LONDON: Xiaomi, the world's fourth-largest smartphone maker, entered Britain on 8 November with the international debut of its flagship Mi 8 Pro, which hopes to win fans in the market dominated by Samsung and Apple.
Elder Vice President Xiang Wang said Britain has a "cool" factor that is in line with the company's recommendations to its customers.
"The United Kingdom is one of the important global technology centers," he said in an interview before launching the company in London.
"It's a young energy spot, so it's good for our culture – we want to be the smartest company in the minds of our fans."
Xiaomi, which was listed in July and has a market value of approximately $ 44 billion, originally targeted other Asian markets for foreign expansion, especially in India.
The company, which was founded in 2010, made its European debut in Spain a year ago, according to the Canalys research firm, ranking third, followed by France and Italy this year.
In August, foreign revenue for the quarter ending June 30 was more than doubled yoy.
The Xiaomi product line in the UK is powered by the Mi 8 Pro technology, which has a dual-sided artificial intelligence camera, a 6.21in high resolution AMOLED display, a pressure-sensitive fingerprint sensor and a transparent glass back cover.
It also brings its entry level Redmi 6A devices, priced from £ 99 (RM540), Wang said, and some other products in the "Mi" series, including its Xiaomi Band 3 fitness group and electric scooter.
The company's products will be sold online and in the shop, including an authorized Mi store, due to the opening of London's Westfield Station on November 18th.
"We will do online at my.com and we will be working with every online channel, including Amazon and others," Wang said.
"Offline partners will include Carphone Warehouse and the exclusive channel to run stations will be 3." – Reuters