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Today, Xiaomi is entering British smartphones and consumer electronics with the launch of the flagship Mi 8 Pro smartphone, a solid portfolio of Android handsets, a new London store and an electric scooter. How will Western markets react to Xiaomi's bizarre mix of consumer products, smartphones and striking brands?
The bridgehead to the UK starts with the Mi 8 Pro smartphone.
Xiaomi Mi 8 Pro (image: Ewan Spence)Ewan Spence
High specifications at low prices
Let's face it, the stakes at the table of a flagship are an excellent phone. The Mi 8 Pro features the required SnapDragon 845 System-on-Chip, a dual-camera configuration (two 12 megapixel cameras), facial recognition for unlocking, a 6.21-inch AMOLED display with a notch identical to that of the iPhone XR, 8 GB of RAM and 128 GB of internal storage. In addition, the last point of discussion is also predefined – the built-in fingerprint reader.
The Mi 8 Pro is the latest device that incorporates many features, reduces margins and addresses the financial success of the community and the aftermarket. With prices starting at € 499 (equivalent to the similar OnePlus 6T), the Mi 8 Pro is an alluring device … but it has a transparent secret weapon to bring people into the Xiaomi ecosystem.
Take advantage of the Xiaomi brand
While the geekerati will be rather excited by the specifications of the Mi 8 Pro, it is the use of a transparent glass cover on the back of the Mi 8 Pro will be noticed. While the chips and circuits presented are "purely for decorative purposes" and offer no functionality for the hardware, the look offers something different from the market and an opportunity for Mi 8 Pro fans to show off their device.
Getting a community to promote a brand is not a new business for the smartphone market. OnePlus made it clear from the start that this was part of their reading book, while the unconditional support of Apple and the iPhone is a manual implementation. Being part of this community is a way to identify other users, like the Apple that shines on older MacBooks, and although there are no LEDs to emit futuristic lights, there is has enough visibility on chips, cabling, coils and battery. create a silicon fascinator.
If you are online, people will see "inside" the phone. If you want to show your new phone, the chips will be highlighted. The Mi 8 Pro could quickly become "the visible phone inside" in the UK, at a time when the Xiaomi community is dissociating itself from gray imports on British hardware.
Xiaomi Mi 8 Pro (image: Ewan Spence)Ewan Spence
The strategy of many razors and many other blades
Although it is a power in its home country, China, and the huge Indian market (which places the company in fourth place in the smartphone market), Xiaomi has taken its time to develop in traditional "western" markets. With its presence in Spain, France and Italy, the UK is arguably the biggest new frontier for the Beijing-based company. On the Xiaomi blog:
Xiaomi's entry into the UK follows his arrival in France and Italy in May and his official entry last November in Spain, his first Western European market, where he had already become the third largest supplier of smartphones according to Canalys. Today, Xiaomi is present in 74 markets around the world and ranks first in 30 markets. According to IDC's T2 report, Xiaomi ranks 4th in the global smartphone market with a growth rate of nearly 50% year-on-year.
Xiaomi does not change its strategy for this launch. The handsets have a comparable price and although I expect them to have some margin, there will not be a huge margin on handsets. The real value lies in the name Xiaomi, devices and lifestyle products sold alongside smartphones.
That's why the key element of the launch today is not necessarily the flagship product, the Mi8 Pro, the mid-range Redmi 6A. This is the revelation that Xiaomi will open a Mi Store in Westfield London. Establish Xiaomi brands, engage users in the ecosystem and offer them a wide range of products with varying margins. It works in China. It works in India.
Let's see if it works in the UK.
Many years ago, I reviewed the Xiaomi Mi 4. What has changed since?
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Today, Xiaomi is entering British smartphones and consumer electronics with the launch of the flagship Mi 8 Pro smartphone, a solid portfolio of Android handsets, a new London store and an electric scooter. How will Western markets react to Xiaomi's bizarre mix of consumer products, smartphones and striking brands?
The bridgehead to the UK starts with the Mi 8 Pro smartphone.
Xiaomi Mi 8 Pro (image: Ewan Spence)Ewan Spence
High specifications at low prices
Let's face it, the stakes at the table of a flagship are an excellent phone. The Mi 8 Pro features the required SnapDragon 845 System-on-Chip, a dual-camera configuration (two 12 megapixel cameras), facial recognition for unlocking, a 6.21-inch AMOLED display with a notch identical to that of the iPhone XR, 8 GB of RAM and 128 GB of internal storage. In addition, the last point of discussion is also predefined – the built-in fingerprint reader.
The Mi 8 Pro is the latest device that incorporates many features, reduces margins and addresses the financial success of the community and the aftermarket. With prices starting at € 499 (equivalent to the similar OnePlus 6T), the Mi 8 Pro is an alluring device … but it has a transparent secret weapon to bring people into the Xiaomi ecosystem.
Take advantage of the Xiaomi brand
While the geekerati will be rather excited by the specifications of the Mi 8 Pro, it is the use of a transparent glass cover on the back of the Mi 8 Pro will be noticed. While the chips and circuits presented are "purely for decorative purposes" and offer no functionality for the hardware, the look offers something different from the market and an opportunity for Mi 8 Pro fans to show off their device.
Getting a community to promote a brand is not a new business for the smartphone market. OnePlus made it clear from the start that this was part of their reading book, while the unconditional support of Apple and the iPhone is a manual implementation. Being part of this community is a way to identify other users, like the Apple that shines on older MacBooks, and although there are no LEDs to emit futuristic lights, there is has enough visibility on chips, cabling, coils and battery. create a silicon fascinator.
If you are online, people will see "inside" the phone. If you want to show your new phone, the chips will be highlighted. The Mi 8 Pro could quickly become "the visible phone inside" in the UK, at a time when the Xiaomi community is dissociating itself from gray imports on British hardware.
Xiaomi Mi 8 Pro (image: Ewan Spence)Ewan Spence
The strategy of many razors and many other blades
Although it is a power in its home country, China, and the huge Indian market (which places the company in fourth place in the smartphone market), Xiaomi has taken its time to develop in traditional "western" markets. With its presence in Spain, France and Italy, the UK is arguably the biggest new frontier for the Beijing-based company. On the Xiaomi blog:
Xiaomi's entry into the UK follows his arrival in France and Italy in May and his official entry last November in Spain, his first Western European market, where he had already become the third largest supplier of smartphones according to Canalys. Today, Xiaomi is present in 74 markets around the world and ranks first in 30 markets. According to IDC's T2 report, Xiaomi ranks 4th in the global smartphone market with a growth rate of nearly 50% year-on-year.
Xiaomi does not change its strategy for this launch. The handsets have a comparable price and although I expect them to have some margin, there will not be a huge margin on handsets. The real value lies in the name Xiaomi, devices and lifestyle products sold alongside smartphones.
That's why the key element of the launch today is not necessarily the flagship product, the Mi8 Pro, the mid-range Redmi 6A. This is the revelation that Xiaomi will open a Mi Store in Westfield London. Establish Xiaomi brands, engage users in the ecosystem and offer them a wide range of products with varying margins. It works in China. It works in India.
Let's see if it works in the UK.
Many years ago, I reviewed the Xiaomi Mi 4. What has changed since?
