As Xiaomi continues to expand globally, it has launched its Xiaomi 15T series smartphone.
Xiaomi
Munich – Xiaomi On Wednesday, the Chinese tech giant made the international debut of numerous new devices and appliances using smartphones in the centre, aiming to challenge Samsung directly.
Beijing headquarters removed the wraps from the Xiaomi 15T series, which consisted of two smartphones (Xiaomi 15T and Xiaomi 15T Pro) during the launch event in Munich.
Priced at 649 euros ($766) and 799 euros respectively, the device continues its strategy of bringing mobile phones at competitive prices with Xiaomi’s latest specs.
Xiaomi spoke about the triple camera system, a large 6.83-inch display and a large battery power source to place the device as a potential candidate for Samsung’s mid-range A-series and top-end smartphone series.
For comparison, Samsung’s S25 starts at 799 euros, while its top-end device, the S25 Ultra, starts at 1,249 euros in Germany.
“The 15T is basically an affordable flagship with high-end features, but half the price from the best tier premium devices,” Bryan MA, vice president of device research at International Data Corporation, told CNBC in an email.
Over the past few years, Xiaomi has expanded its geographic footprint and product offerings, including everything from washing machines to electric vehicles.
In Europe, Xiaomi is locked up as the third-largest smartphone player in market share behind Samsung and Apple, through a mix of high-end and mid-layer devices that have been offering a tough challenge to the two giants.
Xiaomi launched its expensive Xiaomi 15 phone internationally earlier this year. China is preparing to unveil 17 series devices.
“The Xiaomi 15T is another important step for Xiaomi in its premiumization strategy, seeking to capture slightly budget-sensitive and spec-centric buyers who have chosen high-end devices in particular.
“One of Xiaomi’s main strategies is focusing on taking on the high-end.”
But the company has greater ambitions. On Wednesday, Xiaomi announced the global launch of IT Mijia Brand of Home appliances, including refrigerators, washing machines and air conditioners.
It’s a movement just outside the Samsung playbook. The Korean technology giant sells products from around the world, ranging from electrical appliances to smartphones and televisions.
“Xiaomi will naturally put pressure on competitors, taking into account the operating model of pricey yet high quality products,” Ma said.
