Market Insight

Xiaomi showcases the Mi Mix 2S – adding wireless charging as one of the first Chinese OEMs

May 17, 2018

Zaker Li Zaker Li Senior Analyst, Smartphone & Mobile

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Xiaomi Mi MIX 2S is the third generation of Xiaomi MIX series. It is positioned as a showcase device for Xiaomi’s R&D capabilities. Xiaomi continues to evolve the device platform by adding new technologies and capabilities:

  • 5.99 inch FHD LCD panel with narrow bezel
  • Ceramic body, curved on four sides. Black and white color option
  • Dual 12MP rear camera with Sony IMX363 sensor and AI enhancements
  • Qualcomm Snapdragon 845 chipset
  • Voice assistant
  • 7.5W Wireless charger with QI protocol
  • NFC
  • Three versions: 4GB RAM + 64GB ROM 3299 RMB(527.48USD); 6GB RAM + 128GB ROM (575.44USD); 8GB RAM + 256GB ROM 3999(639.4USD)

Xiaomi Mi MIX 2S gets several upgrades compared to previous versions but retains the display the panel and ceramic body of the Mi MIX 2 from last year.

First, the Mi MIX 2S now has a vertical dual rear camera with 12MP per lens. Xiaomi is trying to improve the photography capabilities of the handset by utilizing Sony’s IMX363 sensor and by adding AI technologies for things like bokeh effect. Improving the photography user experience and image quality will be key for Xiaomi, especially since competitors like Samsung, Apple and Huawei have invested significantly in this area of the smartphone experience.

Secondly, Mi MIX 2S is powered by Qualcomm’s Snapdragon 845 chipset, with maximum power of 2.8GHz. Using Qualcomm’s latest chip puts Xiaomi in the same conversation as the latest flagship devices from other Android manufacturers, like Samsung.

Third, Xiaomi is integrating its AI assistant on the new phone. The voice assistant is called ”Xiaoai” which launched last year and is used in Xiaomi’s smart speaker. Now “Xiaoai” is used on a smartphone after several years upgrades. Users can control the Mi MIX 2S by voice assistant for features like “wake the phone,” intelligent identification and other commands. Xiaomi is making voice a key interaction interface for its handsets.

The last upgrade is wireless charging technology. Xiaomi is the first Chinese smartphone company to add the technology. However, only by a few hours. Huawei announced wireless charging for the Mate 10 RS edition on the same day during the launch for the P20 device. Xiaomi uses the Qi standard and can handle 7.5W power. Importantly, Xiaomi is pushing down the price of its wireless charging pad to 99RMB about(15.76USD) – a significantly lower price compared to currently available charging pads. After Apple started to support wireless charging with iPhone 8 and X last year, wireless charging has received renewed interest. Xiaomi is the first company to significantly lower the cost for required accessories. Others should follow soon.

According to “IHS Markit smartphone intelligence service premium”, Xiaomi has shipped 91.7m smartphones globally in 2017, representing a 58.4% year-over-year growth compare with 57.9m smartphone shipment in 2016. Xiaomi re-entered the Top five in 2017.

Xiaomi’s return to growth started in Q2 2017 when it shipped 23.2m smartphones and grew 52.2% year-over-year, compared with 15.2m shipments in the same time last year. In Q3 2017, Xiaomi kept growing, shipping 27.6m and added 111.2% year-over-year growth, the highest year-over-year growth in this year. In the last quarter of 2017, Xiaomi shipped 28.2m, 89.2% year-over-year growth. Xiaomi surpassed Vivo by more nearly 5m units and entered in the Chinese Top 4, as well as in top 5 in the world.

In 2017 Xiaomi adjusted its business strategy to change the challenging situation in the last two years. Xiaomi faced the channel bottle necks and a brand crisis when the Chinese smartphone market began to look for more premium handset. Xiaomi has been extending its off-line channel by opening numerous Mi Home stores.

Xiaomi is try to build its ecosystem to differentiate its brand. With this in mind, HIS Markit believes that Xiaomi will continue in 2018, its total shipment will reach to about 113.7 million.

A key reason of Xiaomi’s big Jump in 2017 is the high growth in overseas markets. About 35.7m units, or 38.9% of Xiaomi smartphone total shipments comes from overseas markets – for 2016, only 8.6% of Xiaomi shipments were international.

Xiaomi is focusing on emerging Asia Pacific markets. India is its second largest market. Xiaomi use the same business strategy as it began the smartphone business in China that much focus on the online market and the entry level smartphone. IHS Markit think that it’s super match way for the emerging market when people first time to replace the featurephone to smartphone.

Geography
China Global
Organization
Xiaomi
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