Xiaomi is a brand that’s fast gaining popularity worldwide; following the company’s launch in Brazil earlier this year in June, the firm now plans to break into three new African markets – South Africa, Kenya, and Nigeria.
To spearhead these efforts, the Chinese firm is preparing to release two of its handsets in each market; the Redmi 2 and Mi 4 – the budget version of the Mi 4c. Both handsets fall into the budget to mid-tier end of the price spectrum; with the Redmi 2 falling into the budget category and the Mi4 inching closer to the mid range.
Xiaomi’s global strategy director, Raymond Tian, affirmed the group’s desire to penetrate the African market in a statement: “We see Africa as the next frontier for smartphone growth and we are excited to be partnering with (Mobile in Africa) MIA Group to offer consumers in these three countries our high-quality smartphones at amazing prices”
Xiaomi’s partnership with the MIA Group marks the first occasion in which the company won’t directly sell its products to consumers. The MIA Group, instead, will handle the sales, marketing, and support for Xiaomi’s handsets.
Xiaomi’s entrance to the African and South American market is likely a further play by the company to reach its 100 million smartphone sales target for 2015 – having sold just shy of 35 million handsets in the first half of 2015.
What are your thoughts on Xiaomi’s entrance to the South African market? Could the firm bring new vibrance to the budget and mid-range sector? Let us know in the comments below!