Mobile in Africa Introduces Xiaomi Phones in Nigeria
Mobile in Africa Limited, the local partner to Xiaomi mobile phones, has introduced the Xiaomi brand of mobile phones as the brand begins initial moves to sell its phones in Africa.
Xiaomi, which is the fifth-largest smartphone maker in the world, will sell its Redmi 2 and Mi 4 in Nigeria and the rest of Africa countries, through a distribution partner, Mobile in Africa Group.
Introducing the phone at a media launch in Lagos recently, the President of Mobile in Africa, Mr. Rutger-Jan Van Spaandonk, said the brand had maintained top position in global ranking, based on quality, while promising the company would maintain same quality in the Nigerian market.
The budget-friendly Redmi 2 and the slightly higher-end Mi 4 phones are already on sale.
"We see Africa as the next frontier for smartphone growth," said Xiaomi's global strategy director, Raymond Tian, in a statement. "And we are excited to be partnering with MIA Group to offer consumers in Nigeria and other countries, our high-quality smartphones at amazing prices."
For the first time in the company's history, Xiaomi will not directly sell its phones to consumers. Instead, the MIA Group will handle sales, marketing and customer support.
“Valued at $45 billion, Xiaomi has gone from strength to strength. It is now the world's fifth-largest smartphone maker.
Xiaomi will need to succeed in the African market to hit its 100 million smartphone sales target for 2015. In the first half of 2015, it sold just under 35 million ​phones in regions where it currently had presence.
Mobile in Africa Limited, which is expected distribute the two smartphones to the 50 countries that constitute sub-Saharan Africa, Nigeria inclusive, is setting up online stores in 14 of those countries to replicate the online-only sales strategy that Xiaomi has used in China and many other countries.
“I think Xiaomi is currently the one of the most exciting mobile internet brands. It is very well suited to the needs and income levels of the emerging middle classes in Africa,” Spaandonk said.
“There is a great need for mobile technology in Africa that is of top-notch quality but still affordable. What I found in Xiaomi is a company, and a business model, that can accommodate the needs of African consumers,” Spaandonk said.
