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Xiaomi's Biggest Failure?

Mi 10 “Too Expensive Or Misjudged”


The Mi 10 is a recently launched device that was meant to revive the flagship market with an entrant from the great “XIAOMI MI SERIES”, however upon launch it received poor responses and was highly reprimanded for it’s price to value ratio. But, is it really so or are we highly mistaken? This is what i will discuss today. Do note this is not a review or initial impressions so i will not be diving deep into the device’s specifications, instead I will be explaining the things that went wrong and how Xiaomi could somehow fix them!

 

What Went Wrong (Hint It’s A Lot!)

Let’s start with the basics, what could Xiaomi had done to fix this and what led to this kind of an Impression? I will be discussing in detail with the impact of certain other (1+) competitors and then I will be discussing what Xiaomi could have done better.

1.  Impact Of OnePlus:


 We cannot ignore what a huge part of this situation has been created due to OnePlus. Do note here I am not bashing the company and am instead trying to give them kudos for caring about their brand image and doing something good. OnePlus launched the OnePlus 8 at $700 ( 53k approx) and the OnePlus 8 Pro at $900 (68k aprrox) and that is without taxes. If OnePlus were to bring the devices to India at these prices the devices would cost around 60k and 70-75k approximately, but what did OnePlus do? They understood that India is an Ultra-Competitive market and aggressive pricing is what will keep them alive in this plethora of devices so, they made a special 6+128 Gig variant for the OnePlus 8 at 42000 rupees or $556 (Incidentally Same Price as the iPhone SE in India!) and the OnePlus 8 Pro at 55k or around $700 which is amazing if compared with US Pricing. So, upon seeing the American pricing American consumers were unhappy but with the Indian pricing we got a shock with the ultra-competitive pricing which made us expect more from a brand like Xiaomi whose tagline is “Honest Pricing” (Not Really!)

2.  Brand Image


 A certain brand’s image plays a huge role in any market which came back to haunt Xiaomi this time. Since their primary focus has always been budget devices with great prices, the consumers were expecting the same for the Mi 10, but the flagship market is a bit of a different area. Also a  brand like Samsung or Apple Or OnePlus can easily launch a device at that price since that is their primary market where most of their revenue is generated whereas Xiaomi was inconsistent with flagship launches in India and this sudden entry was a poor idea from Xiaomi with their image of being the budget brand.

3.  UI (Really BAD AS OF NOW!)


 Yes, this is true, many prominent youtubers and enthusiasts have noted and I have seen first hand the sleezy kind of ads that are present on the MIUI skin of android. It has security issues as well and it was recently discovered that it steals data from you even when you are in incognito mode. The browser (Mi Browser) is full of shady ads which are not meant for regular consumers. To inform you all Xiaomi does state that it comes with Ad-free MIUI but still somewhere or the other an ad is bound to pop up and that is not acceptable for anyone let alone for a device at 50k. Yes, MIUI 12 may bring changes but as of now the UI just is’nt tuned for a 50k device.

4.  Timing (Poor!!!!)


 Many of you are aware of the current situation, with loss of jobs and absence of salary being common in every part of that world. In a time like this buying a phone at 50k seems reckless if i may say so, and this could also lead to poor sales since the time is just wrong for a premium device when people cannot even earn basic livelihood. Yes, you may say this is meant for a separate entity for a separate class but still this is not the time to spend such an amount on a phone.

5.  Lack of Trust In Terms Of Software


 So this point is basically related to software updates since the MI Mix 3 5G device which was a premium flagship from Xiaomi belonging to their Mix series has a very poor update schedule and that kind of experience would be poor for a device at that kind of a price. This may not be the case with the Mi 10 however the past does hint towards this uncanny resemblance for flagships.

6.  Conclusion


 In The End i would like to say the Mi 10 is not a bad device however the pricing, the competition and the scenario in the current times makes us feel this is a poor device. In my frank opinion if Xiaomi was to launch this at the Chinese pricing it would have made a lot more sense.

 

 

 


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