"Striving to Become a Trusted Brand for Korean Consumers"... Xiaomi 17T Launches (Comprehensive)

"Xiaomi is one of the top three smartphone companies globally, but its market share in Korea remains low. This is due to the strong influence of Samsung and Apple, as well as Xiaomi's status as a latecomer. Our focus is on establishing Xiaomi as a brand that Korean consumers can trust and choose."

Summer Peng, President of Xiaomi Korea, is answering reporters' questions at the media briefing held on the 29th. Photo by Eunseo Lee.

Summer Peng, President of Xiaomi Korea, expressed her ambition at a media briefing held on May 29, stating, "We will elevate the Korean market to a core strategic market for Xiaomi and provide a broad product experience along with ecosystem value."

The Korean smartphone market is strategically important for Xiaomi, despite the difficulties posed by competitors' high market shares. Recognizing the significance of the Korean market, Xiaomi included Korea among the first countries for the global launch of the Xiaomi 17 Ultra and 17T. Peng explained, "By releasing new products in Korea, a market where premium products are highly developed, we aim to gather consumer feedback and incorporate it into our products, thereby expanding into the global market."

On this day, Xiaomi launched its flagship smartphone, the Xiaomi 17T, in Korea and began taking pre-orders. The Xiaomi 17T is equipped with a camera jointly developed with German camera manufacturer Leica, enhancing photo performance while offering a lower price compared to the Ultra and standard models. Xiaomi's smartphone lineup includes the affordable Redmi series, the gaming-focused Poco series, and the flagship Xiaomi series.

Peng said, "The Xiaomi 17T is a flagship smartphone that offers the Leica 5x telephoto experience at a price in the 700,000 won range," adding, "It could become a new choice for users who prioritize content consumption and shooting experience."

The core feature of the Xiaomi 17T lies in its camera. For the first time in the T series, it is equipped with a Leica 5x telephoto camera and, based on a 50-megapixel telephoto camera and OIS, supports up to 10x optical-quality zoom and 120x AI ultra zoom. The shooting function 'Leica Live Moment' allows users to record movements before and after capturing a photo. The battery capacity is also notable at 6,500mAh, supporting up to 17 hours of use.

Xiaomi 17T, available in three colors: Violet, Blue, and Black. Xiaomi Korea.

Recently, Xiaomi has been reducing its lineup of 'cost-effective' mid-range products and increasing the proportion of its premium offerings. In fact, Xiaomi's global average selling price (ASP) for smartphones in the first quarter of this year was 1,310 yuan (about 290,000 won), up 8.2% from the first quarter of last year. ASP rises as the share of high-end products increases. Peng explained, "This is part of our advanced strategy to reduce cost pressure by focusing on premium product lines, which face less cost burden."

Xiaomi now faces the challenge of regaining its lost market share through the 17T, which boasts strong camera capabilities. Xiaomi's global smartphone sales in the first quarter of this year were 44.3 billion yuan (about 9.789 trillion won), down 12.5% year-on-year. According to market research firm Omnia, Xiaomi's smartphone shipments in the first quarter were 33.8 million units, a 19% decrease compared to the same period last year. In contrast, Samsung and Apple's shipments increased by 8% and 10%, respectively, during the same period.

This content was produced with the assistance of AI translation services.