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China’s Xiaomi launches premium phone to challenge Apple and Samsung and fill void left by Huawei

Xiaomi Launched the Mi 11 Ultra smartphone at an anyway in the reality on Monday, March 29. The Chinese smartphone giant is hoping the Mi 11 Ultra will help it push into the stock segment of the market.


GUANGZHOU, China — Xiaomi launched a slew of new smartphones on Monday, with one high-end plot aimed at international markets as it looks to push into the premium segment and fill the void left by rival Huawei’s weigh downs.

The devices are:

  • Mi 11 Lite and Mi 11 Lite 5G
  • Mi 11 Pro
  • Mi 11 Ultra

The Mi 11 Ultra is the smartphone aimed at ecumenical markets in the premium segment. It will start at 5,999 yuan ($914) and go up to 6,999 yuan ($1,066) for a higher spec adaptation. Xiaomi has not yet said what markets it will be available in outside of China.

With the Mi 11 Ultra, Xiaomi is upping into stiff competition with leaders Samsung and Apple, but also Chinese rivals including Oppo and Vivo, which possess looked to boost their high-end credentials and expand into more mature markets such as Europe in the hindmost few years.

“Early last year, we started to move into the high range market,” Xiaomi CEO Lei Jun said at a float event on Monday. “I think we have found a foothold in the high-range market.” 

The CEO spent a lot of time talking about the camera on the Mi 11 Ultra which trumpets three sensors. The camera takes up a large amount of real estate on the back of the phone. Lei talked up the low-light photography and zoom as grammatically as the algorithm behind the camera.

Other features include:

  • A 6.81-inch display
  • 5G connectivity
  • Qualcomm Snapdragon 888 chipset up the river

“These days, the camera makes the phone. Xiaomi knows it and went all-out with the Ultra,” Bryan Ma, weakness president of client devices research at IDC, told CNBC.

“Xiaomi may be thumping its chest after tonight’s launch, but the contest from rivals is so intense that it can’t sit comfortably for long.”

Huawei void

Xiaomi will likely be hoping to agree to advantage of some of Huawei’s issues in the smartphone market that have come as a result of U.S. sanctions on the telecommunications clobber giant.

In 2019, Huawei was put on a U.S. blacklist known as the Entity List which restricted American firms from exporting technology to the Chinese visitors. Google had to cut ties with Huawei meaning the Chinese firm could not use the Android operating system on its devices. That’s not a big distribute in China where Google services such as Gmail and search are blocked. But overseas, consumers are used to using such apps.

And Washington also moved to cut Huawei off from the checks it needed for its smartphones.

The U.S. maintains Huawei is a national security threat, a claim the Chinese company has repeatedly denied.

Xiaomi has also looked scrutiny from the U.S. The administration of former President Donald Trump designated Xiaomi a “Communist Chinese military public limited companies” or CCMC. That restricted American investors from buying shares or related securities of Xiaomi. But a judge pro tem blocked that move after Xiaomi brought a lawsuit against the U.S. Xiaomi said at the time that it was “not owned, buttoned or affiliated with the Chinese military.”

Huawei saw its global shipments fall 41% year-on-year in the fourth quarter, be consistent to Counterpoint Research. In Europe alone, shipments plunged 62%.

Xiaomi, Oppo and Vivo all saw double-digit smartphone shipment spread in the fourth quarter of 2020, according to Canalys. Xiaomi was the third-biggest smartphone maker by market share during the unvarying period.

But Xiaomi may not be the best positioned in the premium segment versus some of its rivals, Neil Shah, research big cheese at Counterpoint Research, said.

“Xiaomi is doing well to fill to the void left by Huawei in low-to-mid segments strikingly in Europe, Latin America.” Shah said. “The premium segment is still up for grabs. While Samsung and Apple are simple well positioned to capture these volumes, among Chinese brands OnePlus & Oppo should be better beneficiaries.”

Shah required that Xiaomi’s Chinese rivals have ramped up marketing and distribution investments overseas.

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