Poco is all-set to make a comeback as an independent brand

Xiaomi India spins off POCO — but no word on its next product

Xiaomi, the company that leads the smartphone market in India, has announced that it is going to make Poco a standalone brand.

"POCO started as a sub-brand of Xiaomi in 2018 with a small team". However, Xiaomi never stated a reason for not launching any smartphone under the sub-brand Poco despite the first phone Poco F1 being highly successful.

Manu Kumar Jain, VP of Xiaomi, said POCO had grown into its own identity in a short span of time. "POCO F1 is an extremely popular phone in all user groups, and it remains one of the main contenders in its category even in 2020". Now, as was done with the Redmi brand, Xiaomi has announced that POCO will now operate as its own independent brand. It introduced its first smartphone, the Poco F1, which created a lot of buzz in the Indian smartphone market. With consumers asking Xiaomi India for Poco F2 nearly everyday on Twitter, this should come as a welcome move.

At the time, the company already had 300 people working on POCO, and they "shared resources" with the parent company. Though he didn't specify the features of the upcoming Poco device, he did confirm that the phone will have high-end specifications.

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

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. But when the company itself begins to launch premium smartphones - and gain traction - the sub-brand might not be the best marketing tool.

Besides, Xiaomi has bigger things to worry about.

Xiaomi is known for its low-budget and mid-budget smartphones.



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