On Tuesday (10), Xiaomi announced the arrival of the Xiaomi 12, its best-in-class smartphone, in Brazil – the global launch took place a month ago. The new device has a single version with 256 GB, 8 GB of RAM and costs R$9,499.99.
The company seeks to position itself in the premium smartphone segment, leaving in parallel the niche of a company that offers great value for money in the mid-range – as it has become known.
“Our largest consumer line in Brazil is the premium mid-range smartphones. They are our flagship and will always be on our radar, we cannot rule out this segment – led by the Redmi Note line. But with the space that we have gained in this segment, the perception that has remained is that we have devices Cheap. And we didn’t want it,” explains Thiago Aribe, Marketing Director of Xiaomi in Brazil.
The company started investing more in marketing its products Main-This is the top of the line device. “We are working on showing the public that we also have competitive premium hardware. We believe this is our way to grow in the future,” the CEO continues.
The “battle” of Xiaomi 12 goes against the most advanced models of Apple and Samsung – the main competitors.
The device comes in a single version and has a Snapdragon 8 Gen 1 processor, with 5G, a 6.28-inch Amoled display and more color technology, allowing 68 billion colors to be entered on the screen, according to the company.
Screen refresh rate 120 hertz (Hz). “We have implemented a feature that makes the smartphone monitor situations that require a severe screen refresh.
For example, while the user is on social media, the refresh will be 120Hz, but if they are performing another action that requires few resources – such as playing an online game – that refresh will automatically drop to 60Hz. This means that less battery is consumed and device performance improves,” says Araripe.
The Xiaomi 12 comes with a 67W (W) charger in the box and a 4,500mAh battery – for a comparison, the Mi 11 (the predecessor to the launch) had a 55W charger.
“We are increasingly focusing on charging solutions. This device has a battery that lasts 24 hours with peace of mind, and within 15 minutes, 50% of the battery is charged,” says Araripe.
The company has invested in device cooling technology: There are three layers of protection on the cell phone created to dissipate heat and keep the smartphone at a normal temperature, without harming battery life.
The device has three rear cameras, one traditional 50 megapixels, one with a 5 megapixels telephoto lens (for zoom) and very large (for macro capture) with a resolution of 13 megapixels; The front camera is 32 mega pixel.
The mobile shoots up to 8K and comes with a new system called ProFocus, which always identifies and focuses the key elements in a photo or video automatically, without having to click any buttons.
Luciano Barbosa, Head of the Xiaomi Project in Brazil, adds that the company is striving to improve its own operating system, MIUI, offering more and more solutions and its own resources.
Among them, the CEO highlights the possibility of creating some kind of folder, hidden from the main menu, password-protected for adding banking applications, for example.
Finger pinch unlocks this separate environment that only works with a password – different from the one used to unlock a cell phone – or biometrics. And the user can choose to activate. We’ve seen the need for the feature after many customers have sought a second device in the face of The increased theft. So, even if the criminal takes the unlocked cell phone, he deals with another access barrier,” Barbosa explained.
Compare Xiaomi, Apple and Samsung
See the main information about the top devices of the three brands. paying off:
|Xiaomi 12||iPhone 13 mini||iPhone 13||iPhone 13 Pro||iPhone 13 Pro Max||Galaxy S22||Galaxy S22 +||Galaxy S22 Ultra|
|price||R$9499.99||From 6599 BRL||From 7,599 BRL||From 9499 BRL||From 10499 BRL||From 5,999 BRL||From 6,999 BRL||From 9499 BRL|
|internal capacity||256 GB||up to 512 GB||up to 512 GB||up to 1 TB||up to 1 TB||up to 256 GB||up to 256 GB||up to 512 TB|
|RAM||8 GB||4GB||4GB||6 GB||6 GB||8 GB||8 GB||12 GB|
|drums||4500 mAh||2500 mAh||3265 mAh||3150 mAh||4400 mAh||3700 mAh||4500 mAh||5000 mAh|
|Healer||Snapdragon 8 Gen1 (Qualcomm)||A15 Bionic chip (Apple)||A15 Bionic chip (Apple)||A15 Bionic chip (Apple)||A15 Bionic chip (Apple)||Snapdragon 8 Gen1 (Qualcomm)||Snapdragon 8 Gen1 (Qualcomm)||Snapdragon 8 Gen1 (Qualcomm)|
|Screen||6.28 inches (Amoled / DolbyVision)||5.4 inch (Super Retina XDR display)||6.1 inch (Super Retina XDR display)||6.1 inch (Super Retina XDR display||6.7 inches (Super Retina XDR with ProMotion)||6.1 inches (Full HD + Flat)||6.6 inch (Full HD + Flat)||6.8 inches (Edge Quad HD+)|
|camera||Three rear cameras: 50 MP, 5 MP, and 13 MP + front camera with a resolution of 32 MP||Dual 12 MP Camera + 12 MP Front Camera||Dual 12 MP Camera + 12 MP Front Camera||Three 12MP rear cameras and 12MP front camera||Three 12MP rear cameras and 12MP front camera + LiDAR sensor||Three rear cameras (12 MP, 50 MP, 10 MP) and a 10 MP front camera||Three rear cameras (12 MP, 50 MP, 10 MP) and a 10 MP front camera||Four rear cameras (12 MP, 108 MP, and two 10 MP) and one front camera with a resolution of 40 MP|
Lack of parts in the pandemic
The semiconductor crisis has affected nearly every sector that needs chips and technology materials to make up their products – including cars and smartphones.
“The lack of parts affected the layout, and road map At the company, we had to change direction while developing some of the products launched last year,” says Araripe.
“In the case of Xiaomi 12, everything has already been normalized. The hardware is distributed and the raw materials are ready to produce more units”, he adds.
The marketing executive highlights that although the company has already brought over 600 branded products to Brazil, there is always an assessment of what pays off. “We’re looking closely at what’s worth offering because there are many cases where the cost is higher,” he says.
The company has been operating in Brazil for three years and has seven physical stores in the country. Since then, it has launched more than 40 smartphones.
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