MIUI 9 Released Today – Nougat For Xiaomi Redmi Note 4, Too!

The price is right. The design is slick and sexy. The hardware is top-end. Xiaomi Mi Mix 2, a phone launched today in India at a price of Rs 35,999, looks like a fantastic smartphone. Yet, such is the phone market in India that success is not guaranteed, even when the phone is from a company that is undoubtedly one of the top smartphone companies in India. In fact, Xiaomi already sells millions of phones. It's just that the Mi Mix 2 is a premium play in a segment where Xiaomi is new.

Xiaomi has seen a pretty strong response in India for a little over three years since its entry back in 2014. Over recent years, the company has found success with its budget to mid-ranged smartphones, especially with the likes of the Redmi Note 4, which recently crossed the 5 million units mark in the country in less than six months of launch. But with the launch of the Mi Mix 2 in India on Tuesday, Xiaomi is once again trying its hand at the premium segment after the Mi 5 early last year.

Now, the Mi Mix 2 has been priced in India at Rs 35,999, which is Xiaomi's most premium offering till date in India. The Mi 5 last year was launched at around Rs 25,000, but did not find many takers at the time, presumably because the company was still establishing a user base in the country. Poor sales of the Mi 5 was also perhaps one of the reasons the company hesitated to launch the Mi 6 in India. So, with the Mi Mix 2, Xiaomi is taking a gamble, launching a premium model that will compete against Samsung's Galaxy S8, OnePlus 5, and Apple's iPhone 8, among others.

A different market

Xiaomi's confidence with the Mi Mix 2 stems from a few reasons. The original Mi Mix can be credited as starting a new wave of nearly bezel-less displays on smartphones. Companies like Samsung and LG followed with the Galaxy S8 and LG G6 that had minimal bezels. The Mi Mix 2 follows the same design as the original, with a larger 18:9 aspect ratio, which means more screen-to-body ratio than the original. Apart from the design, the Mi Mix boasts of top-of-the-line specifications such as a 2.45GHz octa-core Qualcomm Snapdragon 835 processor coupled with 6GB of RAM AND 128GB of storage. The dual-SIM phone supports 4G LTE, NFC, USB OTG, and runs Android Nougat-based MIUI.

The Mi Mix 2 has been priced at Rs 35,999 in India, making it the most premium offering from Xiaomi so far as the company looks to compete in the premium segment and take on the likes of Samsung, Apple, and OnePlus

IDC says that the Mi Mix's design and high-end specs makes it a worthy competitor in the premium segment, giving users a pretty decent alternative considering that the Galaxy S8 is priced at Rs 54,000 and the iPhone 8 is priced over Rs 60,000. IDC also says that given Xiaomi's strong track record with mid-range smartphones like the Redmi Note 4 and Redmi 4, there will likely be a positive outlook towards the Mi Mix 2.

However, while Xiaomi dominates the lower segment of the smartphone market in India, the high-end segment has been well established by the likes of Samsung, Apple, and OnePlus. There is a sort of positive vibe towards these brands when it comes to dependability, hardware and design, and Xiaomi will face a challenge taking them on. The company has also been expanding its offline presence and has been setting up more Mi Homes in the country, which will prove useful as it tries to market the Mi Mix 2.

Challenge from OnePlus 5

The nearest competitor to Xiaomi's Mi Mix 2 right now would be the OnePlus 5, and OnePlus has enjoyed considerable success when it comes to binging premium flagships at competitive prices. While Mi Mix 2 clearly has an edge over the OnePlus 5 in terms of design, the latter has upped its camera game with a dual rear camera setup that were pretty impressive in our review . While the Mi Mix 2 may not wow in the camera department, it impressed us on the design, performance and battery front, which could be enough to attract customers.

The Mi Mix 2 can be seen as a litmus test for Xiaomi to see whether consumers are ready to buy high-end offerings from the company. While consumers may be comfortable with Xiaomi's mid-range offerings, the high-end segment requires a lot more convincing as premium customers are more particular when it comes to aesthetics, design and feel of the device. The success of the Mi Mix 2 in India will also be key for Xiaomi going forward as it gears up for the Mi 7 next year.

Source : http://indiatoday.intoday.in/technology/story/xiaomi-mi-mix-2-is-a-premium-play-but-oneplus-5-samsung-phones-will-test-it-in-market/1/1065506.html

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