Published: Fri, January 17, 2020
Electronics | By Kelly Massey

Xiaomi India spins off POCO as independent brand

Xiaomi India spins off POCO as independent brand

Global VP and India MD, Manu Kumar Jain shared this news on Twitter, stating that while POCO was their sub-brand, it's popularity and positive response to POCO F1 led them to this decision. The company insisted today that POCO F1, the only smartphone launched under the POCO brand, remains a "successful" phone. With this restructuring, Poco will run independently of Xiaomi and will have its own team and go to market strategy, said Xiaomi in a statement. We feel the time is right to let POCO operate on its own now, which is why we're excited to announce that POCO will spin-off as an independent brand. Information about who will run the company and whether Poco continues to share Xiaomi's resources or not is still a secret.

This decision by Xiaomi comes at exactly the time when the Poco F2 hype train started to pick up speed again. Since then, Xiaomi hasn't launched any Poco device.

"These launches will be across categories which we think will help "Mi" maintain consumer interest in 2020".

That sounds like an explanation.

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Manu Kumar has also explained and spoke about Poco and mentioned that the company didn't launch a new product under the POCO lineup and in 2019, the company has tried to figure out how to improve and bring more similar products but the expectation from products under the POCO brands are very high. Xiaomi made Redmi into an independent brand in China past year. But when the company itself begins to launch premium smartphones - and gain traction - the sub-brand might not be the best marketing tool. Xiaomi posted Q3 revenue of 53.7 billion yuan, or $7.65 billion, up 3.3% from 51.95 billion yuan ($7.39 billion) revenue it reported in Q2 and 5.5% rise since Q3 2018.

"All of us had ample experiences in the smartphone industry, working for Xiaomi and OnePlus in the past few years".

"What started as a sub-brand at POCO quickly developed into its own identity".

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