Xiaomi, the company that leads the smartphone market in India, has announced that it is going to make Poco a standalone brand. With this restructuring, Poco will run independently of Xiaomi and will have its own team and go to market strategy, said Xiaomi in a statement.
Commenting on this, Xiaomi vice president Manu Kumar Jain said, “…We feel the time is right to let POCO operate on its own now, which is why we’re excited to announce that POCO will spin off as an independent brand.”
This strategic move comes days after rumours surfaced about the alleged Poco F2. A couple of leaks have suggested the presence of a new Poco-branded handset. Poco series has seen only one smartphone launch — in 2018 — in the form of Poco F1. Since then, Xiaomi hasn’t launched any Poco device.
To recall, with Poco F1, Xiaomi for the first time launched a flagship processor — for Android — phone that also became the cheapest smartphone to come powered by the flagship processor of that year. Right now, that title is held by Realme X2 Pro which is currently the cheapest Qualcomm Snapdragon 855 Plus smartphone in India at Rs 29,999. Realme, the company that started out as Oppo’s sub-brand is now an independent company, has been the fastest growing smartphone brand and has been giving the Xiaomi a run for its money.
It appears that with this move Xiaomi is going to keep its focus on premium smartphones under Poco series. The move may help Xiaomi to take on other affordable flagships from OnePlus as well. OnePlus’ smartphones not only come with flagship processors but other powerful specs at competitive prices and over the years made to the top of the Indian smartphone market under Rs 35,000.
It is safe to assume that a war is stirring in the “affordable flagship” smartphone market and it remains to be seen who will be victorious at the end of 2020.