Xiaomi's UK Launch Extravaganza Continues With £1 Smartphone Sales

Yolanda Curtis
November 10, 2018

Despite being the fourth-largest global smartphone brand, Xiaomi has yet to really crack the western market, with its popularity in Asia accounting for most of its market share. Xiaomi's United Kingdom launch signals the company's expansion to a new market, and a step toward being a more global brand.

Xiaomi, which listed in July and has a market value of about $44 billion, initially targeted other Asian markets for overseas expansion, notably India, where it toppled Samsung as the top smartphone seller earlier this year. The downside to that is United Kingdom customers would previously have had to import Xiaomi devices from China or other parts of Asia, potentially adding customs fees and VAT, reducing the overall value proposition.

To check for the latest MIUI ROM update on the above mentioned compatible Xiaomi devices, users can head to Settings on their devices and then select About phone System updates Check for updates.

Xiaomi has started its swagger sweep into the lucrative United Kingdom market with two big phones it just launched in China: the Mi 8 Pro and the Mi 8 Youth - known here as the Mi 8 Lite. In the UK, Xiaomi will also open a brick-and-mortar Mi Store in Westfield London on 18th November.

The Mi Pro features a Qualcomm Snapdragon 845 processor, 8GB of RAM and 128GB of storage. I only had a small amount of time to use the phone at the launch event, but the display looks decent - if not mind-blowing - with relatively punchy colours and a good level of contrast. According to the sources, devices like the Mi Mix 2 and Mi 8 phones are all set to receive the Pie update before the year runs out, while offerings like the Mi Note 3 will have to wait till Q3 2019 next year. As for the configurations, the Mi 8 Pro comes with a dual camera setup on the rear with a primary sensor of 12-megapixel for wide-angle shots and secondary sensor of also 12-megapixel.

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