It all seemed like a rumor, one of those so incredible that no one believed it could turn out to be reality. And instead here is that POCOPHONE F1 has been made official also discovering that the latter will belong to new brand POCO by Xiaomi. However, many remain with the question of why Lei Jun's company has focused on this strategy, rather than strengthening the existing production line.
To this question try to answer Mani Jai, Head of Product by Xiaomi, who in an open letter tries to explain what is there philosophy behind the new brand POCO. And bluntly, what we are told is that POCO is intent on offer users a technology of the highest level, efficient and economical, aiming at top-end hardware, exaggerated optimization and above all inserting only really useful technology to the end user in their own devices, without embellishing the smartphone with features and hardware that would unnecessarily raise the final cost of the product.
This is why the link between Xiaomi and POCO it is fundamental, as the new brand will use the pre-existing Chinese OEM infrastructures to achieve the intended purpose. And the new flagship POCOPHONE F1 reflects what has been said so far, but on balance we have not yet been given a real answer. After all, this is the same philosophy that has accompanied Xiaomi for 8 years, where it based its fortune precisely on this.
Actually the birth of the brand POCO it could help counter the growth of OnePlus in India. It is worth noting that OnePlus has tapped the premium Indian smartphone market with a similar strategy, offering phones with high-end specs at affordable prices. OnePlus has now reached the first place in the segment in the second quarter of this year, according to a recent report by Counterpoint Research. The OnePlus meteor growth has also affected the market share of rivals Apple and Samsung. OnePlus drove for the first time ever the premium smartphone segment in India, winning the 40% of the market guided by the record expeditions of his OnePlus 6 compared to previous flagships. OnePlus was also the fastest growing brand in the premium segment (+ 446%), while Apple and Samsung sales declined year on year.
But why not intensify the premium sector with the Xiaomi brand?
It is not the first time that Xiaomi tries to penetrate the premium segment in India. In the 2015, the company presented its top of the range Mi 5, but with poor results. Currently, Xiaomi's most expensive phone in the nation is Mi MIX 2, followed by Mi A2. But after the flop with Mi 5 the company no longer wants to risk in its own name.
