Counterpoint Conversations: Xiaomi’s Key Differentiators – Leica partnership, AI across Smart Ecosystem

As competition is tightening in the crowded smartphone market, OEMs are looking to expand revenue streams by focusing on smart ecosystem devices. At MWC 2024, along with its Xiaomi 14 and Xiaomi 14 Ultra smartphones that are co-engineered with Leica, Xiaomi showcased its first electric car, the SU7, while also highlighting its AI efforts. Jan Stryjak, Associate Director at Counterpoint Research, met with TJ Walton, Senior Product Marketing Manager at Xiaomi to discuss the company’s exciting partnership with Leica, its AI vision, and more.

The Interview

Key takeaways from the discussion:

Xiaomi and Leica Co-engineering:

  • Engineers from both brands work together on hardware and software aspects of smartphone imaging.
  • Miniaturizing and integrating Leica’s optics into Xiaomi smartphone is a key focus.
  • Beyond lenses, the partnership involves developing algorithms for optical and photo tuning.
  • The current Leica partnership is exclusive to flagship Xiaomi smartphones.

AI as a Differentiator:

  • Xiaomi is looking to create an AI-powered ecosystem across its entire product line, and not just a single device.
  • The company announced its “Human x Car x Home” smart ecosystem powered by HyperOS.
  • The aim is to allow users to leverage AI seamlessly across the ecosystem devices.

Analyst Takeaways:

  • Xiaomi was one of the few smartphone OEMs that launched smartphones at MWC 2024, keen to showcase its premium credentials. It has been attempting to break into the premium segment in Europe for a few years now but has so far not been hugely successful as the bulk of its sales still comes from its lower-end Redmi sub-brand.
  • Xiaomi’s focus at the launch of its 14 series was its partnership with photography heavyweight Leica, and the results are certainly impressive. The portraits captured by the phone’s camera were truly stunning (arguably one of the best of any smartphone available today), and the introduction of the Ultra variant to the European market for the first time positions Xiaomi as one of the best smartphone camera OEMs in the region.
  • The question is whether this is enough to transform consumers’ perception of Xiaomi to that of a premium brand. Xiaomi’s strength lies in its ecosystem, and the promise of a seamless experience across all its products is a big draw. But Xiaomi’s ecosystem is still small in Europe. If Xiaomi can grow this side of its business, it has the opportunity to become the “Apple of Android” and compete more with the likes of Samsung, and also a resurgent HONOR, which has big ambitions in Europe.

Related Posts

Counterpoint research is a young and fast growing research firm covering analysis of the tech industry. Coverage areas are connected devices, digital consumer goods, software & applications and other adjacent topics. We provide syndicated research reports as well as tailored. Our seminars and workshops for companies and institutions are popular and available on demand. Consulting and customized work on the above topics is provided for high precision projects.

Term of Use and Privacy Policy

Counterpoint Technology Market Research Limited


In order to access Counterpoint Technology Market Research Limited (Company or We hereafter) Web sites, you may be asked to complete a registration form. You are required to provide contact information which is used to enhance the user experience and determine whether you are a paid subscriber or not.
Personal Information When you register on we ask you for personal information. We use this information to provide you with the best advice and highest-quality service as well as with offers that we think are relevant to you. We may also contact you regarding a Web site problem or other customer service-related issues. We do not sell, share or rent personal information about you collected on Company Web sites.

How to unsubscribe and Termination

You may request to terminate your account or unsubscribe to any email subscriptions or mailing lists at any time. In accessing and using this Website, User agrees to comply with all applicable laws and agrees not to take any action that would compromise the security or viability of this Website. The Company may terminate User’s access to this Website at any time for any reason. The terms hereunder regarding Accuracy of Information and Third Party Rights shall survive termination.

Website Content and Copyright

This Website is the property of Counterpoint and is protected by international copyright law and conventions. We grant users the right to access and use the Website, so long as such use is for internal information purposes, and User does not alter, copy, disseminate, redistribute or republish any content or feature of this Website. User acknowledges that access to and use of this Website is subject to these TERMS OF USE and any expanded access or use must be approved in writing by the Company.
– Passwords are for user’s individual use
– Passwords may not be shared with others
– Users may not store documents in shared folders.
– Users may not redistribute documents to non-users unless otherwise stated in their contract terms.

Changes or Updates to the Website

The Company reserves the right to change, update or discontinue any aspect of this Website at any time without notice. Your continued use of the Website after any such change constitutes your agreement to these TERMS OF USE, as modified.
Accuracy of Information: While the information contained on this Website has been obtained from sources believed to be reliable, We disclaims all warranties as to the accuracy, completeness or adequacy of such information. User assumes sole responsibility for the use it makes of this Website to achieve his/her intended results.

Third Party Links: This Website may contain links to other third party websites, which are provided as additional resources for the convenience of Users. We do not endorse, sponsor or accept any responsibility for these third party websites, User agrees to direct any concerns relating to these third party websites to the relevant website administrator.

Cookies and Tracking

We may monitor how you use our Web sites. It is used solely for purposes of enabling us to provide you with a personalized Web site experience.
This data may also be used in the aggregate, to identify appropriate product offerings and subscription plans.
Cookies may be set in order to identify you and determine your access privileges. Cookies are simply identifiers. You have the ability to delete cookie files from your hard disk drive.