Xiaomi and Leica Partnership Is Here to Stay

Xiaomi and Leica got here collectively to work on smartphone cameras in 2022. It appeared like an ideal marriage the place Xiaomi aimed to get some pie from the premium phase whereas Leica, the legendary digicam maker, was getting inroads to work on smartphone cameras. Imagine an iconic digicam maker now working with a smartphone producer to match all of the digicam prowess right into a compact issue, smaller than a point-and-shoot.

They managed it, and Xiaomi 12S Ultra was the primary product underneath this collaboration. They did not cease, and the partnership subsequent noticed the Xiaomi Mix Fold 2, Xiaomi 13 collection, Xiaomi 13 Ultra, Xiaomi Mix Fold 3, and Xiaomi 13T collection. Of all of the talked about units, solely the Xiaomi 13 Pro made it to the Indian market. This 12 months, the duo returns with one other collaboration – the Xiaomi 14 – which we talked about just lately in our first impressions. Stay tuned for our in-depth evaluate of the Xiaomi 14, launching in India on March 7 and will likely be priced underneath Rs. 75,000. But on this story, we’ll speak about 5 key highlights of this partnership that each manufacturers simply touched upon. 

XiaomixLeica: Is this an unique partnership? 

Yes and no. The Xiaomi and Leica partnership is unique globally besides within the Japanese market. Since 2020, Leica has been working with Sharp to co-develop premium smartphones, combining software program and {hardware} experience underneath the Leitz model. The first smartphone launch underneath the Sharp and Leica partnership occurred in 2021 because the Leitz Phone 1 in Japan. Both firms additionally launched the Leitz Phone 2 in 2022. This is identical 12 months Xiaomi and Leica joined palms to co-develop telephones and put the Leica brand on Xiaomi telephones. Long factor quick, solely Xiaomi telephones will sport Leica branding on telephones globally besides the Japanese market till the unique partnership with Xiaomi ends. 

Photo: Xiaomi India and Leica executives posing for {a photograph} in Wetzlar (Germany)

XiaomixLeica: Not only a advertising and marketing partnership

A advertising and marketing gimmick! Smartphone manufacturers partnering with an knowledgeable model is a good advertising and marketing software, however it solely generally works. We have seen a Chinese smartphone model partnering with one other legendary digicam model. Still, the merchandise don’t present the finesse we anticipate from units tuned by such digicam knowledgeable manufacturers, leaving us pondering, “Is this a marketing deal?” Well, not with Xiaomi and Leica’s partnership. While visiting the Leica amenities in Wetzlar, Germany, each firms harassed that this isn’t a advertising and marketing marketing campaign however might be examined on the bottom to see outcomes. 

XiaomixLeica: Hardware choice

Into the third 12 months of collaboration and for the primary time, each manufacturers got here out with minute particulars of how carefully Xiaomi and Leica work. Kay Plaetke, Strategy & Business Development Manager Mobile at Leica, talked about how the digicam model has the ultimate say on the picture high quality shot by the brand new smartphone developed in affiliation with Xiaomi. Additionally, each firms resolve on the {hardware} for a smartphone, which exhibits how precisely integration is meant to work. The {hardware} choice begins from the chipset and goes all the way in which to the digicam sensors. Thus guaranteeing the very best high quality is maintained. 

XiaomixLeica: Dedicated groups

Kay Plaetke and Julian Burczyk, Head of Product Management Mobile at Leica, additionally talked about devoted groups engaged on the collaboration. Leica executives confirmed that there are about 25 workers from their aspect working carefully with the Xiaomi workforce for these telephones. 

XiaomixLeica: Coming to extra telephones

As anticipated, the Xiaomi and Leica partnership is right here to keep, that means we’ll see extra telephones with Leica branding. Leica executives talked about how this partnership enabled costs to be introduced beneath $1000 (roughly Rs. 83,000), which wasn’t doable earlier. We have used the Xiaomi 13 Pro and the Xiaomi 14 (learn our first impressions right here), which have glorious cameras, making the whole package deal appear worthy. 

Disclosure: Xiaomi sponsored flights for the author for Wetzlar (Germany) and Mobile World Congress 2024.

Is the Samsung Galaxy Z Flip 5 one of the best foldable cellphone you should purchase in India proper now? We focus on the corporate’s new clamshell-style foldable handset on the most recent episode of Orbital, the Gadgets 360 podcast. Orbital is out there on Spotify, Gaana, JioSaavn, Google Podcasts, Apple Podcasts, Amazon Music and wherever you get your podcasts.