Xiaomi unveils their new brand, “Poco”

Poco F1 | From Xiaomi's website

Xiaomi has unveiled their new brand, named “Poco”, officialising it in India.

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Rumours about Xiaomi’s “Pocophone F1” have been floating around for a while, and now the Chinese smartphone manufacturer, 4th biggest in the world, has unveiled their new sub-brand, named “Poco”. Right now, said brand seems to be targeted to the Indian market, although a leaked video of the “Pocophone F1” from Romania does mean we can expect this new sub-brand to come to parts of Europe too (probable East Europe).

It is unclear why Xiaomi decided to launch a sub-brand, as Xiaomi already does cheap flagships, compared to competitors. In a statement, the company does specify that Poco will have more flexibility in design and choices, while maintaining access to Xiaomi’s supply chain, which reminds us of the way Huawei’s sub-brand Honor works.

Thanks to the many leaks, we know more or less the specs of the Pocophone F1 will be the following:

  • Qualcomm Snapdragon 845
  • 6/8GB of RAM
  • 64/128/256GB of internal storage, supports microSD cards, up to 128GB
  • 5.99” display, 2246×1080 pixels, notch
  • Double back camera, 12mp+5mp, front camera, 20mp
  • 4 000mAh battery, Qualcomm Quick Charge 3.0
  • Android 8.1 with MIUI
  • Usual connectivity options, Bluetooth 5.0
  • Colours depend on configuration: red, grey, blue, gradient, Kevlar
  • Configurations available: 6GB+64GB, 6GB+128GB, 8GB+256GB
  • Pricing starts at 420€ up to 460€, probably more for 8GB+256GB version

Xiaomi is battling for the first position on the Indian market, which it held temporarily for some months. In the second quarter of this year (2018), Samsung managed to regain the top position with 29% of the market share, leaving Xiaomi behind at 28%.

The name is rather curious, with “Poco” meaning “little” in Spanish (quantity-wise).

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