(Bloomberg) — Xiaomi Corp.’s newest smartphone launch caught early buyer consideration in Southeast Asia as the corporate seeks to reclaim floor misplaced to different prime gamers together with Samsung Electronics Co. and Chinese peer Transsion.
The world launch of the Xiaomi 14 and 14 Ultra units at Mobile World Congress in Barcelona pushed Xiaomi’s identify into the highest 10 of on-line trending lists in Malaysia and the Philippines. While Apple Inc.’s iPhone dominates curiosity in Southeast Asia because it does globally, Xiaomi took second place from Samsung in Indonesia a yr in the past with the launch of its earlier era.
The Beijing-based telephone maker has made a giant wager on main with digicam expertise, partnering with Germany’s Leica Camera on lens expertise and utilizing Sony Group Corp.’s massive LYT-900 picture sensor for the primary digicam in its Ultra mannequin.
Xiaomi made a robust restoration in most markets within the area within the final quarter of 2023, bouncing again from double-digit declines a yr in the past, in response to Kiranjeet Kaur, analysis director at IDC.
“In Southeast Asia, while some of this can be attributed to the recovery in consumer demand, efforts to streamline its portfolio, sort out its channel issues and focus on a new product portfolio helped Xiaomi to gain traction,” Kaur mentioned.
In the long term, Xiaomi is locked in a struggle with rivals akin to Samsung and Transsion in Southeast Asian markets as demand stays weak in China. The area’s smartphone shipments are anticipated to develop 7% this yr after recording a average 4% progress within the last quarter of 2023, in response to analysis agency Canalys.
–With help from Soo Jin Kim.
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