Daily Authority: Xiaomi’s marketing ๐Ÿ“‰

Daily Authority: Xiaomi's marketing ๐Ÿ“‰ 1

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๐Ÿš€ good morning! Xiaomi launch, Google’s CPU weirdness and the billionaire in space with three other people who show up …

Xiaomi’s strange start

Xiaomi 11T Pro sloping front on rock

Eric Zeman / Android Authority

Yesterday Xiaomi launched its Xiaomi 11T series but is still focused on Europe and Asia through sales in the US.

What you need to know:

  • The Xiaomi 11T Pro (the Mi branding is dead now, remember) leads the series, with a Snapdragon 888, 6.67-inch AMOLED display that looks great, solid battery life with super-fast 120W charging and a triple camera that focuses on a 108MP main shooter.
  • To keep costs down, Xiaomi saved up on the IP rating, opted for a cheaper plastic construction, abandoned wireless charging and started the base model with 8GB / 128GB for 649 euros (~ 650 US dollars, before tax).
  • Depending on the region, it will struggle with the OnePlus 9 ($ 649), Motorola Edge ($ 699), iPhone 13 ($ 699), and the Galaxy S21 FE if Samsung finally gets that on in the next few weeks or so Market brings.
  • Reviews are already out and they are just fine.
  • The 11T Pro looks like a powerful set of components that don’t quite fit together thanks to a mediocre camera and a cheap build.
  • Conclusion: โ€œXiaomi has set high standards with the 11T Pro, but not quite achieved it. The phone has a lot going for it, like a beautiful display, top performance and lightning fast charging, but the cameras are mediocre and lack some features that detract from its overall appeal. โ€

The no-phone craze:

The proximity of the launch to Apple’s event by one day made Xiaomi’s already clumsy marketing seem wild off the slopes.

  • Xiaomi is weird in that it is really really good with solid, inexpensive smartphones and flagships that tick a lot of boxes.
  • But marketing is by no means its forte. His best marketing effort is his pricing, not his product launches.
cinematic

In a flashy two-hour launch, Xiaomi was more distracted by fashion and movies than the details of its devices.

  • It was slick and budget and scenic and expensive, but Xiaomi spent its time with wildly weird elements.
  • Confusingly, Xiaomi showed more than half a dozen short films.
  • The word “Cinemagic” (Cinema Magic) was used as a tagline for the 11T series more than a dozen times.
  • Xiaomi showed a collaboration with the French fashion editor Carine Roitfeld.
  • Supermodel Coco Rocha posed with the Mi 11 Lite NE in a one-minute video.
  • None of this really felt like it belonged to it or looked related.

I’ve spent a lot of time wondering why this is Xiaomi’s approach. Obviously, Xiaomi relies on the marketing effect of the brand claim; It doesn’t focus solely on Hollywood filmmakers and fashionistas and so on to buy its phone.

  • A basic marketing principle is to associate glamor with making people believe that your phone is better and more valuable.
  • It’s social psychology, celebrity effect and so on.
  • So Xiaomi thought of associating its brand with Hollywood and fashion; not so much the nerds and geeks wondering if a phone has an IP rating.
  • Apple manages this without feeling like it is trying.
  • Xiaomi felt that it was a lot further away.

Likewise: Xiaomi’s new Pad 5 tablet has gone global and will be available in Europe for 349 euros.

Sum up

๐Ÿ’ต Apple’s premium smartphone success in the $ 800 + and $ 400 + markets leaves Samsung behind (Android authority).

๐ŸŸ The specifications of the tensor chip in Google Pixel 6 sound like they are here, but if so, it’s confusing due to a mix of new and old CPU cores. Speaking of chips, Google was selling potato chips in Japan for a moment (Android authority).

๐ŸŽ Apple’s iPhone 13 event where 5G was hardly mentioned: 90 seconds in 80 minutes, despite the big 5G highlight of last year. It proves how rocky it was (CNET).

๐Ÿ“‰ Indications that Oppo is having problems: As we know, Oppo merged operations with OnePlus, but downsized it by 20% and reduced key divisions (Bloomberg).

๐Ÿ›ต The electric scooter startup Gogoro, which has this replaceable battery infrastructure, is going public via SPAC (The edge).

๐ŸŽธ Marshall introduces its first true wireless earbuds with ANC: $ 129 Minor III (Engage).

๐Ÿ’ธ App Annie fined $ 10 million on a case that shows data was kept secret but ended up being “non-aggregated and non-anonymized data,” which in turn enabled App Annie to make much better estimates by simply … knowing the answers, even though I said it definitely wouldn’t (Gizmodo).

๐Ÿค‘ Even with insider scandals: A guy who works in the biggest NFT marketplace bought NFTs that he knew would play an important role (The block).

๐Ÿฅ… Google is caught in the global cartel network (Wired).

๐ŸŽฎ Ex-Ubisoft developers open new studio, diss Ubisoft immediately (Kotaku).

๐Ÿš€ SpaceX’s Crew Dragon has flown four other people – all private individuals – into space (Ars-Technica).

๐Ÿ‘ƒ Wikipedia says: โ€œThe human nose is extremely sensitive to geosimin [the compound that we associate with the smell of rain], and is able to detect it in concentrations as low as 400 parts per trillion. โ€How does that compare to other fragrances? (r / question science)

Review Thursday

How to change Instagram password

Do you remember when passwords were the way to go? A hell of a world of forgotten details, not using too long a password, security loopholes, a mixture of numbers and letters and so on.

  • I mean, we’re still in this period, sorry.
  • But it’s getting better!
  • The news that Microsoft accounts can now become completely passwordless means we may finally see a catalyst for further development.
  • Microsoft has worked towards a passwordless login and we are finally here.
  • “Today marks a major milestone in Microsoft’s passwordless ambitions after the company activated security keys and made Windows 10 passwordless in 2018,” writes The edge.
  • “We introduced this at Microsoft and almost 100 percent of Microsoft are now passwordless,” said Vasu Jakkal, corporate vice president of Microsoft security, compliance & identity. More than 200 million people already use passwordless options. “

Thank you very much,

Tristan Rayner, Managing Editor.

iPhone 13 specifications

Daily Authority: ๐ŸŽ The good and bad of Apple

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