Mi 11 India launch has reportedly been confirmed by a Xiaomi executive. The brand expects to finalise the exact models by the end of January.By Focalmart Team
- Mi 11 series India launch expected soon
- The brand is using Mi 10i to make it more approachable in the premium segment
- The Xiaomi executive has admitted that lockdown affected Mi 10’s success in India
Xiaomi Mi 11 India launch is on cards as confirmed by Sumit Sonal, Marketing Lead, Mi Brand to The Indian Express. However, the corporate is yet to finalize the precise models which will be made available within the country. the chief says Xiaomi remains brooding about the SKUs (stock keeping unit) that it wants to bring back India but should finalize the whole lineup by the top of January. To recall, Mi 11 launched in China late last month and there are speculations that Xiaomi may introduce Mi 11 Pro in February with superior specifications and doubtless some design changes also .
The Mi 10i launched in India on Tuesday as an India-specific variant of the Mi 10T-Lite that launched globally in September. The smartphone comes with a 108MP primary camera. it’s the primary phone in India to return with Samsung’s new HM2 sensor. Sonal mentioned the camera optimizations are wiped out India mostly and therefore the company now features a dedicated lab and a team working for an equivalent .
This is the primary time that there’s a Mi phone within the sub Rs 20,000 and Rs 25,000 price home in a very while . “The idea is to form the brand approachable. And that’s what the whole positioning for the Mi 10i specifically is. during this particular bracket , which is usually getting to be the Rs 20,000 to Rs 30,000, we’ll be competing against the OnePlus Nord and therefore the Samsung M51,” Sonal told The Indian Express. When asked whether the brand will introduce more phones within the price segment, the chief said the brand will evaluate the “success ratio” before it comments on more products.
THE IDEA IS TO MAKE THE BRAND APPROACHABLE. AND THAT’S WHAT THE ENTIRE POSITIONING FOR THE MI 10I SPECIFICALLY IS.
For now, with the Mi 10i, the corporate is getting to tap into the Rs 20,000 price segment and help establish the brand further within the affordable premium market. “This is that the product which we are aiming at, which can get us that visibility which credibility which the Mi brand has been trying to find ,” Sonal added. Compared to Mi 10, which starts at Rs 44,999, the Mi 10i may be a lot more accessible despite packing during a lot of features. “We are pegging big on this one because this also becomes our entry into people’s lifestyle, which we’ve been trying for a short time . An OnePlus user would consider a Mi 10i as a really good alternative therein particular segment, that’s the vision we’ve ,” Sonal said.
Separately, Sonal has admitted that lockdown has hit the Mi 10’s prospects. “In the premium segment, once the worldwide launch happens, it’s very difficult to sustain that excitement for a really while . within the most ideal scenario, we should always have actually launched it much prior, which didn’t happen,” noted the chief . To recall, the Mi 10 originally launched in February but made it to India only in May thanks to lockdown.
Talking about the brand’s struggle to shed the ‘affordable’ brand tag, Sonal admitted that this perception may be a problem but clarified that it can’t run faraway from it and therefore the idea is to portray the Mi brand as a way more premium offering. “You won’t spend Rs 35-40,000 on a product which you are doing not love as a brand. But with good products and marketing, we decide to change that. Perception changing may be a long game. it’ll take time, tons of investment, and therefore the right people to truly specialise in that,” he added.