Xiaomi Corp has entered into a global strategic partnership with Firework, a Silicon Valley-based short video network platform. Firework is one of the fastest-growing interactive video platforms on mobile. It operates in the same manner as TikTok, allowing its users to find, create, and share homemade 30-second videos.

The partnership isn’t just about having the free app onboard Xiaomi phones but will allow Mi users to gain access to Firework’s Reveal technology. The tech allows videos to have a 360 degree, horizontal and vertical point of view. In addition, Firework’s 36-second short story videos will now be available on Xiaomi smartphones.

Furthermore, Firework will reportedly work with local creators in India, Russia and Indonesia to give Mi users the leverage to explore its content in local languages. Firework says its contents are streamlined using a multi-layered process that includes artificial intelligence and human intervention in a bid to ensure that they are safe and unwanted content will not be visible to users.

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According to Wang Dong, Deputy General Manager, Internet 4th Department of Xiaomi Corporation, the company was thrilled to partner with Firework in Mi Videos. The Xiaomi exec also hinted that the company’s goal is to “offer premium quality, curated videos to our users and Firework adds tremendous value to that”. “Firework being a global, responsible brand offers us a video ecosystem that is safe and offers an enriching experience for our users,” he added.

Firework’s India Head of Partnerships and Growth, Sudarshan Kadam said, equally spoke glowingly of the alliance with Xiaomi which he described as yet another game-changing development in the short video space.  He also added that the firm’s philosophy of offering “brand-safe content” will ensure users are entertained and enlightened. The company says it will ensure the alliance benefits the entire short video ecosystem on its platform.

Some might wonder why Xiaomi, a Chinese company chose to partner with the US company instead of its fellow Chinese firm – TikTok. Reasons are not difficult to decipher. Xiaomi is looking to build a global brand and presently, TikTok is bedevilled with privacy concerns in the west. Xiaomi won’t want to be caught up in that web. Thus, the partnership with Firework is strategic, given its clean reputation and Xiaomi’s large user base which continues to grow in India and Europe.

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