Poco by Xiaomi: Why a new sub-brand?

With the pace of smartphone innovation slowing down, Xiaomi is looking to shake up the market with a new sub-brand called Poco. Launched last week, the Poco F1 has a focus on speed - it's powered by Qualcomm's Snapdragon 845 - the current flagship mobile chipset. In addition, it has a high resolution notch type screen, dual rear camera, fast face unlock with IR assist, up to 8GB RAM and up to 256GB of on-board storage. But why a new sub-brand for a performance oriented phone? ET's Hitesh Raj Bhagat sits down with Poco leadership team's Alvin Tse, Jai Mani and C Manmohan to know more about their product and plans. Watch now.
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