Xiaomi launches in North America via Mexico

Xiaomi launches in North America via Mexico

Chinese smartphone superstar Xiaomi has just set up shop for the first time in North America. But, no, it isn’t in the US. True to its word, it isn’t yet ready to dive head-on into the US market. Instead, it is bringing its Redmi 4X and Redmi Note 4 smartphones to Mexico, aiming for a market where its blend of mid-range specs and dirt cheap price can better work its magic than in major markets like the US.

One can’t really blame Xiaomi for picking its battles. It’s a cutthroat market and butting heads with the likes of Samsung and Apple in their own strongholds might be too much a risk even for the likes of Xiaomi. In emerging markets like Mexico, however, the giants have less of a hold due to their steep prices.

Appropriately, Xiaomi didn’t launch its newly unveiled Xiaomi Mi 6 in Mexico either. The price tag on that flagship would have probably made Mexican consumers balk. What it is making available, instead, are the Redmi 4 and Redmi Note 4, the two latest models from the company’s mid-range product line.

The Redmi Note 4, nearly a year old, is a 5.5-inch Full HD phone running on a deca-core MediaTek Helio X10. The Redmi 4X, on the other hand, is newer but also less powerful, with a Qualcomm Snapdragon 435 and a 5-inch HD screen. Xiaomi will be selling the Redmi 4X for 3,999 MXN ($210) while the Redmi Note 4 will go for 5,499 MXN ($280).

Xiaomi made it clear that they’re not in a rush to get to the US, especially not at the expense of the budding relationship it has with US carriers. The opportunity for other markets around the US, however, like in Latin America, is ripe and we can expect Xiaomi to continue snubbing the US while it dances around its borders.

Miguel Sanchiz - Latin America Business - misancosa@gmail.com