Xiaomi, a Chinese multinational electronics company, has come a long way since its founding in 2010. Starting as a small startup, the company quickly gained recognition in the Chinese smartphone market for its high-quality, low-cost devices. In recent years, Xiaomi has expanded its product portfolio and market reach, becoming a major player in the global consumer electronics industry. With a strong focus on innovation, diversification, and international expansion, Xiaomi’s growth trajectory shows no signs of slowing down.
I recently had the chance to sit down with Kah Mun Leong, General Manager for Southeast Asia of Xiaomi International at their new BGC Headquarters, and talk about the company’s plans and what to expect from them this 2023.
The company is happy to be among the top 5 technology brands in India, Indonesia, Malaysia, Thailand, Vietnam, and the Philippines, not to mention having a strong foothold in Western Europe. In the country, Xiaomi remains to be attractive among smartphone users within the age range of 18 to 35 years old, with a strong potential of tapping into the below-18 segment of society, with the majority of their fans being male.
“The strategy for Xiaomi is overall value. Consumers are looking at the tasteful design; they’re looking at the breakthrough features. We have these breakthrough products and devices without the luxury price tag,” said Leong.
The brand currently employs a dual brand strategy having the Xiaomi and Redmi device lineups, following their vision of making high-quality products and making them available to more consumers. At present, Xiaomi has fifty-five (55) authorized stores (independent Xiaomi stores: kiosks and stand-alone; not to include the Xiaomi partner retailers and the like).
Xiaomi as a Developer-Friendly Brand
Software developers love Xiaomi for a multitude of reasons, and one of them is their mobile operating system: MIUI. Xiaomi’s operating system is highly customizable and offers a range of developer tools and APIs that allows developers to create and customize their own apps, launchers, and themes that can integrate seamlessly with the brand’s ecosystem.
Personally, as a Xiaomi device user myself, I consider their smartphones as one of the most “hackable” ones out in the market — the best alternative to developer devices that are currently not available locally. Don’t get me wrong when I say that Xiaomi devices are something “hackable” — for software developers, a “hackable” device is seen as a positive attribute because it allows them to experiment and innovate, and develop custom solutions that are tailored to their specific needs. This can lead to the creation of new and innovative applications or features that may not have been possible on a less “hackable” device or software.
Xiaomi has a large and active developer community that provides support, resources, and forums for developers to collaborate and share ideas. This community also helps to drive innovation and app development on the brand’s devices that offer high-end features at an affordable price point, making them an attractive option for developers who want to test and develop their apps on a wide range of devices.
The company also has a developer-friendly policy that allows software programmers to distribute their apps on the company’s store platform without paying any fees. In addition, Xiaomi offers a revenue-sharing program for developers who create paid apps or apps with in-app purchases.
“The smartphone space is very competitive in the Philippines; very stiff. But seldom you would have a brand that would have smartphones and AI already and would do better in this space. This smartphone and AI strategy of Xiaomi drove our possession in terms of product marketing, how we segment our products, interconnectivity, and at the same time product design. And success factor also is we contribute a lot to Research & Development (R&D). Most of our profits go to R&D,” added Leong.
Xiaomi’s focus on innovation, affordability and developer support has made it a popular choice for developers who want to create and test their apps on a wide range of devices.
The Xiaomi Technology Ecosphere
Xiaomi Ecosphere refers to the ecosystem of devices and products that are created, developed, and sold by Xiaomi and its partners. Xiaomi has a wide range of products in its ecosystem, including smartphones, smart home devices, wearables, laptops, TVs, and other consumer electronics products.
One of the key features of the Xiaomi Ecosphere is that many of these devices can be connected and controlled through Xiaomi’s Mi Home app which allows users to manage and control their devices from a single interface and also enables automation and integration between different devices. For example, a user might be able to set up their Xiaomi smart home devices to automatically turn off the lights and air conditioner when they leave the house.
Xiaomi has also invested in partnerships and collaborations with other companies to expand its Ecosphere. The company has collaborated with IKEA, Philips, and Honeywell to develop smart products that are compatible with Xiaomi’s ecosystem to provide a seamless and integrated user experience, with a focus on affordability, innovation, and accessibility.
Recently, Xiaomi announced plans to enter the electric vehicle market, which represents a significant expansion of its product portfolio beyond its traditional consumer electronics products. The company has stated that it plans to invest US$10B over the next 10 years to develop electric vehicles and related technology.
Though Xiaomi has not yet unveiled any specific details about its electric vehicles, it has stated that it plans to focus on developing “smart” electric vehicles that are connected to the internet and have advanced autonomous driving capabilities. The company has also hinted at plans to develop electric vehicle batteries and charging infrastructure, which could help to address some of the key challenges facing the electric vehicle industry.
Based on some reports, Xiaomi is in talks with several Chinese automakers about potential partnerships or joint ventures to develop electric vehicles. This could help the company to leverage the expertise and experience of established automakers to accelerate its entry into the market which may represent a significant expansion of its business and a strategic move to diversify its product portfolio. It remains to be seen how successful the company will be in this new market, but given its track record of innovation and disruption in other industries, it is likely to be a major player in the electric vehicle space in the coming years.
At recent technology forums and expos, Xiaomi has been showcasing several types of robots that they developed, including vacuum robots, educational robots, and even a robot dog. One of the most well-known Xiaomi robots is the Mi Robot Vacuum, which is a smart vacuum cleaner that can navigate and clean a home autonomously.
In addition to the Mi Robot Vacuum, the company has also developed a range of other robots, including the Mi Robot Builder, which is an educational robot kit that allows users to build and program their own robots, and the CyberDog, which is a robot dog that can walk, run, and perform a range of movements and tricks.
Late last year, Xiaomi unveiled their humanoid robot CyberOne which is equipped with a self-developed Mi-Sense depth vision module and an AI interaction algorithm. This technology enables CyberOne to perceive 3D space and recognize individuals, gestures, and expressions, allowing it to process its environment in a more sophisticated way. CyberOne is not only capable of seeing its surroundings, but it can also interpret the information it collects.
CyberOne’s AI and mechanical capabilities are all self-developed by Xiaomi Robotics Lab.