- Xiaomi CEO wants a separate division within its mobile division
- Email details how photography has become a major factor for many buyers
- The company wants to manufacture handsets with stellar cameras
Xiaomi is reportedly planning to establish a new camera division to launch smartphones with better photography prowess. The Chinese handset manufacturer has been quite popular over the past few years because of its affordable smartphones that come with good specifications. However, Xiaomi smartphones have never made a significant mark in terms of their cameras. At the same time, rival Chinese OEMs such as Oppo and Vivo have always been a step ahead by being more inclined towards unveiled smartphones with premium camera features. But now, Xiaomi reportedly wants to change that by setting up a new camera department that will be focused on launching handsets with good cameras, as per a leaked internal email.
As per a report in Chinese site MyDrivers, an internal email from Xiaomi CEO Lei Jun suggests that the company is working on establishing a new camera department in its mobile division. As per his statement, the company is making smartphone cameras its top priority. The email details how photography and camera capabilities have become a major factor for many buyers. To manufacture handsets with stellar cameras that compete with top brands in the future, Jun wants a separate division within its mobile division.
Xiaomi clearly wants to take on the likes of Samsung, Apple, and Google, when it comes to smartphones’ camera prowess. But, initially, the company will likely take on its Chinese competitors like Huawei, Oppo, and Vivo.
While Xiaomi has previously lacked in terms of imaging experience, its new smartphones seem to have caught up quite well. In the Mi MIX 2S that was launched this year, Xiaomi has packed premium cameras. As a result, the smartphone had scored an impressive overall score of 97 on camera review website DxOMark – on par with the iPhone X and Huawei Mate 10 Pro. The phone had also received a score of 101 in photography and 88 in videography.
Xiaomi has quickly become a force to reckon with, in the global smartphone market. The company is expected to launch a series of handsets that got leaked earlier this week. However, Xiaomi is usually known for its budget or mid-range smartphones. In order to compete with the flagships from technology giants, it not only needs good specifications, but also a great camera. The new camera division appears to be a fresh step in that direction. We will have to wait for the Xiaomi Mi 7, which the company is expected to launch later this month.