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Hugo Barra envisions Xiaomi as a premium smartphone brand

Hugo Barra envisions Xiaomi as a premium smartphone brand
Hugo Barra envisions Xiaomi as a premium smartphone brand
The Chinese manufacturer is losing ground to Huawei, Oppo, and Vivo and is thus looking to offer more premium smartphones to better separate itself from budget manufacturers.

Xiaomi VP Hugo Barra recently spoke about the plateauing smartphone business and suggested that Xiaomi may become a premium brand in the future to avoid the bloody price wars of low-cost budget smartphones. Barra made the speech at the Mi Home Experience Center in Hong Kong where he reminded an audience that Xiaomi prices have been steadily increasing over the past few years.

Barra is also claiming that customers can expect higher quality components from future Xiaomi products. He even went so far as to proclaim that low-end smartphones will "no longer be a business" for Xiaomi. Xiaomi CEO Lei Jun has expressed interest in opening over 1000 Xiaomi Experience stores worldwide to expand its business overseas.

The move reflects what many other major manufacturers have been leaning towards including Sony and its consolidated Xperia Z series, Microsoft and its Surface series, and Samsung with its revised smartphone plans to better emulate Apple. Simply put, flagship devices bring in much higher profit margins than low-end offerings where cheaper Chinese manufacturers reign supreme.

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> Notebook / Laptop Reviews and News > News > News Archive > Newsarchive 2016 07 > Hugo Barra envisions Xiaomi as a premium smartphone brand
Ronald Tiefenthäler/ Allen Ngo, 2016-07-11 (Update: 2016-07-11)
Allen Ngo
Allen Ngo - US Editor in Chief
After graduating with a B.S. in environmental hydrodynamics from the University of California, I studied reactor physics to become licensed by the U.S. NRC to operate nuclear reactors. There's a striking level of appreciation you gain for everyday consumer electronics after working with modern nuclear reactivity systems astonishingly powered by computers from the 80s. When I'm not managing day-to-day activities and US review articles on Notebookcheck, you can catch me following the eSports scene and the latest gaming news.