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Xiaomi Announces New Brand ‘POCO’ That Makes Smartphones For Premium Market
By Mikelle Leow, 12 Aug 2018
Image via POCO India
Chinese smartphone brand Xiaomi has gained foothold as the top player of India’s mobile market, thanks to its appeal as a maker of budget models.
Unfortunately, this strength might have resulted in lackluster sales for 2017’s Mi MIX 2, which was priced at around ₹30,000 (US$435). In an era of US$1,000 models, this doesn’t seem like much, but it’s worth noting that the average Xiaomi phone costs less than half of the price.
Since customers could not justify paying so much for a Xiaomi model, the brand has announced that it’s opening another line, POCO, to unleash more phones within the steeper price range.
POCO lead Jai Mani, an Ex-Googler who joined Xiaomi in 2014 as Lead Product Manager, expressed his excitement for the sub-brand via a tweet.
“POCO is all about making a powerful smartphone with the technologies that truly mattered,” he wrote.
“Recently, it feels like the pace of innovation in the smartphone market has slowed down, while prices are creeping up with flagship smartphones now past the US$1,000 mark. We set out to build something that bucks this trend.”
He then revealed the distinct strength of POCO’s first phone: speed.
“For the first product, we got back to basics and [focused] entirely on speed. Not just peak performance speed, but actual, real world, speed.”
Mani did not elaborate more about the new model, but recent leaks suggested that it will be named ‘Pocophone F1’—a possible nod at the racing championship—and will run on a Snapdragon 845 processor.
Additionally, the upcoming smartphone is expected to come with liquid cooling, a 4000mAh battery, a 20MP front camera, as well as a Face ID-like unlocking system that is powered by a notch.
Rumored for global launch in September or October 2018, the ‘Pocophone F1’ is to be priced around US$480 for a 6GB/64GB model and US$540 for a 6GB/128GB variation. View “leaked” footage of the smartphone below.
[via Android Central, video via Slashleaks, cover image via POCO India]
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