China’s Xiaomi To Launch In Africa From Mid November Via Distributor

China’s Xiaomi To Launch In Africa From Mid November Via Distributor

Chinese smartphone maker Xiaomi will from mid November start selling its phones in Africa starting with South Africa, Kenya and Nigeria, the company announced on Monday.

The maker of Mi 4 and Redmi 2 phones, which is the third largest smartphone brand in the world After Apple and Samsung, will sell the two brands through a Mobile In Africa Group (MIA) distributorship network in 14 countries on the continent.

“We see Africa as the next frontier for smartphone growth and we are excited to be partnering with MIA Group to offer consumers in these three countries our high-quality smartphones at amazing prices,” Raymond Tian, Xiaomi’s Global Strategy Director, said in a statement.

The Chinese smartphone giant — valued at $45 billion — is leaning on Africa’s fast growing mobile phones market to help it hit its 100 million phones sales target for 2015. It sold 35 million phones in the first half of the year.

Africa has been the fastest growing mobile region for the past five years, and saw smartphone sales surge to 47 percent in the first three month of this year, Forbes reported.

According to tech entrepreneur RJ van Spaandonk and MIA’s president, Xiaomi’s low-cost smartphones is the right partner for Africa’s low income consumers and emerging middle class.

“There is a great need for mobile technology in Africa that is of top-notch quality but still affordable. What I found in Xiaomi is a company, and a business model, that can accommodate the needs of African consumers,” Van Spaandonk said.

MIA is setting up online stores in 14 countries, similar to the mostly-online sales strategy Xiaomi uses in China.