Last week saw the launch of Xiaomi into the UK market in a highly lauded (and expensive) event which was promoted by a number of tech websites and live streamed around the world. To signify the launch they also promoted a £1 flash sale, which drew a huge amount of attention online. The brand also launched their highly praised flagship smartphone for £499, and it has already been given rave reviews from websites such as Tech Advisor. But who the devil are Xiaomi?
Those with an interest in the world of smartphones will know all about Xiaomi. Other people, not so much. Despite flying under the radar for most folk, Xiaomi have spent the last eight years turning themselves into a tech giant. The Chinese company are desperate to take on the world, especially when it comes to quality smartphones, and their UK launch is the first step in their attempt at world domination. But, with the giants of Apple and Samsung sitting atop the pile, Xiaomi have an uphill battle.
I believe they have a very good chance, as the smartphone market has changed ever so slightly in the last couple of years, and while the change doesn’t look to upset Apple, it could upset Samsung. Until recently, smartphones had a simple standard: the more expensive, the better. High-end phones would have better batteries, build qualities and cameras, but this isn’t necessarily true.
Today, high-end handsets are delicate works of art. Glass covered devices that are slippery and insanely breakable, thinner with smaller batteries which equals short battery life, also, the iPhone comes with some crazy repair costs. This has left a gap in the market which a number of companies have stepped into, both OnePlus, Nokia and, of course, Xiaomi are creating Android smartphones with better than high-end build quality and battery life, and are charging under £500 for the privilege. Compare this to a £700 Samsung S or a £1000 iPhone and there’s really no contest.
True, the iPhone and Samsung S probably have the edge with screen display and camera quality, but in my experience it’s negligible. My picture quality is great on my Nokia 7 Plus, and I’ve taken amazing shots with that same handset; some low light snaps have even bested the same taken on the Samsung S8. Hell, I can get good shots on my Sailfish Xperia X, and the Sailfish OS struggles with the camera quality on that handset.
Xiaomi’s entry into the UK market couldn’t have come at a better time. Alternative handsets are creeping into the market more and more, and Xiaomi have teamed with Three to get their phones into stores. This, paired with their crazy £1 smartphone flash sale (I tried to get a handset, they sold out in under 0.01 second, no exaggeration) have given them a boost to leap onto the scene feet first.
Will they stick the landing? Time will tell, their reliance to essentially replicate whatever iPhones are doing will certainly turn some heads. But, it’s their incredibly competitive price vs quality is what is going to see the company succeed, with even their low end handsets looking great value for price. Xiaomi look like they’re here to stay, lets just see if they can.
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