Oh no, you're thinking, yet another cookie pop-up. Well, sorry, it's the law. We measure how many people read us, and ensure you see relevant ads, by storing cookies on your device. If you're cool with that, hit “Accept all Cookies”. For more info and to customize your settings, hit “Customize Settings”.

Review and manage your consent

Here's an overview of our use of cookies, similar technologies and how to manage them. You can also change your choices at any time, by hitting the “Your Consent Options” link on the site's footer.

Manage Cookie Preferences
  • These cookies are strictly necessary so that you can navigate the site as normal and use all features. Without these cookies we cannot provide you with the service that you expect.

  • These cookies are used to make advertising messages more relevant to you. They perform functions like preventing the same ad from continuously reappearing, ensuring that ads are properly displayed for advertisers, and in some cases selecting advertisements that are based on your interests.

  • These cookies collect information in aggregate form to help us understand how our websites are being used. They allow us to count visits and traffic sources so that we can measure and improve the performance of our sites. If people say no to these cookies, we do not know how many people have visited and we cannot monitor performance.

See also our Cookie policy and Privacy policy.

This article is more than 1 year old

Show me the money, America! It's time to learn how to pronounce 'Xiaomi'

Zoo-me? Xee-moo? Nope

Xiaomi, the Chinese electronics upstart trumpeted as the David to Apple's Goliath (but is instead sticking it to Samsung) is planning a gentle entry into the US.

At a showcase in San Francisco, Xiaomi announced it was going to start selling gadgets and gizmos Stateside – and certainly not phones nor TVs.

It will instead start with small items such as headphones, battery packs and fitness trackers, which will no doubt scare the heebie-jeebies out of the incumbent manufacturers as they see decent quality devices coming in at super low prices.

Xiaomi is much more like Samsung than it is like Apple because it makes a wide range of app-supported devices and has a significant content play around its software layer which runs on Android called MIUI. Xiaomi is keen to emphasise that it is not a fork of Android.

The US will be the first of a number of markets, to see the softly-softly Xiaomi approach. Its executives said that one of the elements behind this decision was the need to get FCC approval, but dismissed an onslaught of journalists' questions about patent infringement, claiming that it was not the over-riding concern.

The patent view is fuelled by a spat between Xiaomi and Ericsson in India.

It’s worth noting that the US market for SIM-free devices is much smaller than in other parts of the world. Without a carrier behind a mobe, launches can be very difficult.

While the introduction to the US might be low-key, the scale of the business in China is anything but, with flash sales that have seen 150,000 phones sold in 10 minutes and 11 “fulfilment centres”, which have delivered 940,000 products on their busiest days.

The arrival of Xiaomi in the US will no doubt be watched closely by its rivals. A major press event with presentations from the co-founder and the head of global is much more a statement of intent than the launch of some fitness wristbands. ®

Similar topics

TIP US OFF

Send us news


Other stories you might like