5 Reads A Week (#03): Inside Xiaomi
I am pretty sure that by now, most of you would have heard of Xiaomi, touted as one of the biggest technology startups currently.
Xiaomi is truly changing the rule of the game in the smartphone market.
Once upon a time, the smartphone market was divided into two segments: the high-end segment where consumers look for more advanced devices that come at a high price tag; and the low-performance segment where consumers look for basic devices that come at a low price tag.
Apple and Samsung dominated the upper market segment, while other Asian smartphone makers dominated the low end.
Now comes Xiaomi to break away from other Asian smartphone makers and offer high-performance smartphones at low prices.
And that changes the rule of the game in the smartphone market in four ways:
First, it closes the gap between the upper and the lower segments of the smartphone market.
Second, it helps Xiaomi gain market share, as already evidenced in China, where the company holds 18% market share.
Third, it helps Xiaomi up the game, move from emerging markets to mature markets, and eventually attack Apple and Samsung in their home base.
And fourth, it is expected to fuel a price war, limiting the pricing power of both Samsung and Apple.
Let's deep-more into the company, its innovation strategy, its founder and its global ambitions:
1. Innovation, China Style: How Xiaomi is stepping up to challenge Samsung & Apple
This article uses Xiaomi as an example to understand how innovation in China takes a different shape compared to other markets and how Chinese brands make use of co-creation in a unique way.
2. Why Xiaomi's Lei Jun has earned the right to call himself China's Steve Jobs
This article looks at the man dubbed 'China's Steve Jobs', Xiaomi chairman and founder Lei Jun.
3. Xiaomi's India Strategy Is Strikingly Different From Apple's
This article talks about how Xiaomi's India Strategy and how is it playing the India game very differently from Apple which it apes in some ways.
4. 7 Lessons of XiaoMi’s Marketing Success Story in China
This piece of writing looks at Xiaomi's strategy from a marketing standpoint and comes up with the list of 7 reasons of their unprecedented success broken down into 4P(Product,Price,Place,Promotion) marketing categories.
5. Why Xiaomi's small first step into America is a big deal
Xiaomi recently launched a US sales site and it was a first step for Xiaomi to raise awareness of its brand in America. Xiaomi's rapid rise to a dominant position in the global smartphone market — without having a truly global presence — means that Apple and Samsung should be ready for a new challenge in markets they have typically dominated. Xiaomi will be playing there, likely sooner than later.
* Innovation
*MIUI
*Founder
*Rise in China
*Future
(Credits):
https://www.forbes.com/sites/panosmourdoukoutas/2015/08/29/xiaomi-takes-up-samsung-in-its-home-base-changes-the-rules-of-the-game/