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Can China's Xiaomi make it globally?

Michael Kan | Sept. 2, 2013
Xiaomi has hired a former Google executive to lead its global expansion.

Xiaomi is joining the ranks of other Chinese smartphone vendors wanting to make it big in the international market. Telecommunication equipment vendors Huawei and ZTE have been selling handsets in the U.S., and PC maker Lenovo is also eyeing mature markets for its smartphone sales.

But so far Chinese branded phones have yet to gain the worldwide recognition their rivals Apple and Samsung Electronics enjoy. Instead, Chinese handset vendors have excelled more at selling affordable phones than at generating brand awareness.

The same can be said for Xiaomi. Adding to its appeal is that the company sells phones with high-end specs, but at low prices. Its newest handset features a quad-core processor, a 4.7-inch screen, and an 8-megapixel camera, for US$129 without carrier subsidies.

After announcing the phone, the company received over 7.4 million pre-orders for the device, Xiaomi said earlier this month. Demand for the company's products is so high that in this year's second quarter, Xiaomi surpassed Apple to become the sixth-largest smartphone vendor in the country, according to research firm Canalys.

But while Xiaomi phones are still only available in China and Taiwan, the company on Thursday signaled it was preparing to expand to foreign markets with the hiring of former Google vice president for Android product management Hugo Barra.

Barra is an important hire for Xiaomi because he can help the company cooperate with Google to deal with patent disputes that have hampered other Android smartphone makers, said Sandy Shen, an analyst with research firm Gartner.

"These legal issues have been a big problem. It can affect a phone's design and software," she added.

Barra could also aid the Chinese company in improving its customized Android interface for its phones, said David Wolf. But its unclear if Xiaomi's crowdsourcing model will be a boon or a burden for the company when it comes to foreign markets, he added.

"Can you trust the people who want you to add this feature on the phone? Or will it turn you from a market leader into a market follower?" he asked.

Xiaomi generated revenue of 13.3 billion yuan (US$2.2 billion) for the first half of this year, but it's unclear how profitable the company is. Nevertheless, investors are flocking to the smartphone maker, and the company's valuation has reached $10 billion, Lei said in a post on Chinese Twitter-like site Sina Weibo earlier this month.   

A growing company like Xiaomi naturally wants to expand, earn more profits, and build up the manufacturing capacity for its products, Wolf said. But Xiaomi will face stiff competition, and perhaps needs to pick a new name for the company that's easier for international customers to pronounce, he added.

"I think the challenge is how much bandwidth can they devote to becoming an international company," Wolf said. "And its also about how can they be innovative when there are much more better funded and experienced companies out there."


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