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Xiaomi may discontinue Poco brand, says analysts

NEW DELHI: Xiaomi may well be looking at killing its sub-brand Poco, say analysts, with one of the top executives responsible for its development quitting amid the Chinese handset maker’s renewed push on the mid-to-premium price segment through another subbrand, Redmi. This price segment was previously catered through the Poco sub-brand.

Manu Jain, Xiaomi’s India head and international vice president, was non-committal on Poco’s future. “We will not be able to answer it (question) right now,” he told ET.

“Whether the products are coming in brands or series… of course, we are working on something but what are those products and when will they come, we will not be able to share those details.”

But, in a separate emailed response, a spokesperson for India’s smartphone market leader, said, “For Poco, nothing changes because of an executive leaving and work will go on as planned”. Jai Mani, head of product of the POCO division, has recently quit the company.

But analysts said that in the new scheme of things, where Redmi and Mi are now a definite positioning from Xiaomi, Poco was overlapping, and thereby killing the sub-brand would make absolute sense.

“Poco was launched to give highend chosen few specs at mid-range prices, with clear compromises on design language. It was launched as an upgrade option for large Xiaomi base without breaking bank required to buy a flagship phone. It saw a mixed response really,” said Navkendar Singh, research director at IDC India.

“But now, with this aggressive pricing of K series by Xiaomi with its absolute flagship specs, hardware, and design, the reason for the existence of Poco as a brand is in doubt,” he added.

Source: Economic Times