value, large display offerings.  The Max Pro continues to sell in multiple channels.  The company launched the dual display Axon M, a unique media consumption device, within AT&T to kickstart a new form-factor revolution. Despite not being a high-volume SKU, it will help the company gain mindshare and potentially help get the Axon-series ranged within other carrier channels.
  • Alcatel has been challenged seeing its market share drop 4.1% YoY due to an aging portfolio, higher churn at TracFone and muted sell through of its BlackBerry Ownership control changes may be partially responsible for the delays of new launches and promotions.
  • For other OEMs, the US remains a tough market to gain scale. The top five OEMs control 91% in 3Q17, leaving little opportunity for others:
    • Google: Despite high amounts of TV and digital advertising, the Pixel 2 and Pixel 2 XL appear to have had a disappointing sales start. Further, there are multiple reports of hardware defects including
      problems with the display.  Google has worked hard to bring unique hardware to the market to convert some iOS subs to Android.  However, to date, Pixel family device volumes have picked off volumes from Android OEMs.
    • Essential phone has received some good reviews of its hardware, but has not moved but a few thousand units. Big price drops confirm limited take rates of this unlocked flagship.
    • BlackBerry re-entered AT&T mid-Quarter attempting to be a B2B option.
    • HTC U11 launched late in Q3. Marketed as the first smartphone with ‘always on Alexa’, HTC has deviated from Google’s smart assistant offering temporarily considering Google has now purchased most of HTC’s smartphone assets
  • T-Mobile launched its first smartphone, the LG V30, on 600MHz Band 71. The network was turned on during Q3 and will be adding more devices in 4Q17 and 1Q18.  600MHz in a smartphone is no simple feat, but would be an opportunity for early OEMs, such as LG, because certainly the carrier will be wanting to get these devices out as soon as metros are lit up.
  • T-Mobile – Sprint announced their merger talks have ended. Immediately afterwards, Sprint announced a MVNO deal with Altice USA.  It is also expected to resume talks with cable companies including Charter.



The research is based on sell-in (shipments) estimates based on vendor’s IR results, vendor polling triangulated with sell-through (sales), supply chain checks, retail channel surveys and secondary research.

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