How Xiaomi is transforming Nigerian, African smartphone market
By Ralph Tathagata
Technological advancement, with the aid of smart devices, global artificial intelligence, and the Internet of Things (IoT), is rapidly enhancing the quality and convenience of people’s daily lives.
As frontier technologies such as smartphones, Artificial Intelligence (AI) and the Artificial Intelligence of Things (AIoT) experience exponential growth, Xiaomi, a consumer electronics and smart manufacturing company, is strategically positioned to lead the African market.
Futuristic tech companies like Xiaomi, while transcending traditional product boundaries, are also disrupting value chains, forcing competition to rethink and retool nearly everything they do.
Founded in April 2010 and listed on the Main Board of the Hong Kong Stock Exchange on July 9, 2018, Xiaomi Corporation is a consumer electronics and smart manufacturing company with smartphones and smart hardware connected by an IoT platform at its core.
Since its launch in 2019 in Nigeria, Africa’s largest smartphone market, Xiaomi has consistently proven to be an unstoppable force in cutting-edge smartphone innovation and high-quality products.
A chat with Camellia Ran, Marketing Manager, Xiaomi West Africa, revealed that Xiaomi is actively expanding its networks through mobile operators and online distributors to increase the availability of its devices at multiple touchpoints.
“Our ultimate goal is to establish stores across the country. Xiaomi is committed to bringing the very best smart technology into Nigeria, and is set to expand its repertoire of smartphones and AIoT over the coming years,” she said.
Xiaomi Nigeria’s mandate, she noted, is to supply Nigerians from all walks of life with the smart, innovative technology they need to live a better life.
What’s more, Xiaomi embraces its vision of “Make friends with users and be the coolest company in the users’ hearts”, even as it continuously pursues innovations, high-quality user experience and operational efficiency. The company relentlessly builds amazing products with honest prices to let every customer in the world enjoy a better life through innovative technology.
To further communicate its core values, the “MI” in Xiaomi’s logo, which stands for “Mobile Internet”, also has other meanings, including “Mission Impossible”. This, according to the company, is because Xiaomi faced many challenges that had seemed impossible to defy in its early days. However, with the belief that “something wonderful is going to happen”, Xiaomi has been able to surmount many obstacles.
This belief, which constitutes a core part of its corporate culture with the slogan “Just for fans”, makes Xiaomi’s hardcore Mi fans lead every step of the way. It is worthy of note that many Xiaomi employees were first Mi fans before joining the team. “As a team, we share the same relentless pursuit of perfection, constantly refining and enhancing our products to create the best user experience possible. We are also fearless in testing new ideas and pushing our own boundaries. Our dedication and belief in innovation, together with the support of Mi fans, are the driving forces behind our unique Mi products,” Ran explained.
Since its entry into the smart tech market, Xiaomi has been maintaining strong momentum which explains why it clinched the 266 positions on 2022 Fortune Global 500 up 72 places from 2021. Xiaomi also made Kantar Brandz 2022 Top 100 Most Valuable Global Brands, Boston Consulting Group’s 50 Most Innovative Companies of 2022, #3 Smartphone Brand Worldwide, 26, 000+ Granted Patents Worldwide with brand presence in 100+ markets and 1,000 Xiaomi stores overseas.
In the face of a global transformative competition, Xiaomi’s core strategy goes beyond smartphones to include Artificial Intelligence of Things (AIoT), which is not an addition but a multiplication as both categories work symbiotically to meet the customers at their touchpoints.
On its product line, Xiaomi boasts state-of-the-art smartphones, including Xiaomi MIX, a premium flagship with a cutting-edge design and technology; Xiaomi, an eponymous flagship brand with the latest technology and a stylish design; Xiaomi T, camera flagship with leading technology; Redmi Note, a flagship level mid-range king and Redmi, a high-quality, entry-level smartphone king.
The latest and available devices in Nigerian market are inclusive Xiaomi MIX Fold 2, Xiaomi 12T Series, Redmi Note 12 Series, Redmi 12, Redmi 12C, etc…
Within Xiaomi’s technology ecosphere, customers are assured of finding top-notch smartphones, wearables, smart home, smart manufacturing, smart electric vehicles and humanoid robots. Priding itself on “innovation for everyone’, Xiaomi has also produced the smartest, transparent OLED TV ever. Put simply, Xiaomi is another smart company to beat in the Nigerian/African tech market.
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