Recent reports have revealed plenty of information on the specifications and appearance of an upcoming Xiaomi phone called Pocophone F1. Today, Xiaomi’s Mi India Twitter account has officially confirmed the arrival of POCO brand in India. It seems that the Pocophone F1 will be the first smartphone in the new lineup for the coutnry.
— Mi India (@XiaomiIndia) August 9, 2018
Now that the POCO series has been introduced in India, the company may release more phones under the new brand in future. Xiaomi is yet to release an official statement on why it has decided to debut the POCO series in India.
Xiaomi’s Redmi series have gained immense popularity in India. The overwhelming response of Redmi phones have allowed it to dethrone Samsung to become the number one smartphone brand in Q4 2017 and Q1 2018. However, its premium smartphones have always received lukewarm reception from the Indian audience.
After the Xiaomi Mi 5 failed to attract Indian customers in 2016, the company had skipped the Indian launch for Xiaomi Mi 6 in 2017. The Chinese manufacturer had launched Mi MIX 2S in China earlier this year. Soon after its launch, Xiaomi CEO Lei Jun had said that “I think the Mi MIX 2 might not be the best fit for some of the target audiences in India. It uses four-sided curved ceramic body, and 18K gold coating. A lot of these things might not necessarily be suitable for the Indian market. Actually, it’s a piece of art. The Indian market will still take some time to accept this product”. Hence, it seems that since Mi MIX 2 was another failure from the company in the Indian market and the company has no plans to launch Mi MIX 2S in India.
With the introduction of POCO series, the company could be trying its luck to sell flagship phones through dual branding strategy. As far as Pocophone F1 is concerned, it has been already that it is packed with 5.99-inch FHD+ notched display, Snapdragon 845, 6 GB of RAM, 64 GB of storage, Quick Charge 3.0 enabled 4,000mAh battery, 12-megapixel + 5-megapixel dual camera and 20-megapixel front camera. Previous reports have claimed that the Pocophone F1 may first launch in Europe with 420 euros (~$486) pricing in September following Indian launch in October.