New Samsung alert! Score a Galaxy S21 5G for as little as $99 right now

  • Forums
  • Shop
  • Galaxy S21
  • CES 2021
  • Huawei
  • Pixel 5
  • PS5
  • Android 11
  • Best Chromebook
  • OnePlus 8 Pro
  • Best Wireless Earbuds
  • Best VPN
This just got exciting

Xiaomi is creating a new sub-brand to take on OnePlus

Xiaomi is turning to the Poco sub-brand to effectively target the premium category.
Harish Jonnalagadda
10 Aug 2018

Poco

Xiaomi is now firmly entrenched in India's handset market, but the brand is primarily associated with being a budget player. While the Chinese manufacturer launched the Mi Mix 2 in India last year, reception was lukewarm as best as customers were unwilling to shell out over ₹30,000 ($435) for a Xiaomi phone.

Xiaomi is now looking to break the mold with a new sub-brand called Poco, which is being led by Jai Mani. Mani joined Xiaomi from Google back in 2014 as Lead Product Manager, and subsequently became a key figure in the company's product launches in India. The exec tweeted a manifesto for Poco on Twitter, starting that the project was born out of a need to make a phone with technologies "that truly matter:"

Thanks for all the love! Many friends asked me questions about this new project I mentioned yesterday, here's my answer: @IndiaPOCO @GlobalPOCOPHONE pic.twitter.com/MK9MZUz0Zy

— Jai Mani (@jaimani) August 10, 2018

Mani didn't go into details on the upcoming Pocophone, but numerous leaks over the last two weeks give us a better idea of what's in store. The first Poco phone will be called the Pocophone F1, and it will be powered by the Snapdragon 845. Interestingly, the phone also sports liquid cooling, and a 4000mAh battery, IR blaster — a mainstay on Xiaomi phones — along with a 20MP front camera that has face unlock, 3.5mm jack, and USB-C. And like most Android phones in the market today, the F1 will have a notch.

VPN Deals: Lifetime license for $16, monthly plans at $1 & more

The Pocophone F1 is set to be sold in two variants: a 6GB/64GB model that is rumored to cost in the vicinity of $480 and a 6GB/128GB version for $540. Poco will bring the devices to global markets as well as India, and current rumors indicate a launch sometime next month or early October.

Xiaomi launching a sub-brand to target the mid-range segment is a smart move, as it allows the company to go up against the likes of OnePlus more effectively. That said, how Pocophone fares will come down to the software, as one of the main reasons for the OnePlus 6's success in India is OxygenOS. We should be hearing more about the company in the coming weeks, so stay tuned.

In the meantime, what do you want to see from the Pocophone F1?

Qualcomm's Snapdragon 870 will take 2021 gaming phones to a new level
Snapdragon 888-Lite

Qualcomm's Snapdragon 870 will take 2021 gaming phones to a new level

Qualcomm's new Snapdragon 870 is the company's second flagship chipset to kick off 2021 and will be positioned under the recently announced Snapdragon 888 for upcoming flagship smartphones.

Did Samsung ruin the Galaxy S21 by removing expandable storage and MST?
Two steps back

Did Samsung ruin the Galaxy S21 by removing expandable storage and MST?

While the Galaxy S21 is bound to be one of the best Android phones of the year, it's not without some controversy. Here's how our AC forum members feel about the lack of expandable storage and MST.

Android Central's Best of CES 2021
The best in show

Android Central's Best of CES 2021

Android Central presents its list of favorites from this year's CES 2021! From real products to concepts, these are some of our favorite devices that we thought deserved a shout out for their innovation.

People into rooting and modding should check out these Android phones
Time to tinker

People into rooting and modding should check out these Android phones

If you're looking ahead and know you'll want to change something on your next phone that requires custom software or root access, these phones are the best options.

Keep in Touch

Sign up now to get the latest news, deals & more from Android Central!

I would like to receive news and offers from other Future brands.

I would like to receive mail from Future partners.

No spam, we promise. You can unsubscribe at any time and we'll never share your details without your permission.

  • Smartphones
  • Xiaomi
  • Phones
  • Reviews
  • Chromebooks
  • Android
  • How To
  • Deals
  • Forums
  • Gaming
  • VPN

Other Categories

  • About Us
  • Newsletter
  • Advertising Inquiries
  • Licensing and Reprints
  • Tip us on news
  • Accessibility Statement
  • Windows Central
  • iMore
  • CrackBerry
  • Thrifter
  • TechnoBuffalo
  • MrMobile
Log in or Sign up
  • Twitter
  • Facebook
  • YouTube
  • Instagram
  • RSS

Brightness

  • © Future US, Inc.
  • Terms & Conditions
  • Privacy Policy
  • Cookie Policy
  • Careers
  • Licensing
  • External Links Disclosure
  • Accessibility Statement
  • © Future US, Inc.
  • Terms & Conditions
  • Privacy Policy
  • Cookie Policy
  • Careers
  • Licensing
  • External Links Disclosure
  • Accessibility Statement